Comprehensive Strategic Analysis Report of Trina Solar

This strategic analysis report examines Trina Solar, a global leader in solar panel production, using various management concepts and analytical tools. It begins with a description of the company and its general and specific external environments, employing PESTLE and Five Forces analyses to assess the political, economic, socio-demographic, technological, environmental, and legal factors impacting the company. The report delves into the global solar industry, demand and market segments, and competitive landscape. Internally, it explores Trina Solar's history, mission, organizational culture, leadership, and value chain, including operations, marketing, supply chain, and distribution. The VRIN framework is used to assess core competencies, followed by a financial analysis and stock performance review. The report outlines the firm's generic and corporate-level strategies, utilizes a BCG matrix, and concludes with a SWOT analysis, discussion, and strategic recommendations for Trina Solar's future success. Desklib provides this and other solved assignments to aid students in their studies.

Running head: TRINA SOLAR STRATEGIC ANALYSIS
Trina Solar Strategic Analysis
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TRINA SOLAR STRATEGIC ANALYSIS
Table of Contents
Introduction:....................................................................................................................................2
Purpose of analysis-.....................................................................................................................2
Overview/outline of written report-.............................................................................................2
Description of the company-.......................................................................................................2
1. Description of the General Environment dimensions and Specific External Environment
dimensions:......................................................................................................................................2
1.1 PESTLE analysis:..................................................................................................................2
1.2 Global solar industry:............................................................................................................6
1.3 Five Forces:...........................................................................................................................6
1.4 Demand and market segments:..............................................................................................8
1.5 Discussion of the competitors:...............................................................................................9
2. Company/Organization/Internal Environment:...........................................................................9
2.1 Brief history (suggest including a Time Line as an exhibit):................................................9
2.2 Vision/mission statements/strategic objectives:..................................................................10
2.3 Organization:.......................................................................................................................10
2.3.1 Culture:.........................................................................................................................10
2.3.2 Leadership including analysis of the board:.................................................................11
2.4 Value Chain Analysis:.........................................................................................................11
2.4.1 Operations, Marketing, Supply Chain, Distribution:....................................................12
2.4.2 Core competencies and Comparison:...........................................................................12
2.4.3 VRIN:...........................................................................................................................13
2.5 Financial statements and Analysis:......................................................................................13
2.5.1 Stock Value performance:............................................................................................13
3. Strategies of the firm – Description of the current strategy choices of the firm:......................13
3.1 Generic or Business level strategy:......................................................................................14
3.2 Corporate Level Strategy:....................................................................................................14
3.3 Use of BCG matrix if appropriate for the firm:...................................................................14
4. SWOT analysis and recommendations:.....................................................................................14
4.1 SWOT table:........................................................................................................................14
4.2 Discussion of the SWOT:....................................................................................................15
4.3 Recommendation based on your analysis:...........................................................................16
Bibliography:.................................................................................................................................17

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TRINA SOLAR STRATEGIC ANALYSIS
Introduction:
Purpose of analysis-
The purpose is to analyze the internal and the external environment of the chosen
business. The chosen business is “Trina Solar” which is headquartered in Changzhou (China).
The company has its presence at the global level and branches in the United States, Asia, and
Europe1. The analysis is also aimed at finding the issues if there is any and giving the feasible
and strategic recommendations to it.
Overview/outline of written report-
The analysis of the chosen business is being done through various management concepts
such as the PESTLE analysis, five forces, VRIN framework and more. For internal analysis,
SWOT analysis of the company is being done. It also covers the organizational culture and the
leadership style in the chosen company. It does also cover the financial analysis of the company.
Moreover, the study is aimed at analyzing the chosen business from every possible perspective.
Description of the company-
Trina Solar headquartered in Changzhou (China) is a globally recognized name in the
production of solar panels. The company was formed in the year 1997 by Jifan Gao2. The
company is primarily focused on producing ingots, solar cells, wafers and solar modules. The
company was listed repeatedly in the fortune list of 100 fastest growing companies in the world3.
Trina outperformed Yingli as the world’s biggest maker of solar panels. Trina is now the world’s
leading provider of solar solutions in the form of PV products, services and applications4. The
innovative strategies of the company did not only work in its favor but, has also furthered the
industry’s prospects through the production of PV power with greater grid parity and
popularizing the renewable energy. Their mission is set on popularizing the solar system as a
resource for renewable energy and benefitting the humanity. As of 2017, Trina has delivered
more than 32 GW of solar modules across the global countries. This has helped the company to
become the largest solar module supplier at the worldwide level. At the moment, the production
of Energy Internet Solutions and Smart PV energy is helping the company to break new
grounds5.
1. Description of the General Environment dimensions and Specific External Environment
dimensions:
1 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
2 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
3 Archive.fortune.com. 2018. "100 Fastest-Growing Companies 2010 - From FORTUNE". Archive.Fortune.Com.
http://archive.fortune.com/magazines/fortune/fortunefastestgrowing/2010/full_list/.
4trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
5trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
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TRINA SOLAR STRATEGIC ANALYSIS
1.1 PESTLE analysis:
Political: Trump’s announcement for tariffs being imposed on the imported solar panels
means that the cost of solar panels will rise in the nearing future. This is just an opposite trend
for solar power as lower and middle class families are its biggest purchasers. The imposed tariff
will increment the price of solar products. Hence, the rate of sales will also decrease. Trump has
considered the move as a good one for the local manufacturers. However, the statement made by
Trump has missed covering the after effects on the purchasing behavior. The purchasing
behavior will expectedly be influenced. Hence, demands for the unit of solar products will
considerably decrease. Now, it looks really confusing that how the makers of solar products will
enjoy an incremented business. On the other hand, the low-wage countries will expectedly grow.
Trina Solar will continue to perform better in other parts of the world like its home country
China and Asia6. It further means that foreign manufacturers will be yielding good profits from
the business whereas local manufacturers in America will suffer.
It is expected to produce a deficit in the manufacturing of solar panels. This will result in
price rise and job cuts. A rise in price means it would hamper the buying capability to a
considerable extent. More people will remain unconnected to the technology which could have
been extremely beneficial for a sustainable environment7. It is cost-saving as well. This is
because it provides a relief from roaring electric bills. However, the Trump’s announcement may
not allow such thing as the tariff on imported solar panels will make it expensive. Job cuts will
also be the possibility. The import tariffs may reduce the quantity of imported solar panels.
Hence, the number of jobs will also reduce8. In addition to this, the other renewable energy
resources like gas and wind will be more in practice. Hence, customers would be left with the
other options like gas and wind as an alternative to electricity. This is problematic for Trina Solar
as well. The manufacturing plant in the USA will suffer from the decision as production will
decrease. The import from China will also suffer. Hence, the mission to benefit the entire
humanity may get hampered.
Economic: The announcement made by Trump may seriously affect the solar industry in
the United States of America9. The increased tariffs on the imported solar panels will mean
increased prices of solar panels. Hence, customer capability to purchase the solar panels will
considerably decrease. The market which was accelerating due to the falling cost of solar
products may now suffer a loss. The loss will mean a less installation request for the workers.
Hence, job cut will rise. The solar industry which once holds a reputation to provide jobs more
than even the oil & gas industry may now struggle to maintain the same behavior10. More jobs
cut will happen resulting in an increased unemployment rate. This is not a very healthy sign for
“Trina Solar” as it may also face workers quitting their jobs. The company may struggle to
6 Sun, Honghang, Qiang Zhi, Yibo Wang, Qiang Yao, and Jun Su. "China's solar photovoltaic industry development:
The status quo, problems, and approaches." Applied Energy 118 (2014): 221-230.
7 Plumer, Ana. 2018. "Trump’S Solar Tariffs Are Clouding The Industry’S Future". Nytimes.Com.
https://www.nytimes.com/2018/01/23/us/politics/trump-solar-tariffs.html.
8 Marx, Ive. "Job Subsidies and Cuts in Employers' Social Security Contributions: The Verdict of Empirical
Evalution Studies." Int'l Lab. Rev. 140 (2001): 69.
9 Plumer, Ana. 2018. "Trump’S Solar Tariffs Are Clouding The Industry’S Future". Nytimes.Com.
https://www.nytimes.com/2018/01/23/us/politics/trump-solar-tariffs.html.
10 Akerlof, George A., Andrew K. Rose, Janet L. Yellen, Laurence Ball, and Robert E. Hall. "Job switching and job
satisfaction in the US labor market." Brookings papers on economic activity 1988, no. 2 (1988): 495-594.

