Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Marketing strategy for retailing small-scale wind energy turbines in Indian markets
The study analyzes the small-scale wind energy markets in Mumbai, focusing on questions: How feasible is the wind energy for SME businesses in Mumbai, and what are the main challenges and opportunities of small-scale wind energy in Mumbai? The study is a qualitative case study, in which, the data has been collected through observing the markets by visiting wind energy sites and companies, interviewing and meeting potential customers and other stakeholders in the market. Theoretical framework consists of development of a marketing strategy, segmentation of the markets and a marketing mix. The market is new and almost untouched, most of the companies interviewed have not been offered wind energy. The demand for energy is high and growing with speed. The current energy shortage during the year 2008 was 9.3 % and the peak shortage 12,6 %. The growth of the economy in the area is one of the highest in the world and it is burdening the nature with CO2 emission because India is still mainly depending on fossil fuels. The compelling need for back-up energy systems in companies is solved mainly with diesel generators, and adding to the electricity bill, they make the energy prices for commercial consumers high. Small-scale wind energy would definitely bring ease to the peak times in the main grid and due to the low level of regulations, in the country, it is also quite easy to access. The marketing strategy choices are direct sales of wind turbines and power purchase agreements (PPA). The recommendation is to enter the market through a joint venture with an Indian company and to pursue the power purchase agreements which show a huge potential. The power purchase agreements open up new possibilities to offer environmentally friendly and CO2 emission free energy for those, who could not financially afford the change themselves.
Marketing strategy for retailing small-scale wind energy turbines in Indian markets
The study analyzes the small-scale wind energy markets in Mumbai, focusing on questions: How feasible is the wind energy for SME businesses in Mumbai, and what are the main challenges and opportunities of small-scale wind energy in Mumbai? The study is a qualitative case study, in which, the data has been collected through observing the markets by visiting wind energy sites and companies, interviewing and meeting potential customers and other stakeholders in the market. Theoretical framework consists of development of a marketing strategy, segmentation of the markets and a marketing mix. The market is new and almost untouched, most of the companies interviewed have not been offered wind energy. The demand for energy is high and growing with speed. The current energy shortage during the year 2008 was 9.3 % and the peak shortage 12,6 %. The growth of the economy in the area is one of the highest in the world and it is burdening the nature with CO2 emission because India is still mainly depending on fossil fuels. The compelling need for back-up energy systems in companies is solved mainly with diesel generators, and adding to the electricity bill, they make the energy prices for commercial consumers high. Small-scale wind energy would definitely bring ease to the peak times in the main grid and due to the low level of regulations, in the country, it is also quite easy to access. The marketing strategy choices are direct sales of wind turbines and power purchase agreements (PPA). The recommendation is to enter the market through a joint venture with an Indian company and to pursue the power purchase agreements which show a huge potential. The power purchase agreements open up new possibilities to offer environmentally friendly and CO2 emission free energy for those, who could not financially afford the change themselves.
Marketing strategy for retailing small-scale wind energy turbines in Indian markets
Harjula, Nina (Autor:in) / Lahden ammattikorkeakoulu
01.01.2009
10024/283
Hochschulschrift
Elektronische Ressource
Englisch
markkina-alueet , India , International Business Management , tuulivoimalat , renewable energy , small-scale wind turbine , Intia , Degree Programme in International Business Management (ylempi AMK) , Administration and Marketing| , uusiutuvat energialähteet , hallinto ja markkinointi|sv=Företagsekonomi , Wind energy , urban sites , Mumbai , förvaltning och marknadsföring|en=Business Management , tuulienergia , fi=Liiketalous , marketing strategy
DDC:
690
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