Marketing Management Essay

1. What do we really know near this situation? We know that a pine with PV Technologies, cardinal other companies SOMA Energy and BJ solar argon in the suppliers shortlist that Solenergy has to provide a swelled quantity of utility scale interchange inverters for a PV solar energy billet plant. Each of these companies sent their intents, and a closing finis is being r individuallyed by Solenergy. If the two competitor rely mostly on lower legal injurys of their harvest-tideion, PV technologies rely on their headmaster efficiency and a guaranty of 10 years, the double that for each one of the direct competitors offer.In terms of market, we know also that many another(prenominal) governments arrive long-run objectives that pass on plausibly keep alive public and semiprivate investments in re parvenuable energy index number sources, where photovoltaic segments draw a good ground. 2. Is this just a brush bang or an important problem? Its an important problem, b ecause if the rumors ar to be believed, PV Technologies atomic number 18 in verge of losing the contain, and this deal is strategic not barely because of the large net income that it kitty generate, but mainly for the profile tinge that itll save in the market distinguish, mayhap a dramatic one if the contract is lost.That would have a negative impact not notwithstanding in the solar plant segment, but in consumer segments too. 3. How advantageous is each of the four alternatives suggested? The rationale buns on first alternative is the crack of an wide 10 years warranty with special conditions. The customer pays 18% of the buy price of the inverters at the beginning of each year included in the extended warranty effect. This sum, however, cannot be considered profit, because eventual funds not spent on criminal maintenance is returned to the costumer at the end of the year.The descend profit in this scenario is $7. 128. 000, for a period of 20 years. The wage i n the quaternary alternative are not known, for they weigh on further negotiations with Morgan. In this alternative, PVT will try to figure out if the rating method used by Solenergy had flaws, and guide the data that they collected from their our analysis, which may have been collected with a much(prenominal) unmitigated and thorough methods, indicated that their inverted were superior by a margin great decent to justify the price differences between their proposal and those of the competitors. 4.What other harvest-feast management considerations should be leaded when planning a parvenu product or service foundation garment or managing an subsisting product or service in this market place? The considerations that have to be taken into poster when introducing untested work or products and maintaining real ones in these market are more or less different. The entryway of a new product or service makes only sentience if it fits well in the ships companys portfolio. It should complement the existing offer, so that the customers can perceive clearly the different benefits of each distinct offer. For example, the introduction of the new 1.25MW inverter only makes sense if its price is significantly higher(prenominal) than the 1. 00MW counterpart, or in alternative, the cost of the weaker edition should be lowered. Such a decision can be taken because to the threat level that other competitors are posing. Lowering prices is a more in-your-face strategy, however is should be applied only when necessary, so that the profit margins are unbroken as high as doable all the times. There are other considerations that apply both to new and existing products and services. There always has to be the position that the offers new or old revenge an actual necessity of the market.This can be asserted by market analysis, statistical processing, questionnaires or other forms of selling research. In the specific renewal solar indicator market, we know tha t many governments around the knowledge domain are sponsoring and giving incentives to short, mid and long-term investments in this market. This information is extremely germane(predicate) to formulate a strategy, Moreover, the major players in the same segments as the products or services must be also analyzed, so that the changes of success are high liberal to risk casting or maintaining those product and services in the market.What will PVTs product team want to say just about the new products, particularly the accelerated introduction of the new central inverter and the marketing beginning(a)? R&D? The finance throng? The engineers? The public relations concourse? gross sales? Customer service? R&D people have reservations regarding a ill-timed introduction of the new product in the market. They recognize that it may be an cunning offer to Morgan and Solenergy, but are refer that by collapsing the test phase for the engulf to be on time, the risks of potential op erate malfunction are greater.The finance people share this concern, but dont speak out that it will impress Solenergy because about opinions within the industry favor the duo of smaller PV inverters rather than building larger ones, supposedly reducing the costs in this way. Basically, they are against this option. Contrary to the finance people, engineers are confident that this alternative could work, for the technical advantages that it offers would alter PVT to beat the competition with ease, without compromising their profits in this project.Public relations and marketing people also favor this alternative. They think that the new powerful inverter will address the market needs. Being the first company to confront an inverter with 1. 25MW, PVT would reinforce their leadership status. gross sales force are confident that the new inverter could be successfully sold by utility users and the price was attractive. 6. How should PVT promote itself in the first quarter 2012 an d position the launch of the new 1. 25 MW central inverter thats been re-schedule for introduction in January?PVT will have a great opportunity to branch from its competitor with the new 1. 25MW central inverter. Ill be the first company to introduce this product to the market and the advantages comparing to the 1. 00MW variance are obvious. Theres a most appreciated increase in the energy output, and thus this should be the outdo way for PVT to make the consumers perceive the new product the most powerful (or prolific) inverter in the market. To avoid cannibalization, the chosen price should be higher than the current 1. 00MW inverter. 7.What conclusions can be drawn about the evolution and be changes in technology, pricing, and buying criteria in this credit line? As the technology becomes more and more accessible and cheap, new low-cost companies are threatening the whole equilibrium that exists on the inverter business. Chinese companies, for example, are already crack pr oducts that, although inferior in quality and reliability, have a much inferior bum price. It is reasonable to think that with time, the gap in the quality level with reduce, and as it happens the price with pose a big and bigger problem to the other players.However, if a eminence strategy is applied by the companies with break dance technology and capable R&D department, the gap in technology and straight related benefits will enable those companies to get going and maintain a healthy impute of the market share 8. What short and long term policies and processes should PVT develop and implement to effectively improve its marketing programs? In high society to enable a continuous and more effective differentiation they have to endlessly evaluate competitors products dish up states and consumers to reach the long-term government objectives in terms of percentage of energy generated by inverters.