I.

Statement of the Problem Can First Solar maintain its marketing momentum in the global marketplace?

II.

Background of the Problem

First Solar is one of the worlds primary solar technology providers and looked to dominate the market going forward. Its strong technology of using Cadmium Telluride cell, which is the waste recycled from smelting of zinc, considered as the most environmentally safe way of using cadmium, responsible for changing the marketing environment significantly. This technology acts as an informant and liaison between business, political and public sectors. Concerns about climate changes and high oil prices in the energy market, has generated a fanatical pursuit to find ways to tie together and make use of renewable energy sources which are maintainable in the long run and also are beneficial to the earth by dropping greenhouse gases and other toxic substances. Using First Solar `s effective technology, these renewable energy sources will slowly replace our current dependence on non-renewable energy.

III.

Objectives of the Study The company should know what to do to increase sales. To know how to improve the company.

IV.

Problem Analysis

Strength: First Solar is the leading designer, manufacturer, and marketer of solar energy equipment and utility size equipment.

Their product is not depenedent on silicon wafers which is used by most of the solar industry. Known for their razor thin cadmium telloride solar cells and panels, which is designed to produce electricity efficiently.

Weaknesses: The waste is toxic Low electrical conversion efficiency.

Opportunities: Helps reduce Global Warming Manufacture low-cost, thin film cells on a large scale.

Threats: Many other competitors. The cost for solar energy is expensive.

V.

Alternative Courses of Action

Plan A: Innovate The First Solar should create a better product which can produce more energy yet lesser waste. Or make a product that doesnt have a very harmful effect on the environment. Maybe a product that doesnt have to use fosil fuel. Advantage: The waste will be much more acceptable for the environment. Will beat the competitors if they can make a product that produces more energy. Disadvantage: The cost will be higher not only for the consumers but also for First Solar.

Plan B: Marketing. The company should continue with the current marketing strategies but they should also have TV ads that can engage in the public relations to attract the general public about newly introduced products and how concerned the company is towards social issues. Advantages: This will raise awareness among the people about your products. If the advertisement is excellent, the consumers will buy the products. Disadvantages: Producing a TV commercial is very expensive. And for viewers, TV advertisements can be annoying and they might not see all the hard work youve done.

Plan C: The First Solar company should lower their prices. They can make their product cheaper for their consumers. Advantages: Plenty of people will buy their product. Disadvantages: The quality of their product might get affected and they will rely more on the government subsidiaries and taxes.

VI.

Recommendations and Conclusion I recommend the implementation of plan A. They should innovate their products.

They should build new products that can defeat their competitors and can make potential buyers to want to buy their product. A product that dont have toxic waste and is cheaper. And they should make it available to other countries not only in Europe and the U.S. so that they can have more buyers.

A Case Study Analysis Submitted To: Ms. Dona M. Abrina of the Marketing Division of Ateneo de Davao University

In Partial Fulfillment For The Requirements On Marketing 310

Carla Angela M. Venus BSACT-3G