Strategy of PV distributor

Michal Adrián

Master's thesis

Strategie FV distributora

Abstract:

Cílem diplomové práce je na základě detailní analýzy aktualizovat strategii distributora fotovoltaických produktů. Aktuálně firma vstupuje na nové zahraniční trhy a uvádí na trh nové typy produktů. V teoretické části práce jsou popsány obecné strategie, hlavní teorie internacionalizace společností, možnosti vstupu na zahraniční trhy, analýzy trhu a odvětví. Praktická část obsahuje interní a externí analýzu a návrh nové strategie společnosti.

Abstract:

The goal of this work is to redefine strategy of Czech photovoltaic distributor, which is currently entering new foreign markets and launching new products. The theoretical part of thesis describes generic strategies, main theoretical schools of internationalization, and entry modes to foreign markets, industry and market analysis tools, and types of international companies. The practical part consists of internal and external analysis. Internal analysis describes company background, products, customers, competitors and contains SWOT analysis. External analysis describes PV industry and development of European market. Final part of practical section is proposal of new strategy. The outcome of thesis is that Solarity should follow differentiation strategy with appropriate competitive focus. Proposal emphasizes several new sources of competitive advantage. Preferred country list with appropriate entry mode is also proposed.

Keywords

Analýza odvětví, Internacionalizace, Strategie

Keywords

entry mode, market and industry analysis, Strategy, photovoltaic, internationalization

Language used: English

Date on which the thesis was submitted / produced: 30. 3. 2012

Thesis defence

• Date of defence: 10. 9. 2014
• Supervisor: Lenka Švecová
• Reader: Marian Klimko

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management