For many years, Denmark has been at the forefront of wind technology, with manufacturers maintaining an edge on competitors through their long history in the industry. However, Danish wind power knows it has to constantly evolve and improve to keep its place at the top of the table.
Denmark is home to many small and mid-sized engineering and production companies whose business is to produce components, deliver and market services to the wind power industry.
The wind power industry, however, has changed profoundly following the global financial crisis, and new steep demands from the large turbine manufacturers and utilities have appeared. Prices need to be kept down, and we as suppliers have to deliver larger quantities more quickly, and we have to manage more of the combined processes.
In this new reality, it is of no use to put on blindfolds and keep repeating that things have become harder than they used to be. This is a self-fulfilling prophecy, and I think that those people expecting the good old days to return are waiting in vain. Instead, we have to continually and systematically change the way we do business to be able to deliver those products that customers want.
Therefore, it is often necessary to come up with a concrete growth strategy which is either focused on company take overs or other types of growth. For instance, a supplier may enter into cooperation with other suppliers so that we may bundle our products and services to offer product packages of much greater value to the larger wind turbine manufacturers and utilities. The days when a company could supply a single, small component to Siemens or Vestas are most likely over.
