Creating an integrated offer for Galp Energia´s Portuguese B2b customers

• Autor(a) principal: Loureiro, Francisco José De Figueiredo
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/140129
• topic: Strategy; Consulting; Sustainability; Energy; Bundle; Business-to-business; Cross-selling; Customer centricity; Integrated offer; Personalisation; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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. In the changing Portuguese B2B energy market, Galp distinguishes it self for its brand reputation and diversified multiproduct offerings. In fact, Galp 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. The first step to build an integrated offer proposal was to define the concept, in order to understand how it can be designed and communicated .As such, intensive research on energy and non-energy companies was conducted, recognising trends, national and international best practices. Then, the strategic pillars on which the proposal would be based were created. This, along with the analysis of Galp’s portfolio, enabled the design of the first integrated offer proposal. It was after wards restructured using both qualitative and quantitative interviews, which resulted in a set of key changes, leading to the final proposal. Finally, recommendations regarding bundling, operationalisation ,and communication of the proposal were developed.