Marketing Strategy for Set up Photovoltaic Solar Energy Systems in Turkey (PDF)

Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,5, University of Applied Sciences Fulda, language: English, abstract: The master's thesis aims to analyze photovoltaic (PV) solar systems
market in Turkey and suggests possible marketing strategies for installer
companies in the context of marketing purposes.
In this frame, the secondary research in macro- and microenvironment
reflects the market conditions with an indicative primary research.
Therefore, seventy active PV solar energy companies were found and
analyzed through a scanning in the Internet. In addition, twenty installer
firms reflected their company characteristics and respective evaluations
about the market and their marketing strategies through a web basedsurvey.
Different approaches to PV solar energy marketing are reviewed such as
customer centered marketing strategy, green marketing and diffusion of
innovations model.
In the light of this information, the major observed barriers against
deployment of PV solar energy are latecomer regulations, weak
governmental support, and high level of local interest rates in terms of
macroenvironment. Moreover, lack of customer centered professional
marketing strategies by firms was discovered against diffusion of PV
technology in Turkey.
Moreover, the average rate of installed PV systems to potential market
size is forecast under 0,01% among respondent marketers. Further, the
average of marketing employees is 2,7 and average marketing budget is
about USD 124.000.
To summarize, more specific marketing strategies by power demand of
customers and by profiles (innovators and early adaptors) of diffusion of
innovations model are recommended for installers of PV solar energy
systems, in order to deploy the PV solar energy in Turkey.