Marketing Planning Coursework Example | Topics and Well Written Essays - 1500 words

Marketing Planning - Coursework Example Intense competition amongst big three firms in global wind market with global market share differential of only 0.7% between Siemens and its close competitor- Vestas (Zawadzki, 2015). One of the fundamental issues facing Siemens Wind Energy is the inability to set foot in the Chinese market which happens to be one of the fastest growing markets for wind energy. This is owing to stiff competition from rivals such as Ming Yang , Goldwind and United Power which continue to dominate top positions in their home country (Gosensa & Lu, 2014) . Previously, European solar power manufacturers have been virtually eliminated by cheaper Chinese competititors. In conjunction to this is the threat of overinvestment which has left many, including the Danish Vestas, on the verge of bankruptcy (Lund, 2014). Another major issue confronting Siemens is the cost of electricity generation from offshore turbines which, at 14 euro cents a kilowatt-hour, is still higher than the cost of fossil-fuel electricit y generation in Europe (The Economist, 2014). Unless binding targets of renewable energy consumption are set by EU towards its member states, Siemens may expect falling demand for offshore wind turbines in European countries. This is reflected in the fact that the Europe and Middle East market, which is currently the largest global market for wind energy, is expected to contract to 34% down from 40% by 2030 (Reuters, 2013). Next, the company is facing the brunt of vague political efforts and direction in the field of renewable energy. Planned projects have consequently been delayed as main offshore wind markets such as Germany suffer from policy restructuring, thereby reducing the targeted capacity for offshore wind energy (Schaps, 2014). Finally, a major issue lies in the faulty manufacturing process of bearings used in wind turbines from a particular supplier