Maximising the value of Galp Energia and its B2b clients through a multi-product integrated Ooffer

• Autor(a) principal: Cascarejo, Carolina Pereira
• 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/10362/138962
• 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 with out depending on partnerships. Hence, by leveraging this competitive advantage, the creation of an integrated offering would enable Galp to retain and attract new clients. As such, intensive research on energy and non-energy companies was conducted, in order to recognise trends, as well as national and international best practices .Based on our findings, an integrated offer proposal was designed and after wards restructured using both qualitative and quantitative interviews, which led to a final set of recommendations regarding bundling, operationalisation, and communication of the proposal.