The Research Of Suzlon Wind Power Products Marketing Strategy

Suzlon Energy (Tianjin) Ltd. is a multinational corporation. Suzlon engages in wind energy technology development and design. Suzlon specializes in providing total solutions in Wind Power Generation with cohesive integration of consultancy, design, manufacturing, installation, operation and maintenance services. Suzlon now is Top 5 turbine manufacturing enterprise in the world. At present, Suzlon's subsidiaries, R & D institutes, production plants and sales agencies are respectively at Germany, Denmark, India and the United States. Suzlon's vision: To rank among the top 3 companies in India in terms of market capitalization; to be among top 3 Wind companies in the world in terms of market share ;to be recognized as the best team in the wind energy industry; to be recognized as the best team in the wind energy industry ;to be among the top 3 across industry segments and to become the most respected brand in the industry and the company of choice for all stakeholders.In the past two years, both the construction of wind farms and wind turbines made in China developed very rapid. in such an environment, Suzlon's development plan in China is particularly important. The subject of this paper is the design of Suzlon's marketing strategy. After instructions of Suzlon, wind turbine and wind power industry chain and analysis both of wind power development patterns and trends in the world and China's wind power development policy environment, especially the Wind power concession bidding which has an important effect on wind power industry development in China. Based on that, the study of Suzlon's operating status, an analysis of Suzlon's market competition environment, and SWOT analysis of the Suzlon's current market environment and the advantages and disadvantages, we got the further competitiveness analysis of Suzlon, suggestions are giving full play to the core competitiveness and to avoid constraints to achieve greater development in the market.Finally, this article discussed the concept of marketing and its development process, from the 4Ps to 10Ps. Based on the analysis of marketing characteristics and the basic theory of marketing, we studied the relationship marketing of related issues. Aimed at market segmentation and target market selection, we made the Suzlon's marketing strategy in China. Firstly,the product strategy, the most important factor in the marketing mix. Suzlon's product strategy should be consolidate the high skill level turbines, and continue to develop suitable turbines for the geographic environment in China. Secondly, pricing strategy, price is the most flexible in the marketing mix factors. Suzlon should strive to achieve high quality and reduce manufacturing costs, to obtain the flexibility to develop pricing strategy, while maintaining the competitiveness of products. Price should be different for different products, and different users. Thirdly, channel strategy and marketing promotion. Sales channel strategy is an important marketing strategy to ensure the most products delivered to customers effectively, According to the characteristics of turbine market,Suzlon should use direct distribution sales channels, turbines can be delivered promptly to the large-scale wind farm. Sales team should has general sales and specialized sales Inspire sales by deducting a percentage from cash collection. Take CCPR(Convinced , Care ,Personalized,Real-time)plan,to achieve the sound management of customers, and maintain better customer relationship.