Global Marketing and Digital Business Report

This report analyzes the global marketing and digital business strategies of Jinko Solar, a leading solar panel manufacturer. It examines the company's organizational profile, industry analysis, and marketing activities, including branding, consumer trends, and online presence. The report also explores relevant models and theories, such as Porter's Five Forces, PESTLE analysis, SWOT analysis, and Porter's Diamond model. Finally, it provides recommendations for Jinko Solar to enhance its global presence and digital business.

Global Marketing and
Digital Business

Table of Contents
INTRODUCTION...........................................................................................................................1
ORGANISATIONAL PROFILE AND INDUSTRY ANALYSIS.................................................1
Background of the organization.............................................................................................1
Porter five forces model.........................................................................................................1
Situational Analysis ........................................................................................................................2
PESTLE Analysis ..................................................................................................................2
SWOT Analysis .....................................................................................................................3
MODELS AND THEORIES...........................................................................................................4
Cultural factors.......................................................................................................................5
Standardised or adapted strategy............................................................................................5
Porter's Diamond model.........................................................................................................6
MARKETING ACTIVITIES...........................................................................................................7
Branding ................................................................................................................................8
Consumer trends.....................................................................................................................8
ONLINE ACTIVITIES....................................................................................................................8
Effectiveness of online presence............................................................................................8
RECOMMENDATION...................................................................................................................9
Recommendation for Jinko Solar...........................................................................................9
CONCLUSION...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Global marketing is a marketing done on worldwide scale to gain competitive advantage and
Digital business is promoting and operating business using online techniques (Kannan, 2016).
Main aim of the report is to enhance the global presence of organization with the help of global
marketing. In this report, Jinko Solar is taken for better understanding of these topics. Jinko
Solar is currently world’s largest solar panel manufacturer which has been established in
Shanghai. The company has more than 12000 employees and marked its presence globally in
more than 8 country. Also, the report consists of theories like Internationalization and porter
diamond model. Situational analysis will also be formulated for Jinko Solar. The report will
emphasize on online and marketing activities performed by the company. Some suggestions
regarding the company will be mentioned.
ORGANISATIONAL PROFILE AND INDUSTRY ANALYSIS
Background of the organization
JinkoSolar operates one of the industry’s largest R&D centres and UL (Underwriters
Laboraties) certified module testing facilities with over 250 scientists and solar experts. Jinko
Solar integrates advanced crystalline silicon solar PV (Polycythemia vera) technologies to
optimize modules, resulting in more efficient, reliable, durable and cost effective PV energy
solutions (Jinko Solar, 2015).
Porter five forces model
It is a business to business model (B2B) which can lay impact on the working of an organization.
Threat of new entrants
Many companies are entering in the industry of solar energy like Jinko solar and they
provide the cost effective solutions for Commercial and Domestic Solar Hot Water. As the
industry, Jinko Solar facing threat to their new entrants. They can compensate by increasing their
technology and can improve their services. The company Jinko Solar is facing difficulties like,
different government rules, subsidies, interest of loan (eg. Increase the Investment tax credit
ending in 2006).
Threat of substitute
Threat of substitute is relatively high there are many substitutes in the market (wind
power, biomass, Tidal power, Geothermal) these all are alternative energy and all company have
individual in their product they provide the specified energy. Hence, Jinko Solar have high threat
from their substitute products. Although Jinko Solar is continuously improving their solar
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energy, but solar energy is more expensive such as nuclear power. So these is difficulty for
company to improve their performance.
Power of buyers
The bargaining power of buyer is the comparatively high because the buyer purchases the
solar panel just ones in their lives. So they can purchase the high quality panel at once. Also, the
competition is this industry is very high as there are unlimited sellers and limited buyers. So
buyer can easily switch to the brand with low efficiency.
Power of Suppliers
The Jinko Solar uses uranium in their solar energy for production. So, the company who
is exporting, charges high cost due to the depletion in their resources. And Jinko Solar need to
buy at any cost for the proper and smooth functioning. So the bargaining power of suppliers is
relatively high(Kasemsap,2018).
Rivalry among the existing competitor
Rivalry among the existing competition is increase because due to innovation on new
technology is increase, the competition among the existing company also increases. Normal solar
cell have only 15% potential, that means nearly 85% of the sunlight does not get converted into
electricity. Therefore, expertise of Jinko Solar have constantly researched and implement the
new technologies to innovate so that to compete with their rivalry(Neubert,2018).
Situational Analysis
It is a business to business model (B2B) which can lay impact on the working of an organization.
