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Executive summary

M-solar is a power system consisting of devices that use environmentally friendly energy

sources. The methods mainly use solar energy to generate to generate power (Peter, 1999). The

UK based company, i.e., Solar Century deals with solar power installation. The company sells

with power devices and mainly comprise of electrical gadgets (Lewis, 2007). This is a direct

sales company, and many of the clients are business organizations or enterprises and also

households. The company produces custom-made electronic devices for over 300 businesses that

use solar power as alternative energy sources. The M-solar product is one of the primary

products manufactured by the company. The product has become increasingly popular in the last

few years despite the stiff competition that the company has faced (Forberich, 2009).

An evaluation of the M-solar product, its strengths and weaknesses, opportunities, and

challenges are the foundation for the development of a marketing plan. The program critically

focuses on the products growth strategy. It offers suggestions on how the product can be

differentiated in India and made unique through pulling more customers into purchasing the M-

solar power products (Ellram, 1998).

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M-solar

Introduction

In this marketing plan, the organization taking into contemplating is B2B Solar services

in India. The organization would be dissected on its intensity by doing an industry examination.

In light of this analysis, it can be understood whether the group is aggressively put to confront

different organizations in the business. The organization methodology embraced and furthermore

the ones to be taken are portrayed in order to comprehend its future prospects of performance.

The difficulties to be looked forward are recorded down with suggestions to be considered so as

to enhance its standing. The Solar Energy is an inventive idea that has been presented in the

Indian market as a result of the rising fuel price in the nation. The thought behind its origination

is to give an economical energy that is eco-accommodating and a little energy that would be

reasonable for India. The organization acquainted its arrangement with focus on the Indian

market as well as takes into account the developing interest for such energies in the universal

market. Despite the fact that there are different difficulties that the organization could confront, it

can be overwhelmed by embracing specific systems. The organization's essential quality is that it

gives high innovation energy, in reality, route in front of others as far as innovation; the

additional point is that this creative power is influenced conceivable at a lower to price. The price

contrasted with different producers in a similar industry is three to four times smaller. The

drawdown factor for the organization is that it doesn't offer an extensive variety of decisions. It

ought to be noticed that later on, the scope of the energies provided ought to be expanded so as

that it fulfills different sorts of clients. Regardless of this, M-solar based power is making

progress into numerous nations, and later on, it just happens to be the real players in the eco-

accommodating energy industry.

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Environmental Analysis

1. Competitive forces. Competition in the solar power energy provision market is quite stiff in

India. In the market today there are a number of energy sources that can serve as alternatives to

solar power (Miller, 1983) for instance hydro-electricity has for a long time been the most

preferred source especially for urban areas consumers. Solar energy is mainly used in remote

areas that are not connected to the national grid (Ross, 1992). On a global scale, about 70% of

households and industries use hydro-electricity as their energy source. In places, with constant

energy, outages-solar devices are more used as backups. In such situations, the competition m-

solar face is from devices using solar energy in India.

2. Economic force. The prices of these devices are determined by the price of the electronic

materials used in their assemblage. With advancement in technology, some electronic gadgets are

losing value and becoming obsolete while others are appreciating and gaining ground. Solar

powered devices are more advantaged since the prices of their materials are relatively cheaper

compared to materials for devices using other forms of energy in India (Storper, 2004).

Companies like Solar Century only have to worry about the changing technology the company

needs to be updated for this product to remain relevant in the market. The company needs to be

aware of techniques that will put the company in an advantaged position especially given that

most businesses are now focused on green energy in India (Ferrell, 2011).

3. Technology. M-solar uses the integrated circuit technology to reduce the size of the overall

circuit and hence power consumption (Masson). Solar powered devices development is set to

become less pricey with the reduced price of solar photovoltaic systems which expected to occur

in the near future (CAMACHO, 1997) which is mainly because of the development of the second
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generation photovoltaic. This means that all the companies developing M-solar devices should

quickly embrace the new technology or risk running out of business in India (South face).

