Renewable Energy Marketing Plan

This assignment presents a comprehensive marketing plan for a renewable energy company currently operating in Australia's growing market. The plan delves into an internal analysis highlighting the company's strengths, such as its diversified product lines and focus on renewable energy solutions. It also identifies weaknesses like limited infrastructure and geographic concentration. The document analyzes external factors like market volatility and government regulations and proposes marketing strategies to overcome these challenges. The overall aim is to guide the company towards increased market share and sustainable growth in the Australian renewable energy sector.

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Marketing Plan for Euro Solar Company
Student Name:
Student Number:
Module Code:
Submission Date:

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Table of Contents
Executive Summary.....................................................................................................................................3
Introduction.................................................................................................................................................4
Situation Analysis- SWOT Analysis...........................................................................................................5
Strength...................................................................................................................................................5
Weakness.................................................................................................................................................5
Opportunities...........................................................................................................................................6
Threat......................................................................................................................................................6
SWOT Matrix...........................................................................................................................................8
Euro Solar Process:..................................................................................................................................8
Marketing Objectives..................................................................................................................................8
Marketing Mix Strategies............................................................................................................................9
Product....................................................................................................................................................9
Price........................................................................................................................................................9
Place......................................................................................................................................................10
Promotion..............................................................................................................................................10
Brand positioning strategies......................................................................................................................11
Quality positioning................................................................................................................................11
Value and price positioning strategy......................................................................................................12
Celebrity-driven positioning strategy.....................................................................................................12
Benefit positioning................................................................................................................................12
Brand positioning map...........................................................................................................................13
Implementation Plans................................................................................................................................13
Action plans...........................................................................................................................................13
Product Lifecycle Analysis........................................................................................................................16
BCG matrix...............................................................................................................................................17
Conclusion.................................................................................................................................................18
References.................................................................................................................................................20

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Executive Summary
The current paper focuses on the marketing plan for Euro solar company. The company
has a long history when it comes to provision of products that meet customer needs and
expectation. The company specializes in designing, manufacturing, and making of the latest
technologies in installing solar panels to residential, retail or commercial all around the
Australia. The report is divided in o three parts. The focus of part 1 involves proposal of a
marketing plan in order to help address issues of solar panel system. Section two of the report
covers among other things, the situational analysis, the marketing objectives, strategies and the
implementation plans.
Introduction
Euro Solar Company is an Australian firm that specializes in designing, manufacturing,
and distribution of solar products and solar energy systems. Currently the company designs
differentiated high quality products that cuts across 3kw system, 5kw system, and 10kw system.
The company started its operations in 2011 with only 4 employees and a 100 square meter
warehouse. The early operations of the company sought to understand as different ways that the
company could continue to provide high quality products and a market leading customer
services. In a period of six years, the company saw employees increase from the initial to 150
skilled and full time employees. In addition, the company also employed countless number of
contractors and officers in major markets. This shows that the company has indeed, grown to
become a driving force for solar power in Australia (Euro Solar, n.d.).
This report is a marketing plan document that explain the situational analysis, the
marketing objectives, and strategic and implementation plans. Furthermore, the report looks at
among other things, the lifecycle analysis (PLC), and the BCG matrix that shows the position of

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the products offered by the euro Solar in relation to other competitors. The Ansoff analysis and
the mission of the company. In addition, the paper also presents a developed brand positioning
strategy and a positioning map.
Situation Analysis- SWOT Analysis
Strength
Currently, Euro Solar enjoys a strength of medium market position in Australia. The
company competes against other established companies such as AGL and Alinta Company in
designing and manufacturing of high quality energy saving products. In addition, it is critical to
point out that the company already has a 100% ownership of its resources. Hence, the company
medium market position in retail sector assured the company of having a higher bargaining
power in creating a sustainable competitive advantage.
Diversified products lines ensures that the company produces differentiated products that
suits the needs of its customers. Currently the company designs differentiated high quality
products that cuts across 3kw system, 5kw system, and 10kw system. This strategy has ensured
that the company attracts two categories of customers; individual households and commercial
sectors.
Extensive focus on renewable saving products ensures that the company operates the
largest energy saving products across Australia. Besides, the company focuses on ensuring that
everybody embraces clean energy that consumes less power such as solar, landmills, and wind.
Weakness
Euro Solar operates as number one retailer of high quality energy saving products. In
spite of taking the first position as a retailer, the company still lacks an infrastructure that can
help it transport clean energy to end customers. Euro Solar seems to depend solely on consortium
of producers in order to supply products to its customers. This brings out the obligation of paying

