Strategic Marketing: Analysis and Evaluation of Vestas

Strategic Marketing

Table of Contents
Introduction......................................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Analysis in context of strategic marketing.............................................................................3
Competitive context of Vestas................................................................................................5
Critical analysis as well as evaluation of Vestas....................................................................7
Identification & assessment of critical strategic marketing approaches................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

Introduction
Main objective of this report is to better understand the concept of strategic marketing. As it
play an essential role in the growth and development of company and in successfully achieving
the goal of organisation. Marketing is an essential function which is conducted by an
organisation. It includes different kind of activities which helps organization in effectively
creating the brand image of company in market. It includes various promotional tools such as
advertisement, marketing research and campaign. If the organisation wants accomplish effective
results so that they need to implement effective marketing strategy. For this report Vestas
Company is taking into consideration. It is a Danish manufacturer, seller, installer and servicer of
wind turbines. It is a multinational company which is founded by Peder Hansen in 1945. Its main
product is wind turbines and it’s headquarter is in Aarhus, Denmark. More than 25,000 numbers
of workers are successfully working with it. In 2013, it is the largest wind turbine company in
the world. This report includes various external contextual factors which impact the selected
company. Other than this it include a critical analysis of the firm in relation to competitors. Other
than this competitive position and competitive advantage achieved by Vestas is discussed in this
report. In last various strategic marketing approaches are included in this report (Baker and Hart,
2016).
MAIN BODY
TASK
Analysis in context of strategic marketing
Primary contextual factors analysis & evaluation
For successfully formulating a marketing strategy it is very important for an organisation
to efficiently collect all relevant information related to the external factors which impact the
business most. In context of selected company there are various external factors which impact
the company most are discussed below:
 Social factor is the biggest external factor which influences the wind energy company
most. This is because now days the concern of society towards global warming is
increased day by day. Because of this customers are also prefer those products which are
renewable in nature and efficiently fulfil their requirements of daily bases energy needs
which is also protect the environment from global warming.

 Lowering cost of wind turbine and increasing performance capability is another
important factor which affects the wind turbine industry.
 In context of selected company the most important external factor which affects the
company is that the company will effectively achieve regulatory approval from different
countries government. This will help selected company in creating a strong presence in
the international market and take timely and effective action which helps selected
company in established itself as an important member of wind energy industry.
Another important external factor which affects the business of vestas is solar energy. Which is
an alternative of the products offered by selected company? Now day’s customers are more
conscious towards environment. Wind energy will harm the life of flying creatures as compare to
solar energy, so customers are prefer to buy solar energy which affect the selected business most.
The selected company is also affected because of weather condition. This is because producing
energy is depend on the weather condition as for successfully producing energy company require
good weather condition and this problem is not removed with the help of any technology. This
external factor will influence the growth of business most and business has no control over it.
In context of selected company critical analysis of various external factors in context of selected
company is mention below:
Vestas are the largest multinational wind turbine production company. With the increase
in global warming people is more concern towards the sustainable energy. Now day’s customers
are more focus towards the sustainability of resources in their daily life which also include
consumption level of energy (Brooksbank Subhan and Miller, 2018). In context of selected
company they achieve higher profitability and able to increase global sustainability. Company
effectively promote their wind energy and force customers to use wind energy for more
sustainability. Climate movement play an essential role in changing the perception of customers
towards wind energy. This perception will also change the mind of governments of different
countries and they all are ready to invest more in wind energy and supply this type of energy
through their turbine installation. It will generate more and more profit for company.
Evaluation of external factor in context of selected company is mention below:
From above discussion it is evaluated that the promotion of sustainability all over the
world and increase the consumption of wind energy will have both positive and negative impact
on the growth and development of Danish wind Turbine Company.