Marketing Plan Report: Vestas Wind Systems in Melbourne, Australia

This report provides a comprehensive marketing plan for Vestas Wind Systems, focusing on its operations in Melbourne, Australia. It begins with an executive summary and introduction, outlining the company's background, mission, and objectives. The report then delves into a detailed situational analysis, examining both internal and external factors influencing Vestas's growth, including demographic, economic, natural, technological, cultural, and political elements within the Australian context. A SWOT/TOWS analysis is presented, identifying the company's strengths, weaknesses, opportunities, and threats, and formulating corresponding strategies. The report further explores the STP (Segmentation, Targeting, Positioning) model and the marketing mix utilized by Vestas. Finally, the report concludes with a summary of strategies and recommendations for successful market penetration and growth in the renewable energy sector within the Australian market, emphasizing the importance of adapting to changing environmental and economic conditions. The report also includes references to supporting research and data.

Marketing Plan

TABLE OF CONTENTS
Executive Summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
Marketing Plan.................................................................................................................................4
Background..................................................................................................................................4
Situational Analysis.....................................................................................................................5
STP (Segmentation Targeting Positioning) Model......................................................................9
Marketing Mix...........................................................................................................................11
Strategies....................................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

Executive Summary
Vestas Wind Systems A/S is one of rising wind power instruments manufacture in the
world. Organisation started business from Denmark and in later stage expand in different part of
globe. Firm has number of manufacturing units in Denmark, Germany, The Netherlands,
Taiwan, India, Italy, Romania, The United Kingdom, Spain, Sweden, Norway, Australia, China,
Brazil, Poland and the United States. There are 25000 workforces that firm use in operations and
services. Company manufacture wind turbines and setup in different area which focuses on
providing green energy to world and aim to reduce pollution. Report highlights about situation of
Vestas in Melbourne, Australia and also describes a market plan associated with it. It gives
details about internal and external factors drivers that impact on growth of organisation such as
political stability, workforce skilled etc. It also explain the way in which STP (Segmentation,
Targeting, Positioning) done by the firm in changing business and expand business. Marketing
Mix describe about different elements which can be use and utilise for successful run of the
business such as Product, Price, Promotion etc. Strategy also setup by the firm in order to
properly target customer and increase profit share.
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INTRODUCTION
Marketing Plan refer to list of all the process and activities that are use by organisation to
attract customer and sales product as well as services in market. Vestas Wind System is one of
leading wind Energy Company in Australia. Report highlight about marketing plan to target
customer of Melbourne and Sydney. External analysis evaluates factors such as politics and
economics that can become positive or negative in growth of the firm. SWOT/Tows analysis
again helps understanding internal situation of the firm. STP and Marketing use to set strategy of
the firm.
Marketing Plan
Background
Vestas Wind Systems is Denmark originated firm and founded in the year 1945 by Peder
Hansen with the vision of electronic instruments in the world and in later stage become one of
the powerful for supplying wind turbines. Organisation runs business in different part of globe
such as UK, Australia and US etc. Firm employed 25000 people for its business. In 2013
organisation was largest wind providing firm in the world. In the year 2019 company has setup
66,000 wind turbines in different part of global and also 12 countries now become production
houses of its product. Firm forecast condition of country that can able to produce wind energy
and according to it setup their operations. Continuously vanishing of natural resource again
changes focus of government towards green energy and hence it becomes opportunity for the
firm to expand business and increase its market share.
Mission
Organisation mission is to provide quality energy solution that can profit to buyer’s as
well as globe.
Objective
Vestas Wind Systems objective is to become Global leader by providing best quality
product and services (Wind Power Plant and service solution).
SBU Objective
 Organisation is focusing in increasing profit share in emerging as well as mature market.
 Target all business related to wind energy services.
 Decrease in levelised price of energy.
 Enhance operation of the firm.
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Situational Analysis
It helps firm to understand different types of external factor that can impact on growth of
the firm and according to firm can setup its strategy for expanding business and increase profit
share(Xu and et.al., 2020). Vestas Wind system faces different types of challenges internally as
well as externally in Australia such as government new norms for foreign firms, maintaining
talented and skilled workforce in the firm etc.