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delivery costs. This aspect is likely to have greater impact in its supply chain to the target market
when it comes to the distribution of products.
The geographical concentration of Euro Solar has been found to concentrate its
operations around Australia. Customers that purchase the company products are located in many
areas including Queensland, South Australia, Victoria, and New South Wales. This implies that a
high dependence on some regions would increase the company risk. Furthermore, it is likely to
expose the company to local economic and operating conditions.
Opportunities
The ever-growing concern over environment and energy prices, consumers and
governments around the world continue to embrace renewable energy products. Euro Solar
Company has now taken measure that lead to development of renewable operations. For
example, at the start of 2015, the company designed 2kw, 3kw, and 4kw systems. The increased
demand of the company products and requests from customers has made the company to add to
its products, other categories including the 5kw, 6kw, and 10kw systems. Developing different
product portfolios is a way of ensuring that the company meets the future demand for electricity
as well as the market share within Australia.
The market offers strategic opportunities for the company to sign agreements and make
partnerships with other well performing companies. For example, currently, the market present a
number of well established and small companies that have resources. The initiative to formulate
strategic agreements and partnerships will become the best way to gain resources and expand in
other markets. Furthermore, a strategic move will ensure that the company experiences relatively
lower costs.

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Threat
The nature of an environment where the company operates has remained volatile. The
market seems to experience frequent changes in consumer demand and economy. This
necessitates the need for the company to identify and respond effectively to any market
conditions. Such changes can include market structures, marketing objectives, and growth
objectives. In case management or marketing department fails to achieve the set objectives, this
will cause serious implications to the company profitability. In most cases, the company might
end up losing its loyal customers and hence, market share. Negative influence on product
delivery can contribute to a bad word-of-mouth. This could also be one way that the company
can lose its market value.
Centrally coordinated processes have been adopted to deal with electricity supply in
Australia. Currently, the market experiences volatility in spot prices. Besides, this could rise
several folds to the average market price within a short period. As Euro Solar would end up
buying electricity requirements in the future, the company is likely to experience a risk of price
increases. This could
The company operates in a market under regulations from environmental, territory, and
commonwealth laws. Furthermore, the company is subject to a number of environmental laws
and regulations. In addition, the company operations have been subject to non-compliances. the
above types of stringent regulations are likely to have negative impact to a company revenue.

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SWOT Matrix
Strengths
 Medium market position
 Diversified products lines
 Extensive focus on renewable saving
products
Weaknesses
 Lack of infrastructure
 Geographical concentration
Opportunities
 Design and manufacture of new
renewable projects
 Strategic partnerships with other
companies
Threats
 Volatility in the market
 Volatility in prices
 Increased government regulations
Table 1: SWOT matrix
Euro Solar Process:
 A Free Assessment on the premises.
 Establish a quote based on the information given.
 Demonstrate cost savings.
 Submit & follow though Grid Connection applications for approval on the specified size
systems.
 Manage projects from beginning to end
 They organize all paper work
Marketing Objectives
Any company that seeks to market and create awareness in a market should seek to
formulate objectives based on SMART framework. According to Grzegorczyk (2013) for
instance, such objectives should remain specific, measurable, realistic, and time bound. In the

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case of Euro Solar for example, the following objective will ensure that the company achieve
higher growth:
a. Increase the market awareness among the Australian households by 25% over a period of
32 months
b. Increase market awareness among the Australian Corporation for the next 24 months.
c. Increase on the volume of sales from the current AUD$2000 to AUD$6000 over the next
24 months in order to gain a sustainable growth level.
Marketing Mix Strategies
Product
Product marketing of products should consider a number of elements. Currently, the
company retails high quality products that meets customer value. The marketing department
should also use product varieties that meet the needs of customers. Currently, the company
manufactures a variety of products lines. Such a high number of product variety attracts
customers that prefer small, medium, and large quantities. Packaging should also play a critical
role in the manner in which the company covers and protects from external damage.
Price
Pricing of products considers the costs of transportation, operational, and any other
external element such as taxation. Currently, the company prices its products at a premium
product than its competitors. While this strategy depicts such products as premium in adding
value, this strategy locks out a number of customers with lower income. Therefore, marketing to
a larger population in Australia can be achieved through discounting or psychological strategies.
The can implement the later strategy by offering a lower price margin to customers that buy solar

