4. • Wind Technology was into the production of weather related
radar and instrumentation (aircraft, ships, spacecraft, guided
missiles, motor vehicles, weather formations, and terrain).
• In 1986, they condensed into wind profiling radar system
known as “Wind Profilers”(Pulse Doppler Radar)
• Useful in
– Wind and other atmospheric turbulence for weather
forecasting
– Detection of wind direction at NASA launch sites
– Meteorological applications
5. • 90% sales accounted from Government entities
• High growth market with only one competitor “Unisys”
• European firm named Viatra provided financial support to
Wind technology
• Later it refused to finance more due to low sales of the
company
• Wind Technology’s advantages over Best in quality and
particular about specification
• New Strategy - High Voltage Power Supplies (HVPS)
7. STRENGHTHS
1. Stringent adherence to specifications and quality
production
2. Technical expertise to provide full system integration.
3. Capacity to provide customers with basic components or
the full system.
4. Provides sophisticated technical support.
5. Ability to provide customized products to customers.
8. 6. Ability to manufacture component parts on its own.
7. Company’s staff provided sophisticated support in operation
and maintenance
8. Level of system integration is low to medium for most
industries for their HVPS.
9. Company had devoted all its resources to wind profiling unlike
the conglomerate Unisys
9. WEAKNESS
1. Unable to increase its sales.
2. Severe cash crunch.
3. Condensed product mix.
4. Lack of a marketing department
10. OPPORTUNITIES
1. Can enter markets needing their component parts apart
from HVPS.
2. Can increase their capabilities to enter the high output
segment as well as low output segment of HVPS.
3. Can offer the market superior levels of quality, reliability,
technical expertise and customer support.
11. THREATS
1. Marketing of HVPS could become a costly affair.
2. Possible buyout by a rival.
3. Product line of their competitors were more attractive.
4. Companies with a superior marketing department can have
a edge.
13. • Every industry has different requirements.
• It is tough regulate current so voltage can be manipulated in
order to adjust power
• High voltage power supply instruments that were
manufactured by Wind tech were from 3Kv- 10Kv.
• Below this rating the instruments are for household purposes
or small industries.
14. • The machines that were available in the market were highly
specific in the sense that a machine was able to manufacture
only a specific amount of power. i.e. it were of 5kv then it
would provide 5 kv and nothing else but the machines of wind
technology had a upper hand on technical side wherein the
same machine was able to regulate as per requirements
anywhere from 3kv to 10 kv.
16. • Development of market for wind radars at a very slow rate
• Condensed Product Mix – Only Wind Radars since 1986
• Low sales
• Severe cash flow problems
• Viatra was hesitant in giving more money.
• Only 9 – 12 months to implement new strategy to improve
cash flow
• Initial research had anticipated great potential
22. PROMOTION
• Three factors to be considered while selecting the elements in
the promotion mix:
1) Wind Technology’s poor cash flow
2) Lack of a well-developed marketing department
3) The need to generate incremental revenues from sales of the
HVPS at minimum cost.
23. PROPOSED PROMOTION MIX
• Wind Technology can think about a combination of the
following elements:
Trade Journal Advertising
( $1 per person approx.)
Personal Selling
(Telemarketing/ Inside Sales + Field Sales)
25. • To overcome its problem the company decided to implement
the following strategy:
– Control critical technology (major component parts) of it
wind profiling products
• This strategy was important because the company was part of
a high - technology industry in which confidentiality and
innovation were crucial for success
• Also this strategy will help company gain a differential
advantage
29. • Increase the HVP production in order to achieve economies of
scale
• The Kilo Watt range produced would be 3Kv to 10Kv which
can further be split in order to achieve low end customers
• Change the credit policy
• Dismantle the whole product and sell individual components
to the other industry.
• Discussion open for class
