Marketing plan
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Marketing Plan2
Executive summary
M-solar is a power system consisting of devices that use environmentally friendly energy
sources. The methods mainly use solar energy to generate to generate power (Peter, 1999). The
UK based company, i.e., Solar Century deals with solar power installation. The company sells
with power devices and mainly comprise of electrical gadgets (Lewis, 2007). This is a direct
sales company, and many of the clients are business organizations or enterprises and also
households. The company produces custom-made electronic devices for over 300 businesses that
use solar power as alternative energy sources. The M-solar product is one of the primary
products manufactured by the company. The product has become increasingly popular in the last
few years despite the stiff competition that the company has faced (Forberich, 2009).
An evaluation of the M-solar product, its strengths and weaknesses, opportunities, and
challenges are the foundation for the development of a marketing plan. The program critically
focuses on the products growth strategy. It offers suggestions on how the product can be
differentiated in India and made unique through pulling more customers into purchasing the M-
M-solar
Introduction
In this marketing plan, the organization taking into contemplating is B2B Solar services
in India. The organization would be dissected on its intensity by doing an industry examination.
In light of this analysis, it can be understood whether the group is aggressively put to confront
different organizations in the business. The organization methodology embraced and furthermore
the ones to be taken are portrayed in order to comprehend its future prospects of performance.
The difficulties to be looked forward are recorded down with suggestions to be considered so as
to enhance its standing. The Solar Energy is an inventive idea that has been presented in the
Indian market as a result of the rising fuel price in the nation. The thought behind its origination
is to give an economical energy that is eco-accommodating and a little energy that would be
reasonable for India. The organization acquainted its arrangement with focus on the Indian
market as well as takes into account the developing interest for such energies in the universal
market. Despite the fact that there are different difficulties that the organization could confront, it
can be overwhelmed by embracing specific systems. The organization's essential quality is that it
gives high innovation energy, in reality, route in front of others as far as innovation; the
additional point is that this creative power is influenced conceivable at a lower to price. The price
contrasted with different producers in a similar industry is three to four times smaller. The
drawdown factor for the organization is that it doesn't offer an extensive variety of decisions. It
ought to be noticed that later on, the scope of the energies provided ought to be expanded so as
that it fulfills different sorts of clients. Regardless of this, M-solar based power is making
progress into numerous nations, and later on, it just happens to be the real players in the eco-
Environmental Analysis
1. Competitive forces. Competition in the solar power energy provision market is quite stiff in
India. In the market today there are a number of energy sources that can serve as alternatives to
solar power (Miller, 1983) for instance hydro-electricity has for a long time been the most
preferred source especially for urban areas consumers. Solar energy is mainly used in remote
areas that are not connected to the national grid (Ross, 1992). On a global scale, about 70% of
households and industries use hydro-electricity as their energy source. In places, with constant
energy, outages-solar devices are more used as backups. In such situations, the competition m-
2. Economic force. The prices of these devices are determined by the price of the electronic
materials used in their assemblage. With advancement in technology, some electronic gadgets are
losing value and becoming obsolete while others are appreciating and gaining ground. Solar
powered devices are more advantaged since the prices of their materials are relatively cheaper
compared to materials for devices using other forms of energy in India (Storper, 2004).
Companies like Solar Century only have to worry about the changing technology the company
needs to be updated for this product to remain relevant in the market. The company needs to be
aware of techniques that will put the company in an advantaged position especially given that
most businesses are now focused on green energy in India (Ferrell, 2011).
3. Technology. M-solar uses the integrated circuit technology to reduce the size of the overall
circuit and hence power consumption (Masson). Solar powered devices development is set to
become less pricey with the reduced price of solar photovoltaic systems which expected to occur
in the near future (CAMACHO, 1997) which is mainly because of the development of the second
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generation photovoltaic. This means that all the companies developing M-solar devices should
quickly embrace the new technology or risk running out of business in India (South face).
5. Social, cultural forces Most of the citizens nationally have a wrong impression about solar
power. Most people think that solar energy is inadequate and cannot sufficiently provide
6. The threat of Substitute the risk of substitute items can really impact M-solar based market.
In the event that other substitute items can be offered at a lower value, it can cause issues for the
organization. The substitutes accessible to compete with B2B energies are solar powered
controlled or hydrogen energies. On the off chance that these new innovation energies go into the
market offering lower value, it can obstruct the offers of M-solar oriented. In any case, the reality
remains that solar light based fueled energy are profoundly valued thus it doesn't pull in clients.