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products and solar energy systems in large quantities. While on the other hand, psychological
pricing can come into effect by offering relatively lower prices in formats such as $0.99, $1.99,
or $2.99. This approach makes a majority of customers perceive the products as affordable.
Place
Place offers the distribution channels that a company use to ensure that products reach
the target customer. Currently, the company distributes the products through its standalone stores
located in uptowns. This strategy locks out many customers who prefer the products but cannot
access them because of their geographical location. Therefore, the company can increase
accessibility to its products by opening up more stores, through retailers, supermarkets,
electronic shops, and warehouses. Besides, the company can also use petroleum stations where
people frequent when filling their motor vehicles.
Promotion
The marketing department need to develop a total communication mix that incorporate
public relations, personal selling, direct response, interactive marketing, sales promotion and
advertising (). Even though the company has applied advertising strategies, such a strategy has
taken into effect print media. This marketing plan recommends that the company consider using
directories, billboards, and motion pictures to help create an awareness. Besides, the company
need to contract The Sphere Agency Company to conduct print and billboards for effective
marketing. Furthermore, the company should use sales promotions through free samples and free
trials of its solar energy systems and panels. While on the other hand, public relations will
become effective through sponsoring of special events such as conferences, seminars, and
sporting events in Australian communities. In addition, personal selling can involve training
sales presentations in areas of marketing and sales. The advancement in social media platforms

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has come to offer companies with the best tools to reach virtual customers located in different
markets. Direct marketing should take the form of sending direct mails to customers, creating
social media accounts in Facebook, YouTube, Instagram, and Twitter. As indicated in table 1,
the marketing department should contract with companies such as Impressive Digital Agency
and Luma pictures Company.
Brand positioning strategies
A company brand remain part of its livelihood. Garg, Singh & De (2016) explain that it
refer to the personality statement for a company and the declaration of values. When a company
selects on a right positioning strategy, positioning is likely to create an impression in the minds
of customers. Consequently, it is from this that customers can become loyal. Customers prefer to
engage with companies at a more personal level. Most importantly, strong brands makes it easier
for customers to identify, strengthen the relationship, and trust new products or services. This
marketing plan therefore, suggests that Euro Solar marketing department formulates the
following brand positioning strategies.
Quality positioning
As indicated in the company profile, it is apparent that the company has succeeded in
increasing the volume of sales because of designing and marketing high quality solar products
and solar energy systems. The company ensures that the product are of high quality throughout
Australian market. With this in mind therefore, the marketing plan should focus on ensuring that
the company gives its products and services high level of quality. Besides, the company can also
go ahead to combine this with other positioning strategies. Furthermore, marketing management
should continue to emphasize the commitment of a company on quality products across the three
categories of electrical appliances. For instance, the best way to do this and create a competitive

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advantage would be through narrowing the focus on all solar products and three categories of
solar energy systems.
Value and price positioning strategy
Management should approach value and price positioning through two ways. The two
ways depend on quality of products. First, the company can apply a high-end tact. This approach
can ensure that the company gets to exploit the psychological belief of customers that the
products offered by the company are expensive. Second, the company-marketing department can
also opt to cement the products as those that provide the highest value than those being offered
by competitors. This will make it easier to consider value-priced products.
Celebrity-driven positioning strategy
The marketing plan recommends that the company hire celebrities to act as the
spokespeople. At any time the company introduces a new product in Australian market,
celebrities should be used to endorse new products. This will become the most popular way for
introducing a product brand in a market. According to Tsai, Hu & Lu (2015), the goal for doing
this will ensure that the company creates and strengthen awareness among its potential
customers. Furthermore, this approach will ensure that consumers identify and recognize any
brand manufactured by Euro Solar. Even though this might be an expensive route to take,
majority of consumers have been found to trust celebrities because of their characters,
behaviours, personalities, and what they stand for in a society. Most importantly, this will be the
greatest way of making households and corporations follow the leads of celebrities.
Benefit positioning
The sales representative should communicate the unique benefits of solar products and
solar energy systems to the households and companies. Communication of unique benefits that
products and services offer has remained a popular brand position. Management should use this

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strategy with the goal of highlighting Euro Solar most powerful attributes of energy saving, cost
saving, and contribution to clean environment for sustainability.
Brand positioning map
Figure 1: positioning map
Implementation Plans
Action plans
Marketing action plan
What to do who Resources
needed
when Priority
Emailing Communication Laptop and
Internet
Connectivity
November, 5th 2017 medium
Search Engine
Optimization
Impressive
Digital Agency
AUD$6,000 November 5th 2017 – June 30th
2018
high
Print Posters The Sphere
Agency
Company
AUD$2,000 November 5th 2017 high
Billboard The Sphere
Agency
AUD$3,500 November 15th 2017 – April 20th
2018
high

