Business model: what should be the strategy used by Smart Galp to implement and potentiate its value proposition in the Portuguese market?

Abstract

For a long period, energy has been seen as an invisible good. In the users' mind, choices and costs related to energy are not connected. However, for consumers to change their behavior these two may be connected and consumers should become aware of the consequences of their actions and motivated to adjust them. Through the development of Smart meters, the next generation of gas and electricity meters which offer a range of intelligent functions and provide consumers with more accurate information, Galp Energia created Smart Galp - a revolutionary service that allows the consumer to control, monitor and influence the energy consumption of his household and automobile. This work project studies the best strategy to implement and potentiate Smart Galp value proposition in the Portuguese Market. The objective is to launch the service in the market. Thus, after all the internal and external analysis, it was defined the business model and the competitive strategy. A risk assessment and recommendations were conducted in order to achieve a successful implementation.