Analysing Galp Energia and the Portuguese B2b energy market environment

Abstract

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. This market is characterized by low attractiveness, as suppliers have high bargaining power and are constantly competing for a highersh are. Regarding this topic, Galp poses as the market leader for fuel stations and natural gas. This, a long with Galp’s brand reputation and diversified offer, contributes to a differentiated position in the changing Portuguese B2B energy market .In fact, Galp has the most complete offering with in Portugal without depending on partnerships, contrarily to what happens toot her recognizable market players. Hence, by leveraging this competitive advantage, the creation of an integrated offering would enable an ies was conducted, in order to recognise trends, as well as national and international best practices. Base don 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.