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Competitor Analysis Ver1.4

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    Competitor Analysis

    Foreword

    The worldwide demand for energy is steadily growing. At the same time, this

    trend is being accompanied by rising greenhouse gas emissions. Our job is tond the right solutions for meeting tomorrows energy needs, and to

    implement a sustainable energy mix and among the aailable renewable

    energy sources, !ind power o"ers great potential for tac#ling this enormous

    challenge. $any countries hae already begun to restructure their energy

    systems in the direction of renewable sources.

    The Big Picture

    %lobal !ind &nergy Council estimates that by '()*, renewables will be

    generating more than '*+ of worlds electricity, with a uarter of thiscoming from wind, being the second largest renewable energy source after

    hydro power according to the -nternational &nergy Agency -&A/. This will

    lead to a substantial reduction in CO' emissions.

    The life0cycle concept has long been recogni1ed as a aluable tool for

    analy1ing the dynamic eolution of products in the mar#et place. The wind

    energy industry is in the industry phase 2 3growth4 of the life cycle and there

    is a huge mar#et to capture.

    5elow are the

    a/ annual installed capacity by region for the years '((* to '(6).

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    b/ global annual installed wind capacity 67780'(6)9

    The '(6) mar#et saw China bac# on top, installing about e times as much

    wind power as %ermany in the number two spot. The '(6' mar#et leader,

    the :;, dropped bac# to sixth place, behind Canada which had a record

    year/, and just ahead of 5ra1il.

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    c/ Top 6( >ew installed capacity ?anuary '(6) to

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    d/ $ar#et forecast for '(6@ 0 '(6*

    The '(6) mar#et saw China bac# on top, installing about e times as much

    wind power as %ermany in the number two spot. The '(6' mar#et leader,

    the :;, dropped bac# to sixth place, behind Canada which had a recordyear/, and just ahead of 5ra1il.

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    (source for the aboe two pictures: http://www.ren21.net/portals/0/3ocuments/resources/gsr/2014/gsr20145full

    20report5low20res.p3f)

    On the whole, the mar#et diersication trend which has emerged oer the

    past seeral years intensied during '(6), and is expected to continue to do

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    so oer the next seeral years. The ght for mar#et share and policy support

    in these mar#ets is becoming more and more intense. As a result, most of

    the growth in the coming years will be in mar#ets outside the O&Corth America, new mar#ets start to ma#e a real di"erence oer the next

    e years. -t is expected that 5ra1il to moe up to )rd or @th place in the

    annual mar#et ran#ings oer the next couple of years, and brea# into the top

    ten in terms of cumulatie installations as early as the end of '(6@. ;outh

    Africa is nally ta#ing o", and this will hopefully lead to a mini0boom in

    ;outhern and &astern Africa oer the next e years. The real wild cards at

    this point in time are ;audi Arabia, with its ambitious goal of up to *( %! of

    solar and wind by '()( and ussia, where there are early signs that it mightbegin to exploit its enormous wind resources in the not too distant future.

    A;-A

    Bast year there was somewhat s#eptical about the Chinese goernments

    ambitious target of 6D %! in new installations in (6) in fact they installed

    just oer 68 %!, rebounding from '(6's slump to Eonly 6'.7 %!. -n the

    meantime, the goernment has set a new target of '(( %! of wind by '('(,

    which implies a mar#et of at least 6*.* %! a year for the rest of the decade

    and if the past is any indication, they are li#ely to exceed it. Furthermore, the

    Chinese o"shore segment is expected to get underway in earnest in '([email protected]

    -ndia, much will depend on the outcome of the present ruling goernment.

    5ecause of the political rule change resulting in the stopGstart policy situation

    which has hampered mar#et growth oer the past two years, will hopefully

    come to an end. A new E>ational !ind $ission is a welcome step, but what

    is really needed is clear, stable national policy and goernment inestment in

    infrastructure, including strengthening transmission, to continue to fuel

    -ndias economic growth.

    All in all, nearly 6'( %! of new wind power will be installed in Asia oer the

    e year period, and Asia will ery li#ely pass &urope in terms of cumulatie

    installed capacity when we do the totals at the end of '(6@.

