UGB335 Strategic Marketing

This article discusses the analysis and evaluation of strategic marketing approaches for Vestas, the world's largest wind turbine manufacturers. It covers critical customer analysis, company analysis, and evaluation of marketing assets, resources, and capabilities. It also explores international marketing strategies and innovation strategies for the company.

Strategic marketing.

TABLE OF CONTENT
1.0 Introduction................................................................................................................................3
2.0 Analysis of the Strategic Marketing Context.............................................................................3
2.1 Key Contextual Factor Analysis and Evaluation................................................................3
3.0 Company Analysis and Evaluation............................................................................................5
4.0 Determination and Evaluation of the Critical Strategic Marketing Approaches.......................6
5.0 Conclusion...............................................................................................................................10
References list................................................................................................................................10
Books and journal...................................................................................................................10

1.0 Introduction
Strategic marketing refers to the process through which the company can allocate their scarce
resources in to marketing activities that can help the company most and can provide the best
possible opportunities to the company. It will also help the company in having competitors
advantage in the market which is one of the most important factors for the company in order to
survive in the market (Campbell, Lowe, and Reeher., 2021.). It is important for the company to
use their resources effectively and efficiently so that the company can be able to achieve their
goals and objectives. In context to Vestas, it is a danish manufacturers, installer, sellers, services
providers of wing turbines. The company was founded in the year 1945 and was founded by
Peder Hansen. The company is the largest wind turbine manufacturers in the world and has
presence in 80 countries. The company is headquartered in Aarhus, Denmark and employs more
that 25000 employees.
2.0 Analysis of the Strategic Marketing Context
2.1 Key Contextual Factor Analysis and Evaluation
- Critical Customer Analysis and evaluation:
Customer value: It refers to the value preposition that the customers adds to the product
of the company. It is important for the company to understand that the value preposition that the
customers is adding can enhance the value of the product offered by the company. The value
preposition of the the products of Vestas is that the company is providing products that are
reducing the emission of CO2 (Chernev, A., 2020.). It will help the company in enhancing the
benefits that the product of the company is providing to the customers. Without any value the
customer of the company will not purchase the product. Strategic marketing helps the company
in creating the value and need of the product in the lives of the customers.
Customer behaviour: The value and the sales of the products of the company highly
depends up on the behaviour of the customers. The customer behaviour can be impacted through
various factors and it is important for the company to analyse all those factors so that it can help
them in analysing the behaviour of the customers and act according to that (Crick, J.M., 2021.).
It will help the company in attracting potential customers which is beneficial for the company. In
context to strategic marketing, it will help the company in analysing the behaviour of the
customer towards the products of the company and will also guide the company towards creating

changes that has to be made in the products of the company. In context to Vestas, the company
has captured a large market share in the industry which is why the company is able to identify
the behaviour of its customers perfectly which is why the company is the leader in the industry.
Changes and trends: It is important for the company to understand that the environment
of the industry in which the company is operating is dynamic. The company will have to make
continuous changes in their products, services as well as management so that they can cope with
these changes before competitors and can get competitors advantage in the market. Strategic
management helps the company in analysing these changes and trends before others and will
enable the company to act proactively so that the company do not have to face any problem in
changes and will it have to suffer from resistance to change as it can severely affect the
management of the company and will also hinder the growth of the company (Gerritsen, D. and
Olderen, R.V., 2020.). In case of Vestas, the biggest change nowadays in the industry is about
becoming more and more sustainable which is why the company is making sure that they are
taking actions proactively in this regard and this is the reason why the company is having more
and more sustainable activities in their systems.
Key customer segments: It is important for the company to analyse the key customer
segment that are needed to be attracted b the company so that the company can aim towards that
market segment and capture the market segment as much as possible. If the company doesn’t
know the marketing segment that they have to capture and make efforts for wrong customers
segment then they will not only waste the marketing efforts but will also not able able to have
sales and profits (Hanlon, A., 2018.). Strategic marketing helps the company in making sure that
the right customer segment is targeted by the company and the product of the company is
suitable according to that market segment. In that case the company will be able to attract large
amount of audiences and will also be able to capture a huge market.
Most critical factors: One of the most critical factor that the company must have to take
under consideration is that the company must make sure that they are making necessary changes
in the products of the company according to the market segment in which the company is
entering. Every market’s customers have their own taste and preferences which is needed to be
analysed by the company and make changes in the products so that the product can match the
taste and preferences of that market segment (Hassan, S.O. and AbouAish, E.M., 2018.).
Strategic marketing helps the company in identifying the necessary changes that the company