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TRINA SOLAR STRATEGIC ANALYSIS
accelerate its growth and attract more skilled workers. This will also give an edge to other
resources which are the competitors of solar energy. The list of competitors includes coal, wind,
and gas. Coal, in particular, was being affected by the rising popularity of solar industry in
America. However, the imposed tariffs will considerably reduce the rising of the solar energy
and boost the coal industry11. Such facts will not only hamper the mission statement of Trina but,
this will also affect the American people and the environment. Solar energy and the other forms
of renewable energy are the needs of the entire world especially the United States considering a
fact that it is one of the largest carbon emitter countries.
Socio-demographic: Surprisingly, the customers for solar products are not the rich people
or the city-dwellers; it is rather the lower and middle income family living in suburbs. They are
buying the solar powers in most cases. The reduced price of solar products has also encouraged
the lower and middle class family in the recent few years. It was quite affordable to the classes
which are also why the sales have grown up in the last five years. The lower and the middle
income classes had shown a notable inclination to the concept. To them, it is a good way to get
rid of the high electricity bills. The use of a solar product will also mean a reduced CO2 emission
and hence, the CO2 content in the nearby areas will be low. This is indeed a very good way to
live a very healthy life. The reduced prices of solar products had boosted the sales of solar
products; however, the fact may not stay alive for a longer period of time12. This is due to the
announcement that Trump has made on the trade tariffs. The announcement will affect many
trades including the imports of solar products. This may reduce the import frequency and
dependency will increase on the local manufacturers. This was exactly what Mr. Trump had
meant. However, Trump seems to have missed a point that imposing the trade tariffs on the
imports of the solar product may also hamper the buying behavior of customers. The move will
ensure an incremented price and hence, solar products will become costlier. Existing customers
might face the challenge. Hence, sales will be influenced. The sales figure may expectedly go
down as solar products will become expensive. Home ownership is still a characteristic of the
solar user. Solar homes generally come up with three or more bedrooms and are used by a family
of two or more. Hence families requiring the solar homes are also its customers. Those who are
above 55 years of age, they are generally found as the biggest purchasers of solar powers13.
Technological: The concept of solar photovoltaics (PV) has grown in popularity only in
the recent few years. The contribution of solar products is still very minimal to the world energy.
Additionally, the technology is even costlier than the fossil fuels. The technologies used in
producing solar products needs to be cheaper. It needs to be the one fourth of the existing price.
This is the one way it can be expected to dominate the fossil fuels across the worldwide
countries14. The latest technology which is believed to be as a revolution in the making of solar
products has been found. Actually, a material named perovskite has been found in the earth-
abundant precursors. The investigation for the same products had started around 2009. However,
11 Krasner, Stephen D. "State power and the structure of international trade." World Politics 28, no. 3 (1976): 317-
347.
12 Samad, Hussain A., Shahidur Khandker, M. Asaduzzaman, and Mohammad Yunusd. "The benefits of solar home
systems: an analysis from Bangladesh." (2013).
13 Eggers-Lura, Aldo. Solar Energy in Developing Countries: An Overview and Buyers' Guide for Solar Scientists
and Engineers. Vol. 1. Elsevier, 2013.
14 Park, Nam-Gyu. "Perovskite solar cells: an emerging photovoltaic technology." Materials Today 18, no. 2 (2015):
65-72.