5. Social, cultural forces Most of the citizens nationally have a wrong impression about solar

power. Most people think that solar energy is inadequate and cannot sufficiently provide

electricity to be able to sustain their daily use of electricity.

6. The threat of Substitute the risk of substitute items can really impact M-solar based market.

In the event that other substitute items can be offered at a lower value, it can cause issues for the

organization. The substitutes accessible to compete with B2B energies are solar powered

controlled or hydrogen energies. On the off chance that these new innovation energies go into the

market offering lower value, it can obstruct the offers of M-solar oriented. In any case, the reality

remains that solar light based fueled energy are profoundly valued thus it doesn't pull in clients.

The price of solar energy is restrictively high, and recuperation will be a drawn-out stretch of

time. To the extent hydrogen run powers are concerned, it's still in the start phase of outlining

and its full-scale presentation into the market would take a more drawn out timeframe than

anticipated. It can be seen that there is no danger of substitute items coming into the energy

business offering low price and blocking the business performance of M-solar based.

Target market

Solar Century has stated that focusing on the commitment and service quality of solar

energy is their primary goal in India. The company aims at developing devices that will match

every consumers needs, as mentioned above the company provides for tailor-made products for

individuals and business enterprises in India. The company has been applauded for managing to

produce systems that can generate power even at low solar light levels. Like other solar
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companies, it has mainly focused on remote areas and different regions that are lacking electrical

connections as they have a chance to take over the available market (Paley, 2010).

Current marketing objective and performance

The Solar Century Company has various marketing strategies and among them is the

current strategy that entails promoting the products in all forms of media. The target markets as

mentioned above are the people from remote areas. According to the companys statistics, 90

%of customers who own the M-solar items are from these remote areas which the company

equates to sales worth over 50 million dollars in the last financial year (Leggett, 2009).

SWOT Analysis

Strengths

1. Unlike other sources of energy, solar power is an infinite source. It cannot be exhausted.

That factor has made the product the most preferred globally as they also utilize clean energy or

what is now referred to as green energy in India. Most countries have been pushing for the

improvement and use of green energy because of the growing concerns of pollution attributed to

other forms of energy sources (Schildhouse, 2006). Companies producing devices using the

renewable power sources are now at an advantage.

2. The M-solar invention can be used to provide emergency power. These make it an incredibly

useful and versatile tool to have. Whether one is out hiking or wants an emergency kit, this

product can come in handy (Waelbroeck, 1996).

3. As mentioned above the increased environmental degradation characterized by global

warming and massive air pollutions green energy has been adopted as the alternative source of

energy. This recent development is opportunities for the solar power equipment and machines.

The current statistics show that the sales of the M-solar products are increased by 5% in the last
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fiscal (Jackson, 2006). Below the chart shows the steady growth of solar power use, this means

Solar Century and other solar companies should be working around the clock to curb the

growing market in India.

Solar power Deployment in the United Kingdom (Capacity in Megawatt)

Weaknesses

1. The installation and maintenance of these products are a bit hard in India. A factor that

can be attributed to this problem is that fact that there are few solar experts who can

repair or maintain the devices, this element has also made innovation and growth of the

new and efficient products quite slow. People needed training on installation, operation

and supported the latest technologies. They require an operating experience on climate

before performance can be optimized (Dyson, 2004).

2. Despite the presence product in the market for long. It has not been successful in

attracting many customers. Little developments have been made to promote the products,

especially in urban areas. The products have done significantly well in remote regions
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where it is expensive to connect to the national grid in India. Electricity deregulation has

offered various alternatives to which consumers can choose from (Dyson, 2004).
3. The seasonal nature of the product market creates barriers in manufacturing and cash

flow, these exerts excessive pressure on personnel and strains the facilities. Prospection is

a challenge as companies must identify places with excellent resources and access to

transmission (Valentin, 2001).

