The following master's thesis is a photograph of the photovoltaic technology in the Austrian energy and market economy of the years 2012-2013. By analyzing the dimensions in which this technology moves, the author identified the path that lead to the current market situation of overcapacity and dramatic price fall, starting from its invention to the current break-through known as grid parity. The examination of the Austrian electricity market identified opportunities of market penetration for middle scale PV power plants; whereas the detailed analysis of current levelized cost of electricity from PV-systems discerned the most sensible cost factors in order to ensure profitability from a power utility's perspective. The spirit of this thesis is to understand how photovoltaic power plants fit in today's electricity markets and how power utilities can adopt this technology instead of resisting its widespread deployment. The focus was set on the federal state of Lower Austria, as it is the largest PV market of the country.