Market potential in Sweden of small wind power stations : MBA-thesis in marketing

Abstract: AIM: As global warming is a fact and the consumption of energy is continuously increasing, alternative sourcing of energy is a must. The use of oil and coal for heating is limited due to it is nature resource which is also limited. Everyone will be forced to evaluate their own usage of energy and look into the alternatives of how to be a part of solving this global issue. For many, alternatives such as sun panels and wind power stations could be an alternative power source.   Today, there is only a limited availability in Sweden of small sized wind power stations and only small local producers or importers that sell the equipment – mostly through internet based market communications.   Method: The theoretical approach to this thesis is based on the MIO model in combination with several other models and tools such as, PESTEL, Marketing Mix, SWOT, Porter’s five forces, EVC and STP.   Result & Conclusions: There is a market for small wind power stations between 5 – 50 kW in Sweden. The biggest reason why the market segment exist and will increase is due to continuously increasing energy prices and that wind power stations of this size are permitted to be connected directly to household consumption.   Suggestions for future research: How are other energy complements like solar panels influenced? What governmental decisions affect the business of small wind power stations?   Contributions to the thesis: Success in this segment requires a different approach to product offering than what the current competition is doing.