Sunpower Strategic Examination for Expansion to Asia

Alexis OrsetLukas Radzevicius

Johanna Wais

Adrien Podda

Lukas Radzevicius

Johanna Wais

Alex Orset�

Mentor: Dr . Stefan Lippert




To define SunPpower's strategic development plan to Asia, we firstly looked at the external environment. We have examined different aspects from the country, beginning with solar radiation coverage, inhabitants composition, politics, legal environments and energy disposition among on-grid/ -- off-grid. Additional, we examined present rivals and then with various frameworks, just like PestelPESTEL and Porter five forces. Wwe saw that Thailand features substantial potential in terms to start out SunPpower's operations. Further, Internal analysis focused on finding the right facets of value proposition of the company to grow in Asia. We analyzed SunPpower's regarding value chain and, placing. Then, following conducting a competitors' examination, we described competitive positive aspects that could be used and determined strengths and weaknesses that may be transformed into possibilities. In the end, we all saw that SunPpower includes a great potential to achieve substantive market share in Thailand whether it redefines it is value idea. In the last chapter, we were givinggive recommendations that could be used since action plan pertaining to the CEO of SunPpower. We represented them when it comes to creating Joint venture and building local subsidiaries for transnational expansion.



Geographic segment4

Thailand in Perspective of South-East Asia5

Thailand in terms of Power Consumption5

Thailand in Solar Power Segment6

Thailand In Off-grid - On-grid Solar Energy Perspectives8

Thailand in Solar energy perspective of Governmental and Legal Environment9 PESTEL analysis10

Competitive Environment12

Thailand in future perspective of solar energy16

Internal analysis17

Internal Segmentation Analysis to get Sun Power17

Value chain18


Competitive Advantages20

Top quality and Innovation20

Financial Support21

Vertically integrated22

Strengths and weaknesses23

Conclusion of Inside analysis24


Opportunities in Thailand25

Joint Venture25

Regional Presence26

Risks and questions in Thailand27


Economical Support27

Politics issues27


ng solar energy (CSP) devices for making electricity in the tropical environment of Thailand. An 8-year period (1995–2002) of dish data was used to generate the direct usual irradiation map of the country. The map reveals the areas which usually receive the greatest irradiation are mainly in the Northeast and the Central regions of the region, with the every year sum of direct normal irradiation in the range of 1350–1400 kW h/m2 year. The location of Ubon Ratchathani (15. 25 °N, 104. 87 °E) situated in the Northeast was selected as being a target location for looking into the potential application of CSP systems. The functionality of 3 10 MW CSP systems, specifically the parabolic trough, the tower plus the dish/Stirling engine systems was investigated. An application named TRNSYS together with the solar thermal electric parts (STEC) subroutines were used to simulate the systems. The yearly development of electric power from these kinds of systems was estimated and used for the economic analysis of the systems. It was discovered that the parabolic trough system afforded the best levelized electrical energy cost of 0. 30 USD/kW h. Based upon the specialized and economic considerations, this system has a enough potential for creating electricity in this region. Thailand produces electricity by many options, including natural gas, coal/lignite, energy oil, diesel-powered, and replenishable energies, including wind, hydroelectricity, and solar powered energy. In 2012, the key electrical energy resources in Thailand were natural gas (63. 8%) and coal/lignite...

References: http://www.greenrhinoenergy.com/solar/market/micro_market.php 2014

" Thailand 's latest sun lessons for the world”, Raymond Schonfeld (2013) http://www.smv-online.com/solar-lesson-for-the-world.php