Comprehensive Analysis of Canadian Solar Inc.'s US Market Customers

This report provides a comprehensive analysis of Canadian Solar Inc.'s US market, addressing key aspects such as customer needs, benefits, and the purchase process. It delves into the identification of influencers, buyers, and users, as well as the various payment methods and financing options available to customers. The report examines the distribution channels and the frequency of product purchases, considering any seasonality in sales and the impact of market regulations. Furthermore, it provides an overview of the market size in terms of both dollars and units, along with its growth rate. The report also examines the current marketing strategies of Canadian Solar Inc., and proposes objectives for improving customer reach and satisfaction, including both long-term and short-term goals. The analysis includes specific, measurable, achievable, relevant, and time-bound (SMART) objectives, focusing on increasing media presence, enhancing customer support through a company app, and improving overall revenue growth. The report considers the company’s mission to provide clean and affordable energy and its commitment to sustainable development, offering insights for strategic direction in the competitive US solar market.

Introduction
In order to promote services in the market, customer analysis is very important for
managing the strategic direction of the company in a particular market segment (Aanesen, Heck
& Pinner, 2017). The purpose of this study is to critically analyze the potential customers of
Canadian Solar, Inc. in US market based on different aspects.
Market Analysis
Canadian Solar, Inc. can be considered as one of the world’s largest solar power
producing company that has made its significant contribution in the Maplewood solar project. By
making the operational agreement with Anheuser-Busch for 310MWp/222 MWac of electricity,
it has become the seventh largest power generating institute (Investors.canadiansolar.com, 2020).
In the year 2001, Canadian Solar, Inc. was introduced in the Canadian market. Over the last few
years, the company is delivering the premium quality of services in almost 150 countries. Since
2006, the company has been listed on NASDAQ as the most bankable solar company
(Investors.canadiansolar.com, 2020). CSI designs, develops, manufactures, and sells solar ingots,
wafers, cells, modules, and other solar power products. By continuing this, it can be said that the
mission statement of the company has been developed for making the solar power mainstream. It
aims to provide the service for fighting against the emerging climatic change issues. Increasing
the accessibility of solar power, the company has aimed to provide social well-being to the
customers. Annual revenue of the company reached US$3,744.5 million for the fiscal year
ending December 2018.

Figure: PV Module Market Share Ranking
(Source: Investors.canadiansolar.com, 2015)
By continuing this, it can be said that with in 2008 to 2014, huge changes in revenue
shifts hav been identified in CSI. In the rising market share CSI has aimed to increase its
capacity 5500 within 2017 (Marketrealist.com, 2020). Analyzing the PV module market share, it
can be said that gradual growth of CSI in the market has helped the company to develop its
significant position in the market.
Benefits of Solar Panels to the Customers
Analyzing the benefits provided by Canadian Solar Inc., it can be said that maintaining
the electricity agreement, it aims to provide the 10GW solar project pipeline all over the world.

In the case of Asia and Americas the company has promoted 17 manufacturing facilities for
maintaining the uninterrupted supply of power (Investors.canadiansolar.com, 2020). This is the
cost-effective initiative that can generate better environment for the customers. Delivering the
global pipeline, CSI can centralize the procurement team for generating the satisfactory results
for the customers. Being the solar technology leader, the company has promoted innovation in
the US market. Therefore, it can be said that providing clean energy for the communities and
businesses, within the competitive price, CSI has promoted betterment to the society. The 24hr
current support team has been promoted by CSI for customers benefits. It is true that for
promoting the customers benefit after installing the product, 90 days of warranty is being
provided so that the customers can get the replacing opportunities if they do not like the service.
The warranty statement is being promoted with the UL and IEC certification in terms of
maintaining the authenticity of the service (Investors.canadiansolar.com, 2020). For getting the
certificates, the customers are being provided download opportunities. In order to avoid the
thermal stress, panel cleaning services are being provided by the company.
In the energy production system, the solar panels are very important to generate more
electricity. In both the domestic and commercial field, rooftop solar panels can bring long-term
sustainability benefits. Improving the climatic situation, with zero percent of pollution it
promotes the green building initiatives. The standard PV system has been introduced by the
company that can significantly generate power as well as company growth in the completive
business environment. Analyzing the corporate profile of CSI, it has been identified that total
numbers of 5 to 6 directors have been appointed for running the entire operation.

