Today the mainstream solar technology - silicon, is reaching its practical and economic photovoltaic efficiency limit. Our perovskite solar cell technology will allow silicon solar cell and module manufacturers to break through the performance barrier. Significantly improving the performance of silicon photovoltaics, will allow cost reductions, that transform the economics and accelerate the growth of solar energy generation globally.

Perovskite solar cells module has obtained great attention from the research center and the conversion efficiency has increased for times science its first reported in 2009. However, there is no company that produce perovskite solar cell module in industrial scale. The commercial production may be possible around 2018.

After evaluating the current market situation of the company and analyzing both external and internal environment of the firm, the marketing plan identified that the Perovskite Solar Cells market is projected to  register a highly commendable growth rate over the forecast timeframe.

With the implementation of the marketing mix, strategies and tactics, Oxford PV will achieve its capitalization.....

Established in 2010, Oxford PV is a U.K. based company which operates in the solar panels industry. It is recognised as the pioneer and technology leader in the field of perovskite solar cells.

Oxford PV was created by two engineers: Henry Snaith and Kevin Arthur.

Oxford PV is a spin-out from the University of Oxford and are a private company. Oxford PV has $10M in estimated revenue annually. 

As of 2019 the company has managed to raise a total of $152.2M in funding over 11 rounds  in investment with support from Oxford University Innovation, Goldwind Equinor, Meyer Burger Technology, the University of Oxford, Innovate UK the European Investment Bank (EIB), Legal & General and  the Engineering and Physical Sciences Research Council (EPSRC)

Oxford PV have a research and development site in Oxford, UK and an industrial pilot line near Berlin, Germany enabling the accelerated transfer of our technology into industrial scale silicon solar cell production.  In 2019, we announced plan to move into full commercial manufacturing.

Since the anti-dumping duties occurred, the competitive status have already turned white-hot for the conventional photovoltaic industry, with the price declining, the gross profit of the whole industry is narrowing, and be unsteady to some extent. In other word, the perovskite solar cell module may have the opportunity to reintegrate photovoltaic industry and contribute to the industry without overcapacity.

The next stage of development for the solar industry is all about how we accelerate a market introduction. Our view is that we’ve developed the technology to a level where it can move to production. We’ve set out a pilot line — a low-volume production line — in our manufacturing site in Germany and there we generate pilot volumes. We already have pilot capability and with the new funds available to us we are now going to set up a full completely integrated manufacturing line. Starting from the raw silicon wafer to making the heterojunction silicon bottom cells, to adding the perovskite top cell, and then having an output from that line of 250 megawatts of nominal capacity.

https://www.sciencedirect.com/science/article/pii/S2468606917301363

The global photovoltaic market is expected to grow at a CAGR of 18.30% between 2014 and 2020 and the overall photovoltaic market is estimated to be worth $89.52 billion in 2013 to $183 billion in 2018 to an expected increase to more than $300 billion by 2020.

In terms of application, the utility application accounted for the largest photovoltaic market size in 2013 at 57%.

 

Opportunities: more on http://pvthin.org/author/mitweltler

 

Threats:

 

Weakness: 

Considering the information provided in the SWOT analysis. PV are in a good position.  To attract the attention of the segment, PV should communicate 
Their flexibility
Their ability to produce c
It is also crucial to mention


http://talpykla.elaba.lt/elaba-fedora/objects/elaba:19718072/datastreams/MAIN/content?gathStatIcon=true

https://www.sciencedirect.com/science/article/pii/S2468606917301363

This provides the existing competitive scenario of some of the key players of the global perovskite solar cells market which includes company profiling:

Polysolar:

$5M

Polysolar is a developer, manufacturer and distributor of electricity generating transparent photovoltaic panels for electrical services companies

Lightsource Renewable Energy:

Lightsource is engaged in the development, acquisition and long-term management of large-scale solar projects and smart energy solutions.

Saule Technologies:
Founded in 2014, Polish startup Saule Technologies has raised an undisclosed amount of funding based on research by one of its co-founders who created a novel, low-temperature processing method for perovskite solar cells. Specifically, the perovskite panels are produced using an inkjet printer: The technique allows the company to produce flexible, customized solar panels. Skanska – the fifth largest construction company in the world – has exclusive rights to use Saule Technologies’ solar cell solutions in construction and development projects, and recently implemented it in one of their Warsaw office projects.

The crystalline perovskite structure is well suited for capturing light. Credit: Swift Solar

Founded in 2017, Swift Solar out of Golden, Colorado took in $4.6 million last December, according to a SEC filing. While there’s not much information about the company or its current activities, Swift Solar co-founder Sam Stranks said in a TED presentation back in 2016 that it’s possible to create perovskite cells that are colorful, semi-transparent or opaque, which means the solar panels can become an integral part of a building’s design. Some of the perovskite-based solar cells developed during the founders’ academia days are so lightweight that they can be suspended on a soap bubble.

Fraunhofer ISE,

Xiamen Weihua Solar Co., Ltd ,

Dyesol,

FrontMaterials,

Solaronix SA & Dyenamo. 

Communities are an important stakeholder because they shape the brand image of Oxford Photovoltaics.

Customers are the source of the revenues and are interested in good prices and quality of the products, which make Oxford Photovoltaics prioritize them. In such a way, the firm needs to find the way to minimize all its possible costs.

Employees are the key factor in success of the business. When Oxford Photovoltaics implements its strategy, it puts importance on satisfying needs of an employee, because they influence the productivity and efficiency of the company. Even Tesla’s organizational structure motivates and boost the morale of its employees.

