Seminar paper from the year 2013 in the subject Business economics -
Offline Marketing and Online Marketing, University of applied sciences,
Nürnberg, language: English, abstract: SolarWorld AG is an international
photovoltaic energy company that manages all stages of production
starting by the raw material silicon for solar wafers to the entire
solar module ‒ including its own research and development. Through an
international distribution network, SolarWorld supplies customers all
over the world with solar modules and complete systems. SolarWorld is
through its subsidiary company Solarparc AG also involved in the
construction of several large-scale solar power stations and operates
with approximately 2,600 employees two production sites - one in Germany
and one in the United States. The company is based in Germany. The by
far biggest part of the entire sales is generated in Germany (49.5%)
followed by the United States (23%) and the rest of Europa (19 %). The
objective of this assignment is a complete and comprehensive analysis of
SolarWorld AG and its surroundings. In order to get a complete picture
of the current situation the company has to face, it is necessary to
analyse in a first step, the Macro- as well as a Micro environment of
the company. For this a macro- as well as a Microanalysis is performed.
In a second step the by the analysis recovered data and information are
collected and interpreted in a SWOT (Strength, Weaknesses,
Opportunities, Threat) analysis. Finally, the SWOT is carried out to
create the basis for a future strategy. For that work no primary data
was collected, the entire work is based on secondary data. The necessary
information for the analyses that were previously only scattered
published or accessible will be combined and analysed by the author. The
sources of secondary data are, for example, the annual report of the
company.