The price of solar energy is restrictively high, and recuperation will be a drawn-out stretch of
time. To the extent hydrogen run powers are concerned, it's still in the start phase of outlining
and its full-scale presentation into the market would take a more drawn out timeframe than
anticipated. It can be seen that there is no danger of substitute items coming into the energy
business offering low price and blocking the business performance of M-solar based.
Target market
Solar Century has stated that focusing on the commitment and service quality of solar
energy is their primary goal in India. The company aims at developing devices that will match
every consumers needs, as mentioned above the company provides for tailor-made products for
individuals and business enterprises in India. The company has been applauded for managing to
produce systems that can generate power even at low solar light levels. Like other solar
Marketing Plan6
companies, it has mainly focused on remote areas and different regions that are lacking electrical
connections as they have a chance to take over the available market (Paley, 2010).
The Solar Century Company has various marketing strategies and among them is the
current strategy that entails promoting the products in all forms of media. The target markets as
mentioned above are the people from remote areas. According to the companys statistics, 90
%of customers who own the M-solar items are from these remote areas which the company
equates to sales worth over 50 million dollars in the last financial year (Leggett, 2009).
SWOT Analysis
Strengths
1. Unlike other sources of energy, solar power is an infinite source. It cannot be exhausted.
That factor has made the product the most preferred globally as they also utilize clean energy or
what is now referred to as green energy in India. Most countries have been pushing for the
improvement and use of green energy because of the growing concerns of pollution attributed to
other forms of energy sources (Schildhouse, 2006). Companies producing devices using the
2. The M-solar invention can be used to provide emergency power. These make it an incredibly
useful and versatile tool to have. Whether one is out hiking or wants an emergency kit, this
warming and massive air pollutions green energy has been adopted as the alternative source of
energy. This recent development is opportunities for the solar power equipment and machines.
The current statistics show that the sales of the M-solar products are increased by 5% in the last
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fiscal (Jackson, 2006). Below the chart shows the steady growth of solar power use, this means
Solar Century and other solar companies should be working around the clock to curb the
Weaknesses
1. The installation and maintenance of these products are a bit hard in India. A factor that
can be attributed to this problem is that fact that there are few solar experts who can
repair or maintain the devices, this element has also made innovation and growth of the
new and efficient products quite slow. People needed training on installation, operation
and supported the latest technologies. They require an operating experience on climate
attracting many customers. Little developments have been made to promote the products,
especially in urban areas. The products have done significantly well in remote regions
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where it is expensive to connect to the national grid in India. Electricity deregulation has
offered various alternatives to which consumers can choose from (Dyson, 2004).
3. The seasonal nature of the product market creates barriers in manufacturing and cash
flow, these exerts excessive pressure on personnel and strains the facilities. Prospection is
a challenge as companies must identify places with excellent resources and access to
photovoltaic used in the making of m-solar devices has been declining. Few units are
produced and thus resulting in little demand and production volumes in India (Helms,
2010).
Global Marketing
does not have a backup plan itself. Besides that, the primary purpose is to reduce the price of
energy. They are market-oriented products and customer interest focused in India. These devices
are to compete in the generic market and significantly influence the demand for other alternatives
(Menon, 1988). In the Solar Century Company, the marketing team is a task with achieving a
better understanding of the needs and satisfaction of current and future customers. The team is
supposed to obtain information on how the M-solar can be improved a redesigned to meet the
The table below is the ROI financial model for M-Solar plant in 10 years
Years 2016 2017 2018 2019 2020 2021 2022 2021 2022 2023 Total
Revenue 113.5 113.5 113.4 113.4 113.3 113.2 113.2 113.12 113.1 112.9 1133
Operational
8 8 8 8 8 8 8 8 8 8 80
Expenses
Bank Interest 57.1 51.8 46.4 41 35.6 30.2 24.9 19.5 14.1 8.7 330
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Payment
Depreciation 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 343
Total Expense
99.4 94.1 88.7 83.3 77.9 72.5 67.2 61.8 56.4 51.0 753
(without AD)
Strategy Briefings
Target strategy 1
In order to achieve the companies goals, Solar Century has concentrated on public education on
about the price savings inherent in solar in India. This company has done this through
advertisement which has been done utilizing media resources such as T.V and radio adverts,
Target Strategy 2
Another strategy that has been used by the company is tapping into the power of community.
