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Market Research

Client: Bonus Energy
2000

Overview:

After over a 10 year absence, Danish wind turbine manufacturer considers renewing export sales into U.S. market.


Bonus Energy A/S is considered one of the finest wind turbine manufacturers in the world. The closely-held company sold hundreds of turbines into the U.S. during the 1980's including the first wind machines sold to a U.S. utility. Robert D. Kahn & Company managed the company's advertising and media relations program during this period (see ad).

With the expiration of the original federal wind energy tax credit, Bonus pulled out of the U.S. market. When it considered returning to the U.S. over 10 years later, management retained Robert D. Kahn & Company to advise the company.

In cooperation with our associate Anne-Marie Howe, we completed a confidential market assessment that described the economic fundamentals underlying U.S. wind energy development; utility interest and state incentives by region. We also provided detailed developer profiles and frank accounts of what developers were looking for from a turbine supplier.

The report concluded with recommendations for how Bonus could re-enter the market without compromising its pricing policy. Within a year, Bonus had reestablished itself in the U.S. with orders in excess of 200 megawatts.

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