Strategic Marketing Plan

Strategic Marketing Plan for Hydro Tasmania

Energy-Wind Power (2012 – 2014)

Table of Contents
1.0 Business Definition and Scope 1
Introduction 1
Mission statement 1
Business Definition 1
Business Overview 1
Organizational Structure and Product /Services Break-down 2
2.0 External Environment – Remote Environment 2
Economic forces 3
Sociocultural Forces 3
Political or Legal Forces 4
Technical Forces 4
Natural Environmental Forces 5
3.0 External environment – Near environment 6
Customers/ Buyers 6
Competitors 7
Suppliers 8
Potential Entrants 9
Substitutes 9
4.0 Critical Success Factors 9
References 10 1.0 Business Definition and Scope
Introduction
Hydro Tasmania is a Tasmania state-owned enterprise. As Australia’s leading renewable energy business, Hydro Tasmania generates an incredible amount of energy for the Australian market. (Hydro Tasmania website, 2012). This Strategic Marketing Plan for the Hydro Tasmania looks at the current market for renewable energy, wind power, and seeks to identify trends which will influence the market in Australia over the next 3 years. For a more precise result for Hydro Tasmania’s wind power energy in Australia market, this report will focus on strategic planning based on the analysis of their activities in the past a 5 years only.
Mission statement
As a renewable energy business, Hydro Tasmania is focused on growing an integrated energy business (Hydro Tasmania website, 2012).To develop and integrate energy, and contribute to a sustainable environment, so as to build value for Hydro Tasmania’s customer and people.
Business Definition
Hydro Tasmania is one of Australia’s leading clean energy businesses. Every year, Hydro Tasmania produces around 9000 gigawatt hours (GWh) of electricity from the renewable energy. They have an integrated hydropower scheme that has a total capacity of over 2600 megawatts and includes 30 power stations, 50 major dams and

References: Economic Forces: Wind energy is the most cost efficient renewable energy (Breusch 2008) Wind energy is the most cost-efficient renewable energy 4-4 Extremely high starting and operating cost (EWEA 2009) 3-5　 Socioculture Forces: The majority of Australians think of a wind farm in positive terms (Bond 2008) gives opportunity to develop wind power Australia’s vast coast lines aids to the production of wind-generated power (Wind Energy & Solar Power Australia 2009) 5-5 The possibility of removal of native vegetation areas because of the huge area needed by wind farms (ACCIONA Australia , 2012) 2-4　 　 　 Bird-killings from the tall structures of wind turbines (Cosier 2007) 2-4 3.0 External environment – Near Environment