SolarDrive ApS (S-D) The Company has developed universal solar cell roof, specially designed to allow golf carts to run only on solar energy rather than on gasoline or electricity. Environmental protection has become one of the foundations and with their non-polluting product S-D represents a very interesting business case in the discussion of a company should utilize an effective tool to achieve competitive advantages. With a brand new and yet not marketed product, this theory aims to discuss and analyse how S-D can found their business on practices as a means to profitably enter the market place and to create a profitable and sustainable business.
S-D has build up an exclusive product, but in order to achieve market identification they must put down an effective entrance strategy. On the other hand at this point it has become apparent to the people from S-D that there is one big problem that is important for them to overcome, for their business to survive and succeed. Since the company’s expertise lies within the solar cell technology, they have chosen to focus only on this, which indicates that they have not developed a cart, themselves, where they can apply the solar cell roof. As a result it is completely important for them to someway form partnership with a golf cart producer or a supplier of golf carts. The most understandable step would be to form a partnership with the main, if not to say only, supplier of golf carts in the region by the name of Club Car.
But, as Club Car has many years of experience, tradition and success in producing electricity or gasoline-driven golf carts, they have in so far rejected collaborating with S-D. It is with this problem as point of departure that this proposal seeks to analyse how S-D can build up an entrance strategy based on the environmental advantages of their product. Additionally, the theory seeks to investigate and suggest through what partner S-D can enter the market most effectively and...