A Marketing Plan for a Photovoltaic Systems Company

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2010 (EN)
A Marketing Plan for a Photovoltaic Systems Company (EN)

Polichroniadis, Panagiotis (EN)
Boulionis, Anastasios (EN)

Tsiotsou, Dr Rodoula (EN)
Plakogiannaki, Dr Emmanouela (EN)
School of Economics, Business Administration and Legal Studies, Executive MBA (EN)
Ziamou, Dr Lilia (EN)

A Comparative study on the usefulness of Marketing Plans in the everyday practice of Companies is conducted by focusing on the comparison of a Marketing Plan constructed according to academic principles and two Marketing plans derived from the industry, with respect to both format and content. The Academic Marketing Plan is compared both with respect to the essence of its strategy and constituent parts and also with respect to its format and general practice by industry Companies. The topic used as an example upon which Marketing Plans are constructed, is the new booming industry of photovoltaics in Greece. The findings show that Marketing Managers in the industry do not follow a systematic approach in the compilation of Marketing plans and also that they tend to focus on a week by week implementation of Marketing action plans instead of following through an initial analytical planning. Interviews constituted a major investigation tool in combination with internet sites analysis and a semi structured questionnaire that was administered in order to function as a deposit of qualitative comments and strategies. Strong indications are given that academic approaches with respect to a systematic and disciplined planning process are not followed by the Marketing departments of two important companies in the sector. Conclusions drawn from this case study analysis can not be seen as definitive proofs due to the time and sample constraints of the study, being nevertheless a possible stepping stone for more extensive investigation through future research in the field. (EN)


Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)


School of Economics and Business Administration, Executive MBA programme (EN)

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