PESTLE Analysis
This analysis is done on the basis of external factors that affect a business entity. Here
PESTLE analysis is done for Jinko Solar.
 Political – There is lack of support policy for the company like Jinko Solar. Because
there are administrative barriers (customs, cargo inspected by health and sanitary officials
etc.) for the company to access the market laid by the government.
 Economical - Many entities grant them funds to raise their capital. From the support of
stakeholders company has marked their presence over more than 8 countries. The
company is dealing in various countries which help them to grow and hence to attain
profitability(Kannan, 2016).
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 Socio-cultural – There is lack of knowledge for local renewable energy resources among
natives of United Kingdom. The factories and big corporates took an initiative to use
these techniques of solar energy and found it is inexpensive and more effective than any
other source of energy.
 Technological – Jinko Solar has built a vertically integrated solar product value chain,
with an integrated annual capacity of 9 GW for silicon ingots and wafers, 5 GW for solar
cells, and 9 GW for solar modules, as of June 30, 2018. The company sales get affect
positively as they are supplying their products in many varieties.
 Legal – The company suffers from very high bureaucratic environment while acquiring
licence. Jinko Solar follows an element of environmental law (Chaffey, 2019), that is
they are using natural resources very efficiently. The benefit to be a part of this law is
they are gaining political support.
 Environmental – The company Jinko Solar is protecting nature by following
environmental law. Company also encourages various organisations for environmental
friendly practises and promote tree plantation.
The company is attaining growth profitability due to the external factors taken in consideration.
These factors affects companies profitability but Jinko is well aware of these factors and able to
survive in the market.
SWOT Analysis
It is a business to consumer model (B2C) which can lay impact on the working of an
organization.
SWOT analysis is an analysis of internal factors. The company here taken is Jinko Solar
for better understanding of internal factors.
Strength
Strong distribution network – Over the years Jinko Solar Holding Co., Ltd. has built a
reliable distribution network that can reach majority of its potential market.
High level of customer satisfaction – the company with its dedicated customer
relationship management department has able to achieve a high level of customer satisfaction
among present customers and good brand equity among the potential customers.
Weaknesses
Limited success outside core business – Even though JinkoSolar Holding Co., Ltd. is
one of the leading organizations in its industry it has faced challenges in moving to other product
segments with its present culture.
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Opportunities
Concern towards environment – As days are passing, China’s government got
concerned towards the environment. Grabbing the opportunity of requirement of renewable
source like solar energy. As Jinko Solar supplies environment friendly products, maximum
customers get attracted by this factor and prefer to use solar energy(Fahy, 2015).
Changing trend– The company grabs the opportunity of increasing demand of electronic
cars. Electronic cars are in trend because they are environmental friendly and efficient. Jinko
solar has an opportunity to collaborate with brands who engages in production of Electric cars.
Threats
Intense competition – Stable profitability has increased the number of players in the
industry over last two years which has put downward pressure on not only profitability but also
on overall sales. Jinko has facing competition from many domestic as well as global industries.
Other renewable resource – The Jinko Solar is wholly depended of solar energy. But there
are many more renewable energies like water energy, wind energy, etc. Their attributes are
similar to that of solar energy.
MODELS AND THEORIES
The process theory of internationalization is a business to business model (B2B)
The three main approaches of internationalization is multi-domestic, global and transnational.
The approach which can be linked to Jinko Solar is globalization.
Internationalization theory: The company jinko solar is following process theory of
internationalization. This theory is also helpful for the organisations which are facing difficulties
regarding licensing and other intellectual property rights protection (Chaffey, 2019). The
company chooses to enter markets with are close, this helps them to decrease commitment
among market.
Jinko Solar is solely the controller of all the subsidiaries (Fahy, 2015). And being a parent
company, Jinko Solar is powerful among all rivalries. This means no other company or entity
can affect the working of Jinko Solar. Jinko Solar follows internationalization theory. The main
objective of Jinko Solar is to grow globally. But because they were facing difficulties in
licensing, they started to implement internationalization theory for the smooth trade from the
company. The company Jinko Solar has now expanded globally and successfully trade in various
countries like, the United States, Japan, Germany, the United Kingdom, Chile, South Africa,
India, Mexico, Brazil, the United Arab Emirates, Italy, Spain, France, Belgium, and other
countries and regions. Although, company has operating in various countries. But still it doesn't
delegate its control. The company controls its subsidiaries from China.
