Business Plan for Entry in the Energy Metering Industry in Spain. Definition of a Strategy for Entry in the Spanish Market in the Energy Metering Industry

      Аннотация: The Master Thesis deals with the definition of a strategy for entering in the energy metering industry in Spain. Z-SOMMER ESPA?A will be a new company providing the Iberian electricity utilities a reliable, innovative, high technology alternative for energy data transmission & collection, metering automation, energy data management and system integration. The business case is analyzed in a methodological approach in form of a business plan. Chapter 1 introduces briefly the company, its project and goals pursued with them. In chapter 2 the market analysis outcome for Spain, including exogenous, customer and competitor analysis, are detailed. In chapter 3 the strategic planning is faced with depending on the aforementioned overview. In chapter 4 contents of marketing and sales planning for the strategic planning described under chapter 3 are proposed. Moreover the financial planning and legal regulations are presented in chapters 5 and 6. The outcome of the business plan and project status, are highlighted in chapter 7 ending with conclusions in chapter 8.

Ключевые слова: Management, Smart Metering, Business Development, Spain, Business Plan, Energy Metering Industry, Financial Planning, Marketing Plan, Legal Framework in Spain, strategic planning, Energy Utilities, SWOT analysis, Product-Market Growth Matrix, Five Forces of Porter, BCG Growth – Share Matrix, Marketing Mix 4Ps, Product Portfolio Matrix, Systematic Balanced Scorecard, Customer Oriented Pricing, Technology Adoption Lifecycle Model, Generic Competitive Strategies, Ansoff Matrix, Creaming or skimming, Iberdrola, ENDESA, smart grid, Energy Data Management, Telecommunication, Market analysis, Competition Analysis, Actaris, Landis+Gyr, Itron, Elster, Kamstrump, ZIV, Circutor, Enel Viesgo, Hidro Cant?brico, Ree, OMEL, UNESA, CNE, intelligent meter, Mandat 441, Open metering system, Opera, Open Meter, GAD