    &:OH&

    The &uropean mar#et shrun# by almost 8+ in '(6), which was less than

    many expected but somewhat worryingly, there was more concentration in

    the two leading mar#ets %ermany and the :=/ than has been the case for a

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    number of years. Chopping and changing of policies by politicians continues

    to be the bane of many mar#ets, and the economic collapse in ;pain has hit

    &uropes second largest mar#et ery hard. France, -taly and 5ulgaria are just

    a few of the promising mar#ets which hae stalled in the last year. The

    o"shore segment increased its annual mar#et by *(+ to install oer 6,*((

    $!, but gien the debate in a number of #ey mar#ets its not clear if and

    how &urope is going to meet its target of somewhere in the icinity of @( %!

    in the water by '('(. Ioweer, it is expected that %ermany will nally pic#

    up some of the slac# in o"shore and its onshore mar#et is expected to

    remain strong, along with Holand, ;weden, OTI A$&-CA

    The :; nished a disastrous '(6) with its strongest eer pipeline of projects

    2 more than 6',((( $! under construction 2 and this bodes well for '(6@

    and '(6* installations. >eedless to say, >orth America is the most diJcult

    part of this forecast, as it is the most olatile of all mar#ets. >onetheless, it is

    expect to see an additional 86 %! of new wind power installations coming on

    line in the region from '(6@06D.

    (Source:http://www.gwec.net/wp-content/uploa3s/2014/04/+arket-forecast-2014-2017.p3f)

    INDUSTRY COMPETITION

    http://www.gwec.net/wp-content/uploads/2014/04/Market-forecast-2014-2018.pdfhttp://www.gwec.net/wp-content/uploads/2014/04/Market-forecast-2014-2018.pdfhttp://www.gwec.net/wp-content/uploads/2014/04/Market-forecast-2014-2018.pdf
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    Source: +,$ onsultants 2018

    (http://www.nawin3power.com/e1095plugins/content/content.phpcontent.12910)

    '(6@9

    %& !ind9

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    %& !ind &nergy is a branch of %& &nergy, a subsidiary of %eneral &lectric.

    The company manufactures and sells wind turbinesto the international

    mar#et. -n '((7, %& was the second largest wind turbine manufacturer in the

    world.

    Kision L $ission9

    Kalues9 &xternal focus, Clear Thin#er, -magination L Courage, -nclusieness,

    &xpertise, and the neer changing one is -ntegrity

    The entity was created as deeloper not manufacturer/ Mondin 67D(by?ames %.H.

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    :

    -n the years '(6' and '(6), the prots generated are .8N+ and .D@+ of the

    oerall prot.

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    STRENGHTS:P%lobal Hlayer and %ood position inthe biggest mar#ets except China/PBocal production for local mar#ets3-n the region for the region4/

    P$ar#et0leaderP;trong 5randPBong &xperienceG uniue #now howP5road product portfolioP;trong position within the o"shoresegmentPFocus on cost of energy productionand reliabilityPFocus on L< and technology

    WE!NESS:P;mall mar#et share inhigh growth mar#etsPBow capital bac#ingcompared to major

    competitorsP

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    PFocus on uality 2 ;ix ;igmaapproachPFocus on business0case certainty L3easy to wor# with4 policyPFocus on customer satisfactionPKertical integration

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    %OB

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    construction and operation of wind power and solar power generation

    projects. Qinjiang %oldwind ;cience L Technology Co., Btd. was founded in

    677D and is based in :rumi, the Heoples epublic of China. 5y the end of

    '(6), %oldwinds accumulated installed capacity had exceeded 67%! and

    had oer 6@,((( units of installed !T%s distributed across six continents.

    "i#io$: Hroiding clean, cost0eJcient energy to power the world

    Mi##io$: Hresering !hite Clouds and 5lue ;#ies for the Future

    "%&ue#9 esearch and deelop better products, by proiding the lowest0

    possible deliery costs and highest0possible power cure

    STRENGHTS:P Iigh growth rateP %lobal Hlayer and %ood position in

    the biggest mar#ets except China/PBocal production for local mar#etsand large local mar#etPFocus on L< and technologyPFocus on uality and processP Core management team haespeciali1ed in wind energy

