Analysis of the Marketing Position of Solarworld AG

Seminar paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, University of applied sciences, Nürnberg, language: English, abstract: SolarWorld AG is an international photovoltaic energy company that manages all stages of production starting by the raw material silicon for solar wafers to the entire solar module ¿ including its own research and development. Through an international distribution network, SolarWorld supplies customers all over the world with solar modules and complete systems. SolarWorld is through its subsidiary company Solarparc AG also involved in the construction of several large-scale solar power stations and operates with approximately 2,600 employees two production sites - one in Germany and one in the United States. The company is based in Germany. The by far biggest part of the entire sales is generated in Germany (49.5%) followed by the United States (23%) and the rest of Europa (19 %).

The objective of this assignment is a complete and comprehensive analysis of SolarWorld AG and its surroundings. In order to get a complete picture of the current situation the company has to face, it is necessary to analyse in a first step, the Macro- as well as a Micro environment of the company. For this a macro- as well as a Microanalysis is performed. In a second step the by the analysis recovered data and information are collected and interpreted in a SWOT (Strength, Weaknesses, Opportunities, Threat) analysis. Finally, the SWOT is carried out to create the basis for a future strategy.

For that work no primary data was collected, the entire work is based on secondary data. The necessary information for the analyses that were previously only scattered published or accessible will be combined and analysed by the author. The sources of secondary data are, for example, the annual report of the company.