Marketing Approach of Brazilian Wind Energy Sector

Gustavo Henrique Silva de Souza, Nilton César Lima, Jamerson Viegas Queiroz, Antonio Sergio Torres Penedo, Jorge Artur Peçanha de Miranda Coelho, Antonio Carlos Silva Costa

Abstract


Prospects for the wind energy market have proposed changes of focus to managerial issues. The objective of this article is to map the specific market factors from Brazilian wind energy industry, in order to develop reflections and considerations on the subject, towards to the managerial, strategic and commercial development of the sector. Through an exploratory methodology in empirical format, and by a SWOT analysis of Telescopic Observations Strategic Framework, were found results that show funding and grants determined by Brazilian government, as the big question of the wind energy industry marketing, allowing the economic viability of wind energy projects. Further, it appears that the wind energy industry is eager to investments and has great potential for new business, but there are problems within the producing companies which that have to be assessed, such as the competitiveness capability, the high equipment costs, the installation locations limitations and lack of specialized employees with specific skills and capacities.

Keywords


Wind Energy; Energetic Management; SWOT analysis; Telescopic Observations Strategic Framework

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DOI: http://dx.doi.org/10.4067/S0718-27242013000500005



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