    WE!NESS:P tax structureP &xchange rate Ructiations0 $5 to foreign currency

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    &>&CO>9

    &nercon %mbI, based in Aurich, Bower ;axony, %ermany, is the fourth0largest wind turbine manufacturerin the world and has beenthe mar#et leaderin %ermany since the mid0nineties. &nercon hasproduction facilities in %ermany,Aurich, &mdenand $agdeburg/,;weden, 5ra1il, -ndia, Canada,Tur#eyand Hortugal. One of &nerconSs #ey innoations is the use of agearless, direct drie mechanism, used in combination withan annulargenerator. This is in contrast to most other wind turbines,which use a potentially less reliable gearboxin order to increase therotation speed of the generator. Other di"erences in &nerconSs wind

    turbines are their distinctie drop0shaped generator housingsdesigned by Bord >orman Foster/ and their towers, which are paintedwith green rings at the base to blend in with their surroundings. Theproduct portfolio consists of seen turbine products that are aailablefor the customers worldwide.

    "i#io$: economical G ecological success, deelop state0of0the0art products itis not mentioned in the company website, but the phrases are deried from the

    company prole description/

    Mi##io$: deliering top uality products to its customers and continuous

    improement. not mentioned in the company website, but the phrases arederied from the company prole description/

    "%&ue#9 -ntegration, compliance, commitment, resources, simplicity,

    deelopment. not mentioned in the company website, but the phrases are deried fromthe company prole description/

    &nercon -ndia Bimited &nercon/ is a wind power based energy company,

    formed as the joint enture of &nercon %mbh, %ermany and -ndian

    promoters $ehra %roup. The company is mainly engaged in the proision of

    complete range of solutions from identication of potential site and projectdeelopment to wind turbine generator installation and maintenance.

    Furthermore, the company also o"er solutions such as regulatory and

    statutory clearances proide assistance in nancing infrastructure

    deelopment ciil construction creating eacuation facilities project

    commissioning and supply of spare parts. -t has four state0of0the0art

    technology manufacturing plants located at

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    manufactures and mar#ets two wind energy conerter and concrete tower

    with ratings ))( =! &0))/ and D(( =! &0@D/. The company installed oer

    6,D(( wind energy conerters in -ndia, with total installed capacity exceeding

    6,((( $!. -t predominantly operates in %ujarat, =arnata#a, $adhya Hradesh,

    $aharashtra, ajasthan, Tamil >adu and Andhra Hradesh. The company is

    headuartered in $umbai, $aharashtra, -ndia.

    inancial statements for $"$%" aren;t aailable on the www

    Content pic#ed up from below :Bs

    http9GGwww.gwec.netGwp0

    contentGuploadsG'(6@G('G!ind&nergy'(6@Outloo#;awyer.pdf

    http://www.gwec.net/wp-content/uploads/2014/02/Wind_Energy_2014_Outlook_Sawyer.pdfhttp://www.gwec.net/wp-content/uploads/2014/02/Wind_Energy_2014_Outlook_Sawyer.pdfhttp://www.gwec.net/wp-content/uploads/2014/02/Wind_Energy_2014_Outlook_Sawyer.pdfhttp://www.gwec.net/wp-content/uploads/2014/02/Wind_Energy_2014_Outlook_Sawyer.pdf
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    http9GGwww.ren'6.netGportalsG(GdocumentsGresourcesGgsrG'(6)Ggsr'(6)lowre

    s.pdf

    https9GGwww.google.co.inGwebhpUsourceidVchrome0

    instantLionV6LespV'LieV:TF0

    DWVglobalXwindXenergyXstatisticsX'(6@Xpdf

    http9GGen.wi#ipedia.orgGwi#iG!indpowerbycountry

    http9GGwww.wwindea.orgGhomeGindex.php

    http9GGwww.wwindea.orgGwebimagesG!!&Ahalfyearreport'([email protected]

    http9GGwww.ren'6.netGportalsG(GdocumentsGresourcesGgsrG'(6@Ggsr'(6@full

    +'(reportlow+'(res.pdf

    http9GGmospi.nic.inGmospinewGuploadG&nergystats'([email protected]

    http9GGwww.gwec.netGwp0contentGuploadsG'(6@G(@G%!&C0%lobal0!ind0

    eport70April0'([email protected] - started to extract the ibfo/

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    sort of old data '(6) 9 http9GGwww.gwec.netGwp0

    contentGuploadsG'(6@G('G%!&C0Hstats0'(6)&>.pdf

    http9GGwww.cwet.tn.nic.inG


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