Strategic Marketing Plan for Tata Bp Solar
Table of Contents
1. Introduction 2
1.1 Company Overview 2
1.2 Company Mission 2
2. Situational Analysis 3
2.1 External Environment 3
2.1.1 PEST Analysis 3
2.1.2.Market Analysis 4
2.1.3 Competitors analysis 5
2.1.4 Target Customers 5
2.1.5 Porters 5 forces 5
2.1.6 Key success Factor 7
2.2. Internal Environment 8
2.2.1 Current Strategy 8
2.2.2 Marketing Mix 8
2.2.3Performance Analysis 9
2.2.4Resource Analysis 10
2.2.5 Strategic Options 10
3.SWOT Analysis 10
3.1.Strengths 10
3.2.Weaknesses 11
3.3.Opportunities 11
3.4.Threats 11
4.Competitive Advantage 11
5.Strategic Thrust 12
5.1 Recommended Strategy – medium term (3-5 years) 12
5.2.Marketing Goals 13
5.3.Product-Market investment Strategies 13
6.Strategic Marketing Mix 14
6.1 Target Market 14
6.2 Positioning Strategy 14
6.3Marketing Mix 15
7.Sales Forecast and Financial Projections 16
8.Recommendations 17
9.Conclusion 17
10.References 18
1. Introduction
Solar Fan is a clean and greener fan from Tata BP Solar for indoor air. Better way to cutter customer’s power bill. Solar fan a product of Tata BP solar going to hit the middle class market in India. Tata BP Solar is one of the top company which created customized solar solution that illuminate home, street and community.
1 1.1 Company Overview
Established in 1989, Tata BP Solar is a Joint Venture between Tata Power Company, a pioneer in the power sector in India and BP Solar, one of the largest solar companies in the world. The sophisticated 84 MW Solar Cell manufacturing facility is capable of processing mono and multi crystalline wafers of 125mm2 and 156mm2. Their state-of-the-art 125 MW module manufacturing facility is one of the largest in Asia and capable of manufacturing modules from 0.3Wp to 280Wp and beyond. Company’s talent pool comprises over 600 employees spread over 4 manufacturing units and 8 regional offices.
Manufacturing facilities are ISO 9001 and ISO 14001 accredited from BVQI, London.
1. Introduction 2
1.1 Company Overview 2
1.2 Company Mission 2
2. Situational Analysis 3
2.1 External Environment 3
2.1.1 PEST Analysis 3
2.1.2.Market Analysis 4
2.1.3 Competitors analysis 5
2.1.4 Target Customers 5
2.1.5 Porters 5 forces 5
2.1.6 Key success Factor 7
2.2. Internal Environment 8
2.2.1 Current Strategy 8
2.2.2 Marketing Mix 8
2.2.3Performance Analysis 9
2.2.4Resource Analysis 10
2.2.5 Strategic Options 10
3.SWOT Analysis 10
3.1.Strengths 10
3.2.Weaknesses 11
3.3.Opportunities 11
3.4.Threats 11
4.Competitive Advantage 11
5.Strategic Thrust 12
5.1 Recommended Strategy – medium term (3-5 years) 12
5.2.Marketing Goals 13
5.3.Product-Market investment Strategies 13
6.Strategic Marketing Mix 14
6.1 Target Market 14
6.2 Positioning Strategy 14
6.3Marketing Mix 15
7.Sales Forecast and Financial Projections 16
8.Recommendations 17
9.Conclusion 17
10.References 18
1. Introduction
Solar Fan is a clean and greener fan from Tata BP Solar for indoor air. Better way to cutter customer’s power bill. Solar fan a product of Tata BP solar going to hit the middle class market in India. Tata BP Solar is one of the top company which created customized solar solution that illuminate home, street and community.
1 1.1 Company Overview
Established in 1989, Tata BP Solar is a Joint Venture between Tata Power Company, a pioneer in the power sector in India and BP Solar, one of the largest solar companies in the world. The sophisticated 84 MW Solar Cell manufacturing facility is capable of processing mono and multi crystalline wafers of 125mm2 and 156mm2. Their state-of-the-art 125 MW module manufacturing facility is one of the largest in Asia and capable of manufacturing modules from 0.3Wp to 280Wp and beyond. Company’s talent pool comprises over 600 employees spread over 4 manufacturing units and 8 regional offices.
Manufacturing facilities are ISO 9001 and ISO 14001 accredited from BVQI, London.
References: Aaker, D. (2007) Strategic Market Management, 8th ed., New YorkL: John Wiley & Sons. Cravens, D. W. & Piercy, N. F., (2006), Strategic Marketing, (8th Edition), New York: McGraw-Hill. Hill et. al (2004) Strategic Management an Integrated approach (2nd Australian Edition), Qld: John Wiley & Sons Kotler,P Kotler, P., Brown, L., Adam, S., Burton, S. & Armstrong, G., (2007), Marketing, (7th Edition), Frenchs Forest: NSW, Prentice Hall. Luftman, J.N., Lewis, P.R & Oldach, S.H. (1993). Transforming the Enterprise: The Alignment of Business and Information Technology Strategies. IBM Systems Journal 32(1): 198-221. Porter, M. (1985), Competitive Advantage, the Free Press, NY.