Country Trading PLC

PROJECT GOALS

Project goals

Company goals

Objective: Utilize data visualization to analyze market potential and customer preferences for solar roof installations.
Scope:Employ Tableau to visualize data from Google Project Sunroof and other relevant sources.

Market Responsiveness: Continuously innovate and refine solar power solutions to stay ahead in a dynamic market.
Social Commitment: Leverage the solar power division to address and respond to global environmental challenges, emphasizing sustainable living and community well-being.

Defining Key Words

To fully understand and effectively strategize for Country Trading PLC's solar roof installation project, it is essential to define key terms related to the four Ps of marketing: Product, Price, Place, and Promotion:

Product

Price

Place

Promotion

Solar roof installations combining advanced technology and efficiency, suitable for diverse building types.

Competitive pricing strategy considering manufacturing costs, market trends, and consumer affordability, with a focus on long-term savings and investment returns.

Strategic distribution across target market, leveraging local partnerships and focusing on areas with high solar potential.

Targeted marketing campaigns emphasizing the environmental and economic benefits of solar roofs, coupled with community engagement and educational initiatives.

Key Considerations

In exploring the solar power market, it's essential to analyze specific areas that are crucial for understanding and strategizing market entry and development. These considerations are categorized into four main areas:

Carbon Offset

Install Ratio

Roof Orientation

Solar Potential

The solar carbon offset ratio indicates the environmental impact of solar installations. A higher ratio means more significant carbon emission reduction, which can be a compelling selling point in environmentally conscious markets.

The install ratio helps gauge market saturation and potential for growth. A lower install ratio suggests a market with ample opportunities for new installations.

Roof orientation significantly affects the efficiency of solar energy generation. South-facing roofs, for example, typically receive more sunlight, leading to higher energy production.

The potential for solar energy generation is a key consideration, as it varies with geographic location and local climate conditions. Areas with higher sunlight exposure are more conducive to solar power.

Roof Orientation

With a better understanding of the key factors influencing solar energy generation based on panel orientation, we have developed some strategic recommendations to address these considerations in four categories: East Facing, Flat Roof, North Facing, and South/West Facing.

East Facing
Orientation

Flat Roof
Orientation

North Facing Orientation

South/West Orientation

Focus on South and West regions where East Facing orientation shows significant yearly sunlight kWh (82B and 59B, respectively). This orientation is beneficial for capturing morning sunlight.

Strategy: Target residential and commercial buildings with East-facing roofs in these regions for installation proposals, emphasizing energy gains in the morning hours.

The highest potential lies in the South region (257B yearly sunlight kWh). Flat roofs offer uniform exposure to sunlight throughout the day.

Strategy: Prioritize marketing and installations in regions with a predominance of flat-roofed buildings, especially in commercial and industrial zones in the South.

Generally, the least favorable for solar installations due to lower sunlight exposure. The South region still shows a relatively higher potential (40B yearly sunlight kWh) compared to others.

Strategy: In areas where North Facing is common, focus on advanced solar technologies that optimize low-light performance, and couple these installations with energy storage solutions.

These orientations are highly favorable, especially in the South region for South Facing (132B yearly sunlight kWh) and West Facing (100B yearly sunlight kWh).

Strategy: Aggressively target these orientations in the South region. Develop marketing campaigns that highlight the benefits of maximum sunlight exposure during peak solar hours.

Carbon Offset

For a Balanced Approach: States like Colorado and Pennsylvania, while not the highest in their regions, still offer good potential for carbon offsetting and may have other favorable market conditions.

West Region

Highest: Colorado (86.21%)

Lowest: Washington (27.06%)

Best Choice: Colorado. Its high solar-to-carbon offset ratio suggests solar installations here would have a significant impact on reducing carbon emissions.

South Region

Highest: West Virginia (95.15%)

Lowest: Texas (66.67%)

Best Choice: Tennessee is a close contender West Virginia. It offers great potential for carbon offsetting, making them attractive for environmental impact.