This entails talking to people and leaving them flyers that they can refer to later. The people are
told about the benefits of using the M-solar power devices. The companys representatives aim at
Marketing Plan10
convincing the people to have their homes installed with the companys solar power devices by
making them aware that by so doing they would spend much less on the price of energy
Strategy 3
M-solar is optimistic and affordable, and most people are concerned are not aware of that. This
approach is to ensure m-solar sales and marketing is a financial advantage in India. The plan of
the company is to show how buying m-solar can make the difference in the world and how the
company is offering hope for the future as its devices protect the environment. The marketing
features should make health and eco-friendliness as the primary characteristic (MARKETING,
2011).
Marketing Mix
1. Product this product is top-rated in most areas without electricity. The challenge is how to
get customers in urban areas too. The product is to be redesigned to serve as a possible
alternative source. By doing that peoples will get used to these devices and eventually take them
2. Price. The pricing of these gadgets is dependent on the size and specifications. The systems
that have a high power output are bit expensive compared to those that can be used for domestic
purpose. The pricing is customized to client needs in India. The pricing terms are sensitive to
3. Distribution. The marketing and distribution are direct adopted direct sales. Customers can
make direct orders to the manufacturer and get supplied with the units in India. There are also
international shipping agents that the company uses to sell to customers in other parts of the
world.
Marketing Plan11
4. Promotion. With the emerging trends in the solar power system field, the product should be
promoted to maintain the sales. Better product promotion methods like trade journals, web
advertising, and trade fairs should be used in India. Direct asking should also be used especially
Figure below shows price of solar panels and price of solar power charts and graphs
Marketing Plan13
Marketing Implementation
Market Organization
Because of the current market situation, venture into new markets requires extensive
customization to match the client needs in India. Categorization of the customers into different
units depending on their needs is vital. Apparently, this will allow focus on the requirements and
The expenditures and plan new objectives should be encompassed in the project report.
Any new product will be evaluated on a quarterly basis to determine profitability. The M-solar
development expenses to be compared gross income generated during the same period.
Comparison of the actual planned activities evaluated in India. A business analysis team is
constituted and prepares a timely report on how far the planned activities have been achieved.
As the plan and creation of the energy were essential, M-solar oriented framed
associations with essential part producers like Curtis Instruments Inc (engine controller); Tudor
India (batteries) and Modular Power Systems (charger unit) were additionally created.
Furthermore, amass organizations (Maini Precision Products, Maini Material Movement, and
Maini Info Solutions) additionally contributed their offer in providing parts and programming.
Ordinary fuel energy has around 5,000 sections, the M-solar based has minimal fewer than 1,000
sections and very few are moving segments. About 900 pieces have been limited by M-Solar
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Electric. There are two strategies to consider when settling on a generation procedure for
entering the Indian market. One technique is delivering products inside India, and the other is
The general market section system for M-Solar is to converge with or secure a firm as of
now working in the Indian sunlight based industry. Along these lines, M-Solar could utilize the
accommodating to reconciliation to kill it. Regarding merger and obtaining, organizations that
predominantly concentrate on sun based cells are significantly more grounded contender for
consolidation or procurement than large organizations that attention on various product offerings
(e.g., Sharp, Kyocera, and so forth.). The groups appeared in the reference section are for the
most part potential hopefuls. As none of these organizations are top delivering firms in the Indian
market, their generation capacities will be restricted, best case scenario. It would be most
profitable for M-Solar to change over these production lines and utilize the sun oriented cells
delivered for their associations with homemakers. The constrained sun-powered cell generation
can be used on a portion of the private contracts however it is probably not going to be adequate
Distribution Strategy
M-Solar based understood the way that it would confront a great deal of rivalry as it runs
worldwide with its electric energy. M-solar oriented power have different specialty showcase
applications with massive potential for use in island nations like Mauritius, Maldives,
Seychelles, New Zealand, Cayman Islands, Channel Island, Fiji, Trinidad and Tobago, St. Kitts
to give some examples. M-Solar oriented has possessed the capacity to advertise its idea of
ensuring and saving the excellence and the ecology of such spots. Alluring deals and
Marketing Plan15
administration bundles are accessible for mass purchasers from the tourism and neighborliness
industry, armada administrators, and long associations other than nearby inhabitants.
