Go-to-market strategy in offshore wind for large European logistic company
The backstory
For a major logistics provider with ambitions to increase their presence in offshore wind, Green Ducklings supported with a comprehensive strategy study, involving value chain and customer mapping, and go to market strategy.
Our client wanted to grow their presence in offshore wind (both in terms of additional scope and to grow outside their home market) with a key focus on balance-of-plant project logistics. The client needed identification, analyses and assessments of immediate growth opportunities, as well as a strategic approach to target the business opportunities.
The ask
The client requested a mapping of the offshore wind value chain (incl. a mapping of the competitive landscape) and potential customers (incl. identifying and describing relevant customers, contracting structures and market opportunities), and an assessment of their capabilities and value proposition, as well as a roadmap and recommendations for entering the offshore wind market.
The outcome
The study involved three phases:
Project kick-off and alignment of target market segments for further analysis (top-down hypothesis driven).
Mapping the value chain and customer base, followed by an evaluation and prioritization of market segments based on attractiveness of both market and customers.
Go to market strategy, including “where to play” and “how to win” strategic choices and initiatives, and a new value proposition, informed by customer interviews and capability assessment (in addition to Phase 2 outcomes).