Lytovchenko, I.L.

Shkurupska, I.

English

Lytovchenko, I. L.

eLibrary National Mining University

Shkurupska I.Lytovchenko I.L., research supervisorOdessa State Economic UniversityTHE MARKETING SYSTEM OF ENTERPRISES ON THE SOLARENERGY CONVERSION EQUIPMENT MARKETNowadays it is become very popular the using so kind of renewables likesolar energy. Existing and working worldwide technologies and also the support onthe government level are caused the formation the solar energy conversion systemsmarket (solar energy systems are divided into solar collectors and PV systems or socalled “batteries”). The demand on the using solar energy generates the formationof supply: near ten Ukrainian companies produce solar energy systems. Theinteresting feature of this market is presence both the private and the juridicalpersons as the customers of this equipment. That’s why the solar energy systemsare considered not only as consumer goods, but as manufactured goods too. It isvery important to say, like on any kind of markets this one also has its economic aswell as marketing problems.This paper will deal with the role of marketing in increasing the share of solarpower sold to the customers. First, the groups will be determined which can betargeted to sell solar power to (Pic.1), and what properties and motives distinguishthese groups. Secondly, the marketing strategies from suppliers will be examined.After that, we will look further into the role marketing can play on the demand forsolar generating technologies.Picture 1. Potential customers of solar energy conversion systems companiesIn this publication the market of solar energy conversion equipment isanalized in the Odessa region. In particular, market participants are presented ondifferent parameters (status, geography, market share), the type of potential users isRecreationsphere andpubliccatering…Agriculturesector16%Privateconsumers36%Social sector8%Buildingcompanies12%described in the Odessa region; the estimation of capacity of market of solarenergy conversion equipment is given in agriculture and social sphere; factors,limiting or stimulating application of solar energy conversion systems, are studied.Market of solar energy conversion equipment is on the beginning stage ofdevelopment the whole in Ukraine, and in the Odessa area in particular. Suchfactors, as knowledge, public support (financial, legislative programs) and qualityof the products and services offered at Odessa market, are at least the sameimportant factors, as well as climatic terms at promotion of the solar energyconversion systems (Pic.2).Picture 2. Barriers and opportunities for market development in UkraineThe Odessa region has enormous potential for market of solar energyconversion equipment development under influence of climatic, economic,structural and social features possesses, above all things – solar energy conversionsystems of hot water-supply on the base of solar collectors. The most perspectivedistricts of solar collectors sale are districts without natural gas infrastructure in theOdessa region (9 districts), because their installation here most economicadvantageously and it is grounded.The conception of this study is creation the principles of marketing systemfoundation for the enterprises, which operate with the solar energy systems. Thismarketing system has to decide the problems of enterprises both on microeconomiclevel (satisfaction of consumers demand, increasing the profit margin, economy ofmanagement costs), and on macroeconomic level (establishment of independentenergy industry due to using renewable sources, achievement the social effect,solution of ecological problems).Barriers Opportunities

THE MARKETING SYSTEM OF ENTERPRISES ON THE SOLAR ENERGY CONVERSION EQUIPMENT MARKET

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THE MARKETING SYSTEM OF ENTERPRISES ON THE SOLAR ENERGY CONVERSION EQUIPMENT MARKET

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