Strategic Marketing Plan

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  • Topic: Transformer, Electric power transmission, Pricing
  • Pages : 11 (1470 words )
  • Download(s) : 95
  • Published : February 28, 2011
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Strategic Marketing Plan for Power Transformer

Prepared by
Nuray Tatlı

1

AREVA T&D’s Mission
To provide reliable, efficient and environmentally friendly transmission and distribution solutions to improve network stability and make electricity available everywhere.

2

Situational Analysis
AREVA T&D's technologies and expertise ensure higher safety, reliability and capacity of power grids around the world. AREVA T&D provides global solutions to industrial partners in their need for flawless energy and to utilities in their mission to supply energy to people around the world. AREVA T&D is one of the world leaders for transformers, autotransformers and reactors. AREVA T&D is well positioned to meet the energy challenges of today & tomorrow with over 125 years of experience.

3

Situational Analysis
Business Strategy: - Customer-oriented, skilled & committed staff - Innovative & efficient products, technologies and services - A global footprint supported by local terms - Strict compliance with AREVA’s values

4

Situational Analysis
Areas of Expertise: - Turnkey substations, bringing together the right mix of products - Substation equipment such as high & medium volltage transforners, circuit breakers, disconnectors & instrument transformers - Network management, protection & control - Network consulting, asset management & spare part solutions

5

Global Position of AREVA

Others 26% Main Chinese 5% Crompton Greaves 2% Mitsubishi 2% JAEPS 1% Toshiba 2% GE 3% Schneider 3%

ABB 24%

Siemens 18%

AREVA 12%

Source: AREVA. Market share calculation based on 2007 orders 6

Situational Analysis
Local Market Share in Turkey vs Competitors
35% 30% 25% 20% 15% 10% 5% 0% TRANSMISSION DISTRIBUTION
7

AREVA T&D ABB BEST Other

Situational Analysis
Production Capacity in Turkey vs Competitors
Areva Gebze,
800 MVA, 800 kV production capacity

ABB Kartal
250 MVA, 400 kV production capacity

BEST Balıkesir
250 MVA 400 kV production capacity

8

Situational Analysis
Growth Ratio of AREVA T&D vs Competitors
Annual growth rate 2006-2008

30%

20%

19% 16% 13% 18%

10%

0%

Market

ABB T&D

Siemens T&D

AREVA T&D

9

Situational Analysis
Transformer.
Power Transformer is a device that transfers electrical energy from one circuit to another. Competitive advantage of AREVA T&D: - Customized transformer production - High production capacity Competitive disadvantage of AREVA T&D: - High production capacity bringing high level of fixed costs

Our product is Power

10

Turkey - AREVA T&D SWOT
Strengths Strengths Opportunities Opportunities

• Areva T&D has the biggest market share in Turkey • Areva T&D has the biggest market share in Turkey • Local Manufacturing Capability • Local Manufacturing Capability • Long Term Partnership with TEIAS • Long Term Partnership with TEIAS • Systems Capability and References • Systems Capability and References • Customized transformer production • Customized transformer production • Having a wider range of products & production capacity • Having a wider range of products & production capacity according to competitors according to competitors Weaknesses Weaknesses Threats Threats

• Increasing consumption of electrical ennergy • Increasing consumption of electrical ennergy • Plans to upgrade system and increase transmission capacity • Plans to upgrade system and increase transmission capacity (appx 300 M€ investments per year) (appx 300 M€ investments per year)

• Plans for GIS Substations and Underground cables in major • Plans for GIS Substations and Underground cables in major cities cities

• Delay in investments due to the International Funds • Delay in investments due to the International Funds • Relatively High Price Level of Some Product Lines • Relatively High Price Level of Some Product Lines • Workshop services (( after-sales service )) • Workshop services after-sales service Investments ie WB...
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