Abstract
2009 is shaping up to be the global wind turbine industry' s most challenging
year. Never has there been more at stake as more players than ever vie for
orders in a market that has quickly turned from a seller' s to a buyer' s
market. While global wind installations in 2009 will struggle to match 2008' s
record, a strong rebound is anticipated after 2010 with wind plant investment
expected to reach $50 billion annually by 2015. Strategic decisions made now -
from sales tactics to new product rollouts - will have far - reaching
implications as recovery pushes the market to almost 40 GW added in 2011 and
60 GW by 2020. Intense market share competition will ensue in the near - term
as oversupply and increasing global competition shift market power to the
buyers.
EER' s new market study, Global Wind Turbine Markets and Strategies, 2009 -
2020, provides the most comprehensive analysis available of global wind
turbine markets, including the strategies of leading turbine manufacturers,
the competitive positioning of these players in the global market, and the
challenges they face going forward.
How are wind turbine OEM' s handling the shift from a buyer' s to a seller' s
market? How has the market changed, how will it change, and what are the
strategies to navigate these unchartered waters. Who will challenge the top
six and who will be well - positioned for recovery?
Key trends highlighted in EER' s study include:
- Suppliers positioning long term, post - crisis: Global vendors continue to
invest in new capacity in key growth centers such as the US and China, despite
near term drops in
- utilization, signaling confidence in steady order intake from 2010 onward.
- Ensuing dogfight for market share to shape supplier strategies. Putting
component shortages in the past, an increase in new entrants and a
consolidating developer market
- points to a tight market for landing strategic frame agreements, and
steady order flow.
- Competition shifts to 2.5 - 4 MW segment: Multi - megawatt competition
to further intensify as Vestas, Siemens, Enercon, GE, Repower battle it out in
developed European,
- North American, and offshore markets with increasingly proven, larger
turbines.
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