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War Gaming: Wind Turbine Manufacturer Needs Direction to Plan Market Entry

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Challenge

A  European wind turbine company needed to develop a successful strategy to expand into North America.

This meant a thorough understanding of how market influencers would react to their entry.

A war gaming exercise would help fast track their business plans and provide measures to take against these market forces.

Solution

  • Created teams, each representing a key market group  (competitor, customer, government and renewable energy association).
     
  • Simulated various market influencers: a) customer purchase behaviors, b) competitor pricing strategies, c) support by various renewable energy associations and d) impact of government legislation.
     
  • Tested 3 entry strategies (focus on commercial market, target both residential and commercial markets or hire a distributor to sell their product).

 

Result

Through role playing, the team members gained an intuitive understanding of the market influencers and how each of the entry strategies could play out .

This laid the foundation for a winning strategy

Company profile

Market Alert Ltd.

Market Alert Ltd.

Toronto, Ontario, Canada
Telephone: 1 705 653 0660
Email: info@marketalert.ca
Website: www.marketalert.ca
About Market Alert Ltd.: Meticulous planned Competitive Intelligence, Customer Journey Mapping, Mystery Shopping, New Market Assessments, New Product Research. 31 years
www.marketalert.ca

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