The following report deals with generating electricity via wind energy converters, one of the latest renewable resources, which have been becoming increasingly import during the past years.
One of the worldwide leading, diversified and international company within the business is the “Pfleiderer AG”. The company employs 5800 people (in 2007) and distinguished their business in two units: derived timber products and infrastructure systems. The first one produces decorative plates, high pressure laminates and post forming elements for interior settings. This unit obtains about 52% of the volume abroad. The wind energy business is included in infrastructure systems, in addition to poles and towers and track systems. “Pfleiderer Wind Energy GmbH”, 100% subsidiary, develops and sells complete wind energy converters. In summer of 2000, the company acquired the Austrian “Windtec” to gain necessary expertise.
The long‐term goal is to hold a proper position in the growing offshore‐market in the coming years.
Table of Contents
1 Introduction
2 Chapter One
2.1 What are the driving forces behind the wind energy business?
2.2 Is the WEC business attractive?
2.3 What are the major changes and tendencies within the business and what are the reasons for these changes?
3 Chapter Two
3.1 How could Pfleiderer compete within the wind energy business?
3.2 What are the distinct resources, and which weaknesses does the company have to overcome?
3.3 From the resource perspective, which criteria are most important to Pfleiderer when selecting a new market?
4 Chapter Three
4.1 Which foreign market offers the best conditions for entry?
4.2 What decision model should we use when selecting a market?
5 Conclusion
Objectives and Topics
This case study analyzes the international wind energy industry with a specific focus on the strategic positioning of Pfleiderer AG. It examines the driving forces of the market, evaluates the company's internal competencies, and identifies attractive foreign markets for potential expansion while assessing strategic entry models.
- Global driving forces and trends in the wind energy sector
- Evaluation of wind energy market attractiveness and growth
- Strategic analysis of Pfleiderer AG's internal strengths and weaknesses
- Identification of promising international markets for business expansion
- Application of Michael Porter’s Five-Forces model for market selection
Excerpt from the Book
2.3 What are the major changes and tendencies within the business and what are the reasons for these changes?
To keep the wind energy exploitation on a high and efficient level and the further construction of onshore wind parks and the “re-powering”, the step by step development and construction of offshore wind parks is essential and have been increasingly important for the in recent years.
The drive behind this trend are varied. On one hand there are more offshore than onshore sites available, onshore wind farms spoil the landscape, and the people who are living near them are faced with unbearable noise.
On the other hand offshore project are more expensive (construction, installation, maintenance) than their onshore counterparts, but these locations may offset their higher costs with higher annual load factors – thereby reducing cost of energy produced.
For the first time offshore-projects are feasible due to the availability of large-scale turbines and as a result the first offshore-wind farm in Germany (Island Borkum) was installed in 2007.
Another possibility in keeping the wind energy exploitation on a high and efficient level is “re-powering”. This means the replacement of older wind farms by more powerful and reliable parts (rotor, transmission, generator, etc.), which meet the latest technology standard.
This method secures to increase the generating of electricity by wind power in the future despite decreasing amounts of wind parks.
Chapter Summary
1 Introduction: Provides an overview of Pfleiderer AG’s business units and the growing importance of renewable energy, specifically wind power.
2 Chapter One: Examines external drivers like the Kyoto Protocol, the attractiveness of the wind energy business, and current industry trends like offshore development and re-powering.
3 Chapter Two: Analyzes Pfleiderer AG's competitive position, focusing on internal resources, partnerships like the Windtec acquisition, and market weaknesses.
4 Chapter Three: Evaluates global market conditions for entry and utilizes Porter’s Five-Forces model to determine market suitability for expansion.
5 Conclusion: Summarizes the potential for Pfleiderer AG to grow within the wind energy sector by focusing on core competencies and strategic supplier partnerships.
Keywords
Wind energy, Pfleiderer AG, renewable resources, Kyoto Protocol, offshore wind, re-powering, market entry, competitive strategy, Porter's Five Forces, sustainability, Windtec, global market, infrastructure systems, energy generation, green technology.
Frequently Asked Questions
What is the primary focus of this case study?
The study investigates the international wind energy industry, assessing the market environment and the strategic capabilities of Pfleiderer AG to compete globally.
What are the central themes covered in the analysis?
The key themes include market drivers, technical trends like offshore expansion and re-powering, internal corporate resource management, and strategic market selection models.
What is the core objective of the research?
The goal is to determine how Pfleiderer AG can maintain a competitive edge and identify optimal foreign markets for long-term growth.
Which scientific framework is used to assess market attractiveness?
The author applies Michael Porter’s "Five-Forces Model" to analyze industry competition and market profitability.
What topics are discussed in the main body of the work?
The body covers global growth trends, the shift towards offshore wind energy, Pfleiderer’s corporate structure and partnerships, and regional market analysis for Asia, Europe, and North America.
Which keywords define this document?
Key terms include wind energy, Pfleiderer AG, renewable resources, market strategy, offshore projects, and competitive analysis.
Why is the "re-powering" of wind farms mentioned?
Re-powering is identified as a critical method to increase electricity output by replacing aging infrastructure with modern, more efficient technology.
What is the significance of the "Windtec" acquisition?
The acquisition of the Austrian firm Windtec in 2000 was a strategic step for Pfleiderer AG to gain essential technical expertise in the wind energy sector.
- Arbeit zitieren
- Dipl.-Betriebswirt (FH) Felix Merz (Autor:in), 2008, The International Wind Energy Business in Case of the Pfleiderer AG, München, GRIN Verlag, https://www.grin.com/document/179492
