Escolar Documentos
Profissional Documentos
Cultura Documentos
• Business Model
• B2B and Current Trends
Brief Introduction of LM Wind Power
Founded Year 1940
Headquartered Kolding Denmark
• Design and manufactures blades
• Provide maintenance,repair, installation support
Business
• Provide supplementary logistics services
No. of Employees
8,178(2017)
蓝色扁平清新通
2018
用
Lorem ipsum dolor sit amet, consectetur
LM Wind Power M&V
(source:www.lmwindpower.com)
M&V Analysis of LM
Positive Negative
• Vision statement truly reflects the team work value of • It doesn't address customers or market segment.
the company by stating together as the first word in the
vision statement. • Concern for survival and growth and profitability is not
mentioned.
• Domain of activity is referred in the vision statement.
(source:www.lmwindpower.com)
LM Value Analysis
Positive Negative
• Focus on customers: tailor-made blades • The unclear long-term strategy
• innovation
(source: LM Annual Report 2017)
蓝色扁平清新通
2018
用
Lorem ipsum dolor sit amet, consectetur
Distribution and Current Trends of LM
B2B Products are sold to wind turbine makers as general
Current trends • Find international scope, for example: launching the factory abroad insted of
export.
Mega trends • Most of the countries need to move towards green energy to improve the
country’s infrastructure and sustainable position
• According to the literature in 2009, 62% of energy investment were in the area
of renewable energies in European Union as a leader
02 External Analysis
• Macro-PESTEL Analysis of LM
• Micro-Porter's Five Forces of LM
• Competitor Analysis of LM
Macro-LM PESTEL Analysis
Political and Legal
Factors:
•Governmental Support
•Better Allowances
•Less Taxation.
•Environmental Laws
10
9
8
7
6
5
4
3 TPI Composite
2
1 LM Wind Power Company
0
Employee Global Market Innovativeness Financial Strength Customer Service Product Quality
• Favorable
Renewable • Operationnal Issues
• Market Research • Policies: European • Increasing
• Time consuming
• Focused R&D Union Popularity of
• Energy consuming
• Operational • Wind Market: the Substitute Energy
• Mantenance
Performance US Sources
• Waste
• Offshore locations • Addition of Blade • Competition
Factory: China
(Source: MarketLine)
The SWOT Matrix Analysis of LM
(RuiLi)
Internal Facts
E
x
Strength(S) Weakness(W)
T Opportunities(O 1.New technology trend reinforce 1.Time consuming production.
) the green energy. 2.The problem of maintenance.
e development and strength market stimulate the new technology development.
r penetration. 3.Expensive time and energy consuming testing for
n 2.Off-shore locations bring more new products.
a opportunities and enlarge the
l economic of scale.
3.Know-how for blade production.
4.Bench mark on being the longest
blade producer.
F
a Threats(T) 1.Bladeless wind mills. 1.Expansive production in comparison with the size
c 2.High cost installation in off-shore of the company will reduce the profit margin.
t sites. 2.High cost for installation.
3.Product life cycle. 3.Expensive value chain.
s
4.Pure green production.
04 Alternatives and Recommendation
• Strategic Choice(Generic) and Strategic
Direction(Ansoff).
• Alternatives and Recommendation
• Evaluation(SAF)
• Implementation Plan
• Risk Assessment of Implementation Plan
• Conclusion
(source:www.lmwindpower.com)
Strategic Choice of LM
Strategic Direction of LM-Market development
Mid-term
By-product
Short-term
Short-term Long-term
Recyclable products
New business
• Cost-efficient
• Technology innovation
2. Diversity Not
Suitable Acceptable
Product Feasible
3.
Technology Suitable Acceptable Feasible
Innovations
5.
Transnational Suitable Acceptable Feasible
Strategy
Implementation Plan of LM
Short-term Mid-term Long-term