M-Solar as of now has a worldwide system of sun based cell production offices that will
help them in their entrance into India. With current generation offices in Malaysia and arranged
production offices in Vietnam and Mongolia, the organization will have a few rooms that are
sufficiently close to limit shipping costs and that have enough production ability to supply any
activities that are contracted in India (M-Solar). Utilizing essentially out-of-nation production is
advantageous on the grounds that the organization isn't liable to high work costs and isn't subject
to one nation or one plant for their supply (this is particularly imperative on account of the
cataclysmic event, state disappointment, or work strike). In any case, bringing in from abroad
may show its own particular legitimate and administrative difficulties. The issues might be
settled by the strategy for merger and procurement. The organization must maintain a strategic
distance from taxes and charges that it would bring about by bringing in remote products. This
can be supported a diplomatic distance from by having the Indian firm taking some possession
stake M-Solar's abroad production plants. Thusly, the neighborhood firm will import its own
Communication Strategy
M-Solar based as a component of its extension design needed to enter the worldwide
market viable. It saw the tremendous degree in the fare advertise and thus it detailed plans to
draw in clients in the global market. As the legitimate condition in India is exceedingly powerful
in connection to the sun-powered industry, the production procedure may change. In spite of the
fact that oversea generation ought to be supported now, future lawful controls may move support
to neighborhood production. If this happens, the organization must assess whether the
Marketing Plan16
agreements and associations they have created are justified regardless of the extra work expenses
A standout amongst the most imperative parts of M-Solar's entrance technique in India is
the manner by which the organization populates the work power of their development. The team
should take a gander at each bit of their development independently when they choose Human
Resource methodologies. There are three organization areas that the team must consider as far as
Human Resources: the after deals benefit arrange, the production system, and administration.
Strategically, they should open an office in Tokyo or somewhere else in India keep in mind the
end goal to encourage coordination with the global M-Solar system and to look for additional
contracts and associations. The workplace will require business people, specialists, and
architects. The organization should utilize some exile specialists who know about their
innovation. However, the vast majority of the architects and planners ought to be enlisted from
India. Since Indian designers are as qualified scholastically as their worldwide associates, it is
profitable to utilize them in India. Local Indian will be more alright with the Indian dialect and
the Indian culture when managing different associations on improvement ventures. The
organization ought to make some degree even blend of specialists from other sun oriented firms
and college graduates. Enlisting engineers from different organizations benefit the company by
giving it more profound learning of its competitors, yet will likewise be more troublesome than
selecting college graduates. It ought to be noticed that both of these techniques would be
troublesome. The business structure in India supports long-term representatives and disheartens
organization move. Likewise, top college graduates are fearful about working for foreign firms.
That being stated, M-Solar is one of a kind in that it has a critical essential preferred standpoint
in its industry that will enable it to draw top ability from the business.
Marketing Plan17
Pricing Strategy
undertaking price low. For example, the M-Solar based plant does not have the high conjecture
sheet metal press shop and paint stall as on account of a regular energy venture. The M- Solar
baseds body is made of solid and shaded polymer plastic. The plant does not have a transport
line as the shell is first settled with wheels fitted with tubeless tires and moved starting with one
workstation then onto the next. Valuing of the energy was a piece of the main thrust of the
organization's system. To the extent electric powers go, M- Solar based is perhaps the least
expensive on the planet. Powers like the Richmond Australia, which is slightly better and has a
similar range, price three to four times the M-Solar baseds price in Europe.
