PV Catapult WP1: Identification of the results of existing state-of-the-art analysis and performing a SWOT-analysis

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PV CatapultWP1 Identification of the results
of existing state-of-the-art analysis and
performing a SWOT-analysis

• Ingrid Weiss and Jörg Baumann
• WIP Renewable Energies
• Dr. Murray Cameron
• EPIA Vice-President

Kick-off Meeting, 11 December 2003, Brussels
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ANALYSIS

• Introduction
• Segmentation of the Industry
• Techniques of analysing
• Alternative strategies

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Objectives

• Analysing the state-of-the-art in the PV-Industry
• Overview of innovative technologies, production
  methods, components, applications etc.
• Unvealing PV Industrys
• Strengths, Weaknesses, Opportunities and Threats

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Methodology

• Make use of existing data, research and
  analysis,e.g. EPIA roadmap etc.
• Close cooperation with stakeholders
• Facilitating exchange of information
• Interactive work, brainstorming and work shops
• By the industry - for the industry

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Outcome

• Analysis as basis for strategic planning
• Alternative strategies for the European PV
  Industry
• Creating a vision
• to foster strengths,
• to overcome weaknesses,
• to capitalize on opportunities and
• to avoid threats

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ANALYSIS

• Introduction
• Segmentation of the Industry
• Techniques of analysing
• Alternative strategies

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Wafer
Ingot
Cells
Modules
Systems
Thinfilm
PV application
Other Materials
BOS
Analysis I Fundamentals New Materials Innovative
concepts
Analysis II Production of Solar Cells and Modules
Analysis III PV Components PV Modules, BOS and
PV Systems
Analysis IV Innovative applications
A possible segmentation of the PV industry to
reduce complexity
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ANALYSIS

• Introduction
• Segmentation of the Industry
• Techniques of analysing
• Alternative strategies

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Avoiding paralysis by analysis

• Practice-orientated approach
• Using existing research, data and analsysis as a
  basis
• Work closely with the stakeholders of the
  project
• Separating internal and external aspects
• Segmentation of the industry to reduce complexity

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The SWOT Analysis as a general tool
positive
negative
Internal
Strength
Weakness
External
Threat
Opportunity
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Internal view

• Resource based view
• Resources Know-how, experience, reputation ...
• Capabilities Utilizing the resources
  effectively
• Development of core competencies
• Integration of multiple technologies
• Coordination of diverse skills

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Internal view (continued)
Model of Competitive Advantage
Resources
Core Competencies
Value Creation
Distinctive Advantage
Capabilities
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External aspects
A model for industry analysis Five forces (by
M. Porter)
Barriers to Entry
Degree of Rivalry
Power of Suppliers
Industry
Power of Buyers
Threat of Substitutes
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External aspects (continued)

• Market and stakeholders a sixth force
• Scanning of macro-environment by factors like
• Political environmental policy, trade
  restrictions ...
• Economic economic growth, interest rates,
  inflation ...
• Social demographic and cultural aspects ...
• Technological - technology incentives,
  automation ...

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ANALYSIS

• Introduction
• Segmentation of the Industry
• Technics of analysing
• Alternative strategies

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Strategy development based on SWOT Analysis
Strengths
Weaknesses
Pursue opportunities fitting the strenghts
Overcome weaknesses to pursue opportunities
Opportunities
Defensive planPrevent the weaknesses from
suffering by threats
Using the strenghts to reduce vulnerability of
threats
Threats
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Work programme
Task 1 Identify the results of the
state-of-the-art analysis existing on new
materials and innovative concepts. The results
will go through a SWOT analysis to yield in
possible strategic alternatives Task 2
Discussion platform / Brainstorming meetings to
comment the results of the assessment study and
formulate recommendations for alternative
strategies Task 3 Workshop / Workgroup
meeting Task 4 Publication
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PV CatapultWP1 Identification of the results
of existing state-of-the-art analysis and
performing a SWOT-analysis

• Ingrid Weiss and Jörg Baumann
• WIP Renewable Energies
• Dr. Murray Cameron
• EPIA Vice-President

Kick-off Meeting, 11 December 2003, Brussels