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TRINA SOLAR STRATEGIC ANALYSIS
the revolution was brought up in 2012 when perovskite was proven as an excellent
semiconductor. The revolution means that PV cells can be made of thin layers in a simple stack.
This was believed as a potential find for revolutionizing the manufacturing enormously.
Moreover, this was also believed as to deliver a much enhanced efficiency15. One of the
advantages of perovskite is a fact that it is cheap to synthesize. Moreover, high-quality films can
possibly be processed from solution at fewer temperatures. This makes it compatible with the
existing manufacturing techniques which are quite simpler also. Perovskite can be easily
tweaked making it easier to create a material which can effectively absorb the visible light of any
frequency. This was not realizable earlier with the silicon as it can only absorb light within a
specific range of wavelengths. This also put a limit on the efficiency of the device16.
Environmental: Environment sustainability is a critical concern for global countries. The
criticality is evident from numerous governing schools like the Paris Agreement which is
intended to fight against the rising pollution17. There are few substances which are seriously
harmful to the environment. Greenhouse gas (CO2) is one of those which have severely
impacted the surrounding environment. The United States of America is one of the countries
with a very high rate of CO2 emission18. In fact, the global world is worried about the
greenhouse gas emission. The dependency of larger industries on CO2 emitting resources has
worsened the situation. The larger industries across the global world have also identified the
benefits of switching over to renewable energy resources. Solar being one of the renewable
energy resources is a very useful alternative to coal and other non-renewable energy resources19.
Solar energy is a good prospect for the United States considering a fact that it contributes to a
high extent in increasing the CO2 content in the air. This is also the reason why the Federal and
state government have supported the production of renewable energy resources20. The move had
also supported the use of solar energy as the possible replacement for coal and other non-
renewable forms of energy. Solar products are beneficial also as these products emit no CO2
which is very important for reducing the air pollution. This can be used as a replacement for a
power generator. Hence, customers will be freed from paying bills for electricity21. These are the
few prospects that give a boost to the use of solar panels in the United States of America.
However, the recent announcement being made by Trump on imposing the trade tariffs on
imported solar products may seriously affect the industry. It is expected to influence the price of
15 Jean, Joel, Patrick R. Brown, Robert L. Jaffe, Tonio Buonassisi, and Vladimir Bulović. "Pathways for solar
photovoltaics." Energy & Environmental Science 8, no. 4 (2015): 1200-1219.
16 Park, Nam-Gyu. "Perovskite solar cells: an emerging photovoltaic technology." Materials Today 18, no. 2 (2015):
65-72.
17 Riahi, Keywan, Detlef P. Van Vuuren, Elmar Kriegler, Jae Edmonds, Brian C. O’neill, Shinichiro Fujimori, Nico
Bauer et al. "The shared socioeconomic pathways and their energy, land use, and greenhouse gas emissions
implications: an overview." Global Environmental Change42 (2017): 153-168.
18 Linquist, Bruce A., Merle M. Anders, Maria Arlene A. Adviento‐Borbe, Rufus L. Chaney, L. Lanier Nalley, Eliete
FF Da Rosa, and Chris Kessel. "Reducing greenhouse gas emissions, water use, and grain arsenic levels in rice
systems." Global change biology 21, no. 1 (2015): 407-417.
19 Chen, Daming, Weiwei Deng, Jianwen Dong, Feng Ye, Huijun Zhu, Hui Li, Yuling Jiang et al. "21.40% efficient
large area screen printed industrial PERC solar cell." CELL37 (2015): 80-34.
20 "Solar Power (US) - Industry Research Reports | Ibisworld". 2018. Ibisworld.Com.
https://www.ibisworld.com/industry-trends/market-research-reports/utilities/solar-power.html.
21 Martinez-Anido, Carlo Brancucci, Benjamin Botor, Anthony R. Florita, Caroline Draxl, Siyuan Lu, Hendrik F.
Hamann, and Bri-Mathias Hodge. "The value of day-ahead solar power forecasting improvement." Solar
Energy 129 (2016): 192-203.

