BtoB alstom

Topics: Nuclear power, Electricity generation, Nuclear fission Pages: 18 (2988 words) Published: June 8, 2015


Table of contents

I. Company presentation……………………………………..………………………p3 1.1 The nuclear market…………………………………………………………………………….………………………………p4 1.2 Competitors…………………………………………………………………………………………….…………………………p5 II. Marketing strategy………………………………………………………….…….…p6 2.1 the value chain process………………………………………………………………..…………………………………… p6 2.2 The BCG matrix……………………………………………………………………………….…………………………………p7 2.3 SWOT……………………………………………………………………………………………………………………………… p8 2.4 segmentation……………………………………………………………………………………………………………………..p9

III. The BtoB strategy………………………………………………………………….p12 3.1 Decision Making Unit……………………………….………………………………………………………………………..p12 3.2 The purchase process………………………………………………………………………………………………………p12  3.3 Quality management…………………………………………………………………………………………………………p13 3.4 Product Offerings……………………………………………………………………………………………………………..p14 3.5 Pricing Policy……………………………………………………………………………………………………………………p15 3.6 Distribution………………………………………………………………………………………………………………………p15 IV. Market and media communication…………….…………………………p15 V. Conclusion and recommendations…………………..…………………….p16 Bibliography………………………………………………………………………………p18

I. Company presentation
Alstom is a large French multinational created in 1928 and which holds interests in the power generation and transport markets. According to the company website, in the years 2011-2012 Alstom had annual sales of over €19.5 billion, and employed more than 85,000 people in 70 countries around the world. Alstom's headquarters are located in Levallois-Perret. As I said above, Alstom holds interest in the power generation and transport market. We choose then, to study Alstom power, and so the power generation. The company is active in the field of hydroelectric power generation, in conventional islands for nuclear power plants and in environmental control systems. We chose to focus on nuclear. Alstom has more than 50 years experiences as a leading developer of state-of-the-art components for nuclear turbine island. Over 40% of all nuclear plants worldwide use the technology form Alstom for their main components. And in France, 58 nuclear units in France are in operation, all of them are equipped with Alstom steam turbines. Alstom has an extensive worldwide footprint with engineering centers and manufacturing facilities specialized in nuclear equipment and service. In addition, international joint ventures and partnerships have been deployed. Alstom has the capability to fully engineer turbine islands for all type of reactors.

Then, as we can see in this schema, Nuclear (the yellow crescent) represents a quite small part of the total business form Alstom. 1.1.The Nuclear market

The nuclear is today around 10% of the world capacity of production of installed electricity and 16% of the production. Installed nuclear capacity of 380 GW, of which about two-thirds in five countries (USA, France, Japan, Russia and Germany), with an installed capacity expected to more than 590 GW by 2030, said some specialists as Philippe Joubert. The strongest growth for nuclear energy is expected in Asia while Europe, Russia and North America should begin replacement programs in addition to installing new capacity. Alstom is the world's leader supplier of conventional islands for nuclear power plants and has sold 40% of turbine-generator sets installed worldwide. In this market, there are some huge customers which represent an important part of the turnover. For example, in France, EDF represent more than 75% of the turnover of Alstom. But, even if as we can see below, the market will increase in the future and especially in Asia, violent manifestation happened in India and Asia against project of new nuclear central. In Germany, the government said that they will quit the nuclear from 2022, same thing for Switzerland. Italian said with a referendum, “no” to the development of nuclear market in their territory. In France too, there is an important debate...
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