4. Economies of scale are influencing the use of solar power devices. The manufacturing of

photovoltaic used in the making of m-solar devices has been declining. Few units are

produced and thus resulting in little demand and production volumes in India (Helms,

2010).

Global Marketing

M-solar power is specifically designed to serve as an alternative source of energy but

does not have a backup plan itself. Besides that, the primary purpose is to reduce the price of

energy. They are market-oriented products and customer interest focused in India. These devices

are to compete in the generic market and significantly influence the demand for other alternatives

(Menon, 1988). In the Solar Century Company, the marketing team is a task with achieving a

better understanding of the needs and satisfaction of current and future customers. The team is

supposed to obtain information on how the M-solar can be improved a redesigned to meet the

customers expectations (Klai, 2007).

The table below is the ROI financial model for M-Solar plant in 10 years

Years 2016 2017 2018 2019 2020 2021 2022 2021 2022 2023 Total
Revenue 113.5 113.5 113.4 113.4 113.3 113.2 113.2 113.12 113.1 112.9 1133
Operational
8 8 8 8 8 8 8 8 8 8 80
Expenses
Bank Interest 57.1 51.8 46.4 41 35.6 30.2 24.9 19.5 14.1 8.7 330
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Payment
Depreciation 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 343
Total Expense
99.4 94.1 88.7 83.3 77.9 72.5 67.2 61.8 56.4 51.0 753
(without AD)

Profit Before Tax

14.1 19.4 24.7 30.1 35.4 40.7 46.0 51.2 56.7 61.9 380
(without AD)
Taxation (without
2.7 3.7 4.7 5.7 6.8 7.7 8.7 9.7 10.8 11.8 72
AD)
Profit After Tax
11.4 15.7 20.0 24.4 28.6 33.0 37.4 41.5 45.5 50.2 308
(Without AD)
Profit After Tax
11.4 15.7 20.0 24.4 28.6 33.0 37.4 41.5 45.5 50.2 308
(Without AD)
Depreciation 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 34.3 343

Strategy Briefings

Target strategy 1

In order to achieve the companies goals, Solar Century has concentrated on public education on

about the price savings inherent in solar in India. This company has done this through

advertisement which has been done utilizing media resources such as T.V and radio adverts,

web-advertisement, and newspapers in India.

Target Strategy 2

Another strategy that has been used by the company is tapping into the power of community.

This entails talking to people and leaving them flyers that they can refer to later. The people are

told about the benefits of using the M-solar power devices. The companys representatives aim at
 Marketing Plan10

convincing the people to have their homes installed with the companys solar power devices by

making them aware that by so doing they would spend much less on the price of energy

Strategy 3

M-solar is optimistic and affordable, and most people are concerned are not aware of that. This

approach is to ensure m-solar sales and marketing is a financial advantage in India. The plan of

the company is to show how buying m-solar can make the difference in the world and how the

company is offering hope for the future as its devices protect the environment. The marketing

features should make health and eco-friendliness as the primary characteristic (MARKETING,

2011).

Marketing Mix

1. Product this product is top-rated in most areas without electricity. The challenge is how to

get customers in urban areas too. The product is to be redesigned to serve as a possible

alternative source. By doing that peoples will get used to these devices and eventually take them

in as their primary source of energy (Marpaung, 2006.).

2. Price. The pricing of these gadgets is dependent on the size and specifications. The systems

that have a high power output are bit expensive compared to those that can be used for domestic

purpose. The pricing is customized to client needs in India. The pricing terms are sensitive to

elasticity and overall consumer demand.

3. Distribution. The marketing and distribution are direct adopted direct sales. Customers can

make direct orders to the manufacturer and get supplied with the units in India. There are also

international shipping agents that the company uses to sell to customers in other parts of the

world.
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4. Promotion. With the emerging trends in the solar power system field, the product should be

promoted to maintain the sales. Better product promotion methods like trade journals, web

advertising, and trade fairs should be used in India. Direct asking should also be used especially

when introducing new products of the same make.

