Petrolina electric business plan with a focus on the marketing strategy
AuthorDemetriou, Andreas P.
PublisherΠανεπιστήμιο Κύπρου, Σχολή Οικονομικών Επιστημών και Διοίκησης / University of Cyprus, Faculty of Economics and Management
Place of publicationCyprus
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Petrolina Electric is one of the five new entrants to the newly liberalized market, all of which sell the same product: electricity. To stand out from their competitors, it is vital for Petrolina Electric to make all the necessary marketing decisions, in order to meet the ultimate goal: to attract the appropriate customers, at the appropriate time and in the appropriate way. A well-crafted marketing plan helps to have a clear understanding of what the business stands for and identify who are the customers with the greatest value for the company’s targets. In this project, our team examines the internal and external environment of PE, defines the marketing strategy for the following years and analyzes how the brand of the organization could gain the trust of its ideal customers, with consideration to increasing energy consumption demand and to the planned electricity market liberalization.
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