Research and Development at the obtained firm ought to be dispensed with, if there are
any, since the R&D to keep up favorable critical position will be finished at some of M-Solar's
different areas. Building and Design divisions, as said already, ought to be extended. Something
else, the association of the firm can generally remain in place. The Human Resources design
delineated here endeavors to dispose of the typical issues with acquisitions for the most part
The particular arrangement will rely upon the result of the genuine securing. However, any effect
can be obliged. Utilizing for the most part Indian specialists where conceivable will guarantee
that the firm works efficiently and it will promptly be incorporated into the Indian markets. The
business should likewise use some ostracize specialists who know about M-Solar and have a
to help oversee production lines. However, laborers and many middle-level managers ought to be
held or selected from in India. M-Solar's energy-favorable position isn't subject to any individual
information, so it doesn't hurt the organization to enroll nearby ability. Be that as it may, enlisting
neighborhood gifts enable the group to oversee expenses and give them an adjacent favorable
inside India ought to be restricted, and would not go past the production capacities of the firm
they obtain. For production inside India, local specialists can be held alongside the majority of
the Indian managers. Some new managers and production specialists from M-Solar should be
coordinated into the firm keeping in mind the end goal to proficiently move a generation to M-
Solar particular cells. In any case, since a significant portion of the sun oriented cells will
There is no preferred standpoint in having Indian versus exile specialists to deal with the
trading of finish sun-powered cells between parts of the organization. In any case, these
specialists should be learned about M-Solar and their worldwide operations. Since most people
acquainted with the body are non-Indian, these workers would presumably be exiles. For top-
level supervisors of the firm, the circumstance is harder to evaluate. In the event that the
an incorporation, these supervisors ought to be disposed of - as the obtaining was decided for
generally legitimate reasons (no preferred essential standpoint of the gained firm) this won't be
negative for M-Solar. Notwithstanding, all endeavors ought to be made to keep supervisors
responsible for work and business contracts since it is essential to keep the steadfastness of the
Indian representatives. On the off chance that the securing was amicable, and the Indian
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supervisors can oblige the move in the center towards business associations and government
ventures, they can and ought to be kept set up on the grounds that it will keep up the productivity
of the firm.
After M-Solar based had completed its model of the M-Solar powered energy, it needed
to confront the test of entering the market. All together for the item to be mainstream great
showcasing and appropriation designs must be set up. In readiness for its dispatch in January
2001, M-Solar based selected 90 merchants nationwide, 40 of whom are around Bangalore. At
that point, it was caught up with converses with Karnataka Power Transmission Corporation
(KPTC) to get the vital clearances. This is to empower reviving of the energy at houses and flat
squares. Additionally, talks were energyried out with Bangalore City Corporation (BCC) to
introduce energizing focuses on air terminals and shopping buildings. The organization's
objective was to oblige a specialty to advertise, went for those changing from bikes to four-
wheelers, housewives, resigned people, school goers, and corporate clients. The organization is
growing its dissemination arrange by entering new markets. The arrangement is to choose two
new merchants consistently. In next a half year, the group intends to have merchants in 14 new
urban areas.
Conclusion
In Conclusion, the M-Solar will be a decent activity by any Government in advancing the
utilization of clean energies by its areas of expertise. Arrange and benefit tax reductions and
endowments from the Indian Government keeping in mind the end goal to chop down the price
and subsequently contend with customary energy creators. Focus on the European market with
its left-hand form as quickly as time permits with the price being the in addition to the factor of
M-Solar. Frame associations with countries and search for a limited generation in target nations
Marketing Plan20
if the amount can be additionally lessened. Like, tap the equipment business of China to make
the item more practical. More decisions should be acquainted with counter other global
competitors.
On the premise of the analysis done in this task on the M-Solar electric energy, it can be
presumed that the organization has the abilities to perform well in the market. This is
conceivable through the quality it appreciates over different contenders - high innovation with
price adequacy. The issue it can confront is that it doesn't have an excellent name universally
however after some time as innovation is overhauled in M-Solar and new decisions are
presented, it can most likely interpretation of the Titans in the energy business. In any case,
starting at now it is essential to gradually develop on the stable stage that it appreciates and
incorporate organizations to enter into universal markets. Over the long haul, M-Solar is well on
the way to make its stamp in the B2B market. Though there are many difficulties which M-Solar
needs to confront; keeping in mind the end goal to be effective it can make up significant strides
with a dream to out beat competition. In many countries, postal offices utilize sustainable energy
as they offer the simplicity of dispatch of mailing letters. The M-Solar can be effortlessly
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