Marketing Strategy for Set up Photovoltaic Solar Energy Systems in Turkey

Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,5, University of Applied Sciences Fulda, language: English, abstract: The master's thesis aims to analyze photovoltaic (PV) solar systemsmarket in Turkey and suggests possible marketing strategies for installercompanies in the context of marketing purposes.In this frame, the secondary research in macro- and microenvironmentreflects the market conditions with an indicative primary research.Therefore, seventy active PV solar energy companies were found andanalyzed through a scanning in the Internet. In addition, twenty installerfirms reflected their company characteristics and respective evaluationsabout the market and their marketing strategies through a web basedsurvey.Different approaches to PV solar energy marketing are reviewed such ascustomer centered marketing strategy, green marketing and diffusion ofinnovations model.In the light of this information, the major observed barriers againstdeployment of PV solar energy are latecomer regulations, weakgovernmental support, and high level of local interest rates in terms ofmacroenvironment. Moreover, lack of customer centered professionalmarketing strategies by firms was discovered against diffusion of PVtechnology in Turkey.Moreover, the average rate of installed PV systems to potential marketsize is forecast under 0,01% among respondent marketers. Further, theaverage of marketing employees is 2,7 and average marketing budget isabout USD 124.000.To summarize, more specific marketing strategies by power demand ofcustomers and by profiles (innovators and early adaptors) of diffusion ofinnovations model are recommended for installers of PV solar energysystems, in order to deploy the PV solar energy in Turkey.