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Developing a market research analysis to test Portuguese B2b customer receptivity to an energy integrated offer

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Resumo:The primary goal of this project is to increase differentiation to boost Galp’s customer retention and cross-selling, as well as to expand the number of multi-product customers, by developing an integrated offer for small and medium enterprises of the Portuguese B2B market. Originating from Galp’s B2B client study, three segments (Small Buyers Involved, Trust Seekers and Big Buyers Trend Seekers) and three sectors (Industry, Hospitality and Transportation) were selected as the most receptive ones to an integrated offer. In order to design an offer tailored for those sectors, and targeted at specific client needs, the team performed three-phased qualitative interviews and quantitative surveys to several companies of the Industry, Hospitality and Transportation sectors. The research conducted led to a final set of recommendations regarding bundling, operationalisation, and communication of the proposal. Because in the changing Portuguese B2B energy market, Galp distinguishes it self for its brand reputation and diversified multiproduct offerings, the company has the most complete offerings within Portugal without depending on partnerships. Hence, by leveraging this competitive advantage, the creation of an integrated offering would enable Galp to retain and attract new clients. Based on our findings, an integrated offer proposal was designed, alongside a communication.
Autores principais:Lomba, Mafalda Dias
Assunto:Strategy Consulting Sustainability Energy Bundle Business-to-business Cross-selling Integrated offer Personalisation Customer-centricity
Ano:2022
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso aberto
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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