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TRINA SOLAR STRATEGIC ANALYSIS
solar products which will expectedly go up the existing price rates. Hence, customers specifically
the lower and the middle class families may not be able to purchase the solar products. Despite
being around a favorable external environment, the Trump decision may seriously affect the
sales of solar panels in the United States.
Legal: The Federal and the state government had supported the production of solar
products which is the reason why it had the success in the last few years22. However, the recent
announcement being made by the president of America may certainly impact the sales of solar
products in the country. The Solar Rights Act approved in the year 1978 stops restrictions by the
homeowners association (HOAs) on the solar-energy systems installation. It was initially not
targeted specific cities, countries, other public entities or municipalities23.
1.2 Global solar industry:
There are rising demands for solar industry at the global level. Companies in the industry
need to have the requisite political power, so that, they are able to negotiate any legislative and
political decisions for or against the solar industry. Emerging countries like China, Brazil, India,
and the Middle East countries have shown incredible perspective for solar products. There is a
need to invest in the research & development (R&D) process to bring a cost-effective production
system for solar products. The industry is purposefully confined to the manufacturing of PV
modules and managing solar projects for green field24.
1.3 Five Forces:
Bargaining power of suppliers (High): A lot of investments are required on research &
development (R&D) process to find out a technology which could efficiently reduce the cost of
production of solar products. One of the technologies that have been found as an alternative to
previously used technology is perovskite. It is cost-effective and can effectively reduce the price
of solar products. Considering a scenario after the announcement of Trump, it is imperative for
local manufacturers to use a technology that helps to produce solar products at much cheaper
rates. The technology was being found after an extensive research work on the same. Hence, it is
very difficult to find a suitable technology and the purpose also requires a huge investment.
Therefore, the switching cost to other suppliers is very high. Hence, the bargaining power of
suppliers is very high for solar products making companies25.
Bargaining power of customers (Low): The bargaining power of buyers is quite low in
the solar production industry. The switching costs for customers are very low. They can easily
switch to other shops; hence, the bargaining power of such customers is high. However,
22 "Solar Power (US) - Industry Research Reports | Ibisworld". 2018. Ibisworld.Com.
https://www.ibisworld.com/industry-trends/market-research-reports/utilities/solar-power.html.
23 Heidari, Negin, and Joshua M. Pearce. "A review of greenhouse gas emission liabilities as the value of renewable
energy for mitigating lawsuits for climate change related damages." Renewable and sustainable energy reviews 55
(2016): 899-908.
24 Aman, M. M., K. H. Solangi, M. S. Hossain, A. Badarudin, G. B. Jasmon, H. Mokhlis, A. H. A. Bakar, and S. N.
Kazi. "A review of Safety, Health and Environmental (SHE) issues of solar energy system." Renewable and
Sustainable Energy Reviews 41 (2015): 1190-1204.
25 Shuai, Jing, Chuanmin Shuai, Xin Cheng, and Weipei Yao. "How Chinese residents are aware of solar
photovoltaic power generation?." Journal of Renewable and Sustainable Energy 7, no. 2 (2015): 023109.

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TRINA SOLAR STRATEGIC ANALYSIS
customers are also encouraged to avail offers like a packaging system26. In the home solar
systems, customers are encouraged for contractual offers like Power Purchase Agreement, a
lease option and a loan option for solar. Such contracts can be made for 20-30 years. Customers
who are in contract agreements with the service providers are entitled to get the rates as designed
by their chosen service providers. They can be asked for paying high rates later on. Customer in
contract relationship will not be able to negotiate the demands. In such situation, they will be left
with two options like accepting the rates or switching to a new system. However, switching to an
entirely new system may incur a huge penalty from the existing service provider. Additionally,
such customers will again need to make the significant investments on bonding with a new
system. The solar products have found the favorable grounds in the United States of America in
the recent past until the announcement was being made by Trump on trade tariffs. The industry
had enjoyed huge growth. However, the announcement might affect the rising prospect of solar
energy. It is going to be expensive in nearing future. Customers will find this challenging to
purchase the solar products. On the other hand, wind and the coal energy may then be cheaper
comparatively. Hence, the bargaining power of customers who are not in any contract of home
solar systems will be low in the United States considering the aforesaid facts27.
Industry rivalry (Medium): The competitive landscape in the solar industry differs
hugely by region and country. There are good prospects in this industry. Hence, there are huge
competitions between the solar products making companies across the world. In particular, the
developing countries have the higher competition. The developed countries like the United States
of America have had a huge growth of solar industry; however, the announcement made by Mr.
Trump may certainly weaken the progress. Hence, two or more companies will compete with
each other in regards to offering the cheapest prices for solar panels28. This is indeed going to be
a critical factor in the United States. As the prices are expected to go up, it is important that
companies are able to remain cost-effective. The lower and the middle class families had
remained the largest purchaser of solar panels and the other products. Hence, a reduced cost of
solar products will be the key in the United States considering a fact that trade tariffs will be
imposed on imported solar products.
Threat of substitutes (High): The threat of substitutes is the other forms of energy like
electricity being generated from nuclear power stations or fossil-fuel. However, it is indeed very
critical to say anything at this point in time. The increasing greenhouse gas emission at the global
level has already created the necessity for renewable energy resources. Few of the renewable
energy resources are wind, gas and solar. Renewable energy resources can help to control the
rising threats of CO2. Countries in specific the emerging nations have shown a potential
resilience to the production or conservation of renewable energy resources29. However,
circumstances might change in the United States of America. This is due to the announcement
that Trump has made in regards to trade tariffs on imported solar products. If this gets
26 Sun, Yaqin. "Exploring Residents’ Attitudes toward Solar Photovoltaic System Adoption in China." (2015).
27 Polzin, Friedemann, Michael Migendt, Florian A. Täube, and Paschen von Flotow. "Public policy influence on
renewable energy investments—A panel data study across OECD countries." Energy Policy 80 (2015): 98-111.
28 Fu, Ran, Ted L. James, and Michael Woodhouse. "Economic measurements of polysilicon for the photovoltaic
industry: market competition and manufacturing competitiveness." IEEE Journal of Photovoltaics 5, no. 2 (2015):
515-524.
29 Zheng, Cheng, and Daniel M. Kammen. "An innovation-focused roadmap for a sustainable global photovoltaic
industry." Energy Policy 67 (2014): 159-169.

