European PV InstallerMonitor 2012/2013

Transcription

1 fotolia.com Temistocole Lucarelli photovoltaic panels European PV InstallerMonitor 2012/2013 Proposal for Primary Research on PV Installers in Germany, Italy, UK, France additionally in Benelux, Austria & Switzerland, Greece and Denmark EuPD Research Shared Services

2 Agenda 1. Your Challenge 2. Our Solution The European PV InstallerMonitor 3. Research Design a) Description of the sample b) Research Methods 4. Your Benefits 5. Additional Services 6. Order Form 7. Project Schedule 8. Detailed Contents of the Study a) Main Structure of the Analysis at a Glance b) Market Analysis c) Procurement Management d) Suppliers Position among the Competitors e) Brand Management 9. Order Form 10. About Us a) Company profile The Hoehner Research & Consulting Group b) EuPD Research in Figures References 11. General Terms and Conditions of Business Editorial 2

3 Your Challenge Feed-in tariffs in all European PV markets are constantly under review and have also been subject to significant reductions. Consequently, market development in 2012/2013 is expected to slow down. In a mid-term run we will see a clear split of markets: On the one hand there will be the large scale utility markets, on the other hand the residential ones. Due to the high density of population European markets will be dominated by the small scale segment. We assume that the consolidation process will also hit the installers and thus in the mid-term a change of the installer landscape will occur. The increasing importance of the small scale segment and the expected changes in the installer landscape make it even more important to understand the most important gatekeeper in small-scale PV markets. In Europe Installers are the most important market intermediary; they are the gatekeepers to the end customer. Therefore, it is absolutely necessary to gain detailed insight on the point of view of installers in order to identify their attitudes, expectations and preferences. It is necessary to be up-to-date on current issues as well as on developments projected for Top PV sales markets. Competition has to be understood, the market and one s own position in this challenging environment. It is important to recognize one s own competitive position and competitive edge in order to develop and/or defend strategic competitive advantages. Especially in times when the market environment poses a challenge, as it currently does, it is essential to have knowledge of procurement channels, as well as of the various distributors of PV products in different markets. Companies invest a lot of effort in brand building and are seeking for evidence of a successful strategy. Primary data is a reliable source in order to analyze the success of the chosen strategy. 3

4 Our Solution The European PV InstallerMonitor 2012/2013 The fourth edition of the EuPD Research European PV InstallerMonitor 2012/2013 will offer a comprehensive set of data and information essential for the development of sales and marketing strategies. As in previous years the study will emphasize the topics of brand and procurement management. In order to allow a year-over-year comparison of the results we will not change the proven approach, but will adjust the questionnaire in order to cover current topics like storage and the installers perception of bankruptcies. The structure of the EuPD Research European PV InstallerMonitor 2012/2013 will be as follows: Executive Summary Market analysis: legal framework, market development and market segmentation, etc. Analysis of procurement management: procurement channels , etc. Positioning of the most important PV suppliers: measurement of distribution depth and width along with the resulting distribution range, share of technology sold, etc. Installer attitudes towards most important PV suppliers: brand performance, brand value, level of recommendation, reasons for recommendations, etc. Trends in PV downstream markets: Storage, promotion, business expectations, etc. 4

5 Research Design Target Countries When the EuPD Research European PV Installer Monitor has been published for the first time there where four major PV-Markets in Europe: Germany, Spain, France and Italy. Since then, market environment has changed Czech Republic emerged on the PV-Map and vanished again. In early 2012 the Spanish government decided not to promote PV and a recovery of the market is rather unlikely. At the same time we observed a positive development in UK and Benelux. Against the background of changing market environments the target countries have been adjusted. The EuPD Research European PV Installer Monitor 2012/2013 will include Germany, Italy, UK and France. As additional countries Belgium & Netherland, Austria & Switzerland, Denmark and Greece will be offered. Thus, approx. 95% of the capacity that has been installed in Europe will be covered Total number of PV installers interviewed per country The target markets differ with regard to market maturity and installer s landscape and therefore the number of interviews will differ. In non mature countries the approach will be more qualitative: Country Target Number Approach Germany 350 quantitative Italy 200 quantitative UK 200 quantitative France 100 quantitative Benelux (Belgium and Netherlands) 50 qualitative Switzerland & Austria 50 qualitative Greece 50 qualitative Denmark 50 qualitative 5