Market Distribution Channel and Products
Canadian Solar, Inc. can be considered as the global solar energy service provider that
manufactures the PV module. In order to maintain its string distribution channel, CSI has
focused on maintaining the five-stage distribution channel (Wang et al., 2016). Distributors,
System Integrators, Project Developers and Installers are the significant contributors in the
supply chain promoted by CSI. For the geographic spread the company has enhanced its
geographic footprint across the world. Initial stage, almost 90% of the revenue of CSI comes
from the Europe, however after 2008, CSI has shifted its concentration towards the US and
Canadian Market. Developing the worldwide PV projects, CSI has specialized on system
designing and the financing process. CSI manufactures the solar module for commercial,
industrial and domestic purpose that contributes in solar power generation process in different
fields.
Purchase Process, Influencers and Buyers
The notable customers of the company are Blackrock, TransCanada, BluEarth Renewable
and Samsung. Especially in the US market, Star Energy Service and Duke Energy are the
important customers of CSI (Investors.canadiansolar.com, 2020). As the company operates in
both the demotic and commercial market, in that case, solar panels are being sold directly to the
customers. Understanding the changes in customers demand pattern CSI has promoted capacity
utilization process in its market mix. In the annual form 30, the company has focused on
introducing the proper transparency for gaining the trust of the customers. Using the forward-
looking statement, the safe harbor is being provided by CSI.

Customer Financing Process
It has been identified that CSI promotes a better financing process and has introduced a
better solution in the market. In order to bring more solar projects in the US market CSI has a
new financial solution program by extending the terms, as well as a commercial loan offering
process being improvised. In case of demonstrating the CSI commitment for the customer
success, they made the partnership with De large Landen Financial Services, Inc. (DLL), which
is a global provider of financing services. For the commercial installation, the company has
designed the commercial installer program (Investors.canadiansolar.com, 2020).
The financial solution provided by CSI can provide the extra value to the customer by
reducing the complexity in solar financing options. By continuing this it can be said that in order
to avoid the uncertainties in the market, U.S. Private Securities Litigation Reform Act of 1995 is
being followed by CSI for maintaining the legislative framework. As per the legislative
statements, the SEC investigation process is strictly bring followed by CSI where the high purity
of the products are being maintained (Kamal, Sarker & Pramanik, 2016). The Canadian Solar Inc
has maintained the epic agreement for the project. The power purchase agreement has been
introduced for securing the land rights. In the year 2018, the Canadian Solar Inc has introduced
build transfer agreement with the Energy Mississippi for 100 MWac solar photovoltaic project
(Investors.canadiansolar.com 2020).
Conclusion
In this study, it can be concluded that being a popular solar energy producing company
Canadian Solar, Inc. has promoted various benefits to the customers. The aim of CSI is
developed depending on promoting sustainable development in the market so that better life can
be represented to the future generation.

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Introduction
In the current business scenario, marketing has become the important strategic move for
promoting the better growth in the market. Analyzing the emerging solar market in US, it has
been identified that increasing numbers of competitors as well as similar type of services have
become major barrier for the company’s growth (Zhao et al., 2018). In this situation promoting
the long-term sustainability in the market, generating the customer satisfaction has become
necessary for the Canadian Solar Inc. The purpose of this study is to introduce effective
marketing objectives that can help the company to establish its strong position in the competitive
business market
Existing Marketing Strategy Proposed by Canadian Solar, Inc.
Analyzing the current business model followed by Canadian Solar, Inc, it has been
identified that for improving the strategic performance of the company, it has contributed
towards the sustainable development for making life better (Frankel & Wagner, 2017). By
bringing electricity powered by the sun, it aims to deliver clean, affordable, and safe solar
energy to the people. Both the online and offline platforms are being selected by CSI to promote
its products.
Proposed Marketing Objectives for the US Market
Long term objective: To promote better customer reach by increasing the media presence and
increase the market revenue almost 15%.
Specific The goal is specific as it has focused on developing the customer

relationship as well as enhancing the visibility of the company on the
media platforms.
Measurable In order to measure the goal of the company, the sales revenue can be
measured quarterly. It can help to understand if the demand of the
products among the customers have got increased or not.
Achievable The goal can be achieved by expanding the marketing activities in
different platforms. For sharing the knowledge regarding sustainable
development different workshop can be pro noted by the company. On
the other hand, sustainable development related campaign can also be
introduced in the market so that the company can easily drag the
attention of the customers.
Relevant The goal is relevant as it will increase the popularity in the market that
can help Canadian Solar Inc to gain its competitive advantage. By
continuing this, it can be said that increasing the media presence in the
market, it can be easier for the company to reach the global customers
too. It can help to promote better revenue to the company. It can also
contribute in generating the high profitability in the company.
Time duration In order to achieve the goal 5 years will be needed.
Short term objective: To improvise the customer support by promoting the company app in the
market the company can increase its market share almost $600 million within coming 3 years.
Specific The goal is specific as it has focused on improving the customer

support for generating the satisfaction.
Measurable In order to measure the goal of the company, the sales revenue can be
measured quarterly. By continuing this it can be said that numbers of
comments as well as numbers of customers which have installed the
company app it can be easier for the company to understand if the
goal has achieved or not.
Achievable The goal can be achieved by expanding adding the graphics in the
company app where the customers can enter through adding their own
login Id. After every purchase, through the customer portal it can be
easier for the company to get the feedbacks regarding the product and
services. On the other hand, based on the service quality, through the
app the customers can also be able to give rating to the company that
can help to generate betterment in the workplace.
Relevant The goal is relevant as it will help the company to directly
communicate with thee customers through its apps where the
company will have the record of their purchase. This facility can also
be provided to the customers who wants to know about their services.
The customer relationship management can be improvised based on
the particular objective.
Time duration In order to achieve the goal 6 months will be needed.

