Case Name :      GREENoneTEC: Fierce Competition Under the Sun

Authors :           Dietmar Sternad

Source :             Ivey Publishing

Case ID :            W14309

Discipline :        General Management

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

GREENoneTEC, the global market leader in manufacturing flat plate solar thermal collectors, was facing new challenges: the potential market entry of Chinese low-cost competitors and a substitution threat from photovoltaics. The company’s founder and chief executive officer had developed GREENoneTEC from a garage start-up to the industry’s leading firm; however, GREENoneTEC’s research and development, production, quality, sales and distribution strategies, and diversification into other segments of the solar market would all have to be considered from new angles. How could GREENoneTEC create and maintain a sustainable competitive advantage in this changing and difficult environment?