Light and shade – German photovoltaic companies in the global competitive arena
This new study investigates the strategic positioning and financial capabilities of 16 photovoltaic companies.
Of these, only two ranked among the top performers with healthy finances and a strong strategic position. Four numbered among the "followers" and have good chances of catching up with the leading group. The remainder, however, occupy undistinguished or even weak positions.
The study reveals two main reasons for this poor strategic positioning. One is a lack of size in production; the other is a lack of comprehensive market access across all sales channels, especially in project business.
Production costs and substandard brand positioning are the Achilles heel of many photovoltaic manufacturers. "Few German vendors have a brand that customers recognize," Berger Partner Henzelmann points out.
The report is available here.