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TRINA SOLAR STRATEGIC ANALYSIS
implemented then the price of solar products will increase. The US government is intended to
promote the local manufacturers. However, it is very difficult to say whether the local
manufacturers will find the same prospects as that were in the last five years. It means the threat
of substitutes may be high in the United States as the imposed tariff will favor the wind industry.
The rival coal industry may also get a new prospect which was being hampered at the times
when the solar industry had flourished30.
Threat of new entrants (Medium): The cost of research and development process is
enormous. It means high investments will be required to allow finding the cheapest technology
that can be used in the making of solar panels and the other products. The cost of solar panels is
expected to rise in the United States due to the trade tariffs imposed on imported solar materials.
Additionally, the economies of scale are suitable to the existing companies31. There are strong
barriers to the development of new companies. This is stronger because sustainability in this
industry is realizable only if the company has plans to enter on a large scale. The large scale
production will help in managing the excessive costs required for R&D. The existing companies
those which have the diverse geographical connections and have good relations with countries
providing the raw materials are in better position to grow. Such firms will be able to get the raw
materials at cheaper rates. Moreover, firms will be in better positions in terms of competition.
The top manufacturing companies for residential solar just own a close to 20% of market share
whereas, in the wind industry, top companies have the higher market shares32.
1.4 Demand and market segments:
Demand: The demands for solar products are soaring high in and across the globe. In
particular, the developing and underdeveloped nations have potential prospects for solar
products. Due to their incapability to reduce the greenhouse gas emission, they are seeing the
prospects in renewable energy resources. Hence, solar products are of huge demands in such
countries, especially in the suburbs areas. The solar products like the solar panels are also being
viewed as a potential resource to avoid the high electric bills. Developing nations like China,
India, Brazil and the Middle East countries, in particular, have huge demands for solar panels
and the other products33. On the other hand, the demands for solar products may get hampered
due to the announcement being made by Trump in regards to the trade tariffs. According to the
announcement, the imported solar products will attract trade tariffs. Hence, there are possibilities
for a rise in price. This might retard the progress of solar industry and favor the wind or the coal
energy. This is because the announcement might influence the mindset of customers of solar
products. These are the lower and the middle class families in the suburbs areas who largely
purchase the solar products. They find this as a good solution to avoid the high electric bills
30 Borenstein, Severin, and James Bushnell. "The US electricity industry after 20 years of restructuring." Annu. Rev.
Econ. 7, no. 1 (2015): 437-463.
31 Fu, Ran, Ted L. James, and Michael Woodhouse. "Economic measurements of polysilicon for the photovoltaic
industry: market competition and manufacturing competitiveness." IEEE Journal of Photovoltaics 5, no. 2 (2015):
515-524.
32 Zou, Hongyang, Huibin Du, Jingzheng Ren, Benjamin K. Sovacool, Yongjie Zhang, and Guozhu Mao. "Market
dynamics, innovation, and transition in China's solar photovoltaic (PV) industry: A critical review." Renewable and
Sustainable Energy Reviews 69 (2017): 197-206.
33 Ellabban, Omar, Haitham Abu-Rub, and Frede Blaabjerg. "Renewable energy resources: Current status, future
prospects and their enabling technology." Renewable and Sustainable Energy Reviews 39 (2014): 748-764.

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TRINA SOLAR STRATEGIC ANALYSIS
every month. Additionally, it is also good for keeping the environment fresh and healthier. Such
customers might go the other way like the other renewable energy resources34.
Market segments: There are ample of market segmentation techniques; however, "Trina
Solar" appears to have used the ‘Demographic Segmentation’. This is because the customers of
solar products are mainly the lower or the middle class families in the suburbs areas of the
United States. They are the largest customers as they desperately need an alternative to the
regular electric system, so that, they could effectively avoid paying high bills every month.
However, Trine needs to be careful enough as the imposed trade tariffs will impact the imported
solar products. The cost will rise and hence, customers may lose their interest in buying solar
panels and other relevant products. The local manufacturers will also find this challenging to
produce cost effective solar modules due to the uncompetitive wages35. Hence, definite ways
need to be identified, so that, Trina is able to attract new customers.
1.5 Discussion of the competitors:
The competitors of Trina are Wuxi Suntech Power Co., Ltd., Jiangxi LDK Solar Hi-
tech Co., Ltd., and Baoding Tianwei Yingli New Energy Resources Co.,
Ltd36. Suntech makes the most reliable and comparatively cheaper solar
energy solutions at the global level. Their branches are in 13 countries.
They use the silicon technology and are the largest producer of solar
modules made of the silicon technology37. Jiangxi LDK Solar Hi-Tech Co. is
specialized in developing, manufacturing and designing solar wafers of
multicrystalline silicon in the Asian region. They also produce solar cell
and the solar modules. The company is based in China38. Yingli Solar
makes solar solutions to meet the needs of every community across the
globe through its expertise in manufacturing and logistics operation. They
are one of the largest manufacturers of solar panels at the global basis.
The company has its presence in 90 countries39.
2. Company/Organization/Internal Environment:
2.1 Brief history (suggest including a Time Line as an exhibit):
The company Trina was found in the year 1997 by Gao Jifan. Trina has contributed to the
change in the solar industry by becoming the world’s leading solar technology and the
34 Najafi, Gholamhasan, Barat Ghobadian, Rizalman Mamat, Talal Yusaf, and W. H. Azmi. "Solar energy in Iran:
Current state and outlook." Renewable and Sustainable Energy Reviews 49 (2015): 931-942.
35 Cai, Molang, Yongzhen Wu, Han Chen, Xudong Yang, Yinghuai Qiang, and Liyuan Han. "Cost‐Performance
Analysis of Perovskite Solar Modules." Advanced Science4, no. 1 (2017).
36 hoovers. 2018. Hoovers.Com. http://www.hoovers.com/company-information/cs/company-
profile.changzhou_trina_solar_energy_co_ltd.10c452f0f0cca76d.html.
37 "WUXI SUNTECH POWER CO.,LTD.". 2018. Cccme.Org.Cn.
http://www.cccme.org.cn/shop/cccme10707/index.aspx.
38 "JIANGXI LDK SOLAR HI-TECH CO., LTD.". 2018. Cccme.Org.Cn.
http://www.cccme.org.cn/shop/cccme12627/index.aspx.
39 yinglisolar.com. 2018. "About Yingli Solar | Yingli Solar". Yinglisolar.Com.
http://www.yinglisolar.com/en/about/.