should make in their products so that the product or services can suit the market segment which
is needed to be captured by the company. In context to Vestas the company has always invited
innovation in their management and also has a open minded thinking regarding making changes
in the management of the company. The company has always promoted continuous learning
environment in their management which is the reason why the company does not have to face
resistance to change and will also not have to face problems in implementing those changes.
3.0 Company Analysis and Evaluation
3.1 Marketing Resources and Capabilities: The company is one of the leading onshore
wind solutions and has a stable growth in the markets of different countries. The company is
providing affordable energy solutions to the customers and will also make sure that they are
providing best in class services to their consumers. The major focus of the marketing of the
company is on the sustainability that the company is providing to its customers. The company is
providing products to the customers that are highly efficient and reduces the emission of the
CO2. as one of the major focus of customers is on sustainability this factor helps the company in
attracting a large amount of audiences as well (Malakhova and et. al., 2020.). The company is
moving towards becoming carbon-neutral without using carbon offsets by 2030 which is highly
beneficial for the company as well as for the environment.
3.2 Analysis of Marketing Assets: one of the biggest marketing asset of the company is
that the company is in the industry which is leading towards the creation of customer value. The
company is highly engaged in innovation and product portfolio which make sure that the
company is continuously moving towards improvement and are providing high level of
satisfaction to their customer (Mim, A.A., 2021). It is important for the company to make sure
that the company is managing their supply chain cost and are also maintaining the efficiency and
quality of the offerings of the company so that they can provide best in class offering to the
customers of the company and this is the reason why the company is one of the company are
increasing day by day and the company is becoming the worlds most sustainable wind turbine
company.
3.3 Critical Resources and Capabilities (Non-Marketing): The company has its
presence in more than 15 countries and are the worlds largest wind turbine company. The human
resource of the company consists of more than 25000 employees which are working at optimum
capacity In order to fulfill the goals and objectives of the company. Other than that the global

manufacturing and supply chain management of the company are highly efficient and secure
high quality of the products of the company (O'Connor and et. al., 2018.). The most important
resource for the company is wind which is a natural resource and the company’s technology is
upgraded from time to time so that the company can provide best in class services to their
customers. The company provides a green bond facility to their suppliers which reflects the
credit worthiness of the company. The company is highly efficient and effective and also has an
excellent working environment which helps the company in motivating their employees and
enhancing their productivity as well.
3.4 Competitive Advantage and Competitive Positioning: The company is having a
huge amount of competitors advantage in the market as the company s continuously moving
towards sustainability and also also improving and using the latest technology which helps the
company in providing best in class services to the customers. The sustainability aspect of the
company make sure that the company is having a good reputation in the industry which helps the
company in spreading brand awareness (Park, S., 2020). The company is also attracting large
amount of talent as the company is continuously moving towards providing the safest, socially
responsible and most inclusive company in the whole energy industry which is an important
aspect as it is going to make sure that the company has a strong and talented human resource
base which helps the company in fulfilling its goals and objectives. Human resources is one of
the most important asset of the company which helps the company in making sure that the
operations of the company are according to the goals of the company and that the company’s
processes are not facing any problem.
4.0 Determination and Evaluation of the Critical Strategic Marketing
Approaches
4.1 International marketing strategies
Vestas is one of the lowest cost producers in the industry. The company is providing premium
quality products to the customer. The customers are impressed with the products and services of
the company as the products are providing value to the customers and are providing satisfaction
to the customer which is the prime motive of any company (Pham and et. al., 2019.). The
company is the cost leaders in he industry which makes them world’s largest wind turbine
manufacturers and make sure that the company is having competitors advantage in the market.
The initiative of Vestas towards cost leadership strategy ca be asses through pursuit of

proprietary technology, economies of scale, supply chain management options, preferential
access to raw material, optimum utilization of scare resources, innovation in every process, use
of latest technology in the management, diversification of suppliers, etc. All these factors helps
the company in becoming cost efficient and will also make sure that the company is having
lowest cost possible even if they are using premium quality of resources. The marketing strategy
of the company also includes the differentiation aspect which means that the company is
providing value preposition that is cherished by the customers. It is important for the product of
the company to have some unique features that can attract the customers and will make sure that
the company is having a significant amount of market share in their hands with the help of that
unique feature. It will also help the company in having competitors advantage in the market
which is extremely beneficial for the success of the company. The company is providing
premium quality products to the customers which is why they are also charging premium prices.
It will help the company in having high profits which is why the company is able to invest in the
research and development activities of the company and will also be able to exploit that
department fully and efficiently. It will help the company in making sure that the company is
successfully moving ad achieving the goals and objectives of the company (Sleep, S. and
Hulland, J., 2019.). The company is also handling their corporate social responsibility activities
effectively and efficiently which is why the company is having a high level of reputation and
also having the trust of the customers. The company has its presence in approximately 80
countries which makes it even more difficult and challenging for the company to have a dynamic
international marketing strategy according to the markets of different countries. It is important
for the company to make sure that the company is having effective marketing strategy designed
specifically for that market segment so the the company will be able to capture that particular
market. The marketing strategies of the company are needed to be planned properly as it involves
huge costs for the company and if the company fails to market their products effectively and
efficiently then they will not be able to sale their products. International marketing strategies of
Vestas are highly effective and efficient which is why he company is the leader in the energy
industry.
4.2 Innovation strategy
The innovation strategy of the Vestas is highly effective and unique. The company has won
award for the most innovative company in the year 2010. Vestas has done various jobs in