Analysis of External Environment
Impact of demographic elements
Australia is highly focused towards sustainable development of country and shifted mind-
set towards wind energy which help Vistas wind energy system to expand business and increase
profit share in changing business. As per the data reveal by ABS (Australian Bureau of Statistics)
in the year 2019 energy that are generated from air is 2nd biggest source of electricity in the
country and hence country produce 14,744.3 GWh. There are other sources of energy too such as
Hydroelectricity, Natural gas, coal fired etc. but by percentage wise it is 6.7% of total amount.
Economic forces
There are number of economical factor that become barrier in growth of the firm and
according to ABS structural mix of economy effect on Vestas’s operation and lead to shutting
down of Manufacturing unit in the year 2007 (Ellegaard and Schibsbye, 2019). Country has
number of options for energy and hence giving fewer chances to wind energy which limited
firm’s services to logistics, sales etc. As per the Australian Bureau of Statistics in 2019, those
maximum amounts of electricity are produced from environment and hence organisation but it
also import and hence firm can still improves its position by become alternative of it.
Natural Forces
Wind energy is pollution free which gives firm as opportunity and again world is shifting
towards renewal resources use for extraction of electricity and hence firm produce it for
commercial, household and industrial. Another reason for using it is prices that are very low
compare to other forms of energy and hence people are motivation for its purchase. It is also seen
that people are high focused towards sustainable management of resources in Australia and
hence whether they are capable or not but buying this as source of electricity (Deng and Ge,
2020).
Technology Actors
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Technology advancement in the country gives chances for expanding business in wind
energy. There are number of raw materials that are required for production of it and in Australia
many organisation are devoted to decrease cost of it (Autelitano, Garilli and Giuliani, 2017).
Vistas emphasizes on cutting cost of energy by improvement in system such as adoption of new
technology can increase efficiency, quality and productivity of work. Fir has highly invested in
research and development programs and trying to produce material that can be of light weight
and low carbon emission so that cannot affect much on environment.
Cultural Dimensions
Organisation can face various kind of challenges in terms of cultural aspect of the society
for example it is observed that wind energy cause death of birds and hence NGO as well as local
can raise voice against them. Plant setup needs large area which can effect life of community and
they can oppose setup of it (Gbadamosi, Nwulu and Sun, 2018). Rules and regulation must be
properly followed by the firm before strating business in different areas. Landscape visual,
wildlife effect, pollution related to noise etc. can become barrier in setup of plants and hence can
impact on growth of the firm.
Political Parameters
Australia is suffering from large amount of green house gas and hence country is looking
for possible alternative. Wind energy has very less effect on environment and can support
country’s sustainable policy. Cost of electricity in the country is low because of large coal
reserve which pollute environment and in order to control it, renewable resources will be best
option available for the country.
Analysis of Internal Environment
The Company
Organisation emphasizes on best quality product as well as service delivery to its client
and hence able to increase their loyalty towards firm which help in increasing profit share in
globalization. Vestas’ high invest in innovation and creativity so that services can be purchases
by all type of customers and do not effect on environment which shows sustainable development
vision of the firm in front of clients. Presently firm is one of the top natural electricity providers
in Australia which account of 20.4% of total amount of wind energy.
Competitors
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Monadelphous, CACTCON and Downer are 3 main competitor of the firm in Australian
market and give high competition to the firm (Fakorede and et.al., 2016). They target narrow
market and hence can become barrier in growth of the firm.
Suppliers
Vestas Wind Systems A/S is one of the primary suppliers of the firm and also imports
various kind of accessories from different part of globe. PwC Australia gives consultancy as well
as audit services to organisation (Zhang and et.al., 2019). There are various other supplier from
which company deals and they are related to telecommunication, insurance etc.
Company Intermediaries and relevant publics
It becomes important for the firm to explain vision, mission, goals in effective way and
also communicate with stake holder effectively. Organisation has strong connection with the
ABS, ADI (Australian trade and investment) and Australian wind energy association. They help
firm reaching people and get their support sustainable energy goal of the firm. Company has also
tie up in different part of world for raw material and providing services.