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TRINA SOLAR STRATEGIC ANALYSIS
manufacturer40. It means the company has added values to the industry and took it to a different
level. The company has reached its milestone in 2006 when it was listed for the first time in the
New York Stock Exchange41. In 2014, they attained another milestone of shipping over 1GW in
just the one quarter of the fiscal year. The same year has also marked the company breaking the
world record for solar cell efficiency on seven times that year42. Till the time, the company has
been able to break 18 world records on module power and solar cell efficiency43. The company
was listed in the list of “2016 Global Top 500 New Energy Enterprises” as the largest supplier of
solar module44. The company was able to attain the 19th spot in the same listing45. Till 2017,
“Trina Solar” has supplied a quite above than 32 GW of solar modules at the global basis46.
2.2 Vision/mission statements/strategic objectives:
Mission statements: Their mission statement is “let the solar benefit the entire
mankind”47.
Vision statements: Their vision is to make solar products which are stable, clean and
affordable also for everyone48.
Strategic objectives: The strategic objective of “Trina Solar” is to be the global leader in
terms of providing the overall solution of Energy Internet and PV Smart Energy49.
2.3 Organization:
2.3.1 Culture:
“Trina Solar” has always relied on improving its organizational culture. It has always
considered a few changes to it to ensure that employees are well trained and are most importantly
focused on fulfilling the mission and the vision statement. They put emphasis on making
40 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
41 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
42 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
43 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
44 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
45 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
46 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
47Static.trinasolar.2018. Static.Trinasolar.Com.http://static.trinasolar.com/sites/default/files/
2016%20Corporate%20Social%20Responsibility%20Report%20Final%20version.pdf.
48Static.trinasolar.2018. Static.Trinasolar.Com.http://static.trinasolar.com/sites/default/files/
2016%20Corporate%20Social%20Responsibility%20Report%20Final%20version.pdf.
49Static.trinasolar.2018. Static.Trinasolar.Com.http://static.trinasolar.com/sites/default/files/
2016%20Corporate%20Social%20Responsibility%20Report%20Final%20version.pdf.

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TRINA SOLAR STRATEGIC ANALYSIS
employees realize the organizational values, so that, they deliver their potential commitment.
They believe in making a quick response to customer's queries. It is being done in Trina to
establish an excellent customer service. Teamwork is given high values and the successes are
shared among different teams. It means teams compete against each other, but, at the same time,
all teams give respect to each other. The culture is to identify the challenges and respond to it
with utmost potential. Employees are encouraged for being proactive in taking the suitable
actions. Learning is essential to this organization which they do it through effective rotation of
knowledge. Knowledge management within the organization is managed effectively through
both implicit and explicit form of knowledge management. Employees are motivated to think of
innovative strategies50. To uplift the standard of organizational culture, Trina Solar Culture
Construction Team was formed. A mailbox is being created to encourage employees for giving
their valuable feedback or suggestions. A 360-degree evaluation is also in place to monitor the
progress and help employees to understand the organizational culture. Employees are being
encouraged to know the advantages and the opportunities for them in the company. In 2014,
Employee Engagement Survey was conducted to know the factors affecting the employee
engagement. The results were significantly improved in 2016 when the survey was done again.
Based on the findings, the management has realized few essential elements for establishing a
continuous learning environment. Those essential elements are cooperation among the different
departments, implementation of remedial measures and effective follow-up process51.
2.3.2 Leadership including analysis of the board:
Leadership in Trina is led by Jifan Gao who is the CEO and chairman of this company.
Mr. Gao is also the president of China Photovoltaic Industry Association ("CPIA"). He holds the
Co-Chairman position in the Global Solar Council. Mr. Gao is also the vice president of
CCCME. Ms. Stephanie Yang Shao is the Chief Human Resources Officer. Ms. Shao has
previously worked for many multinational companies like Colgate, Palmolive, Dun Bradstreet,
and Bristol-Myers Squibb. She is experienced in HR, business development and marketing. Mr.
Jiqing Gao is the vice president of this company. Mr. Gao has extensive experience in a range of
skills and takes care of multitasks such as quality management, production, operations and
research & development (R&D). Mr. Colin Yang works as the chief branding officer in Trina
Solar. He takes care of branding and public affairs team in Trina. He is vastly experienced and
has worked with varieties of employers like Cisco Systems and Siemens in China. Mr. You
works as the president of the International System Business Unit in Trina. Ms. Tian is the
president of Trina for the North America Region. She adds up values to the extensive leadership
team at Trina Solar. Previously, she worked as global marketing director in Trina. She also holds
the credit for pioneering the CPV module and tracker development52.
2.4 Value Chain Analysis:
2.4.1 Operations, Marketing, Supply Chain, Distribution:
50Static.trinasolar.2018. Static.Trinasolar.Com. http://static.trinasolar.com/sites/default/files/2016%20Corporate
%20Social%20Responsibility%20Report%20Final%20version.pdf.
51Static.trinasolar.2018. Static.Trinasolar.Com. http://static.trinasolar.com/sites/default/files/2016%20Corporate
%20Social%20Responsibility%20Report%20Final%20version.pdf.
52 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.