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Cultural factors
Cultural factors of home country China which can lay impact on Jinko solar is
Confucianism that affects business practice a lot: all relationship are deemed to be unequal. It is
necessary to show respect to age, seniority or educational background. Management style tends
toward the directive, which reflects basic Confucian concept of the hierarchical nature of society.
It is not executed that subordinates will question the decision of superior-that will be
disrespectful. While in host country UK the cultural factor that can affect Jinko Solar is the
behaviour and thoughts of consumer living in UK that needs to be addressed by Jinko Solar for
globally expanding their market. For this company analyses the market before entering into it.
So the culture is help to growth in the global market and achieve the goal of company.
Personal factors – Personal factors such as values, attitude, lifestyle can impact Jinko
Solar. For expanding globally and entering the digitalised market firm needs to make innovation
in products according to the values and beliefs of customers. This will support company in
gaining competitive advantage. (Chaffey, and Ellis-Chadwick, 2019). The company allots tasks
to only those preferred team who have been formulated to perform the task. So, these culture
help to company to increase their business in globally (Dickinson, 2018).
Economic Status- Jinko Solar for entering the global market has designed the products
according to the economic and financial position of consumers. If this has not been done firm
can also face huge amount of loss. (Kotler, and Armstrong,2015). So Jinko Solar have a benefit
it is to be successful in a global market that is predictable or controllable, and company product
life is long as good management and good relation between employees. so company have
advantage to increase the digital marketing.
Standardised or adapted strategy
It is a business to business model (B2B) which can lay impact on the working of an organization.
The strategy followed by Jinko Solar is Standardisation strategy (Lane,2018). This matrix is
standardised for alternative corporate growth. There are four different product combination of
Jinko Solar. Jinko Solar focuses on standardised strategy, which includes making innovative
changes and bringing new products in the market. This strategy has helped them in marking the
global presence in the market. Company has launched JinkoMX module series which consists of
a single chip optimizer from Maxim integrated products. Also organisation has launched first PV
module which provides mass production of this technology in the US solar market. They explore
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their existing solar products like solar cells, batteries, plates, etc. (Kotler,2015). to different
countries of the world. Therefore, the company is engaging in globalisation with their already set
strategy. By this they are gaining their market share and also able to create competitive
advantage among rivalries.
Porter's Diamond model
It is a business to business model (B2B) which can lay impact on the working of an organization.
It consists of four different factors:
 Firm structure, Strategy and Rivalry – The structure and strategy formulated must be
different from other companies. As the company like Jinko Solar faces domestic rivalry
(Fahy, 2015). The competitive advantage is that Jinko Solar can have dealt with
international rivalry easily. The firm operating in Shanghai has well defined structure
which has made them one of the leading company.
 Factor Conditions – These factors consist of natural, Human resource and capital
available in their home country that is China. (Sukhatme, 2017). The competitive
advantage is that the company create factors which are specialized in nature as well as
company contributes actions to upgrade them.
 Demand Conditions – As the demand of product increases, business entity feel pressure
to continuously innovate their products (Kotler, 2015). Therefore, competitive advantage
for Jinko Solar is that demand from local customers helps business to grow, improve their
quality as well as innovate products.
 Related and Supporting Industries – Supporting companies helps the business of Jinko
Solar to grow. As they set foundation of the company. The competitive advantage for the
company, that they support suppliers by improvement in the quality and efficiency of
products.
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MARKETING ACTIVITIES
Marketing strategy
Segmenting- The Jinko Solar identify the customer need and want by demographic and
Psychographic research according to income, age, occupations, life style, hobby, interviews,
surveys etc (Sukhatme, 2017). This segmentation will be done by geographic basis, so that it will
be easy for Jinko Solar to cover and have a base on huge market range. Company investing in
different energy sources that increase the demand in the market. For example they provide the
eco friendly or environmental friendly energy sources. So the demand of solar energy is
increased. Company promote the policy that called clean energy development which is provided
the best environment.
Targeting- the Jinko Solar target the small residential area. There is rising the demand
such as silicon ingots, wafers, solar PV cells, and mono- and multi- crystalline photovoltaic (PV)
panels in the urban area. The targeted population is middle aged and older adults which possess
business of their own or going to start the business. Also the targeted area will be urban
industrial area. (Fahy, and Jobber, 2015).
Positioning- Jinko Solar for establishing their various products like wafers, solar PV cells
in the market is generating the electricity and heating by the absorbs the sun rays (Sukhatme, and
Nayak, 2017). Jinko Solar for globally expanding their business will make use of cost
positioning strategy. In this firm reduces the cost of products to attract consumers which can
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porter's diamond
Figure : 1
Source: (Porter's diamond model, 2012)

support them in making their position in international markets. So the demand of the solar panel
is increase because its reduces amount of electricity these is the big advantage for company to
compete with their competitors. Company will make use of price positioning strategy in which
they will try to improve the product quality by reducing the price.
