Resumen

Kanndas S.A. de C.V. is a company operating in the renewable energy market in Puebla, Mexico, for which a communication strategy has been developed. The main challenges for the company are to be found, on one hand, within its own potential market, as there is a lack of knowledge about the photovoltaic technology as well as a restrained attitude towards mid- to long-term investments. On the other hand, Kanndas´ main competitor is the Mexican tariff system itself, which unsustainably subsidizes electricity tariffs as well as the lack of governmental promotion of renewable energy investments in general. In order to increase the efficiency of Kanndas´ communicational efforts, an integrated promotional campaign, mainly based on direct marketing efforts, reinforcing word-of-mouth publicity among (potential) customers, combined with targeted public relations activities has been developed. The objectives of the promotional campaign are, in a first stage, to create conviction about the investment/technology among carefully selected decisions makers of specific niche markets. The second stage of the campaign tries to move those persons to a final investment decision. The selling premise of the campaign is Kanndas´ price competitiveness, its main competitive edge. The communication strategy of the campaign is mainly supported by event concepts.

Palabras clave: energia renovable, energia sostenible, paneles solares, solar panels, renewable energy, solar power,.

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Brenner, S. A. 2013. Diagnosis of the Strategic Position of Kanndas S.A. de C.V., a Company in the Renewable Energy Sector, and Development of its Communication Strategy. Proyecto Integrador Licenciatura. International Business Administration. Departamento de Administración de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Abril. Derechos Reservados © 2013.