Trina Solar: Expanding in the U.S. Market

Authors: Chen, Zhiwu; Sudhir, K.; Elias, Jaan
Product Type: Cases
Source: Yale School of Management
Publication Year: 2011

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At the end of 2010, Jifan Bao, Trina Solar's founder and chairman, wondered how his company its presence in the United States market. In the previous five years, Trina, a company with manufacturing and headquarters in Changzou, China, had managed to grow rapidly by selling photovoltaic (PV) modules in Europe. However, Trina lagged behind some of its Chinese rivals, such as Yingli and Suntech Power, in supplying to the United States. Gao had targeted the U.S. market in 2010, and Trina had increased its sales in the country during 2009. But other module makers were also expanding their presence in the United States. Trina had to decide how it was going to respond and how much it was willing to invest in its efforts to grow in the U.S.

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