Saudi Arabia is facing an increasing demand for energy that is expected to increase even further in the coming years, due to industrialization and population growth. In order to meet this demand and in accordance with the new vision adopted by the country (vision 2030), Saudi Arabia is witnessing a transition from hydrocarbon-based energy to the diversification of energy supply and the use of more clean and renewable sources of energy. Moreover, the Saudi Arabia government is promoting solar energy as a key energy source to be adopted as part of this transition due to its abundance in the country. In response, companies like Abdul Latif Jameel (ALJ) are trying to enter this market by improving their investments in different fields. ALJ is one of the first companies to explore the energy market in Saudi Arabia and made a strategic decision to have a foot in this promising market. ALJ is now developing their business strategy in order to exploit the available opportunities in Saudi Arabia’s energy market. This paper aim is to provide a better understanding of the opportunities and challenges that may face companies while formalizing their strategy for renewable energy market in emerging countries by studying the case of ALJ company and the Saudi Arabia solar market