innovative product line and are exploiting the research and development department of the
company to the fullest. The company has proved itself the most innovative and sustainable
company in the industry whether it is in terms of wooden wind turbines innovation or in terms of
digitalization of manufacturing process of the turbines (Smith, B.D., 2019.). The company has
efficiently innovated their products and also has won the trust if the customers of the company.
The wooden wind turbine: although it is not the original idea of the company as the idea has
already been in use by Swedish engineering company but Vestas being the world’s largest wind
turbine company has also invested in this type of idea as the company has a belief that wooden
wind turbines will help in reducing the carbon footprints and will also be very beneficial for the
environment in different ways and can make an important contribution to the energy transition.
The company has stated that the cost of making and transporting wooden turbines will be low
also the wooden turbines will be stronger than steel. The wooden turbines will reduces the CO2
emission by more than 80% which is a significant amount and will also ensure that the company
is sustainable. This innovation is on the trial basis as of now but if the company finds it really
sustainable then they will make sure that they utilize this strategy. The company is really
concerned about the environment and wants to make their processes as much sustainable as they
can. It will enhances not only the reputation of the company but will also makes sure that the
company is enjoying effective marketing without using any cost on marketing activities.
The second innovation that the company is having s to transforming the delivery of information
to employees in order to have a sustainable future. The machines of the company now requires
detailed instructions which traditionally needed to be printed on hundreds of paper. It has
reduces the wastage of papers in many terms. The company is trying to make eco friendly
solutions that can help them in their future prospects and also help the company in becoming
more sustainable. This manufacturing system has reduced the dependency of the company on the
paper based manuals and also ensure that all the data regarding the instructions of the machines
are written clearly and accurately on the systems so that the management of the company ca
become more effective and efficient (Sousa, B.B. and Magalhães, F.S., 2020.). The
manufacturing process of the company requires precise assembly as well as thousands of
components which was really difficult when done by traditional methods but the digitalization
process has improved both quality and effectiveness of the workings of the company. It is also
very cost effective which is beneficial for the company. It was very challenging for the company

to develop a system which can fulfill all the requirements of the dynamic environment of the
industry and very crucial as well. The company has to make a detailed instructions system which
can operate digitally. The company has also introduced a lot of now and innovative technology
in the management and operations of the company which has helped the company in having
competitors advantage in the market.
The company is one of the most innovative companies in the world which is why the company is
able to capture large markets and will able to have competitors advantage in the market. It has
been truly beneficial for the company as the company is now world’s largest wind turbine
manufacturing company also the company is highly sustainable which is extremely beneficial not
only for environment but also for the reputation of the company.

5.0 Conclusion
From the above report it is concluded that it is important for the company to make sure that they
are utilizing the concept if strategic marketing as it will help the company in analyzing the
markets and its trends which will help the company in capturing the market. It will also hep the
company in making sure that the company is having correct marketing strategy as well as
product according to the market in which the company is going to enter. It is essential for the
company to have strategies regarding the activities of the company so that the company can do
everything according to the plan. It will help the company in earning profits and achieving
efficiency in the workings of the company which again helps the company in fulfilling the goals
and objectives of the company.

References list
Books and journal
Campbell, Lowe, and Reeher., 2021. Strategic Marketing Proposal for Setters, CPA & Company.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Crick, J.M., 2021. Qualitative research in marketing: what can academics do better?. Journal of
Strategic Marketing, 29(5), pp.390-429.
Gerritsen, D. and Olderen, R.V., 2020. Introduction: using events as a strategic marketing
tool. Events as a strategic marketing tool, (Ed. 2), pp.3-15.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Hassan, S.O. and AbouAish, E.M., 2018. The impact of strategic vs. tactical cause-related
marketing on switching intention. International Review on Public and Nonprofit
Marketing, 15(3), pp.253-314.
Malakhova and et. al., 2020. Global Transformation as a Strategic Marketing Factor of Effective
Management of Regional Foreign Economic Relations in Modern
Conditions. International Journal of Economics & Business Administration
(IJEBA), 8(Special 1), pp.39-47.
Mim, A.A., 2021. Strategic Marketing Plan for Arnu Jute Mills Limited.
O'Connor and et. al., 2018. Challenges in gaining supply chain competitiveness: Supplier
response strategies and determinants. Industrial Marketing Management, 72, pp.138-
151.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Pham and et. al., 2019. Evaluating the purchase behaviour of organic food by young consumers
in an emerging market economy. Journal of Strategic Marketing, 27(6), pp.540-556.
Sleep, S. and Hulland, J., 2019. Is big data driving cooperation in the c-suite? The evolving
relationship between the chief marketing officer and chief information officer. Journal
of Strategic Marketing, 27(8), pp.666-678.
Smith, B.D., 2019. Between saying and doing is the ocean: an empirical exploration of the gap
between strategic marketing plans and their implementation in the life sciences
industry. Journal of Strategic Marketing, 27(1), pp.38-49.
Sousa, B.B. and Magalhães, F.S., 2020. Social and Strategic Partnership in Marketing Contexts:
The Case Study of Help2kids. In Cases on Strategic Partnerships for Resilient
Communities and Schools (pp. 122-145). IGI Global.