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.
Highlights
The managerial paradigm of the wind energy system has been undergoing a structural process of learning marketing
The methodology proposed by Panagiotou (2003) that is from the SWOT analysis, The “Telescopic Observations Strategic Framework” shows better adapted to this study because through this method, was generated a SWOT matrix that encompasses several dimensions of analysis, in which, was taken as premise that the interference factors incite in a wind farm or a wind energy project
“As its name suggests, the framework scans and observes distance objects, focuses and zooms in them, and brings them closer to the user for a more effective analysis and evaluation” (Panagiotou, 2003: 9). In this sense, was performed a SWOT analysis of the Brazilian wind energy sector, according to which Panagiotou (2003), claims to be a kind of analysis appropriate to the early stages of strategic planning and market analysis, and it is complementary to the studies of exploratory approach
Summary
The managerial paradigm of the wind energy system has been undergoing a structural process of learning marketing. Due to the technological improvements of wind equipment, to the growth of the wind energy industry in the global electric power industry, to the rise of public incentive policies to renewable resources, and to the reduction in initial investment costs; The focus of managerial issues in the wind energy sector went through a strategic format change (Mills, Wiser and Porter, 2012; Ratinen and Lund, 2012). Komor (2004) emphasizes that wind energy already has a very advanced technological support compared to its market opportunities. For this author, the wind energy industry needs actions that can set the wind energy competitively in the electricity market
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