Case Study

Case study: China wind market and competitor study

A Chinese wind turbine manufacturer seeks solutions


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The challenge

As a Tier II wind turbine manufacturer in China market, the client hired Wood Mackenzie for the consulting requests mainly aiming to help build a medium-to-long term strategy for their wind turbine business.

In order to help facing the high cost-reduction pressure through the whole value chain, our service covers the overall market study, key competitor company strategy study,  product portfolio analysis, cost model analysis, etc.

The solution

To start with the study, Wood Mackenzie worked closely with the client on the detailed requirement digging so as to be clear about how we could help client solve their questions on the strategy built process.

Wood Mackenzie set up bi-week meetings together with the client and involved different divisions of the client company to get feedbacks from various perspectives such as supply chain and sourcing,,  marketing and strategy, technology and R&D, etc.

Wood Mackenzie provided both reports and databases for all the work packages to help client be clear about the project structure and analysing logic. The data detailly covered the product portfolio, product cost model, track record and lifecycle strategies, which was valuable to help the client build up their product and business plans on how to deal with the high pressure from both the market and competitors.

Wood Mackenzie provided the strategies solution to the client not only from general market perspectives, but also covering detailed aspects just like technical trend catching, internal team rebuilding, cost-reduction improving, etc.

The results

In general, the consulting products were used to build up new strategies of client wind business. Wood Mackenzie provided status and final presentations to the board member team and also helped them finalizing the strategy plan for the next 5-10 years.

The client also asked for the next phase cooperation through the detailed technical solution evaluation for their key products and key competitive products technical strength benchmarking.