Customers
There are number of customers for the firm product such as Zenviron which has
impactful image in front of government and customer for building number of wind farms in the
country. Company has streamlined market position so emphasizes only on the people who take
interest and can support in growth of Vestas. Local contractor are also in touch with firm for
supporting vision and mission of the firm.
SWOT/ TOWS Analysis
Strategies of the firm require completed details related to strength and weakness which
can easily be obtained from SWOT/TOWS analysis. Vesta’s internal factors that can become
positive as well as negative in growth are shown in below matrix.
Strength
Organisation is highly focused
towards customer class or can
say on targeted markets which
help it in increasing profit
share in changing business
(Moghaddam, 2019)
Weakness
 Vestas is dependent on
number of company
for raw material for its
product and hence
supplier increasing
cost can effect on its
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.
 Firm is one of largest
provider of wind
system as well as
related solution and
has a long reputation
of serving different
part of globe.
strategy to provide
cheap services and
solution to customers.
Opportunities
 Increasing pollution
change perspective of
government and
customer to use as well
as promote renewable
source of energy.
Company provide
wind energy which has
a sustainable future
according to it.
 Research and
development
investment can become
highly profitable for
the firm as it decrease
cost of product and
services and hence
large number of
consumers can be
targeted with the help
of it.
Strength-opportunity
Strategy
 Structured source can
become game changer
to communicate to
customer and hence
firm will be able to
increase revenue.
Environment talk as well as
campaign can become
powerful channel for
promoting product and
services of the firm. It increase
mouth to mouth publicity
which help in gaining
customer and expand business
in present scenario (Hayajneh
and Zhang, 2019).
Weakness- opportunities
Strategy
 Company can conduct
trial for starting
manufacturing plant so
that decrease
dependency on
suppliers.
 Researching about
competitor’s product
and services can help
in avoiding upcoming
risk in business and
hence firm will be to
increase productivity.
Threats Strength-Threat Strategies Weakness threat strategies
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 Structural mix related
economy effecting on
firm’s market.
 Government
supporting local
entrepreneur in the
country which can
become greater threat
for firm and effect on
its revenue.
 Company can start
campaign for increase
awareness about
climatic changes and it
help to promote
business.
 Seminars, Conference
for customers can help
in increasing
understanding relating
to profits of wind
energy.
 Government and
community inclusion
can help firm for
providing services at
low cost and option
relating to it.
Organisation can also
focus on reducing
carbon emission which
distinguishes its
product from other.
STP (Segmentation Targeting Positioning) Model
Segmentation
Segmentation refer to the segment that organisation is selecting for its product and
services sales for example Sydney has highest population and hence it can be best place to
deliver goods.
Demographics
In this people are divided according to their age, gender, income etc. and help firm in
choosing right person that can be profitable for organisation product as well as services. Firm
check analyse government and other sources report so that able to understand which group can
become game changes in business.
Psychographics:
It explains various factor that associated with customers such as attitudes, lifestyle,
hobbies, risk aversion, personality etc. and help organisation in choosing the people which can
understand services and product need for present scenario and the way in which it distinguish
from others. Organisation conduct interviews of choosing group and try to analyse their mind so
that services and product can rightly delivered through suitable promotion channel. Online
survey also done by the firm in order to under precisely about behaviour of customer relating to
firm’s goods and it save time as well as cost of the organisation. Customer data also collected by
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the firm in order to proper assessment of mind-set of people, it can be taken from government or
media published authentic sources..
Lifestyle
Hobbies, recreational pursuits, entertainment etc. plays important role in deciding that
people are prepare and welcome firm’s product and services in market and hence firm will
provide right services, right time to right people. Sustainable development emphasizes on
providing product which can conserve environment and after COVID pandemic large number of
customer’s taste shifted to green energy and organic product
Geography
In Australia most of population lives either in Sydney or Melbourne and hence firm can
target this area for market and product development (Zeqiraj, Sohag and Soytas, 2020). It helps
firm in analysing which area has a large population that can easily understand and consumer
product and services of firms.
