In 2010, First Solar has been a global leader in the field of photovoltaic (PV) modules and looked to dominate the market in the future. Strong market position of the company is largely based on his own cadmium telluride (CdTe) cell technology, which allowed First Solar for low cost in the industry. Despite its successes to date, the company has faced significant challenges in 2010. Reduction of subsidies in major markets in the EU, increased competition from wealthy Chinese manufacturers, and the risk of disruption to the performance of all high technology threatens to undermine progress, First Solar did. Case is the basis for the analysis of any significant changes in the external environment of the market changes the relative importance of the distinctive competencies of the company and require the development of new competencies. In particular, the decrease in growth markets requires subsidies First Solar to seek new sustainable markets in which photovoltaic viable without subsidies. Success in these markets requires the development of new skills are required for the production of pure-play module. In addition, in the case of addressing the key elements of technological leadership and mitigate the destructive forces as an industry leader. In addition, in the case considered the rationale for vertical integration in the solar industry, and raises the question of the definition of the business. Management in First Solar should consider whether the company just in the module business in 2010, and its development and EPC opportunities have made it more general energy company. The case also details the financial strategy of the company, highlighting the intimate connection with the overall corporate strategy. Finally, corporate culture and management control are reviewed for their effectiveness to align the organization to the backdrop of significant external changes. "Hide
by Morgan Jerome Hallmon, Robert A. Burgelman, Robert Siegel Source: Stanford Graduate School of Business 48 pages. Publication Date: 01 Oct 2010. Prod. #: SM190-PDF-ENG
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