Abstract
Scope: Vestas is producing wind turbines, so we can say it is operating in the global wind turbine industry. This is the industry which is analyzed in part 2 of the project.
There are four big players in this industry, Vestas being the market leader. For the competitor analysis we decided it is not the best choice to analyze GE (second in market share) because they also have other activities than wind turbines. Enercon was next in line, and would have been the best choice, however due to lack of data we had to analyze the fourth competitor: Gamesa. As the task is only to recommend a benchmarking process, no actual comparison to a given competitor is done.
Models and theories:
Question 1: A brief analysis of the industry – Porter's 5 forces model is used with the 6th force added.
Question 2: Jobber's CA framework was chosen because it is well-structured and can provide a detailed analysis. For reflecting on Gamesa's business plan Hutt and Speh's 3-bridges business model is considered suitable.
