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Finance and Marketing

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Niranjan Boggarapu

on 26 January 2015

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Transcript of Finance and Marketing

Group Presentation
Rotary Renewables, a division of Rotary Engineering UK Ltd is a one stop renewable energy company , offering a professional informative service enabling its customers to make their decision about which renewable process is best. It has been successful in delivering wind energy needs of customers and is looking forward to expand its wings on to Solar PV and offer flexibility for its customers to choose from various renewable options.
Gunel Suleymanova
Aitor Acarregui Pinedo
Joshua Ayabina
Oludewa Popo
Emeka Okereke
Marketing Research
Market Situation
Group Members
Marketing Analysis
People initially moved from their homes into relief camp sites
Flood continues through the night
Relief campsite flooded as shown below. Causing further panic,
loss of stored food and some got sick as they were wet for hours
Porters Five Forces

Recent withdrawal of financial support available to the solar industry, particularly to large-scale solar PV installations, threaten the potential economic viability of the industry
Domestic Market is in lead

Economical Factors:

• Expected millions of pounds support from UK Govt.
• Growth rates
• Inflation rate
• Interest rates
• Exchange rates
• Unemployment trends
• Labor costs
Social Factors:

• Ownership Complications
• Poor understanding of user/customer
• Lack of user acceptance because of landscaping issues
• Increasing Environmental Concern
• Increasing Energy demand
• Health consciousness
• Education level (Literacy)
• Emphasis on safety
Legal Factors:

• Manufacturer and Installer Performance Guarantee
• Utility rate and Inter connection policy
• Solar Access
• Building Codes
Political Factors:

• Instability in regulations that govern solar deployment
• Government stability and likely changes
• Bureaucracy
• Tax policy (rates and incentives)
• Import restrictions (quality and quantity)
• Tariffs: Renewable heat incentive, Feed in Tariff (FiT), Renewables Obligation Certificate, Incentives of customer engagement
Technological Factors:

• Storage technologies of solar energy not reached its full potential
• Third Generation Solar power
• Ease of dismantling and moving elsewhere
• Peak demand facilities and load management
Ecological Factors:

• Hazardous materials
• Life cycle global warming: Manufacturing, material transportation, installation, maintenance, decommissioning and dismantlement
• Land Usage
• Choose lower quality locations
Risk Analysis
Customer dissatisfaction
Damage while installing or transporting the panel
Human error
Damage to property during installation
Damage caused by external factors to the property affecting the solar panels.
Targeting Analysis
Segmentation Analysis
Positioning Analysis
Geographical Segments: depending on efficiency of insolation
Physical Segments: based on type of installation (Ground Mounted, Roof Mounted, Solar Farm)
Technical Segmentation: Depending upon different sectors of customers (Domestic, Commercial and Industrial)

DOMESTIC (housing & community buildings)

It is the largest sub-sector of the UK solar PV market, both in terms of number of installations and the total capacity installed.

There are more than half a million homes now have solar panels. Comparing to 2010, there were just 15,000 solar panels.


Both of these sections have the same benefits such as lower electricity bills, protection against future electricity price rises, and a smaller carbon footprint. These sectors have the advantage of producing huge of amounts of electricity and generally being able to better match on-site generation with on-site demand.
Customer Segmentation
Indigenous Users
Commercial Users
Public Buildings
Characteristics: These are people who have limited income and are moderately literate, yet some of them are retired and moved from cities to urban areas.
Profile: They live in wide area, essentially in remote area. They want to add some value to their property, but they are hesitant as it effects their visual landscape. These can be landlords or farmers.
Principle Choice Factors: Energy security, prefer greater warranty periods, ease of maintenance
Characteristics: Their level of environmental awareness is relatively high. They have no knowledge about solar power and their advantages in adopting. But their motive is to make profit with faster paybacks.
Profile: These are the people who are involved in small or large businesses like retail market, supply chains and any private sector. They have got sufficient funds but their investment is limited. They have limited resources depending upon their size. How ever they play key role in local market.
Principle Choice Factors: They need installation process to be simple and with minimal disruption.
Characteristics: They have a demand or target to achieve or reduce carbon emissions as set by DECC. Their expenditure is subsidized by government.
Profile: These type of consumers are located in rural areas. They receive their funds in the form of grant by the government.
Principle Choice Factors: Guaranteed returns as promised. Reduce carbon footprint.
Competitive Rivalry
Threat of new entrants
Threat of substitution
Power of Suppliers
Power of Buyers
Financial Analysis
John Parker
Paul Johnston

•Rated Solar Installer initiative: Customers can rate their experience of solar PV installations. This empower the customers to make good choices.
• The FiT is reduced by 10% for installation on multiple sites based on the economies of scales.
The discount factor for NPV analysis is considered as 3.5% as stated in Government's Green Book. (HM & Treasury)
Break Even Point for all the three options is approximately a year to recover all the indirect costs invested on project for 50KW system.

The cost of installation of 50KW ground mounted solar panel costs around 90,000 GBP according to The Eco Experts UK. So the most likely return on investment and number of units sold is still cheaper than the price competitors offer it for.
UK Government proposals to cut large-scale solar out of the Renewables Obligation could disrupt the industry’s path towards cheaper solar. This could have substantial and long lasting negative impacts on the industry and its potential in the UK
The cost of solar is falling which is a good news for consumers, who will see their energy costs drop.
This diversification of energy sources at a local level is pertinent at a time when geopolitical developments underline the risks associated with the extent of the UK’s dependence on imported fossil fuels, and the future of solar PV will be justified by DECC's target of 20GW installed capacity of solar Power by 2030.
The untapped potential of the commercial-scale sector – thus far untouched by FIT digressions and still eligible for the attractive Renewable Obligations Certificate (ROC) could adopt a leading role in the U.K. solar landscape in 2015, but experts are unsure just how strong this market can become.
Budget and emphasize marketing among untapped markets (eg: Retail businesses
Bid for tenders in national and European markets
Try to reduce selling price by lowering costs where possible (eg:overheads) in order to compete with competitors.
Track all the aspects of selling to customers as well as prospects.
The Return on Investment becomes more viable if "Rotary" concentrates on Domestic Sector which falls under 0-4.5KW band.
Ground and Roof mounted solar power systems can be separated because the criteria and pricing differ for each.
It is important to note that whether the funding is private equity-based or public, these factors hold equal importance.
The Government aims to install 1GW solar PV generating capacity on the Government estate through a major programme led by DECC and Cabinet Office. As part of this, the Government will lead an initiative specifically targeted at England and Wales’ 24,000 schools.
(UK Solar Strategy 2015 Part 2)
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