Strategic Marketing Analysis of Vestas

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysis of the strategic Marketing context...........................................................................3
The competitive context of Vestas.........................................................................................5
Critical analysis and evaluation of Vestas..............................................................................7
Identification and evaluation of critical strategic marketing approaches...............................9
CONCLUSION..............................................................................................................................11
APPENDICES...............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is one of the most important functions conducted by a business organisation. This
involves conducting various activities such as promotional campaign and market research. It is
important that business organisation create effective marketing strategy so that they gain desired
results from their marketing efforts. The present report is based on Vestas which is a Danish
organisations. Vestas produces, offers, provides installation and repair services for wind turbines
on a global scale. The company was founded in the year 1945 and is currently leading member of
the global wind turbine industry. The firm operates in various international markets including
UK, Spain, Norway and employees 25,000 workers on an international scale. This report
provides external contextual factor analysis factor impacting wind turbine industry and Vestas to
highlight two key points impacting the company. Critical marketing context analysis of the firm
includes information about competitive context of the company. Marketing resources and
capabilities of the company are analysed in this report along with non-marketing capabilities .
Competitive advantage and competitive positioning of vestas is given in this report. Suitable
critical strategic marketing approaches for Vestas are provided in this report.
MAIN BODY
Analysis of the strategic Marketing context
Primary Contextual factors analysis and evaluation
In order to formulate an effective marketing strategy it is essential for business firms to gain
information about main external factors impacting the firm.
The external factors which affect wind turbine industry are provided below:

One of the main external factor which effects the wind energy industry is the rising social
concern about global warming. Consumers are aiming to adopt new renewable energy sources to
meet their daily energy needs.
Promotion of wind energy by the UN and other internationally powerfully organisations has
impacted the wind energy industry. This has encouraged various non-renewable energy
producers to step into the wind energy market. Apart from this, business organisation operating
in the wind energy industry are able to easily promote their brand in previously unexplored
markets because of the promotion from reputed global institutions such as the UN.
The third external factor affecting the wind turbine industry is lowering cost required for
development of a wind turbine and increasing performance capabilities of wind turbine is the
main factor affecting this industry.
External factors affecting Vestas are provided below:
The primary factor which affects the company is that the respective firm has been successful in
gaining regulatory approval from government authorities in various nations. This has helped the
firm create strong presence in foreign market and take action to establish themselves as a
prominent member of this industry.
The global movement towards increasing sustainability has shifted the focus of environment
conscious consumer from using wind energy which harms life of flying creatures towards more
sustainable sources of energy such as solar energy. Solar energy is an alternative to the product
offered by Vestas and is highly popular. The rise in popularity and usage of solar energy is an
external factor affecting Danish turbine producer Vestas.
One of the main factors affecting the respective.
Vestas produces wind turbine which are dependent on weather conditions for generating energy
and are not suitable for harsh weather conditions. This characteristic of the wind turbine has not
been removed by any technological up gradations of the firm. This external factor affects Vestas
as it limits the consumer base of the company and expansion abilities.
Out of these external factors affecting the wind energy industry and specific external factor
affecting Vestas the main factor is rising global concern about sustainability and global increase
of consumers adopting wind energy.
The analysis of this external factor in context of Vistas is provided below: