ENTRY PLAN FOR A SOLAR PRODUCT MANUFACTURING COMPANY (Case: Suntrica Limited and Ghana) (MANAGEMENT PROJECT TOPICS AND MATERIALS)
This thesis research concerns a fast growing solar product manufacturing companies’ passion to enter the renewable energy market in Ghana. Solar energy has been considered as one of the alternative sources of renewable energy in Ghana which can be relied upon in the provision of sustainable energy and electricity.
The main purpose of this research work was to understand the renewable energy business environment in Ghana and to develop a market entry plan for the case company Suntrica in selling its business-to-customer and business-to-business products in Ghana.
In fulfillment of the purpose, a qualitative research method was applied with emphasis on interviews. Data was collected from earlier studies relating to the subject matter in both printed and electronic formats, books, articles, journals, online sources, internet and a list of semi-structured interview questions.
The interviews were conducted with five different experts in the renewable energy business to enable the author to have a fair idea and understanding of the market to be entered. Four different entry plans were suggested to be considered by the case company in entering the market in the sequence of four separate time frames.
These entry strategies includes direct export and distribution channel design positioning, hypothetical parallel distribution strategy, direct export mode with emphasis on corporate social responsibilities and government cooperation, and joint venture business model.
Key words: Ghana, Entry plan, Market entry modes, renewable energy and distribution channels.