Conclusion
In this study, it can be concluded that marketing objectives are very important for
Canadian Solar, Inc. to promote better relationship with the customers. By continuing this, it can
be said that the marketing goals that have been selected by CSI to operate in the US market can
promote better customer satisfaction, which can indirectly help them increase its revenue growth.
Introduction
The customer segmentation can be described as the process that divides different
customer groups depending on their common characteristics. It can be said that through the
segmentation process, effective marketing activities can be properly maintained by the company.
The purpose of this study is to critically analyze the business model introduced by Canadian
Solar, Inc. and divide the customers into different segments so that they can be able to promote
the betterment for the long run. By continuing, based on the competitors in the market, the
positioning map has also been developed in the study.
Discussion
As per the business model introduced by CSI, it has been identified that rather than
following the common segmentation process, they do it differently. It is true that the significant
amount of company revenue gets influenced by the residential customers. From the demographic
segment, the middle class and upper middle-class people have been selected by CSI as it aims to
provide the standard quality of products in the market, in that case, targeting the particular
segment, better growth can be promoted. From the geographic segment, both the urban and rural
areas have been targeted by CSI to generate the better growth in the market. It is true that in the
current scenario, people have become concerned about environmental sustainability. Using the

High Quality
High Price
Low price
Low Quality
First Solar
Sun power
Canadian Solar Inc
Solar
current awareness trend of people towards the environmental sustainability, from the
psychological segment people with the interest towards sustainable environment are the target
customers for CSI.
Figure: Positioning Map
In the above positioning map, the competitors of CSI have been positioned with the
company in the high-quality, low price that describes that Sun Power and First Solar are the
major competitors of CSI in the market.
Conclusion
In this study, it can be concluded that the current target segment of the company has highly
concentrated towards the sustainable business environment. Both the commercial and domestic

areas have been covered in the target market. The positioning map of the company has the
desired high quality of product and its reasonable pricing strategy.
References
Aanesen, K., Heck, S., & Pinner, D. (2017). Solar power: Darkest before dawn.
Arora, M. (2018). Use of Digital Wallets-Cluster Analysis for Expectation and Voice of the
Customers. Vimarsh-An Endeavour to Share Knowledge, 9(2), 16-24.
Frankel, D., & Wagner, A. (2017). Battery storage: The next disruptive technology in the power
sector. McKinsey. URL: https://www. mckinsey. com/business-functions/sustainability-
and-resource-productivity/our-insights/battery-storage-the-next-disruptive-technology-
in-the-power-sector.
Investors.canadiansolar.com (2020). retrieved from: https://investors.canadiansolar.com/news-
releases/news-release-details/canadian-solar-reports-fourth-quarter-and-full-year-2018-
results [Accessed on 27th Feb, 2020]
Investors.canadiansolar.com (2020). retrieved from: https://investors.canadiansolar.com/news-
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on 27th Feb, 2020]
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Customers' Buying Attitude towards Apartment Buying: An Opportunity Analysis from
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Wang, M., Sha, Z., Huang, Y., Contractor, N., Fu, Y., & Chen, W. (2016, August). Forecasting
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Step 6 – 5 pages
Step 7 – 1 page
Step 8 – 4 pages
Step 6 is ok, Step 7 is 3 pages and should only be 1 and Step 8 is 2 pages and should be 4.
I have highlighted in yellow a few sentences that don’t make sense to me.
I made some grammatical corrections and took away the heading and page numbers at this point
since we are going to add it to the rest of the paper.
I also changed your revenue figure from 2017 to 2018 since that is that latest information.
I want to point out that one of your Investors.canadiansolar.com references is from a report dated
2015, so it may not be current with updated customers and competitors?
As for content – I didn’t see anything in Step 6 about the size of the market in dollars and units?
I didn’t see much on the payment plans, financing and banking arrangements, it seems to me that
it isn’t very specific.
Maybe you could go over the questions listed in Step 6 and make sure you hit all of them?
Step 7 – You have a long-term and short-term goal but nothing about quantitative (sales in units
and dollars, market share, and profitability).
Step 8 – The blue boxes need some capital letters but I don’t know how to make the changes in
them?? Sun Power (the P should. Be capital) and Low Price (the P should be capital).
Both Angela and I have SunPower listed as a major competitor, but neither one of us have
Horizon. The other one we both have listed in common is First Solar – would you mind
changing from Horizon to First Solar for synchronicity? That would also mean changing the
blue box since I can’t figure out how to do that.