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Hard Copy
Electronic
Selling Power and Gas to Major Energy Users in Germany
Datamonitor, Dec 2001
Description
Table of Contents
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Introduction
Market Dynamics
Competitor dynamics
Future decoded
Action points
INTRODUCTION
What is this report about?
Who is the target reader?
How to use this report
MARKET CONTEXT
Introduction
Electricity and gas demand in the I&C market
Electricity demand by sector, 1998-2000e
Natural gas demand by sector, 1998-2000e
Deregulation
Electricity
Natural gas
The role of the competition watchdog: the Federal Cartel Office
MARKET DYNAMICS
Introduction
Switching behavior
Overall switching for electricity and gas
Switching by consumption category
Switching by respondent category
Conclusion
The switchers
Who are they?
Who did they switch to?
Switching drivers and difficulties encountered
Contract tendering and negotiation
Preferred contract types
The twitchers
Who are they?
Why did they not switch?
Are they likely to switch?
What are their switching drivers likely to be?
Contract tendering and negotiation
Preferred contract types
The entrenched
Who are they?
Why did they not look?
Are they likely to look/switch?
What are their switching drivers likely to be?
How did entrenched customers conduct their re-negotiations?
Preferred contract types
Opportunities
Targeting specific customer groups
eBusiness
Energy brokers
COMPETITOR DYNAMICS
Competition in the German electricity market
Competition in the German gas market
Cross-ownership in the German gas market
Gas quality problems
Structure of the German gas market
Market shares for Germany's largest I&C suppliers
Electricity
Gas
Supplier ratings, by supplier type
Relative importance of rating criteria
Responds effectively to tender enquiries
Easy to understand and calculate contract offers
Effectiveness of the account manager and/or sales representative
Gives clear and concise information about the switching process
Attractive and comprehensible marketing material for products and services
Conclusion
Supplier ratings, by switching status
Electricity
Gas
The competitive arena
National suppliers
Regional suppliers
Stadtwerke
Foreign suppliers
Conclusion
FUTURE DECODED
How to get the switchers to churn?
Electricity
Gas
How to get the twitchers to switch?
Electricity
Gas
How to get the entrenched to switch?
Electricity
Gas
The future role of eBusiness in sales and marketing functions
eBusiness in 2000
The future of online pricing
The future of online tendering
The future of email contact
Disadvantages of eBusiness and how can they be overcome
Conclusion
Adding value to a supply contract through offering energy management services
Electricity customers
Gas customers
ACTION POINTS
Introduction
Stadtwerke
Foreign suppliers
Opportunities for the future
What does this represent in electricity volumes?
Recommended sales and marketing strategies
How can foreign suppliers convert the bearish customers?
Conclusion
National suppliers
Introduction
Opportunities and threats
Conclusion
Conclusion
APPENDIX
Supplementary data
Definitions
Consumption categories
Respondent categories
Switching categories
Research methodology
Major Energy Users Survey
Further readings
Introduction
Published reports
Forthcoming reports (provisional)
Report writing team
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