Professional Documents
Culture Documents
Sep 2011
By Anand Jha
Executive Summary
Macro Environment
Sluggish US Economy & Europe Debt crisis Policy Uncertainties (Europe, US) China Policy Adjustments Declining Shale Gas Prices/ New Discoveries Modest Growth Disincentives for New Entrants
Industrial Environment
Transition to Buyers Market High Entry Barriers Capital erosion of Pureplays Long terms Value Chain Partnerships Higher Commodity Prices
Consolidation
Internal Environment
Supply Overcapacity Declining Margins Industrialized, Lean operations
Macro Environment
EU Debt Crisis
Portugal, Italy, Ireland, Greece & Spain (PIIGS) reviewing Renewable Support Programs, Together 33GW of Installations (2010) Italy proposed increase in corporate tax for Renewable Spain revising 2020 targets, FIT expected to go down further Portugal increases VAT across all electricity production Sovereign Debt Crisis makes lenders more cautious
Source: NEF
Macro Environment
US Sluggish Economy & Policy Uncertainty
PTC set to expire in 2012, no visibility on ITC and Federal grant Natural Gas Prices continually falling No Federal Energy Bill in sight , EPA fails to put Green House Gas Regulations Low Electricity Demand
Drivers of utilities wind procurement strategies, US
Source: Make
Source: Make
Maturing Europe, Declining Americas & Stabilizing Asia Pacific Market Growth
Industrial Environment
Price & Margin Pressures
Source: Make Product Development Integrated Development Standardization Modularization Design to Manufacture & Assembly Requirement Based Development Factories Flow & Layout Lead time Reduction Pull Flow Minimal Rework Inventory Management Equipment Supply Chain & Logistics Procurement Planning & Scheduling Supplier Management Stocks Management Lean logistics and coordination on a regional and global level
Efficiency of test benches Equipment reliability & maintenance Tools Spares Management Breakdown Management
Supply Overcapacity
BI Intelligence
Source: BI Intelligence
Industrial Environment
Seller To Buyer Market
Consistently increasing wind farm size - key factor for industrialization OEM in major deals with Utilities Siemens & Dong (1800 MW), Repower & EEG (1900 MW) Larger orders and framework agreement with selected suppliers Number of suppliers to Utilities decreased Drives Economies of Scale & Industrialization
Build-to-print principle Own design & proprietary technology Reliance on in-house R&D Capabilities
OEM R&D
Build-to-specification principle Off-the-shelf or customized sourcing Partnership with selected suppliers Reliance on supplier quality
Technology Acquisitions
Supplier Rationalization
Industrial Environment
OEM Competitive Landscape
Industrial Environment
Suppliers
Mergers among Pureplay Takeovers by Others unlikely Technology access has been major driver for Gearbox Supplier Consolidation Asian Players may target Western players for MW technology access Horizontal integration by Industrial players to broaden their market
OEM may acquire Generator & Converter players for PMG technology Overcapacity in Blade market may drive consolidation
Source: Make
Source: NEF
Joint Ventures
China Joint Venture since 2006
Source: NEF
Conclusion
Market Catalysts Falling Turbine Prices, Lower Margins & Massive Oversupply Policy Uncertainty in major markets Tightening of Finances in EU, US and China Shale Gas, Clean Coal Technologies & High Commodity Prices US & Europe Stagnate, China plateaus at 10-15GW Winning Strategies Cost Reduction & Scale Economies Technology Strength Local Manufacturing Presence Effective Partnerships throughout Supply Chain Enablers Industrialization JV, Alliances and Acquisitions Asset buying, Licensing Supplier Base Rationalization Winning Strategies through Consolidation
Backup Slides
Basic Component Supplier Main Component Supplier Wind Turbine Manufacturer Wind Farm Owner Utilities
Horizontal Integration Backward integration Forward integration JV, Alliances Very Likely Likely Unlikely
Economies of Scale Economies of Scale Growth Growth Market Access Market Access Technology Access Synergy Diversification Globalization Supply Chain Strength
Backup Slides
Gamesa
Nordex
Wind Industry
It is difficult to evaluate the true cost of the Turbine its cost of energy a priori. This can only be determined after several years of services, hence project finance to bankable players. Many of the components of Wind Turbine Blades, Gear Box, Generators, Controls are specific to this industry. Players with large, sustainable volumes command better pricing It benefits from Learning Curve understanding diverse regions, weather conditions, segments etc. (Offshore, Low Wind sites, Cold and Dry conditions etc)
Source: Woodlawn Associates, 2011
Internal
External
Drivers Supply Chain Gaps Economies of Scale Bankable Players Market Access Technology Access
Maximize Strength
Consolidation provides external means to overcome weakness or maximize strength It is sometimes easier, less time taking and perhaps economical than internal means New Product Development, Innovation, New Market development etc.
A.
Specialization
Luxury Cars, Pharmaceuticals
Volume: Have only few differentiators, but the benefits from those are very high due to scale economies, gestation time of the technology. Profitability is correlated with Market share/ Company size Stalemate: Only few differentiators and gain from them is small. In the Steel or Paper Industry, one can lower manufacturing cost, improve safety, logistics etc. but cant expect huge returns from them. Profitability not related to market share Fragmented: A restaurant or Garment co. can differentiate in multiple ways, but the gains are not huge. There is space for both large & small companies. Specialized: Luxury car maker can differentiate in several ways, reaping huge benefits. Niche players can be as profitable as big players.
Sources of Advantage
B.
Stalemate
Volume grade paper, Steel, Wholesale banking, Basic Chemicals
Volume
Gas Turbine, Construction Equipment Motorcycle, Standard Microprocessors
C.
Size of Advantage
D.
Wind Industry (Future) Few sources of advantage: Life Cycle Cost, Efficiency etc. Only incremental improvements in these sources possible Differentiators come with Scale, Learning Curve, Strong past records etc Benefits are huge for each differentiator Very Similar to Jet Engines: Fuel Efficiency and Emissions
Indicators of Consolidation
Market share by Top5 Players (OEM)
Concentrated Markets
Indicator : >75% market share by top 5 players
Consolidation
As Wind Industry replicates Aircrafts, Gas Turbines and Jet Engines, Total Market Share of Top5 Players expected to increase (50% -> 80%) This will have cascading effect across Value Chain Wind Farms, OEM, Suppliers
Across Value Chain Top5 Players will capture >75% Market Share
Aerospace Consolidation
Martin-Marietta Lockheed Northrop Grumman merged with Corporation merged with Aerospace combines Martin- Lockheed business of GE Marietta Martin-Marietta Lockheed merged with Corporation Space Division of acquires Loral General Dynamics
Boeing merges Boeing & McConnel with Douglas Rockwell merge International