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Figure below shows price of solar panels and price of solar power charts and graphs
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Marketing Implementation

Market Organization

Because of the current market situation, venture into new markets requires extensive

customization to match the client needs in India. Categorization of the customers into different

units depending on their needs is vital. Apparently, this will allow focus on the requirements and

specifications of each customer segment (Morck, 1998).

Evaluation and Control

Performance standards and Achievement of Company Objectives

The expenditures and plan new objectives should be encompassed in the project report.

Any new product will be evaluated on a quarterly basis to determine profitability. The M-solar

development expenses to be compared gross income generated during the same period.

Comparison of the actual planned activities evaluated in India. A business analysis team is

constituted and prepares a timely report on how far the planned activities have been achieved.

Possible changes to be determined as a result of the market study.

Product & Branding

As the plan and creation of the energy were essential, M-solar oriented framed

associations with essential part producers like Curtis Instruments Inc (engine controller); Tudor

India (batteries) and Modular Power Systems (charger unit) were additionally created.

Furthermore, amass organizations (Maini Precision Products, Maini Material Movement, and

Maini Info Solutions) additionally contributed their offer in providing parts and programming.

Ordinary fuel energy has around 5,000 sections, the M-solar based has minimal fewer than 1,000

sections and very few are moving segments. About 900 pieces have been limited by M-Solar
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Electric. There are two strategies to consider when settling on a generation procedure for

entering the Indian market. One technique is delivering products inside India, and the other is

bringing in products from outside India.

The general market section system for M-Solar is to converge with or secure a firm as of

now working in the Indian sunlight based industry. Along these lines, M-Solar could utilize the

organizations' present generation lines, as it would be neither financial ability nor

accommodating to reconciliation to kill it. Regarding merger and obtaining, organizations that

predominantly concentrate on sun based cells are significantly more grounded contender for

consolidation or procurement than large organizations that attention on various product offerings

(e.g., Sharp, Kyocera, and so forth.). The groups appeared in the reference section are for the

most part potential hopefuls. As none of these organizations are top delivering firms in the Indian

market, their generation capacities will be restricted, best case scenario. It would be most

profitable for M-Solar to change over these production lines and utilize the sun oriented cells

delivered for their associations with homemakers. The constrained sun-powered cell generation

can be used on a portion of the private contracts however it is probably not going to be adequate

to cover the measure of activities M-Solar might want to have.

Distribution Strategy

M-Solar based understood the way that it would confront a great deal of rivalry as it runs

worldwide with its electric energy. M-solar oriented power have different specialty showcase

applications with massive potential for use in island nations like Mauritius, Maldives,

Seychelles, New Zealand, Cayman Islands, Channel Island, Fiji, Trinidad and Tobago, St. Kitts

to give some examples. M-Solar oriented has possessed the capacity to advertise its idea of

ensuring and saving the excellence and the ecology of such spots. Alluring deals and
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administration bundles are accessible for mass purchasers from the tourism and neighborliness

industry, armada administrators, and long associations other than nearby inhabitants.

M-Solar as of now has a worldwide system of sun based cell production offices that will

help them in their entrance into India. With current generation offices in Malaysia and arranged

production offices in Vietnam and Mongolia, the organization will have a few rooms that are

sufficiently close to limit shipping costs and that have enough production ability to supply any

activities that are contracted in India (M-Solar). Utilizing essentially out-of-nation production is

advantageous on the grounds that the organization isn't liable to high work costs and isn't subject

to one nation or one plant for their supply (this is particularly imperative on account of the

cataclysmic event, state disappointment, or work strike). In any case, bringing in from abroad

may show its own particular legitimate and administrative difficulties. The issues might be

settled by the strategy for merger and procurement. The organization must maintain a strategic

distance from taxes and charges that it would bring about by bringing in remote products. This

can be supported a diplomatic distance from by having the Indian firm taking some possession

stake M-Solar's abroad production plants. Thusly, the neighborhood firm will import its own

particular products from its "own" production offices abroad.