12
TRINA SOLAR STRATEGIC ANALYSIS
Operations: Trina Solar is involved in segment designing, operating, constructing and
selling projects of solar power to countries like the UK, the US, China, Asian and the European
countries. They take care of the entire life cycle of the solar project's development that includes
design, project selection, permitting, financing, procurement, construction, engineering,
monitoring, installation, financing, and maintenance. They also sell solar projects to third-party
buyers. Such operations are taken care with a robust business model which provides flexibility to
the company. They also manage their financing needs with the help of its relationship with the
global banks. They also receive strong financial support from the Chinese state-owned banks.
The development process is facilitated at the global level under extensive cares of the skilled and
experienced management team. Their offices exist in the various parts of the world like Japan,
the Middle East, Africa, South & North America, Asia Pacific, Europe and other regions53.
Marketing: Marketing activities are taken care strategically at Trina Solar. Jing Tian is
taking care of the marketing activities at the global level. The leadership at Trina believes in
strategic collaboration to strengthen its marketing capabilities. This is the reason why the
company had collaborated with “Cirque du Soleil”. The partnership focuses on co-promotional
campaigns54.
Supply chain distribution: Trina believes in managing a sustainable supply chain. They
do it in ample ways which also include the supplier development. Suppliers are categorized in
ways such as potential supplier, potentially qualified supplier and qualified supplier. Potential
suppliers are those that have the expertise but, have not so far received any certificate of
recognition from Trina. Potentially qualified are those that have received the certification but,
have not so far been assessed. Qualified suppliers are those who have been assessed and
approved as quality suppliers. Suppliers are encouraged to follow the CSR policy of the
company and this way, Trina is actually able to establish a meaningful relationship with its
suppliers. Trina does a regular auditing of suppliers in context to the corporate social
responsibility (CSR). Suppliers are also required to sign an agreement of integrity, so that, their
action is guided under a strict supervision of company’s ethical policies. Nevertheless,
performance evaluation is also done to monitor the performance of suppliers55.
2.4.2 Core competencies and Comparison:
Core competencies: The core competencies of Trina Solar are the pioneering
development of Energy Internet Solutions and Smart PV Energy56.
Comparison: Trina has a cost advantage over its competitors due to its strategy to
consider the integrated operations. The integrated structure helps the company in defending its
intellectual property and manages the operations. The entrance of its products in the rural market
has helped the company in expanding its market reach and also popularizing the solar energy as
the most preferred form of energy57.
53 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
54Static.trinasolar.2018. Static.Trinasolar.Com. http://static.trinasolar.com/sites/default/files/2016%20Corporate
%20Social%20Responsibility%20Report%20Final%20version.pdf.
55Static.trinasolar.2018. Static.Trinasolar.Com. http://static.trinasolar.com/sites/default/files/2016%20Corporate
%20Social%20Responsibility%20Report%20Final%20version.pdf.
56 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
57 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.

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TRINA SOLAR STRATEGIC ANALYSIS
2.4.3 VRIN:
Valuable Rare Costly to imitate Exploited by
organization
Brand Recognition Yes No Yes Yes
Differentiation Yes No Yes Yes
Distribution
Channel
Yes Yes No Yes
Resources Yes No No Yes
Table 1: VRIN analysis of Trina
(Source: created by author)
Trina Solar is a globally recognized name in the solar products making business. The company is
the largest supplier of solar module in the world. However, the feat is not rare and can be
imitated by its competitors especially Yingli and Suntech58. The differentiation strategy is
valuable because of the range of products that includes wafers, ingots, solar cells, and solar
modules59. However, the differentiation is not rare despite being costly to imitate. The competitor
companies are also expertise with more or less the similar range of products. The distribution
channel is valuable and very rare in existence too. The cost to imitate is not that challenging but,
a strategic approach is the main concern for the competitor companies. Trina Solar has
effectively managed its distribution channel by establishing a meaningful relationship with its
suppliers60. Trina manages the needs for a physical resource with its strategic human resource
approach led by Ms. Stephanie Yang Shao. They also strategically manage the financing needs
with the help of global banks and the state banks in China. However, the strategy is not rare and
is not hard to imitate as other competitors like Suntech and Yingli can also follow the same
strategy. However, Trina Solar has effectively organized the resources to fulfill its diverse needs.
2.5 Financial statements and Analysis:
(See the Attached Excel Sheet named “Financial Analysis” for this portion)
2.5.1 Stock Value performance:
(See the Attached Doc File named “Trina Solar Stock Performance” for this portion)
3. Strategies of the firm – Description of the current strategy choices of the firm:
3.1 Generic or Business level strategy:
Trina follows the “low cost with differentiation” model as its business level strategy61.
Through this strategy, Trina is able to create an impact on its target market. The target market of
Trina is the lower and middle class families living especially in the suburbs areas in countries
across the globe. The chosen business level strategy is actually a feasible choice considering the
58 hoovers. 2018. Hoovers.Com. http://www.hoovers.com/company-information/cs/company-
59 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
60Static.trinasolar.2018. Static.Trinasolar.Com. http://static.trinasolar.com/sites/default/files/2016%20Corporate
%20Social%20Responsibility%20Report%20Final%20version.pdf.
61 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.

14
TRINA SOLAR STRATEGIC ANALYSIS
type of customer who mostly purchases the solar products. People, especially in the developing
and underdeveloped nations, are the potential buyers of solar panels and the other products.
3.2 Corporate Level Strategy:
Trina Solar follows the “growth strategy” as its corporate level strategy. The growth
strategy of Trina is divided into two segments like vertical and horizontal growth strategy.
Through the vertical growth strategy, the company is able to intervene in few of its operations to
enhance its control on that specific segment such as it did with the supply chain operation. Trina
effectively manages the supply chain operations by managing the suppliers and their
performance. Suppliers in Trina are classified into three categories such as potential suppliers,
potentially qualified suppliers and the qualified suppliers. In this way, the company is able to
identify the best suppliers for their needs. Additionally, suppliers are also judged for their
capability to promote CSR values. Trina uses the horizontal growth strategy to reach to more
new regions. The Chinese based company has now its existence in the Middle East, the United
States, Asia and the European nations62.
3.3 Use of BCG matrix if appropriate for the firm:
High Market Share Low Market Share
High Growth
Rate
Solar Cell and Solar Panel Wafer
Low Growth
Rate
? Ingot
Table 2: BCG Matrix for Trina Solar
(Source:63)
4. SWOT analysis and recommendations:
4.1 SWOT table:
Strengths
 Effective business and corporate level
strategies
 Pioneering the production of Smart PV
Energy and Energy Internet Solutions
 Leadership style
 Effective supply chain operation
Weaknesses
 Some of the chosen locations are not
the ideals for a solar system such as
Switzerland where temperatures are
mostly cloudy
 Number of customers are very low
Opportunities
 Potential opportunities in developing
and underdeveloped nations
 Rising awareness in customers for solar
energy
 Government supports for solar product
Threats
 Another form of renewable energy
resources like gas and wind
 Trump announcement for trade tariffs
on imported solar products
 Limited mostly to lower and middle
62 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.
63 Trinasolar. 2018. Trinasolar.Com. http://trinasolar.com/.

