Abstract
Climate changing is a serious problem in the world. In 2000, German promoted solar installation by "Feed-in Tariffs" and resulted in solar industry’s booming. During the time, China and Taiwan have become the important suppliers. However, the market faced serious over-supply in 2012. Many manufacturers went bankrupt. China and Taiwan faced "anti-dumping" tariff for exporting. In the view of market-growing, manufacturers in China and Taiwan have moved their production lines to Southeast Asia and expanded continually by integration. The case study Motech is the first solar cell manufacturer in Taiwan. Through Michael E. Porter’s Five-force Analysis, the study analyzed the strategy of Motech which could gain the competitive advantage in tough situation. Through Diamond model, lack of material and domestic market is the shortage of solar industry in Taiwan. Now the main market is China, all the companies should note the price competition and risk there. The case study concluded four aspects to be considered: "Cost reduction continually", "Market differentiation by developing niche product", "Product improvement with less cost", and "Cash flow". These findings provide implications for managers in this industry.