marketing mix_suzlon
DESCRIPTION
This presentation briefly deals with the evolution, marketing mix and problems faced by the company, named Suzlon.TRANSCRIPT
SUZLON ENERGY LTD.
Abhishek Bhartiya 004Ashvind Ratnakaran 023B. Aditya Mohan 024Bharat Banga 025Manu Pant 049
PRESENTATIONBy:
GROUP No. 2
The Value proposition of Wind Energy
• Fastest growing renewable energy resource.• Cost Competitiveness with conventional power.• Potential to power the future.
Suzlon – Company Overview• Amongst the top five Wind turbine manufacturers globally with revenues of $ 8.85 Bn.• Suzlon Energy Ltd. Founded by the “Wind man” Tulsi Tanti, in 1995.
Suzlon – the product • R&D
– High focus on innovation, development of climate specific solutions.
• Wind Turbines– Product range from 350 KW to 2.1 MW.– customized versions for variety of climate ranging from hot, dry
deserts to humid coasts, to near-freezing plains.
• Wind Farms– World’s largest wind farm in the Dhule district of Maharashtra, India,
with installed capacity of 1100 MW.– Suzlon has a wind farm installed in Sanganeri in the state of Tamil
Nadu with a planned capacity of over 500 MW . Suzlon has made an entry into the state of Kerela as well.
– Suzlon has developed wind farms for EMG, in Texas, for AGL in Australia etc.
COUNTRY WIND CAP.(MW)
LEADING DOM. CO.S
GLOBAL MKT . SHARE
NO. OF INSTALLEDTURBINES
GERMANY 20,652 RE POWERNORDEXSEIMENS
30 55
SPAIN 11614 GAMESA 18 76
US 11575 GE WIND 16 37
INDIA 6228 SUZLON 10 52
DENMARK 3101 VESTAS 23 100
CHINA 2588 GOLDWIND 3 39
ITALY 2118 - - -
UK 1967 - - -
PORTUGAL 1716 - - -
FRANCE 1585 - - -
Competitor Analysis
Customers base
Challenges faced by Suzlon
• Question on product quality.• Global foray caused huge cost overruns.• Skepticism among sub suppliers chain need to
be broken and replaced by long term relationship.
• Synergy between R&D and component suppliers .
Suzlon Business StrategyVertical Integration- End to End Solution
Blad
es
Gea
rbox
Gen
erat
ors
Cont
rols
Casti
ngs
and
Forg
ings
Main Components
Vertical integration provides a unique opportunity to leverageon R&D capabilities throughout the entire component chain
Suzlon Business StrategyVertical integration – End to End Solutions
Technology leadership
Cost leadership
Control over supply chain
Improved quality control
Improved service support
Reliability
Benefits
The Road Ahead…
• Over come the negative impact of wind technology and find new markets
• Keep pace with technological advancements• Maintenance services and training offered to
customers to have a competitive edge.• Ability to react faster to trends and changes in
customer demand is also likely to help compete in this industry.
• FICCI report on global wind energy Scenario, 2008.
• Suzlon investor report, 2008.• UN Intergovernmental report on new and
dynamic sector of world trade, Geneva, 2007.
References
Thank You