Communication Strategy

M-Solar based as a component of its extension design needed to enter the worldwide

market viable. It saw the tremendous degree in the fare advertise and thus it detailed plans to

draw in clients in the global market. As the legitimate condition in India is exceedingly powerful

in connection to the sun-powered industry, the production procedure may change. In spite of the

fact that oversea generation ought to be supported now, future lawful controls may move support

to neighborhood production. If this happens, the organization must assess whether the
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agreements and associations they have created are justified regardless of the extra work expenses

of extending production lines in India.

A standout amongst the most imperative parts of M-Solar's entrance technique in India is

the manner by which the organization populates the work power of their development. The team

should take a gander at each bit of their development independently when they choose Human

Resource methodologies. There are three organization areas that the team must consider as far as

Human Resources: the after deals benefit arrange, the production system, and administration.

Strategically, they should open an office in Tokyo or somewhere else in India keep in mind the

end goal to encourage coordination with the global M-Solar system and to look for additional

contracts and associations. The workplace will require business people, specialists, and

architects. The organization should utilize some exile specialists who know about their

innovation. However, the vast majority of the architects and planners ought to be enlisted from

India. Since Indian designers are as qualified scholastically as their worldwide associates, it is

profitable to utilize them in India. Local Indian will be more alright with the Indian dialect and

the Indian culture when managing different associations on improvement ventures. The

organization ought to make some degree even blend of specialists from other sun oriented firms

and college graduates. Enlisting engineers from different organizations benefit the company by

giving it more profound learning of its competitors, yet will likewise be more troublesome than

selecting college graduates. It ought to be noticed that both of these techniques would be

troublesome. The business structure in India supports long-term representatives and disheartens

organization move. Likewise, top college graduates are fearful about working for foreign firms.

That being stated, M-Solar is one of a kind in that it has a critical essential preferred standpoint

in its industry that will enable it to draw top ability from the business.
 Marketing Plan17

Pricing Strategy

The progressed mechanical advancements helped M-Solar powered to keep the

undertaking price low. For example, the M-Solar based plant does not have the high conjecture

sheet metal press shop and paint stall as on account of a regular energy venture. The M- Solar

baseds body is made of solid and shaded polymer plastic. The plant does not have a transport

line as the shell is first settled with wheels fitted with tubeless tires and moved starting with one

workstation then onto the next. Valuing of the energy was a piece of the main thrust of the

organization's system. To the extent electric powers go, M- Solar based is perhaps the least

expensive on the planet. Powers like the Richmond Australia, which is slightly better and has a

similar range, price three to four times the M-Solar baseds price in Europe.

Research and Development at the obtained firm ought to be dispensed with, if there are

any, since the R&D to keep up favorable critical position will be finished at some of M-Solar's

different areas. Building and Design divisions, as said already, ought to be extended. Something

else, the association of the firm can generally remain in place. The Human Resources design

delineated here endeavors to dispose of the typical issues with acquisitions for the most part

"human coordination" and "organizational reconciliation" as portrayed by Froese and Goeritz.

The particular arrangement will rely upon the result of the genuine securing. However, any effect

can be obliged. Utilizing for the most part Indian specialists where conceivable will guarantee

that the firm works efficiently and it will promptly be incorporated into the Indian markets. The

business should likewise use some ostracize specialists who know about M-Solar and have a

considerable measure of an expert from the Tempe, Arizona central station

Market Entry Strategy

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As far as a generation, the organization ought to send a couple of current representatives

to help oversee production lines. However, laborers and many middle-level managers ought to be

held or selected from in India. M-Solar's energy-favorable position isn't subject to any individual

information, so it doesn't hurt the organization to enroll nearby ability. Be that as it may, enlisting

neighborhood gifts enable the group to oversee expenses and give them an adjacent favorable

position in an inconceivably extraordinary business condition. The organization's generation

inside India ought to be restricted, and would not go past the production capacities of the firm

they obtain. For production inside India, local specialists can be held alongside the majority of

the Indian managers. Some new managers and production specialists from M-Solar should be

coordinated into the firm keeping in mind the end goal to proficiently move a generation to M-

Solar particular cells. In any case, since a significant portion of the sun oriented cells will

originate from other M-Solar generation lines this will be secondary.

