Vestas Marketing Context Evaluation & Key Marketing Strategies

Vestas Marketing Context
Evaluation & Key
Marketing Strategies

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
ANALYSIS OF STRATEGIC MARKETING CONTEXT............................................................1
Key Contextual Factor Analysis and Evaluation.........................................................................1
Critical customer analysis............................................................................................................3
COMPANY ANLAYSIS AND EVALUATION............................................................................4
Marketing resources and capabilities...........................................................................................4
Analysis of marketing assets.......................................................................................................5
Critical resources and capabilities...............................................................................................6
Competitive advantage and competitive positioning...................................................................6
DETERMINATION AND EVALUATION OF CRITICAL STRATEGIC MARKETING
APPROACHES...............................................................................................................................7
Examine and evaluate the strategic marketing options for future success in response to the
evaluation in the first two parts of the report...............................................................................7
Assess Vestas’ directional and /or growth strategies...................................................................8
Determine and justify the relevant strategic marketing approaches and options in regard to
TWO chosen topics from the module* justifying their importance to the success of the
company.......................................................................................................................................8
Demonstrate understanding of the challenges facing the company, based on your analysis in
the first part of the report.............................................................................................................9
Explain how the company must approach and optimise these strategies (using supporting
evidence (in regard to your TWO chosen topics)........................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing refers to continuous planning, formulation and execution of all
requirements to meet objectives (Tiwari, 2021). Through this, strategists determine objectives as
well as make key decisions for future. Selected organisation for the report is Vestas which
designs, install along with service wind turbines across the globe. It is energy industry’s global
partner on sustainable energy solutions. It works with its customers to offer sustainable energy
solutions for powering a bright future.
The report highlights about analysis of strategic marketing context, analysis of company
and evaluation. At last, it includes determination and evaluation of critical strategic marketing
approaches.
ANALYSIS OF STRATEGIC MARKETING CONTEXT
Key Contextual Factor Analysis and Evaluation
External factors are the macro environmental factor that impact working of a company,
market or industry in great manner. In context to Vestas, it operates in wind energy industry that
in impacted be certain external factors. Some of the external factors are as researched and
analysed:
Technology: It is termed to innovations in techniques or tools which impact adversely on
operations of company and industry (Abotah and Daim, 2017). Some technology factors are
research and development, automation levels and technological awareness. In context to wind
energy industry, renewable technologies, planning process addition to grid access are certain
external factors impacting operations. For Vestas, technology impacts adversely on operations as
techniques used in wind turbine for conversion of wind energy into electricity consumes huge
time, small scale energy manufacturing lacks increasing total effectiveness and technological
barriers for access market.
Weather: It refers to state of atmosphere at particular location and time. In aspect to wind
energy industry, weather is an external factor that is uncontrollable by organisations operating in
it. Climatic conditions or weather have huge potentials to impact operations of Vestas as direct
climate influences on power on company to generate sustainable energy solutions are instant
while leads to accumulate slow results. Climatic changes, warming as well as rainfall patterns are
some examples of weather conditions that leads to variability in wind speed that impacts
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negatively on generating solutions around 40% in peak wind seasons between June and
September. The peak weather season influences working of major portfolio of sustainable energy
solutions.
Competition: It is a condition to strive gaining or wining something be establishing and
defeating superiority over others. Within wind energy industry, key players are Titan Wind
Energy, Goldwind, Orsted and hence forth that creates intense rivalry in the sector that impacts
working of other companies. It is one of external factor that leads entities to invent lower cost
manufacturing processes that helps in enhancement of profit and assist in competition. In context
to Vestas, competition among organisations decreases market share as well as shrink customer
base. Competitive market forces the entity to lower prices for sustainable energy solutions for
staying in competitive that decreases return on each offering adversely (Bergquist, 2019).
Among the researched external factor, one of external factor is technology that impact
company such as Vestas as managers and professionals are driven to rethink about technologies
for reaching target audience, producing sustainable energy solutions and providing the services.
It have been evaluated that the entity have effective energy storage tools, huge knowledge to
access market and well-functioning technologies for meeting small scale needs that positively
impact on its operations.
Evaluation of key points from external environment and their importance
External factor Key points Importance
Technology  Machine learning and
neural networks are
developing patterns
for Vestas.
 Effective knowledge
and updates
techniques assist to
manage portfolio of
sustainable energy
solutions.
 Technology is important for Vestas
as it helps in developing report-
based platforms for customers.
 Technology improves seasonal along
with short term planning, increasing
on site safety and reducing costs
related to operations and
maintenance.
Competition  Fierce competition in
wind energy industry.
 Competition is important for Vestas
as it spur invention of better
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