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Presented by Roshan K Raju M620

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INTRODUCTION
Conceived in 1995 with just 20 people, Suzlon is now a leading wind power company with:

Over 16,000 people in 25 countries Operations across the Americas, Asia, Australia and Europe
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Fully integrated supply chain

INTRODUCTION CONTD..

Head quarters: Pune , India. All over the world the company is present in 32 countries Namely : India, China, Sri Lanka, Japan, South Korea, Canada, USA, Brazil, Chile, Nicaragua, Belgium, Bulgaria, Denmark, Germany, Italy, Romania, The Netherlands, Turkey, Spain, Sweden, United Kingdom, Austria, Czech Republic, France, 3/18/12 Greece, Hungary, Poland, Portugal,

VISION
To be a technology leader in the wind industry. To be among the top three wind energy companies in the world. To be the most respected brand. To be the best team and a place to work at. To be the fastest growing and having the most profitable business.

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PHILOSOPHY : To pursue social, economic and ecological sustainable development for our planet

Suzlon as a group aims to provide a strong renewable energy platform thereby promising to power a greener tomorrow, today.
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From initiating a wind power project, till completion and even beyond, Suzlon ensures that nothing stands in the way of it serving its

An Overview
Date 1995 1997 1998 2000 2001 Event First wind farm project in Gujarat Det Norse Veritas (DNV) certifies Suzlon with the coveted ISO 9001/2 First Wind Turbine in Maharashtra, Satara District Commisioned 50 MW Wind turbine generator at Vankhusavade, Maharashtra Formation of subsidiaries: Suzlon Wind Energy Corp, USA & Suzlon Energy Gmph, Germany. First export order, its first Wind Turbine in the USA Representative office in Beijing, China

2002 2003

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2004 2005

Suzlon Energy Ltd signs up MSPL's 3.75 MW Wind Power Project Suzlon Energy secures maiden contracts in China & South Korea DEG, Germany signs agreement with Suzlon Energy Ltd to finance US $10 million Energy Ltd - Signed a turbine supply agreement with Edison Mission Suzlon Energy Ltd signed a major new order with ONGC, India's leading Oil & Gas Exploration & Production (E&P) Company, for 51 MW of wing turbine capacity Suzlon Energy Ltd enters Kerala with its first Wind Power Project commission of S52-600 kW turbine at Agali Suzlon Energy Ltd is first S88-2.1 MW wind turbine is commissioned by Deco Light Ceramics Ltd, in Gujarat, India Suzlon Energy Ltd has signed a repeat order for 57 MW with Ayen Enerji of Turkey. The order will be supplied with 27 units of Suzlon S88-2.1 MW turbine Suzlon Energy Ltd has own 74.8 MW order in Germany.

2006 2007

2008

2009

2010 3/18/12

Opportunities

India has been characterized by energy shortages Strong growth potential for electricity consumption in India Power for All by 2012 vision by Indian Government to increase installed capacity to 200,000 MW

Electricity Act 2003 stipulates minimum percentage of power generation from renewable energy Government of India expects alternative

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MANUFACTURING OVERVIEW

They are the most vertically integrated wind turbine maker in the world, with manufacturing capabilities for all key components They are globally integrated, with production facilities in China, India, USA catering to key markets Their manufacturing footprint covers the gamut of wind power equipment
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They develop leading edge

PRODUCT

"Suzlon delivers its complete product range in the Indian market." Existing products offered by the company are: Wind turbine generators Rotor blades Control Equipments Gearboxes Nacelle Covers
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PRODUCT INNOVATIONS

Suzlon at present is manufacturing wind turbines for production of power. However the company can capture a larger share of market by the production of various other equipments which use other HYDAL renewable source of energy.
SOLAR ENERGY eg: SOLAR CELLS AND VARIOUS OTHER SOLAR ENERGY 3/18/12 ENERGY eg: USE OF HYDRO WATER SYSTEMS AND TURBINES

PRODUCT INNOVATIONS (contd..) Another recent development

which is taking place these days is use of NUCLEAR ENERGY. Nuclear power is produced by controlled (i.e., non-explosive) nuclear reactions . Commercial and utility plants currently use nuclear fission reactions to heat water to produce steam, which is then used to generate electricity. In 2009, 13 14% of the world's electricity came from nuclear power.

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PRICING STRATEGIES IN COMPETITIVE MARKETS , (contd..) TO BE MADE STRATEGIES ARE

SURVIVE.METHODS MUST BE ADOPTED TO CUT COST WITHOUT EFFECTING THE QUALITY OF THE PRODUCT .

The wind turbines are priced high.