There is no preferred standpoint in having Indian versus exile specialists to deal with the

trading of finish sun-powered cells between parts of the organization. In any case, these

specialists should be learned about M-Solar and their worldwide operations. Since most people

acquainted with the body are non-Indian, these workers would presumably be exiles. For top-

level supervisors of the firm, the circumstance is harder to evaluate. In the event that the

procurement or merger is especially threatening or the organization just begrudgingly consents to

an incorporation, these supervisors ought to be disposed of - as the obtaining was decided for

generally legitimate reasons (no preferred essential standpoint of the gained firm) this won't be

negative for M-Solar. Notwithstanding, all endeavors ought to be made to keep supervisors

responsible for work and business contracts since it is essential to keep the steadfastness of the

Indian representatives. On the off chance that the securing was amicable, and the Indian
 Marketing Plan19

supervisors can oblige the move in the center towards business associations and government

ventures, they can and ought to be kept set up on the grounds that it will keep up the productivity

of the firm.

After M-Solar based had completed its model of the M-Solar powered energy, it needed

to confront the test of entering the market. All together for the item to be mainstream great

showcasing and appropriation designs must be set up. In readiness for its dispatch in January

2001, M-Solar based selected 90 merchants nationwide, 40 of whom are around Bangalore. At

that point, it was caught up with converses with Karnataka Power Transmission Corporation

(KPTC) to get the vital clearances. This is to empower reviving of the energy at houses and flat

squares. Additionally, talks were energyried out with Bangalore City Corporation (BCC) to

introduce energizing focuses on air terminals and shopping buildings. The organization's

objective was to oblige a specialty to advertise, went for those changing from bikes to four-

wheelers, housewives, resigned people, school goers, and corporate clients. The organization is

growing its dissemination arrange by entering new markets. The arrangement is to choose two

new merchants consistently. In next a half year, the group intends to have merchants in 14 new

urban areas.

Conclusion

In Conclusion, the M-Solar will be a decent activity by any Government in advancing the

utilization of clean energies by its areas of expertise. Arrange and benefit tax reductions and

endowments from the Indian Government keeping in mind the end goal to chop down the price

and subsequently contend with customary energy creators. Focus on the European market with

its left-hand form as quickly as time permits with the price being the in addition to the factor of

M-Solar. Frame associations with countries and search for a limited generation in target nations
 Marketing Plan20

if the amount can be additionally lessened. Like, tap the equipment business of China to make

the item more practical. More decisions should be acquainted with counter other global

competitors.

On the premise of the analysis done in this task on the M-Solar electric energy, it can be

presumed that the organization has the abilities to perform well in the market. This is

conceivable through the quality it appreciates over different contenders - high innovation with

price adequacy. The issue it can confront is that it doesn't have an excellent name universally

however after some time as innovation is overhauled in M-Solar and new decisions are

presented, it can most likely interpretation of the Titans in the energy business. In any case,

starting at now it is essential to gradually develop on the stable stage that it appreciates and

incorporate organizations to enter into universal markets. Over the long haul, M-Solar is well on

the way to make its stamp in the B2B market. Though there are many difficulties which M-Solar

needs to confront; keeping in mind the end goal to be effective it can make up significant strides

with a dream to out beat competition. In many countries, postal offices utilize sustainable energy

as they offer the simplicity of dispatch of mailing letters. The M-Solar can be effortlessly

handcrafted to suit the necessities of changed employment.

 Marketing Plan21

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