Demographics, Psychographics and geography will be choose as segment and it gives
better idea about place, people and behaviour for Vestas Wind Systems . In this organisation will
target 20-60 years age contractors as well as entrepreneur of Melbourne and Sydney which
support sustainable development of environment and hence firm will be able to provide wind
turbine and hence able to increase profit share.
Targeting
Size of the targeted segment such as Melbourne and Sydney is comparatively large and
people believe in sustainable management and hence it will best for Vestas to target them. Most
of them belong to young group and educated which know benefit of wind energy. Firm can
contract local companies and contractor which associate with this business. Organisation must
set a cost that can cover as well as include all addition taxes and hence do not effect on profit
share of the firm.
Positioning
Vesta can supply product in various parts of Melbourne and Sydney which help in
increasing profit and sales (Rakhshani, Mehrjerdi and Iqbal, 2020). Domestic and industry will
be targeted for it which can increase revenue of firm. 20-60 years population dense in this area
and hence company able to attract large number of consumer in changing business.
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Marketing Mix
Marketing Mix help firm sells its product by understanding different factors associated
with it such as product, price, promotion and place.
Product
Vestas Wind Systems provides wind turbines to contractor and local firms of Australia.
Increasing innovation and creativity become barrier in growth of the firm and hence firm has to
be ready for market changes and according to frame strategy. Investing in Research and
development can become game changer of firm as large number of citizens in the country shifted
their mind towards green energy and product (Liaw, 2018). Organisation can also merge local
firm that take contract of building wind farms in the country and hence start their own business
in the country. It decrease dependency on other’s for product sales and hence can impact on
growth of the firm.
Price
Cost of the services and product must be low so that maximum number of people can
readily purchase firm services in the country. Company can set a fix price of product or remain
constant on rather than following cutting price strategy (Eliseu and Castro, 2019). It has to
provide greater quality at fixed cost and hence it will able to influence large population of
Australia. However, firm has to provide discount and offers on festivals seasons or occasionally
so that customer do not distract towards other firm’s services.
Promotion
Organisation has to use multiple channels for promoting its product. Digital marketing
becomes important tool and Vestas can use it in selling goods as well services in Australia.
Company can reach customer through Facebook, Instagram, You Tube etc. and hence able to
target large audience in the country (Salkanović, Enevoldsen and Xydis, 2019). Media can be
game changer for company to reach customers as genuinely people more attracted on it. Mouth
to mouth publicity can also help firm in targeting large number of consumers in Australia.
Place
Organisation can choose city like Melbourne and Sydney which have large population
and also believes sustainable development and conserving energy (Hajibandeh, 2019). In this
cities supply chain management can become effectively as good infrastructure and hence
increase profit share of firm. Wind power distributors are comparatively more available in these
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cities and firm will able to target greater market in changing business. It decrease cost of
transportation and also raw material can easily available and communication will become
effective.
Strategies
Strength-Opportunity strategies
Company can increase its business by contacting customers through various channels
such as on social media You tube, Facebook, etc. and hence firm will be able to attract them.
Environment campaign can become highly profitable for the firm as people can easy understand
mission and vision of it. There are large numbers of activist in the country which are worked for
sustainable development and hence joining them can help in gathering large audience for
campaigning. In this organisation can advertise their product and services and explain the way in
which contribute in conserving natural resource of the country. Government also support such
kind of work and hence invite minister and others can help in supporting the cause.
CONCLUSION
It can be analyse from the report that marketing plan can highly impact on growth of the
firm. Vestas Wind system is well known non renewable energy turbine providing firm in
Australia. Report explain about plan relating to marketing for the firm and organisation in this
focus on delivering quality product at low price to customers and hence able to increase profit
share in country. External analysis describes the situations which are impacting on firm growth
such as advance technology highly support in research and development programs and hence it
can help organisation in competitive advantage. SWOT and Tows emphasizes on framing
strategy to reach customer such as environment campaign to attract customer. STP model help in
targeting 15-60 year ago group people of Melbourne and Sydney which support in promoting
sustainable energy. Marketing mix again help in focusing on promotion, place etc for product
and services supply for example firm using 3types of strategy to promote product namely,
mouth to mouth publicity, media and digital marketing.
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