Abstract

The features of the positioning on the basis of forming a consumer value for solar energy are examined in the article; it makes possible to form the main principles of positioning as a provision basis of competitiveness of enterprises, which do activities on the solar energy market. Effective positioning and promotion of the science-technical production for solar energy on the domestic market is essential for the country innovation potential realization, enhancement of national economy competitiveness in conditions of globalization of world business activities. The criteria of distinctive features are defined on the basis of market environment and determination of the solar energy market segments. The aim of the article. Defining of the priorities of enterprises market positioning, which conduct their activity of the solar energy market. The results of the analysis. Effective strategy of competitive positioning has the aim to form in the consciousness of target market an image of particular product (trade mark) and to protect its competitive differentiation. Examination of motivation features of Ukrainian consumers on the solar energy market made it possible to define that the rational motivation prevails due to the choice of supplier which must be done by consumers in terms of current phase of market development. Main criteria of making «to buy» decision is quality of photovoltaic (photovoltaics characteristics), certificates, service, prices, presence of minimum 50% of «domestic» component which is crucial for gaining the «green» tariff, and this is the basis for defining competitive positions on the market. At the presence of normal market environment enterprises would have an opportunity to use almost all criteria of distinctive features by positioning on the photovoltaic market. But, taking into account the law norm about the 50% of «domestic» component, the majority of market operators should be moved into segments where the norm is out. In fact, only a few enterprises can conduct their activity in the majority of segments. The basis of their positioning is provision of «green» tariff gaining through the necessary percent of «domestic» component in the production of these enterprises.  Conclusions and directions of further researches. The main patterns for understanding of «positioning» category on the solar energy market in circumstances of the presence of «domestic» component factor are defined. The criteria of distinctive features by positioning and also possible strategies of photovoltaic positioning on the basis of benefit which must be gained by a consumer through selling energy with a «green» tariff and on the basis of offering a solution of stable energy supply problem are examined. It allows to lighten the process on practice. Next step in the defining the problem solution must be an elaboration of methodical set of instruments concerning choice and realization of positioning strategies on the solar energy market and estimation of effectiveness of chosen strategies, and prediction of consequences of their application. 

Keywords: positioning, segmenting, renewable energy market, solar energy

JEL Classification: D21, M31, Q42.

Cite as: Yazvinska N. & Baranovska, A. (2015). The features of product positioning for the Ukrainian solar energy . Marketing and Management of Innovations, 2, 221-233. https://doi.org/10.21272/mmi.2015.2-19

This work is licensed under a Creative Commons Attribution 4.0 International License

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