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The Future of Residential Sales & Marketing: Preparing for July 1st, 2007
Datamonitor, July 2006, Pages: 53
EU Directives require power and gas markets to be fully open to retail competition by July 1st, 2007. Effectively navigating retail competition requires a strategic business planning process that integrates external factors and internal business processes.
Scope of this title:
- A thorough review of the four key external factors that must be considered in preparation for retail competition.
- An examination of the six internal business processes that must be recalibrated in the lead-up to full retail competition.
- A review of barriers to retail market entry that stem from regulatory, wholesale and competitor activity.
- An exploration of key success factors and pitfalls in a range of areas, from product development to distribution channel selection.
Highlights of this title:
- EU Directives require countries to have consumer protection measures. It is not directly required, but most regulators will impose a code governing relationships between retail and related businesses of integrated companies. The level of diligence in enforcing retail codes will have a major effect on customer retention / acquisition rates.
- Active third party intermediaries can deliver large blocks of customers with minimal investment, yet they can also: reduce interaction with customers, erode brand value and customer loyalty, and commoditize retail energy offers by reducing overall differentiation between retailers.
- The importance of branding is mitigated by energy consumers overwhelming concern with price in their selection of supplier: more so than in the insurance, banking or auto repair sectors. Nevertheless, in our survey 93% of utility respondents felt that branding would become more important as competition intensifies across Europe.
Reasons to order your copy:
- Understand what changes in the external market environment directly impact retail competition.
- Understand what business processes must be re-engineered to ensure products, prices and positioning are ready for open retail competition.
- Project what difficulties are likely to arise in your retail market, and plan to overcome them.
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