Suzlon: Powering a Greener Tomorrow*



Case Code : CLINDM016
Publication date : 2006
Subject : Industrial Marketing
Industry : Energy
Teaching Note : Not Available
Length : 05 Pages
Price : Rs. 100

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Key words:

Suzlon Energy Limited, Madras Cements, Bajaj Group, Tata Group, Det Norske Veritas, Wind energy, Conventional energy resources, Nuclear power generation, Supply, Demand-based strategies, Backward integration, Wind energy trade fairs, International Trade Fair, Gearbox and turbine technologies, Quality systems, Indian Renewable Energy Development Agency, State Electricity Boards, Vankusawade Wind Park, Pollution, Power.


* This caselet is intended for use only in class discussions.
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The caselet provides an overview of the rise in demand for environmental friendly sources of power, stemming from the growing concerns over the depletion of conventional energy resources and increasing pollution levels. The caselet highlights the successful tapping of demand for wind power in the Indian as well as global markets by Suzlon Energy Limited with the help of its long-term vision and demand-based strategies.. It also discusses the various initiatives taken by the company as a part of its global expansion strategy.


   The growing demand for environmental friendly sources of power
   Importance of long-term vision for growth
   Implementing demand-based strategies
   Backward integration as a growth strategy
   Maintaining manufacturing quality and production capacity in the wind power market


Suzlon Energy Limited (Suzlon), established in 1995 and headquartered in Pune, India, offered total wind power solutions, which included consultancy, design, manufacturing, operation and maintenance of wind power products and projects. As of 2006, Suzlon was Asia's largest integrated wind power company, and amongst the top ten wind power generation companies globally.

The early 2000s was marked by increasing concerns about depletion of conventional energy resources like coal and oil, and greater pollution levels caused by the combustion of these fossil fuels. These concerns led nations to think of environmental friendly sources of power. Countries that had earlier focused on nuclear power generation also turned their attention towards wind power...

Questions for Discussion:

1. Describe the factors that have accelerated the demand for wind energy worldwide.

2. Discuss the demand-based strategies adopted by Suzlon to become a successful global player. Do you think these strategic planning efforts would help the company in successfully increasing its global market share?