Northeast Region

Highest: Pennsylvania (76.95%)

Lowest: Vermont (47.50%)

Best Choice: Pennsylvania. While lower than the highest in other regions, it still presents a substantial opportunity for carbon offsetting in the Northeast.

Midwest Region

Highest: Missouri (100%)

Lowest: North Dakota (57.25%)

Best Choice: Missouri. With a perfect solar-to-carbon offset ratio, it stands out as the ideal location in the Midwest for a solar energy business.

Competing Markets: Install Ratio

Primary Focus: For new solar businesses, states with low install ratios and high yearly sunlight kWh like Michigan, Ohio, Alabama, Georgia, and Pennsylvania are attractive options. These states offer significant untapped markets with promising solar energy generation potential.

States with high install ratios, such as California (3.85% install ratio, 243B yearly sunlight kWh), Arizona (2.26% install ratio, 59B yearly sunlight kWh), and Nevada (2.24% install ratio, 17B yearly sunlight kWh) in the West, along with Florida (2.19% install ratio, 158B yearly sunlight kWh) in the South, indicate a significant level of market saturation.

Competitive Landscape: High install ratios suggest that a large portion of the potential market has already been tapped. This leads to a highly competitive landscape, making it difficult for new businesses to establish a foothold.

Secondary Focus: States with moderately low install ratios like Utah and Minnesota can also be considered. They provide a balance between market potential and competition.

Strategic Market Entry: New businesses should focus on education and awareness campaigns in these states to tap into the untapped potential. Given the low install ratios, there is likely a lack of awareness or perceived barriers to solar adoption that can be addressed through targeted marketing efforts.

Solar Potential

Analyzing the average percent qualified for solar installations across different regions and states provides valuable insights for determining suitable locations for new solar businesses. The "percent qualified" metric indicates the proportion of buildings or homes in an area that are deemed suitable for solar installations. A higher percentage suggests a greater number of potential customers.

Primary Focus:The West and South regions, with their high percent qualified, present lucrative opportunities. These regions have a large number of buildings suitable for solar installations, suggesting a substantial market size.

Secondary Focus: Midwest states like Illinois, Indiana, and Ohio also offer promising prospects due to their high suitability and a large number of potential installations.

Strategic Market Entry: The Northeast region, while having a slightly lower average percent qualified, still represents a significant market. States in this region should not be overlooked, especially for businesses looking to diversify geographically.

03. Final Recommendations

This recommendation depends on numerous factors. Assuming the client is looking to set up a business in a place with both ample opportunities for installation (low install ratio) and high customer interest rates (presumably highest in states with the most yearly sunlight), the best state to set up a business would be Texas.

The "percent qualified" for Texas, is approximately 90.49%. This means that around 90.49% of the leads in Texas meet the criteria or qualifications for a sunroof business. Texas has a relatively high percentage of qualified leads in comparison to other states, making it an attractive location for a sunroof business.

Texas also has a high sunlight potential with 160B yearly sunlight. Hence those with flat roofs and a strong orientation towards south-facing roofs should be a primary consideration and can be ideal for solar roof installations. This is because this directly correlates with the amount of solar energy that can be generated. More sunlight translates to higher energy production, making it a large factor for a successful solar business. Southern regions with flat-facing roofs also generate the most amount of yearly sunlight making them ideal.

The install ratio is also moderately low indicating that there is still room for growth and expansion in the solar market. This means that there is demand for solar installations, but the market is not overly saturated. While California has the highest sunlight potential the high install ratio might suggest that the market is already saturated, and competition is fierce. This would not make it ideal. Texas strikes a balance between relatively high sunlight potential and a moderate install ratio. The install ratio is also not extremely low which indicates a lack of demand or potential regulatory barriers.

In terms of carbon offsetting, Texas is relatively low at 66% in comparison to other states in the south. However, when it comes down to looking between California it is higher. There are potential financial gains to a lower carbon offset including lower operating and lower costs. However, there are limits in accessing the carbon offsets markets which reduces opportunities to generate revenue.

Country Trading
PLC

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