VESTAS Best in France // Casestudy 2009 Andreas Becker & Jens Riis Andersen

Agenda I.Introduction to Vestas II.Global Wind Energy Market (+ French Market) III.Vestas in France & Process of Adaptation IV.Vestas’ Advice V.Key Takeaways HEC School of Management, Paris

Agenda I.Introduction to Vestas II.Global Wind Energy Market (+ French Market) III.Vestas in France & Process of Adaptation IV.Vestas’ Advice V.Key Takeaways HEC School of Management, Paris

Introduction to Vestas HEC School of Management, Paris  World’s largest maker of turbines  23% market share  38,000 wind turbines in 62 countries on five continents  One wind turbine every three hours  Generation of more than 60 million MWh of energy per year

Introduction to Vestas HEC School of Management, Paris  Total employees of 21,259  Revenues of EUR 6.0bn  Return on invested capital of 34.1 per cent  Market capitalization of EUR 11.3bn  60 per cent international investors

Internationalization of Vestas HEC School of Management, Paris  1979: First wind turbine in Denmark and start of booming wind energy.  : Restructuring and large sell-off of business units followed by an expansion across Europe, USA and parts of Asia (India).  2000 : Development of new markets including France and China.  2002:Opening of a first branch in Montpellier (2002) and 8 maintenance centers across France.  2009: Office opens in La Defense, Paris in order to service growing French market.

Agenda I.Introduction to Vestas II.Global Wind Energy Market (+ French Market) III.Vestas in France & Process of Adaptation IV.Vestas’ Advice V.Key Takeaways HEC School of Management, Paris

Global Wind Energy Market HEC School of Management, Paris

Global Wind Energy Market HEC School of Management, Paris

Global Wind Energy Market HEC School of Management, Paris

French Wind Market HEC School of Management, Paris  Biggest players:  Nordex, Vestas, Enercon & Repower  C4 concentration is 80%  Nordex is the biggest player and has been in France the longest  First areas to be used was around Marseille. Political focus on developing in around Paris and the Loire river CAGR: 20%

Agenda I.Introduction to Vestas II.Global Wind Energy Market (+ French Market) III.Vestas in France & Process of Adaptation IV.Vestas’ Advice V.Key Takeaways HEC School of Management, Paris

Vestas in France HEC School of Management, Paris  175 employees  Based in Paris & Montpellier (incl. 8 regional centers)  408 turbines with an installed capacity of 735 MW  25% market share  Production of foundation & towers outsourced. Blades and turbines imported from Italy, Spain, Germany and Denmark

Worries Coming to France HEC School of Management, Paris  Governments inability to commitment  Ability to expand at the pace required  Ability to unite different values (DK Vs. FR)

HEC School of Management, Paris Informal, English Formal, French Line, equality Hierachy, elite Individualistic, pragmatic Authoritative, theoretical Cross Cultural Risk Framework Danish culture French culture

Uniting Cultures HEC School of Management, Paris Danish culture: I.Flat hierachy II. Consensus French culture: I. Hierachy II. Passion & willpower for business Getting the best from both worlds I. Explain the Danish the French system II. Use the strengths of the Scandanavian culture

Regulatory is King HEC School of Management, Paris  Regulatory stability  30 different authorizations  Difficult to understand all layers  Political commitment >> Easy procedures (HARD)  Lobbying activities  Ability to unite different values (DK Vs. FR)

Adapting the Cost Structure HEC School of Management, Paris  Paris prices, French prices  Salaries (Lower in France)  Performance Appraisal  Biggest problem is communicating the differences to Denmark (Paris is NOT France)

Human Resources Challenges HEC School of Management, Paris  Attracting young and talented people  Academic relationships  Role of the leader  French culture

Importance of French Presence HEC School of Management, Paris  People Business (Selling process)  “We do not sell our products on a website”  Regulatory Environment  Gain Local Expertise  Market Growth  In 2020, 23% of energy must come from renewables

Agenda I.Introduction to Vestas II.Global Wind Energy Market (+ French Market) III.Vestas in France & Process of Adaptation IV.Vestas’ Advice V.Key Takeaways HEC School of Management, Paris

Advice from Vestas HEC School of Management, Paris  Before coming to France  Particularities of the country  i.e. use consultants, lawyers etc.  Adaptation process  Biggest mistake is to impose local structure  Study failures  and the incapacity to understand local constraints

Agenda I.Introduction to Vestas II.Global Wind Energy Market (+ French Market) III.Vestas in France & Process of Adaptation IV.Vestas’ Advice V.Key Takeaways HEC School of Management, Paris

Key Takeaways HEC School of Management, Paris  World’s largest maker of turbines  175 employees in France (Paris, 2009)  Growth potential of French market by feed-in tariff system  Getting the best from both worlds (DK+FR)  People Business  “Relationships are KEY”

We Thank HEC School of Management, Paris  Mr. Nicolas Wolff  CEO, Vestas France  Mrs. Marylen Schmidt  Communication Director, Vestas France

Bibliography HEC School of Management, Paris  References   Vestas shareholder information, 2009  “Wind-power giant keeps to its course”, WSJ 6th May 2009  World Wind Energy Report 2008, WWEA  Economist  WSJ

Q & A