15
TRINA SOLAR STRATEGIC ANALYSIS
making in most countries across the
globe
class families
Table 3: SWOT of Trina Solar
(Source: created by author)
4.2 Discussion of the SWOT:
Strengths: The business and corporate level strategies are very effective. Low cost of
differentiation is the business strategy which helps Trina to offer valuable products at low cost.
This is indeed feasible also for the target audience as they are mostly the lower & middle classes
belonging to the suburbs areas of countries across the globe. The corporate level strategy is the
‘growth strategy’ which the company follows very intelligently. They consider a vertical growth
for acquiring a good control on few of the selected operations. On the other hand, a horizontal
growth is chosen to enter new markets64. They are being recognized as the pioneering developer
of Energy Internet Solutions and Smart PV Energy65. Leadership style encourages the innovative
moves. It believes in delivering the best by applying strategic thoughts into every single
operation66. Effective supply chain operation is another asset that the company has. They
strategically manage the performance of suppliers by classifying them into the range of
categories, evaluating their CSR performance and others67.
Weaknesses: One of the biggest weaknesses of Trina is its customer base which is not
very high. This may become a worrying factor considering that the imposed trade tariffs in the
United States may experience soaring prices of the solar products. Hence, the lower and the
middle class families may find this challenging to purchase the solar systems. They need to be
really careful while selecting the location to enter. Switzerland was one of the selections which
mostly remain cloudy throughout the year. Such climate is not a good prospect for solar
products68.
Opportunities: The developing and the underdeveloped countries are growing in their
demands for solar products. Countries as such China, India, Brazil and the Middle East are a
very good prospect for this industry. Customers have the adequate knowledge of air pollution
which is good for the industry as customers will search for an energy resource that emits less or
probably no carbon. The government supports are also encouraging; however, the Trump move
64 Iizuka, Michiko. "Diverse and uneven pathways towards a transition to low carbon development: the case of solar
PV technology in China." Innovation and Development 5, no. 2 (2015): 241-261.
65 Haley, Usha CV, and Douglas A. Schuler. "Government policy and firm strategy in the solar photovoltaic
industry." California Management Review 54, no. 1 (2011): 17-38.
66 Zou, Hongyang, Huibin Du, Jingzheng Ren, Benjamin K. Sovacool, Yongjie Zhang, and Guozhu Mao. "Market
dynamics, innovation, and transition in China's solar photovoltaic (PV) industry: A critical review." Renewable and
Sustainable Energy Reviews 69 (2017): 197-206.
67 Zou, Hongyang, Huibin Du, Jingzheng Ren, Benjamin K. Sovacool, Yongjie Zhang, and Guozhu Mao. "Market
dynamics, innovation, and transition in China's solar photovoltaic (PV) industry: A critical review." Renewable and
Sustainable Energy Reviews 69 (2017): 197-206.
68 Van Eynde, Sarah, and Pei-fei Chang. "Explaining the development of China’s renewable energy policies:
Comparing wind and solar power." The governance of climate relations between Europe and Asia: Evidence from
China and Vietnam as key emerging economies (2013): 76-106.

16
TRINA SOLAR STRATEGIC ANALYSIS
may harm the industry in the United States. Products are expected to be costlier and hence, its
affordability to middle & low class families will also decrease69.
Threats: The biggest threats to solar products are its alternative which is available in the
form of gas and wind energy. Trump’s announcement of trade tariffs may affect the progress of
solar products in the United States because expected affordability for customers will decrease.
Such products are largely limited to the lower and middle class families. Such customers have
the tendency for not buying the expensive products. Hence, if the price goes higher the company
will start losing its customers70.
4.3 Recommendation based on your analysis:
Manufacture from locally sourced materials: As the announcement of Trump is
expected to hamper the sales of solar products, it is advisable to use the locally sourced materials
in the United States. The government has decided to flourish the local manufacturers. Hence, this
may be a good move considering the stated fact. There is a need for a bulk production of solar
panels and related products, so that, more customers can find the cheaper products. If this
happens then the number of customers may also increase.
Widen the market reach: Trina should also focus on entering the various new and
potential markets. This will boost the business and add values to it.
Encourage the higher income groups: The higher income groups are not the potential
purchaser of solar panels probably because they do not have concerns about electric bills.
However, solar energy is indeed important for giving an effort to reduce the CO2 content from
the air. Although, many people are now aware of the greenhouse gas emission; however, they
must realize this also that their smallest of contribution can bring the difference. Considering the
identified importance, this may be a good move for Trina to improve its marketing activities
particularly targeting the higher income groups. It is very difficult to make everybody realize the
situation; however, attempts can be given expecting a few positive results.
69 Sambo, Abubakar S. "Strategic developments in renewable energy in Nigeria." International Association for
Energy Economics 16, no. 3 (2009): 15-19.
70 Wang, Feng, Haitao Yin, and Shoude Li. "China’s renewable energy policy: commitments and
challenges." Energy Policy 38, no. 4 (2010): 1872-1878.

17
TRINA SOLAR STRATEGIC ANALYSIS
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