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Company
Motion picture Luma pictures
Company
AUD$4,000 November 15th 2017 – March
20th 2018
medium
Conduct sponsors to
events
Project
department
AUD$2,400 November 15th 2017 – March
20th 2018
medium
Plan for a tree planting
day
Corporate
Social
Responsibility
Department
AUD$6,000 December 10th 2017 low
Social media marketing
(Facebook, Twitter,
Instagram, LinkedIn)
Impressive
Digital Agency
AUD$6,000 January 15th 2017 – April 20th
2018
high
Table 1: Action plan
Control Program
The marketing department will rely on a control process to implement the entire
marketing plan. According to figure 1 below, the first process will involve setting benchmarks as
indicators that are both measurable and observable. The second process will involve evaluation.
This process will ensure that marketing personnel compares what has been set and what the
actual values that the company achieves. Consequently, this process will ensure that the person
identifies any form of deviation.
set benchmarks as
values of indicators
subject to observation
and measurement
evaluation to compare
planned planned
values to the actual
valuEes to determine
deviaion
Corrective Action

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Figure 2: control program
The mid-level management will therefore, identify the actual performance of the
company against the established standards. Some of the questions to ask at this stage will include
what, why, and what happened. For example, some of the measures that will be evaluated will
include sales volume, marketing cost, and profitability (by marketing controller), and market
share (performed by marketing executive). The last process according to figure 1 below will
involve coming up with appropriate measures to help correct identified deviations. For instance,
some of the appropriate measures will incorporate;
 Order-size decisions
 Territory decision
 Product decision
 Customer decision
Product Lifecycle Analysis
Figure 1: Euro Solar product life cycle

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A product life cycle explain different stages that a product or service brand passes from
time of development to a decline stage. During the development stage for example, the company
starts to conceptualize the nature and other associated characteristics that will make customers
purchase a product. The introduction stage is when the company takes early initiatives to
introduce a new product in a new market. The fact that this form the early stages, such
companies require vigorous marketing strategies to help the company create awareness in a
market.
Currently, the company is operating in a growth phase. However, the major challenge
that the company experiences is management. This implies that the company management must
be able to move from doing into managing its brands. The company has achieved this following
the growth of the number of its employees from the initial 4 to more than 10 employees.
Armstrong, al. (2012) explain that for majority of manufacturers, this forms an important stage at
which they can start to establish and strengthen the position of their product. They can do this
though increased sales, improvement in profit margins, and gaining a better position strategy.
Euro Solar Company has achieved its current position in the life cycle by developing
consumer demand while using activities such as promotional or marketing. Besides, it is critical
to point out the advantages that the company enjoys at this stage. According to (, a company in a
growth stage benefits from reduction in costs, increase market awareness among customers, and
an increased profitability levels. However, Kurtz, Dave (2010) points out that companies in their
growth stages tend to experience challenges. This implies that Euro Solar Company might be
experiencing increased competition from already established companies, an urge to charge lower
prices, and the need to adopt varying marketing approaches.

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BCG matrix
Figure 1: BCG matrix
The Boston Consulting Group (BCG) matrix above shows the position of Euro Solar
Company in relation to other competitors. Currently, the only competitors that have achieved a
high market growth and market share in Australia are Sunrun and Sunpower. Their position in
the star position implies that the companies have spent much of their resources in marketing.
However, Wood (2014) points out that any company that does this should be in a position to
record high profits. Currently, Euro Solar position is the question mark. This indicates clearly
that while the company has succeeded in operating in Australia growing market, the company
has not yet achieved a high market share. Loana (2016) recommends that any company that
positions itself in the question mark must start thinking on ways to translate the question marks
to become stars. This implies that a company can continue to use its high market share.

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The above is in contrast to business that operate as cash cow. According to figure 1 for
example, competitors such as Desa Australia has a relatively higher market share within a mature
market. However, the fact that the company has a slower growth, management cannot think
about investment needs. Nonetheless, the source of income offers such a company more cash to
diversify its revenue streams.
Conclusion
This marketing plan has shown that the company internal analysis presents the company
strengths because of its medium market position, diversified product lines, and extensive focus
on renewable saving products. However, two key weaknesses that might affect future growth and
marketing. Lack of infrastructure and geographical concentration. Management should utilize
new renewable projects and partnership with other companies to attain more resources. Major
threats likely to affect future marketing plans will include volatility in the market, prices, and
government regulations. Proper marketing strategies should be in place to ensure that the
marketing department creates awareness to all potential customers.

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