The international thin film branch has undergone rapid development in recent years. From 2008 to 2009, its market share increased from eight to twenty percent. Gains in market share resulted in particular from the reduced prices of the materials used in production. However, the advantages enjoyed by this segment have since diminished.
The elimination of the silicon bottleneck, the immense decline in prices for conventional photovoltaic technologies as well as the economic and financial crisis has had a dramatic impact on the thin film segment. The financing of manufacturing facilities will become particularly difficult for market participants. The restrictive credit policy of investors means that they now tend to invest in companies with tried and tested technologies. As only a minority of thin film companies have taken the step to mass production, few fall under the aforementioned category.Strategic Cluster of the Thin Film Segment
These are, for example, reputable thin film manufacturers that have been doing business in this segment for a longer period of time and have a significant market share. In addition, there is a cluster of companies with a distinctive technological background coupled with well established research and developments departments. Furthermore, companies which do not have a PV background but a well known global brand as well as the corresponding sales and marketing structures combined with experience in mass production make up a further cluster. The majority of these companies generally come from other sectors or PV related sectors such as the LCD or flat screen segment.
Market players in the thin film photovoltaic sector now have to address the challenge of finding a strategy which will ensure their survival in this turbulent market. In order to increase market share companies will have to be able to compete on all elements of the marketing mix – Product, Price, Place und Promotion.White Paper published by EuPD Research
In contrast to other market studies published by EuPD Research, this paper is not solely based on quantitative data but pointedly includes the interpretation of the author. These opinions can and should be discussed in order to facilitate the generation of a multitude of diverse opinions on this complex topic.
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