Government is in the list of stakeholders as it puts particular limits and requirements in addition to opportunities (Greenspan, 2018).

Porters five forces:

           

MODERATElY HIGH

       

HIGH

LOW

MODERATE

        

LOW

Case: A fundamental difference between silicon, as it’s used in solar cells, and perovskite is that perovskite is used in thin-film form. It only has to be a micron or less thick; about 1/200th the thickness of silicon. Compared to silicon, it is much more effective as a solar absorber and its properties can be altered by changing its composition. If you break down the industry into bulk materials like silicon or gallium arsenide and thin-film materials such as cadmium telluride, silicon has 95-plus percent of the market and thin-film the rest.

Strenghts  Conventional solar silicon technology is limited in efficiency and reach. The theoretical limit is 29% and the practical limit is approximately around 25%. Beyond that point, volume production becomes very expensive. Today, if you buy a good silicon cell at volume production, they have an efficiency of around 22%. The best silicon solar cell ever has reached 26.7% efficiency on a lab scale, so that means the silicon-based industry is reaching its limit. Perovskite has a theoretical efficiency of 33% and a perovskite on silicon tandem device has a theoretical efficiency of 43%.

We have now developed our perovskite solar cell technology to a point where it is stable, has a record efficiency, has been scaled up to commercial solar cell size and is ready to move into its commercial phase.

Background what is it:
Perovskite refers to any crystalline material with a very particular structure. The raw materials and fabrication processes are relatively cheap, while the crystalline structure is well suited for sucking the most possible light with just a thin film.
Perovskite materials such as methylammonium lead halides are cheap to produce and simple to manufacture.

https://en.wikipedia.org/wiki/Solar_cell
A solar cell, or photovoltaic cell, is an electrical device that converts the energy of light directly into electricity by the photovoltaic effect, which is a physical and chemical phenomenon.^[1] It is a form of photoelectric cell, defined as a device whose electrical characteristics, such as current, voltage, or resistance, vary when exposed to light. Individual solar cell devices can be combined to form modules, otherwise known as solar panels. The common single junction silicon solar cell can produce a maximum open-circuit voltage of approximately 0.5 to 0.6 volts.^[2]
Most solar modules are currently produced from crystalline silicon (c-Si) solar cells made of multicrystalline and monocrystalline silicon. In 2013, crystalline silicon accounted for more than 90 percent of worldwide PV production, while the rest of the overall market is made up of thin-film technologies using cadmium telluride, CIGS and amorphous silicon^[19]Emerging, third generation solar technologies use advanced thin-film cells. They produce a relatively high-efficiency conversion for the low cost compared to other solar technologies. Also, high-cost, high-efficiency, and close-packed rectangular multi-junction (MJ) cells are preferably used in solar panels on spacecraft, as they offer the highest ratio of generated power per kilogram lifted into space. MJ-cells are compound semiconductors and made of gallium arsenide (GaAs) and other semiconductor materials. Another emerging PV technology using MJ-cells is concentrator photovoltaics ( CPV ).Other thin-film technologies that are still in an early stage of ongoing research or with limited commercial availability are often classified as emerging or third generation photovoltaic cells and include organic, and dye-sensitized, as well as quantum dot, copper zinc tin sulfide, nanocrystal, micromorph, and perovskite solar cells.Third-generation photovoltaic cells are solar cells that are potentially able to overcome the Shockley–Queisser limit of 31–41% power efficiency for single bandgap solar cells. This includes a range of alternatives to cells made of semiconducting p-n junctions ("first generation") and thin film cells ("second generation"). A thin-film solar cell is a second generation solar cell that is made by depositing one or more thin layers, or thin film (TF) of photovoltaicmaterial on a substrate, such as glass, plastic or metal. Thin-film solar cells are commercially used in several technologies, including cadmium telluride (CdTe), copper indium gallium diselenide (CIGS), and amorphous thin-film silicon (a-Si, TF-Si).

A perovskite solar cell (PSC^[1]) is a type of solar cell which includes a perovskite structured compound, most commonly a hybrid organic-inorganic lead or tin halide-based material, as the light-harvesting active layer.^[2][3] Perovskite materials, such as methylammonium lead halides and all-inorganic cesium lead halide, are cheap to produce and simple to manufacture.Solar cell efficiencies of devices using these materials have increased from 3.8% in 2009^[4] to 25.2% in 2019 in single-junction architectures,^[5] and, in silicon-based tandem cells, to 28.0%,^[5]exceeding the maximum efficiency achieved in single-junction silicon solar cells. Perovskite solar cells are therefore currently the fastest-advancing solar technology.^[2] With the potential of achieving even higher efficiencies and very low production costs, perovskite solar cells have become commercially attractive.

 For the intro: We decided that the best way of getting into the market and delivering something very beneficial to the industry and to the world is by combining perovskite solar cell technology with silicon solar cell technology.Solar cells work by absorbing sunlight and converting it into electricity. The part of the solar spectrum that can be used by silicon (the red part) is fixed. But on top of the silicon solar cell, you can add a perovskite solar cell. The thin-film perovskite solar cell our company has designed has a different bandgap from silicon and uses light from the blue part of the spectrum. The resulting perovskite on silicon tandem solar cell can achieve an efficiency not possible with silicon alone.the resulting perovskite-silicon tandem solar cells show highly improved efficiency. Significantly improving the performance of silicon solar cells on the same footprint, enables cost reductions that transform the economics of silicon solar energy generation.

A Suggested Marketing Strategy

Marketing efforts will be done with the contribution of two separate departments within company:

Marketing will have following responsibilities: