Ukrainian Gen-sets Market. Market research for DEIF A/S

Siauliai University
Business Administration
Global Business Engineering
Student no: 2028227
Jakub Pamula
Poland
AGH University of Science and Technology in Krakow
Marketing and Management
Global Business Engineering
Student no: 2021052
Alexandre Jounier
France
University of La Rochelle
Marketing and Management
Global Business Engineering
Student no: 2028221
Martin Gaillard
France
University of La Rochelle
Marketing and Management
Global Business Engineering
Student no: 2028220
Project supervisor:
Esben Uhrenholt
eu@interfocus.dk
Table of contents
Chapter I – Executive summary and introduction 8
1. Executive summary 9
2. Introduction 10
Chapter II – Introduction 12
1 DEIF A/S presentation 13
1.1 DEIF 13
1.2 Engine and Gen-set Controls 13
2. Purpose of the project 25
Chapter III - Macro environment analysis 26
1. PEST analysis 27
1.1 Political 27
1.2 Economic Factors 29
1.3 Social 31
1.4 Technology 36
1.5 Conclusions 40
Chapter IV - Micro environment analysis 42
1. Supply chain 43
1.1 Suppliers 43
1.2 Manufacturers 43
1.3 Sellers 44
1.4 Customers 46
1.5 Conclusions 46
2 End-customers of gen-sets 48
2.1 Introduction 48
2.2 Hotels 50
2.3 Hospitals (health clinics) 51
2.4 Banks 51
2.5 Airports in Ukraine 56
2.6 Telecommunication and communication 58
2.7 Shipbuilding companies 59
2.8 Casinos 62
2.9 Metro 64
2.10 Pipelines 64
2.11 Stadiums 66
2.12 Conclusions 68
3. Exhibitions and shows in Ukraine in 2009 69
3.1 Introduction 69
3.2 Power and Energy exhibitions 70
3.3 Other exhibitions 85
3.4 Marine Exhibition in Odessa 92
3.5 Conclusions 93
4. Power-supply market in Ukraine 94
4.1 Market characteristic 94
4.2 Controllers 94
4.3 Engines 95
4.4 List of companies 95
4.5 Conclusions 132
5. Porter’s 5 force 134
5.1 Introudction 134
5.2 The threat of substitute products 134
5.3 The threat of the entry of new competitors 135
5.4 The intensity of competitive rivalry 135
5.5 The bargaining power of customers 136
5.6 The bargaining power of suppliers 137
5.7 Conclusions 137
6. SWOT analysis 138
6.1 Strengths 138
6.2 Weaknesses 138
6.3 Opportunities 139
6.4 Threats 140
6.5 Conclusion 141
Chapter V – Market Strategy 142
1. STP 143
1.1 Market segmentation 143
1.2 Market size estimation 149
1.3 Target groups 151
1.3 Positioning 154
1.4 Conclusions 156
2. Entry mode strategy 157
2.1 Introduction 157
2.2 Hierarchical models 158
2.3 Intermediate models 158
2.4 Export models 159
2.5 Subcontracting strategy 160
2.6 Conclusions 160
3. Ansoff’s growth strategies 162
4. Marketing mix 163
4.1 Product 163
4.2 Price 164
4.3...

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