Etude sur la diversification de nouveaux produits et services pour le segment B2B

Abstract

Many elements affect today the electricity and gas market (liberalization, numerous competitors, important environmental issues, etc.). If a supplier wants to stand out from the competition, it can no longer sell only these two products. This project-thesis was realized inside the company Lampiris, recently bought by the French group Total. The study is about the diversification of new products and services for the B2B segment. The company targets the second place in the energy supply market. To reach this goal, the new products and services must fulfill four objectives: acquisition of new customers, retention of existing customers, new added-value per customer and new revenue for the B2B department. First, an attractiveness analysis has been made to identify the opportunity and threats of the sector (PESTEL analysis, Porter 5 forces, a benchmark and a market study through interviews with sales). Secondly, a competitiveness analysis has been realized to highlight the strengths and weaknesses of the company with among others a review of its strategy and current products and services situation. These two analyses helped to define recommendations for Lampiris regarding its diversification policy and especially the adaptation of its boiler service for the B2B segment. These recommendations were made in line with the strategic framework and the points previously highlighted.