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Vestas SWOT & PESTLE Analysis

ID : 52344153| May 2018


Business Sector :Energy

Operating Geography :Denmark, Europe

About Vestas :

Vestas Wind Systems, or simply Vestas, is a Danish publicly traded, global energy company, dedicated exclusively to wind energy, found in 1945 by Peder Hansen as a household appliance company, before moving to wind turbines in the year 1979. It is involved in the selling, manufacturing, installing and servicing of wind turbines and is the largest wind turbine company in the world. As of 2016, it has installed 59909 wind turbines, in 76 countries around the world, with a total installation capacity of 82 Giga Watts, generating more than 205 Million MWh of electricity per year.

Vestas Revenue :

10237 million EUR – 2016

Competitive Analysis of Vestas

The SWOT analysis for Vestas is presented below:
1. Strong Global Presence
2. Shift in Power Industry towards Sustainable Sources
3. Strong Technological Foundation
1. Small Market Share in High Potential Markets
2. High Dependence on US Market
1. Potential in Offshore Wind Market
2. Supportive Policies of Renewable Energy
1. Increasing Competition
2. Rising Bargaining Power of Customers
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Detailed SWOT Analysis of Vestas



1. Strong Global Presence: Vestas has a fairly strong global presence across 76 countries. Their global intake was 10.5 GW in 2016, an increase from 8.94 GW of 2015, showcasing a profitable growth. It is present in all the major continents, with major growth being driven from America and EMEA region. Its acquisition of UpWind Solutions Inc. and Availon Holding GmbH increased its competency in the operations service markets of wind turbines. Its global footprint allows it to pursue opportunities in the previously unexpanded markets as newer countries look forward to sustainable energy solutions.

2. Shift in Power Industry towards Sustainable Sources: The electricity demand is expected to grow by approx. 70% by 2040, as per latest reports from International Energy Agency (IEA). Wind power is in a good position to capture this energy demand. Vestas has the advantage of being the early entrant in the market, due to which it enjoys a trustworthy position. This can not only increase the profitability of Vestas in the existing markets but also gives Vestas avenues to capture news markets.

3. Strong Technological Foundation: Having being in the business for the past 35 years, Vestas enjoys a strong technological foundation in the wind energy market. Vestas has the highest investment in technology in the wind power industry. It has the largest centre in wind power industry for product development and testing located in Denmark. Vestas aim is to lower the levelized cost of energy (LCOE) in the market, by bringing in newer high-performing, efficient, technological products to provide higher returns.


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1. Increasing Competition: Vestas has been facing increasing competition from big as well as emerging players such as GE, Siemens, and Suzlon etc. While GE and Siemens are targeting the markets in US and European markets, Suzlon has actively increased its presence in India, which has a huge untapped wind energy market. Also the competition from Chinese companies is rising as the look to expand to markets outside China. As the demand of wind energy is increasing, the increased competition will result in a decreased market share for Vestas. It needs to tackle this competition beforehand to ensure its expected growth by integrating newer technologies to increase efficiency and lowering the LCOE to attract more buyers.

2. Rising Bargaining Power of Customers: As world becomes more favourable to sustainable power systems, and more competitors enter the market, the bargaining power of consumers is increasing since they have more options in front of them. This is a mark of declining profit margins for the company. Thus they need to lower their cost of productions further to maintain their existing profit margins. This is highlighted by the fact that although they received higher more orders for wind turbines, but at a lower cost as compared to earlier prices.

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SWOT & (2020). Vestas SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 04 Jun, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Vestas SWOT and PESTLE analysis has been conducted by Mrinal Ojha and reviewed by senior analysts from Barakaat Consulting - an Ezzi IT and Business Consulting venture.

Copyright of Vestas SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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