The Applicability of the Stratics Model on Industry Level - Case of PV Industry in the Scope of European Electricity Markets

The possibility to coordinate marketing tactics with business strategic decisions is demonstrated by the Stratics Model developed by Medarac (2014). The model was initially developed to improve this relation on company level. Nevertheless since there are similarities between competitiveness of a certain company on its market and competitiveness of a certain industry on the market where the industry is present, it has been noticed that the main difference comes from the definition of boundary conditions which define the market itself. Similar approach has already been seen by Porter (1980) who used the BCG matrix, which is a tool usually used for range of products within one company, on industrial level. The Statics model has been used by European Commission's Joint Research Centre in order to examine the position of the industry of Photovoltaics (PV) on European Electricity Markets. Methods used in this research were content analysis, as a part of the input data was used from secondary sources and focus group, where primary data was collected from the group of experts in the field of renewable energy sources. The results of this analysis showed that in order to reach strong position at electricity markets, PV industry should decrease the levelized cost of electricity and increase the auxiliary services like the quality of the electricity or storage. The focus should be given to new markets like Belgium, Bulgaria, Denmark, Greece, France, Cyprus, Croatia, Malta, The Netherlands, Austria, Romania, Slovenia, Sweden and UK and the share of population which has the access to premium tariffs should be increased in order to promote the usage of PV and attract new investors.

MEDARAC Hrvoje;  JAEGER-WALDAU Arnulf;  BANJA Manjola;  MONFORTI-FERRARIO Fabio; 

2015-10-08

Access Press UK

JRC95562

978-0-9932345-0-7,   

http://www.circleinternational.co.uk/CIRCLE/Past_Conferences.html,    https://publications.jrc.ec.europa.eu/repository/handle/JRC95562,