STRATEGY I N A T U RB U L E NT AND I MMAT U RE I NDU ST RY
C L E A R S T R AT E G I E S FO R A C LO U DY F U T U R E B L ADT I NDU ST RI E S
How do you plan for a future with major uncertainties in the factors affecting your demand – in this case, potential technological shifts, political willingness to subsidise the offshore wind sector and the tendency towards larger and more complex projects? For Bladt Industries, the solution was a strategic base case analysing the development path that Bladt Industries would follow if technology, political support and projects developed as expected, combined with an outline of different market scenarios and the “trigger points” that would initiate these scenarios. For each scenario, Bladt Industries developed a preferred response regarding investments in production capacity and strategic focus. This mapping exercise facilitated management discussions of The scenario-driven the implications of each strategy process has scenario, which alternaincreased strategic tive that would genertransparency between the ate the most value for management team, the the company and what board of directors and the Bladt Industries could owner, and it has enabled do to drive the market Bladt Industries not only in the desired direction. to stay a step ahead of
the competition, but also to be prepared to act fast if external circumstances change.
The scenario-driven strategy process has increased strategic transparency between the management team, the board of directors and the owner, and it has enabled Bladt Industries not only to stay a step ahead of the competition, but also to be prepared to act fast if external circumstances change. The identified trigger points are being monitored closely and their respective scenarios have been mapped out to an extent where the management team, the board of directors and the owner are aligned on what actions to initiate and why, as well as what outcome to expect. The most significant outcome of the process was Bladt Industries’ decision to set up a new production site at Lindø Industripark in order to begin serial production of jacket foundations for offshore wind, as this is the technology that appears most likely to replace the current monopile foundations as offshore wind projects move into deeper waters. By being the first in the industry to adopt serial production of jacket structures, Bladt Industries has mitigated both the risk of technology disruption and the risk of competitors acquiring the attractive production site at Lindø. Today, Bladt Industries is a key player – some would say the market leader – in offshore wind foundations and substations. The strategy process helped Bladt Industries secure a strong and robust platform for pursuing opportunities outside Europe – and as a proof of this, the first major project in the US has been confirmed.
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