Executive Summary

About Canadian Solar

Founded in 2001 by the current chairman, president and CEO Dr. Shawn Qu, Canadian Solar (NASDAQ: CSIQ) has grown “into one of the world’s largest solar photovoltaic products and energy solutions providers, as well as one of the largest solar power plant developers globally” (Canadian Solar, 2020). For nearly two decades, the company has worked to achieve its mission which is “to foster sustainable development and create a better and cleaner earth for future generatons by bringing electricity powered by the sun to millions of people worldwide.” Today, Canadian Solar has a precense in 160 countires and solar farms that produce 43 GW of energy cumulatively – enough energy to power 10 million households. The company has a workforce of 13000 employees, through which it works to achieve its mission and provide value to customers. Part of the company’s success is attributed to its marketing strategy set on diversification and cost based competitiveness – a factor that has positioned the company among the top five leading solar manufatureres globally. 

Current Marketing Situation

The need for green energy coupled with the demand for energy has led to growth in the photovoltaic industry. Also, the expected depletion of fossil fuels globally means that the development for renewable energy will continue in the long-term. The advantages created by using photovoltaic cells to generate power is acknlwedged to lead the evolution in the energy world. For companies such as Canadian Solar, increased demand for greener energy and specifically photovoltaic solar panels means the company’s prospects for growth remain high. Despite accounting for among the least used means of power generation, photovoltaic cells have enomous potential as demonstrated in their use to power electric vehicles and power homes. As the figure below illustrates, China and Europe lead in demand for PV, with the former having over 12.92GW of power on its national grid from solar PVs.

Figure 1: World Cumulative PV installations between 2 33rd4rwxr3w009 and 2013.

Source (CITE).

The marketing strategy element by Canadian Solar reflects consumer needs, thus, the company has developed a unique product design, name and features to remain compeititve. As reflected in the company’s product, pricing, place and promotion, Canadian Solar has employed strategies that enable lead. (Order Customer Paper from us)

Canadian Solar Threats & Opportunity Analysis

The understanding of the operating environment is critical for any company seeking to remain competitive. As with any other company, Canadian Solar experiences SWOT analysis, that is Strenghts, Weakneses, Threats and Opprtunities, that once exploited can add to the company’s overall competitiveness. The business environment in which the company operates, as a leader in its industy, requires careful situational analysis and review. SWOT analysis thus provides an interative process that enables different departments in the organization to work together to form strategic plans for the company. The table below summarizes Canadian Solar SWOT.

Table 1: Canadian Solar SWOT Analysis

Canadian Solar strengths include its investment in highly automated systems that the company utilizes to manufacture solar PVs. For instance, in 2011 the company added to its manufacturing capabilities a $12 million post-lamination framing lines for trimming, framing, testing and packout of photovoltaic panels that has five robots, applicators, conveyors, and other handling equipment (Manufacturing Automation, 2011). The installation, along with other advancements, improved the copmany’s production capabilities and added to its core strengths the ability to manufacture increased annual production of upto 120MW. Along with manufacturing, Canadian Solar’s precense in 160 countries means it has an  optimal global distribution network.  (Hire Essay Writer for a similar paper)

Objectives & Issues

 Marketing Strategy

Action Programs, Budgets

 Controls—and a summary section of your findings in this project. 

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