CHANGE IN DESIGN IS ONE OF THE STRATEGIES TO CUT COST AND HENCE SELLING PRICE. USE OF SUBSTITUTE MATERIAL IS ALSO ONE OF THE STRATIGIES TO CONTROL COST.

BY REDUCING WASTAGE. THE PRICE 3/18/12 OF PRODUCT CAN BE BROUGHT DOWN.

PLA CE

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SUZLON (INDIA) India has emerged as a hub

of wind turbine manufacturing , with a capacity of over 3000 MW per annum . India ranks 3rd worldwide in terms of total installed wind power .

India is one of the few countries in the world to have a Ministry of New and Renewable Energy (MNRE) dedicated to promoting the 3/18/12 use of clean, green and

Marketing strategy in India

Divided the Indian market according to the states where we have identified suitable sites for wind energy projects Marketing for each state is under the supervision of a senior management companies that have executive who directly reports withour manufacturing units to high power consumption Chairman and Managing Director.
(a) (b)

companies with high The marketing team focuses on three profitability and/or surplus liquidity types of customers that seek investment opportunities with stable 3/18/12

International Markets

International marketing activities primarily consist of cultivating contacts with wind power project developers with a view to supplying WTGs for wind power projects developed by them Advertisements placed in professional industry journals, attendance at national and international energy fairs etc... 3/18/12

The company plans to expand capacity at its plant in China as that market remains the worlds largest and the company returns to profit this financial year.
The Ahmdabad - based manufacturer will be capable of making turbines with a combined electricity generating capacity of 1,000 megawatts each year at its China plant by 2013
COMPANY PLANS TO RAISE $1 BN funds for expansion through sale of bonds or convertible debentures..

PLACE (EXPANSION STRATEGIES)

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Advertising Direct Sale

Promotional Weapon

Public Relation Sale Promotion

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PROMOTIONAL STRATEGIES
1. 2. 3. 4. 5. 6. 7.

The company can adopt the following strategies for its promotion : Advertise in newspapers Business journals Logo development Sign board Direct sales Direct mail

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Internet

MARKET COMPETITION

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BRANDING & MARKET COMMUNICATION STRATEGIES

Key differentiators policy for branding : TURNKEY SOLUTIONS VERTICAL Integration GLOBAL INTEGRATION QUALITY MANAGEMENT & HSE

1.

2.

3.

4.

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Financial Indicators
Performance/ Financial indicators Net sales Other Income Profit before tax Profit after tax Depreciation Cash generation Paid up capital Tangible Net Worth Fixed Assets Term Liabilities Investments Current Assets Current Liabilities 31.3.09 Audited 7,251.94 160.78 -539.96 -470 99.16 -708.28 299.66 6,580.32 7966.27 13,909.80 7,127.80 6,199.71 3,301.77 31.3.10 Audited 3,488.68 222.89 -1,238.69 -1063 126.27 398.37 311.35 5,604.31 8520.14 13,205.53 7,592.60 4,253.93 3,641.87 31.3.11 Audited 4,357.55 331.67 -260.49 -315 156.89 NA 355.47 6,794.48 8746.39 13,471.81 7,845.07 3,428.49 3,606.83

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Continues
Net Working Capital Current Ratio TOL/TNW Debt equity ratio Interest Coverage ratio Net profit/Net sales (%) Dividend Paid (%) Dividend/Net profit (%) EPS 2897.94 1.46 2.11 0.44 12.97 -6.47 1 12.36 -3.13 612.06 0.82 2.35 1.13 2.39 -11.86 NA NA -9.08 -178.34 1.14 1.98 1.36 -0.14 -4.2 NA NA -1.04

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HUMAN RESOURSE MANAGEMENT

The HR consist of employees over 13,000 people of 32 nationalities. Working together with a sense of common purpose. Focus on attracting, training and retaining the best people possible. Employee retention care through structured processes including employee mentoring and grievance 3/18/12 managementprograms.

SWOT ANALYSIS
STRENGTHS
Integrated business model Provider of end to end solutions Vertically integrated (supply chain) Market leader Innovation Strong human resource base

WEAKNESS

Operational Risk- cash conversion and growth in assets overweighing profits Financial performance Funding in acquisitions (Rising debt) High inventory levels

OPPORTUNITIES

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Steady growth in demand Untapped offshore markets Policy support for renewable energy Tax exemptions

THREATS

Intense competition falling oil and gas prices dependency on global markets forex risk

CONCLUSION

It requires high investment to survive in this industry and O&M is essential in this sector. Suzlons main strength is its vertical integration. It uses its brand image as a market leader. It has more focus on covering Indian business giants for its business. 3/18/12

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