Strategic Marketing Analysis of Vestas: A Wind Turbine Company

Strategic marketing

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis of the Strategic Marketing Context...................................................................................1
Key Contextual Factor Analysis and Evaluation....................................................................1
Customer Analysis and Evaluation........................................................................................3
Company Analysis and Evaluation..................................................................................................5
Marketing Resources and Capabilities...................................................................................5
Analysis of Marketing Assets.................................................................................................6
Critical Resources and Capabilities (Non-Marketing)...........................................................6
Competitive Advantage and Competitive Positioning...........................................................7
Determination and Evaluation of the Critical Strategic Marketing Approaches.............................7
Value-Driven Strategy............................................................................................................7
Innovation Strategies..............................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is the basic aspect that is followed by an organisation in order to
achieve and receive standardised objectives and target in profitable manner. It is usually known
as forward looking approach through which ability to attain sustainable competitive advantage is
processed as by fulfilling and understanding the need and desires of potential customers. It also
get emphasis the opportunity and creation of adequate platform through which requirement of
marketplace get fulfilled with optimised utilisation of resource (Osovtsev, Przhedetskaya and
Sagidullaeva, 2018). It is a process with this organisation get implement different range of
strategy along with direct and sustained specification of mission and vision statements. The
report below is based on Vestas that is the wind turbine company and a Danish manufacturer,
installer, seller and service provider of wind turbine. It was established in 1945 and having a
headquartered in Aarhus N, Denmark. The company is having an energy industry and a global
partner on sustainable energy solution and make effective utilisation of data to forecast, interpret
and maximise resource with this provide solution to “power a bright future”. The report below is
comprised of analysis of strategic marketing, company analysis and evaluation along with
adequate determination of strategic marketing approaches.
MAIN BODY
Analysis of the Strategic Marketing Context
Key Contextual Factor Analysis and Evaluation
Vestas worked on to analyse and measure higher sustainability through which earth
become a better place with this integrate all the energy solutions. It is basically get define as by
meeting up all the basic need as without getting compromise with capability of need and desire
of future generation. It is usually get grounded with support of four basis such as simplicity,
accountability, passion and collaboration (Sustainability in everything we do, 2021). It is also be
upholds with adequate structure and governance in which working is developed and processed as
by elevate working standards for the society in this Vestas worked on to become carbon neutral
company by 2030 and it is as without using carbon offset, production of zero waste wind turbine
by 2040, become and maintain leading towards a transition of world powered by sustainable
energy and to attain the safest, social responsible, most inclusive workplace as within energy
industry. The wind system of Vestas gets segmented on the basis of project planning,
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procurement, construction, optimisation, renewable energy and suitable maintenance of wind
power plants. Furthermore the company maintain direct focus towards target market which is
dependent over power generation and distribution channel, different countries and public entities
producing energy that all collectively aid to maintain leads towards manufacturing of wind
power solution. The SWOT analysis is a strategic framework that aid to develop and design
sustained profit as by working towards development of adequate competitive advancement and it
is as briefly explained below as:
Strength: The Vestas is a pioneer among the entire manufacturer of wind turbine and
with this attained higher and strong position which also aid to induce well-functioning which is
processed as by offering of quality service and products within marketplace (Vestas Wind
Systems SWOT Analysis, Competitors, STP & USP, 2021). In this a well-established and a
sustained brand is developed under which technical reliability and sustainability is perceived
with better attractiveness. Vestas attained a higher market share of about 45% as it is an off shore
market in this energy consumption and adequate investment is processed in timely constrained.
Weaknesses: Vestas is facing a weak management within the core market such as
Denmark and US along with this higher employee turnover rate through which global
penetration and its presence get limited. Although company get operate in more than 60
countries but still fought to attain suitable presence and for this company have offered the service
with minimum prices Moreover, to compact the product technical side is implemented which
induce carbon fibre which is more strong and toxic and hard to decompose as well.
Opportunities: The capability of company is become more organised as brand awareness
and its reputation is dependent over environmental consciousness, longevity and efficiency as
lifespan of wind turbine are higher (Saldanha, Mulye and Rahman, 2020). The niche market is
more innovative and work with wastewater under which associated and household practice get
advance. Danish market is more acceptable to buy these products through which adequate shift
towards non-renewable energy is processed that turns into a profitable run.
Threat: The renewable energy is more advanced that shows direct project towards
replacement of traditional electricity suppliers as there is a lot of competitor in marketplace. The
development nations such as China having enormous labour capability thus wind get proced at
lower cost. For this there is a need to developed smarter change and turns to work into a solar,
hydro and nuclear energy.
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