Strategic Marketing for Vestas: Analysis, Evaluation, and Approaches

STRATEGIC
MARKETING

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1 Analysis of Strategic market context.............................................................................................3
Competitor & Competitive Context Analysis and Evaluation.................................................................4
Vestas vision and mission for industry and for organization...................................................................4
Managing Internal Growth......................................................................................................................4
Global Expansion of Business.................................................................................................................5
Social responsibility towards environment..............................................................................................5
TASK 2 Company Analysis and Evaluation................................................................................................6
Marketing Resources and Capabilities.....................................................................................................6
Marketing Assets of Vestas.....................................................................................................................7
Critical Resources and Capabilities.........................................................................................................7
Competitive Advantage and Competitive Positioning.............................................................................8
TASK 3 Evaluation of critical marketing Approaches................................................................................9
Value driven strategy...............................................................................................................................9
Innovation strategies................................................................................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
This report revolves around strategic marketing and helps in understanding how strategic
marketing help organization in achieving their goals and objectives. Strategic marketing is
explained as planning for achieving desired goals and objectives by capitalizing strengths and in
current scenario and strengths which have potential in future scenario. Strategic marketing
focuses on following the process and implementing business mission and vision by effectively
developing and following strategic processes. This report focuses on organization Vestas which
is the energy industry global partner in sustainable energy solutions. Vestas focuses on
designing, manufacturing, installing and services wind turbines across the globe. Vestas aims to
be the global leader in sustainable energy solutions. This report help in understanding key
aspects of strategic marketing and also focus on critically evaluating strategic marketing
strategies which can be utilized by Vestas to achieve their goals and objectives. This report also
helps in understanding about strategies which can contribute in growth and development of
organization (Thrassou, Vrontis and Bresciani, 2018).
TASK 1 Analysis of Strategic market context
At Vestas, all representatives focus on working as per Management Standards for the
Environment and Occupational Health and Safety. To help this practice, Management of
organization ensured in agreement with the prerequisites of ISO 14001, Health and Safety
Management in agreeing to OHSAS 18001, and the Quality Management System in accordance
with ISO 9001. The Sustainability Management System, covering Health, Safety, Environment,
Security and CSR, focuses on Vestas sustainability by focusing on the process and ensuring
productive and successful measures implemented in achieving goals and objectives of
organization. It is Vestas goal to make sustainability a vital part of all business measures that
ensures the safety of business environment and also help in achieving desired goals and
objectives .To implement effective upgrades for sustainability in every region, organization
working practices are represented by different cycles and upheld by different devices –
including information bases, IT frameworks etc . Vestas focuses on standards of services
provided and focuses on inner providing details regarding all sustainability occurrences through

different channels (Tomczak, Reinecke and Kuss, 2017). This assists organization with
differentiating and examining the most significant issues to be addressed which can affect
organization effectiveness and efficiency. The arrangements carried out to these issues helps in
improving their efficiency and also contribute in maximizing productivity and profitability of
organization.
Competitor & Competitive Context Analysis and Evaluation
Development of Vestas from a bankrupt organization in 1987 to one of the effective organization
in wind energy in 2001 included various key elements which helps in understanding about their
functioning that have added to effective development of organization. Five significant points
which have contributed in their development are mentioned below:
 Vestas vision and mission for industry and for organization
 The Effective management of growth
 Global expansion of business
 The governmental issues with wind energy
 Social responsibility towards environment
Vestas vision and mission for industry and for organization
An effective point which differentiates Vestas from its various competitors is that the
organization had an extremely clear vision and procedure that was easy to communicate and also
effective to be shared by its stakeholders and employees of organization which have focused on
providing clean power system. With quality and care Vestas utilize the wind to produce clean
and environmentally friendly power. In future scenario wind energy will cover a generous piece
of the worldwide energy supply and contributes in sustainable development for the advantage of
people in the future (Dogu and Albayrak, 2018). Vestas is to be the worldwide market leader in
the field of wind power systems which are valued and appreciated by clients, investors,
shareholders etc.
Managing Internal Growth
Vestas administration acted effectively when it came to choosing locations for for new facilties.
Those were normally situated in places where there is high unemployment as it made helpful for
Vestas to hire effective and skilful employees for organization (Fotiadis, 2018). Setting up a