War Gaming: Wind Turbine Manufacturer Needs Direction to Plan Market Entry
Posted September 17, 2017, Market Alert Ltd.Case study
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.
- 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).
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