Marketing Mix_suzlon

SUZLON ENERGY LTD. PRESENTATION By: GROUP No. 2

Abhishek Bhartiya 004 Ashvind Ratnakaran 023 B. Aditya Mohan 024 Bharat Banga 025

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.

Competitor Analysis COUNTRY

WIND CAP. (MW)

LEADING DOM. CO.S

GLOBAL MKT . SHARE

NO. OF INSTALLED TURBINES

GERMANY

20,652

RE POWER NORDEX SEIMENS

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

-

-

-

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 Strategy Vertical Integration- End to End Solution

Castings and Forgings

Controls

Generators

Gearbox

Blades

Main Components

Vertical integration provides a unique opportunity to leverage on R&D capabilities throughout the entire component chain

Suzlon Business Strategy Vertical integration – End to End Solutions Benefits  Technology leadership  Cost leadership  Control over supply chain  Improved quality control  Improved service support  Reliability

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

References • 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.

Thank You