Branding
Branding is a customer's experience that differentiates a business entity or product from its
competitors in the impression of customer (Sukhatme, 2017).
Branding stands for giving a meaning to a company. All the companies are involved in
branding because they need to create a good impact in consumer’s mind.
Though the company is facing high competition this means the market is overcrowded. But
the branding of Jinko Solar it stands out in customer’s mind (Kotler,2015). Branding helps Jinko
Solar to grow globally and allow them to trade in different countries.
Consumer trends
Consumer trends in current preference of customers for goods and services for that they
want to spend their money. The consumer satisfaction is highest at times when they consume
trendy goods and services.
The company Jinko Solar, successfully traded in 80% part of United Kingdom as the
consumer prefer to use solar energy in their home and corporates (Kasemsap,2018). They find it
as cost efficient and better quality than those they used to prefer.
Jinko Solar by gaining opportunity of changing trend among consumers, attain a good amount of
profit from the following years.
ONLINE ACTIVITIES
Effectiveness of online presence
Online presence of a company affects its sales target and working. Jinko Solar is very
active in online presence. The company uses various Web portals, Blogs and Social media like
Facebook and twitter to get connected with whole world. This state-of-the-art facility is about
25,000 square meters, and will house 7 solar cell production lines when fully online. It utilizes
the latest highly-automated production equipment and Jinko Solar’s best practice of
manufacturing, and will offer 1,200 job opportunities.
The company organises various social media contests relating to poetry and photography
(Lane, 2018). They also launch their products online. Catalogue of their products are available
online so that interested people can have a look on them.
Jinko Solar's sales are increasing by creating online presence.
The company like Jinko Solar almost generating one-fourth of the profit from this.
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RECOMMENDATION
Recommendation for Jinko Solar
 The company can operate in different products like wind and water energy (Lane,2018).
 Company can use more cost efficient techniques to brought down its total cost. Like
adopt digital platforms for marketing to make people aware about solar technique used by
the company.
 Jinko Solar can launch various subsidiaries in less developed sectors and support them
with awareness programmes for natives.
 Jinko Solar can also engage in enhancing the quality of products by reducing their cost.
They can make use of more advancing techniques by analysing the market.
CONCLUSION
The report will conclude that the solar energy protects the environment. The Jinko Solar
build their business in globally or promote the digital market through pestle analysis, swot
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Figure: Jinko solar online statistics
Source: (Jinko Solar online statistics, 2018)

analysis using the porter five forces model. Or also report is emphasised that company use the
different marketing strategies or different marketing model to enhance the business.
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REFERENCES
Books and journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson United Kingdom.
Dickinson, E. W., 2018. Solar Energy Technology Handbook: 0. CRC Press.
Fahy, J. and Jobber, D. 2015. Foundations of marketing.
Hansen, R. and Sia, S. K., 2015. Hummel's Digital Transformation Toward Omnichannel
Retailing: Key Lessons Learned. MIS Quarterly Executive, 14(2).
Kannan, N. and Vakeesan, D.. 2016. Solar energy for future world:-A review. Renewable and
Sustainable Energy Reviews, 62, pp.1092-1105.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Kotler, P. and Armstrong, G..2015. Principles of Marketing-Global Edition. Pearson.
Lane, G. A., 2018. Solar Heat Storage: Volume II: Latent Heat Material. CRC press.
Neubert, M., 2018. The impact of digitalization on the speed of internationalization of lean global
startups. Technology Innovation Management Review.8(5).
Sukhatme, S.P. and Nayak, J.K..2017. Solar energy. McGraw-Hill Education.
Online
Global investment in solar energy technologies from 2004 to 2017. 2017 [Online]. Available
through: <https://www.statista.com/statistics/186823/global-investment-in-solar-
technology-since-2004/>.
Porter's diamond model. 2012. [Online]. Available through:
<http://kfknowledgebank.kaplan.co.United>.
Jinko Solar. 2015. [Online]. Available through: <https://jinkosolar.com/us/press_post/jinkosolar-
announces-new-pv-module-series-with-integrated-single-chip-electronic-optimization/>
Jinko Solar online statistics. 2018. [Online]. Available through:
<https://www.pveurope.eu/News/Solar-Generator/Jinko-Solar-top-PV-module-shipment-
provider>.
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