Product Structure Strategies: Profiles

Introduction
Datamonitor believes that the success of new product ventures is determined by optimizing their relationship with each part of the value chain: generation, transmission, distribution and supply. This report provides profiles that identify the benefit and risk implications across the company's energy value chain through adopting different product structure strategies.

Scope
Eight detailed case profiles used to highlight product structure strategies
Includes profiles from the UK, Netherlands, Germany and the Nordic markets
The correlation required between the tariff product structure strategy in relation to the company's energy value chain
Details the influences behind product change, from generation, transmission, distribution, down to supply
Highlights
Datamonitor believes that utilities should aim to achieve a balance between their energy value chain elements to optimize their product development capability.

It is clear that initiatives have failed because of factors outside of the supply businesses control and failing to take account of risk across the whole value chain, not just marketing. For example, npower's Juice product was undermined by confusion as to how it could source its energy at the point of generation.

To achieve optimum product development, suppliers must look to manage the following elements of value chain risk: price, volume, shape, and marketing. This means that successful products will be ones not solely derived in utility marketing departments.

Reasons to Purchase
Learning lessons from product structure strategies success and failures
Actionable insight from product development initiatives
Understanding the relationship between the tariff and the energy value chain.