6 Research Design Research Methods The focus of the study will be a comprehensive empirical survey (primary research). The survey groups will be made up of installers who install PV systems. The study will employ a quantitative telephone questionnaire carried out by our multilingual interviewers. Our staff is familiar with sales intermediaries as they have conducted many surveys in the solar industry. The results of the study will be analyzed anonymously in line with the requirements of modern market research. EuPD Research targets a total number of 1100 interviews. Therefore, a address base of installers is required. The EuPD Research European PV Installer Monitor 2012/2013 will be a comprehensive survey. The selection of the sample survey is based on a simple random sample. This means, every installer of the entire survey population has the equal chance becoming part of the sample survey. Therefore, the sample survey of the study allows reliable conclusions with regard to the universal set. Also secondary research will be involved in the analysis: Through desk research and the use of internally available data the specific information provided by the interviewed installers will be enriched by overall figures about market development. Within this scope, the following internal databases and reports will be used: EuPD Research ManufacturersMonitor a database of global PV manufacturers EuPD Research functional studies (e.g. European PV InstallerMonitor 2011/2012 ) EuPD Research PV Brand Monitor, EuPD Research EndCustomer in focus. EuPD Research database EuPD Dat 6

7 Your Benefits Essential and Integrated The European PV InstallerMonitor is an essential part of EuPD Research s important sales optimization solutions. Be it market value analysis, customer insight or brand management EuPD Research offers you various tools that support your marketing and business development operations. This comprehensive product portfolio delivers fundamental and modular input for your individual sales optimization processes. Shared Service and Multi Client products can be combined in order to provide the most insightful and customized set of market intelligence. Customer Satisfaction Analysis Sales Monitor EU Installer Monitor Sales orientated EuPD Products Market Value Analysis Brand Monitor EuPD Research Top PV Seals Relevant data regarding specific market segments, countries or regions will be available in line with your individual needs. Market Monitor 7

8 Your Benefits Variable Scope of Delivery Flexible choice of country reports Since the European PV Installer Monitor has been contacted for the first time, the market environment has changed significantly. In 2008/2009 all players have been active in all countries. Nowadays as new markets emerged, companies might focus on single countries. As consequence and in accordance to current market environment EuPD decided to offer both a package containing country market reports of Germany, Italy, UK and France and all country market reports as lone-standing studies. EuPD Research European PV InstallerMonitor 2012/2013 Country Market Reports Germany, Italy, UK and France. Profit from the inclusion into the aided query* Price advantage in comparison to country market reports. Presentation of results included. Free choice of country reports Choose the reports of major interest for your company Profit from a flexible composition of country reports * Survey of net-promoter score is based on an aided query. Up to 20 companies will be included to this aided query. Companies that do order the European PV InstallerMonitor 2012/2013 before August 31 will be included. In order to start the field phase and guarantee the on time delivery, EuPD Research will complete and close the list for the aided query. 8

9 Additional Services Onsite Presentation EuPD Research after-sales service leads to better understanding of results In order to derive the best possible benefit from the results of the EuPD Research European PV InstallerMonitor 2012/2013 offers you additional services at a fair price. Standard Presentation The onsite product presentation is a pure demonstration of the results excluding an individualized presentation Exclusive Presentation The exclusive onsite presentation includes a customized evaluation of the results and focuses on a specific company brand. Consulting Workshop A consulting workshop includes a comprehensive and customized result presentation (3 man-day preparation) and a onsite presentation. Retainer The data-set allows in depth analysis, that will help you to answer Individual questions. To the customers of the EU InstallerMonitor we offer individual evaluation as a retainer system. Furthermore, we offer support With regard the implementation of the findings in you company. 9

10 Order Form European PV InstallerMonitor 2012/2013 European PV InstallerMonitor 2012/2013 Price - Country Market Report DE, UK, It, FR Pdf Version of the report Early Bird Discount (1) - until August 31 7% Early Bird Discount (2) - until September 30 3,5% xls Report 200 Printed Copy 75 / Copy Please note: Payment conditions: 50% due before project start, 25% due after filed phase and 25% due upon delivery. All prices excluding travel expenses and VAT. The product will be not be conducted unless a minimum number of participants is reached. With the first invoice project conduction is confirmed. In case mimum number was not reached the customer will be informed until September 15th. Additional Services Available Price* Standard Presentation 1,100 - Onsite presentation without company specific analysis Exclusive Presentation 1,950 -Onsite presentation including company specific analysis Consulting Presentation 3,950 -Onsite presentation including company specific analysis - Company specific recommendations Retainer on request -Any additional evaulations -Hourly basis * All prices excluding travel expenses Prices are only valid for presentations in Europe. Prices for presentations in the US, Asia and ROW are available on demand. Fax +49 (0) to the attention of Dr. Thomas Olbrecht Senior Research Manager Name: Company: Street: City / zip Code: Phone: Fax: Sales Tax ID: I accept the terms and conditions of business Signature: 10

