Strategic Marketing Plan

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Strategic Marketing Plan
for
Hydro Tasmania

Energy-Wind Power
(2012 – 2014)

Table of Contents
1.0 Business Definition and Scope1
Introduction1
Mission statement1
Business Definition1
Business Overview1
Organizational Structure and Product /Services Break-down2 2.0 External Environment – Remote Environment2
Economic forces3
Sociocultural Forces3
Political or Legal Forces4
Technical Forces4
Natural Environmental Forces5
3.0 External environment – Near environment6
Customers/ Buyers6
Competitors7
Suppliers8
Potential Entrants9
Substitutes9
4.0 Critical Success Factors9
References10

1.0 Business Definition and Scope
Introduction
Hydro Tasmania is a Tasmania state-owned enterprise. As Australia’s leading renewable energy business, Hydro Tasmania generates an incredible amount of energy for the Australian market. (Hydro Tasmania website, 2012). This Strategic Marketing Plan for the Hydro Tasmania looks at the current market for renewable energy, wind power, and seeks to identify trends which will influence the market in Australia over the next 3 years. For a more precise result for Hydro Tasmania’s wind power energy in Australia market, this report will focus on strategic planning based on the analysis of their activities in the past a 5 years only. Mission statement

As a renewable energy business, Hydro Tasmania is focused on growing an integrated energy business (Hydro Tasmania website, 2012).To develop and integrate energy, and contribute to a sustainable environment, so as to build value for Hydro Tasmania’s customer and people. Business Definition

Hydro Tasmania is one of Australia’s leading clean energy businesses. Every year, Hydro Tasmania produces around 9000 gigawatt hours (GWh) of electricity from the renewable energy. They have an integrated hydropower scheme that has a total capacity of over 2600 megawatts and includes 30 power stations, 50 major dams and various other infrastructures. Hydro Tasmania sells this energy in Tasmania and to the rest of Australia. Hydro Tasmania built Huxley Hill Wind Farm in 1998; it was the second commercial wind farm in Australia; and there are more operational wind farms are built, which are world class wind assets. Business Overview

Hydro Tasmania is known for most of its history as The HEC that was founded in 1930, is the government owned enterprise that is the predominant electricity generator in the state of Tasmania. It was named Hydro Tasmania in 1999, and is still a 100% Government Business Enterprise. The company generates the majority of its revenue from renewable energy business that currently contributes 60 per cent of Australia's electricity. Hydro-Electric operates predominantly in Tasmania with its head office located in Hobart, Hydro Tasmania employs approximately 840 staff throughout its operations, and have assets worth around $4.8 billion. Looking at the company’s financial performance, its revenue was $812,772,000 in 2011. (Annual report,Hydro Tasmania website, 2012)

Organizational Structure and Product /Services Break-down Error! Not a valid link.There are three entities under group brand Hydro Tasmania, and are divided into five divisions. For the purpose of this strategic plan the focus is on the third division, wind farm that is under entity Hydro Tasmania.

Product/Service CategoryKey brands and products
Wind Farm DevelopingMusselroe Wind Farm

2.0External Environment – Remote Environment

Factors in the external environment (i.e. Economic; Socio-culture; Political ad legal; Technological, Nature forces) can act as opportunities or threat influencing a firm’s process and outcomes to a significant degree (Turner 2007).

Economic Forces:
Wind energy is the most cost efficient renewable energy (Breusch 2008). To build wind farm provides more employment opportunities especially during the construction period. The annual land leasing...
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