11 Order Form EuPD Research Country Market Reports Country Market Reports - Pdf Version of the report Price Germany Italy UK France Benelux (Netherlands & Belgium) Austria & Switzerland Denmark Greece Early Bird Discount (1) until August 31 7% Early Bird Discount (2) until September 30 3,5% Price/copy xls Report (per country) 150 Printed Copy 75 / Copy Please note: Payment conditions: 50% due before project start, 25% due after field phase and 25% due upon delivery. All prices excluding travel expenses and VAT. The product will be not be conducted unless a minimum number of participants is reached. With the first invoice project conduction is confirmed. In case mimum number was not reached the customer will be informed until September 30th. Fax +49 (0) to the attention of Dr. Thomas Olbrecht Senior Research Manager Name: Company: Street: City / zip Code: Phone: Fax: Sales Tax ID: accept the terms and conditions of business Signature: I 11

12 Detailed Contents of the Study 12

13 Project Schedule - European PV InstallerMonitor 2012/2013 Phase 1 Phase 2 Phase 3 Phase 4 August September October November December January Product Presentations Early Bird 1 Early Bird 2 Evaluation & Reporting Delivery Print: Eu Installer Delivery pdf: Country Market reports Start Field Phase End Field Phase Delivery PDF: EU InstallerMonitor 31 August Early bird I Order of the European PV InstallerMonitor 2012/2013 Inclusion into aided query for up to 20 clients 7% reduction 1 September Start field phase Pretest of survey Execution of survey in all countries 30 September Early bird II Order of the European PV InstallerMonitor 2012/ % reduction 24 October - 29 November Evaluation & Reporting Data preparation and assessment Evaluation of results 30 November Delivery of PDF version 14 December Delivery Delivery print version Delivery PDF version (country reports) January 2013 Presentations Onsite product presentations Delivery print version (country reports) 24 October End field phase 13

14 Detailed Contents of the Study Main Structure at a Glance As in previous versions, the standard package of the European PV InstallerMonitor 2013/2013 is divided into four main country parts (Germany, Italy, UK, France) and a forth part including current trends in PV downstream markets. This year we offer the possibility of extending the scope of the study including Belgium & Netherlands, Austria & Switzerland, Greece and/or Denmark six PV markets that are also very important in terms of sales potential. For each of these markets a separate report will be provided. EuPD Research European PV InstallerMonitor 2012/2013 Part I. Germany Part III. UK Chapter A Market Analysis Chapter C Procurement Management Chapter E Brand Management Chapter B Description of Sample Chapter D Market Penetration Chapter F Satisfaction Benchmark Part II. Italy Part IV. France Extended Package Belgium / Netherlands Austria / Switzerland Greece Denmark 14

15 Detailed Contents of the Study Market Analysis Analysis of Key European PV Markets Legal framework of the top PV markets in Europe Market development and market segmentation Identification of promising technology and application types Market Outlook Example chart 15

16 Detailed Contents of the Study Procurement Management Analysis of Installer Procurement Management Identification of key buying factors Installer procurement and sales channels in relation to total annually installed PV capacity and trade Evaluation of direct and indirect PV procurement channels 16

17 Detailed Contents of the Study Suppliers Positioning Top PV Manufacturers and their Distribution Ranges Product portfolio characteristics of European installers Distribution widths and depths of module and inverter suppliers and wholesalers in European markets Share of specific supplier and wholesaler brands and their share in the installers portfolio Market positioning of most important module and inverter suppliers and wholesalers 17

18 Detailed Contents of the Study Brand Management Brand Perception and Classification from an Installer Point of View: Assessment of brand status, value as well as unaided brand awareness Brand recommendation according to Net Promoter Score Correlation between recommendation and band awareness as well as sourcing Perception and evaluation of sponsoring activities 18

19 About Us 19

20 About Us The Hoehner Research & Consulting Group The Hoehner Research & Consulting Group (HRCG) incorporates the expertise of EuPD Research, 360 Consult and 360 Design in its integrated solutions. We combine market research with strategic consulting and communications which enable us to provide our customers from governments, associations, chambers of commerce as well as the finance and industry sectors with sustainable integrated business solutions. Ten years of focused Research and Consulting Founded: 11/24/2000 CEO and Founder: Markus A.W. Hoehner Principal Offices: Bonn Berlin Miami Employees: >100 FTE analysts & consultants Interview Center: 60 agents (specialized in CleanTech) Core Areas: CleanTech, Pharmacy & HealthCare, Sustainable Management Special Fields: Market Research, Strategic Marketing, Strategy Consulting, Economics & Financial Research, Commercial Due Diligences, Risk Management 20

21 About EuPD Research References (Excerpt) 21

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