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CaseStudyofPoweo

Chapter1Introduction

1.1Backgroundoftheindustry

Franceisoneofthenationsofwhichtheelectricitypowerindustryiswelldeveloped.Itsnuclearpowertakesup74.6%oftotalelectricitycapacity,whichmakesFrancethebiggestnuclearelectricityproducerintheworld.Theyear1946sawthenationalizationofFrenchelectricityindustry,transforming1390privatecompaniesintoonehalf-monopolygovernmentownedcompanyEDF.Inelectricityproduction,transportandnetworkarea,EDFwastheonlyplayerinthemarket.Evenin2008,EDF-ownedpowergenerationandinstalledcapacityofpowerplantsstillaccountedfor90%ofthenationaltotal.

ElectricityindustrywastreatedasanaturalmonopolyinEuropeformanyyearsduetothecomplexityandspecialityofelectricityascommercialproduct.Especiallyinthecaseofnuclearpower,itisconsideredhighlyunsafetobefallenintoprivatecompanies’hands.FrancehasfallenbehindintheprocessofbuildingafreeelectricitymarketcomparedwithotherEuropeancountries.Therefore,thealternativepowertraderscannotcompeteeffectively.Besides,themassiveproductionscalesofEDFandregulatedtariffsetbyFrenchgovernmenthaveleftnobreathingspaceforalternativecompanieslikePoweo.

1.2ResearchProblems

FacingtheworldwideeconomiccrisisanduncertaintyofthenewlawofFrenchgovernment,Poweowashavingadifficulttime.HowtokeepcompetingintheinternationalmarketwithlimitedresourceandcapacityscalehasbecomeacruelissueofPoweo’ssurvival.Foralternativepowersuppliers,thecompetitiveadvantageininnermarketislowduetothreemainreasons:Frenchindustrystructure,delayedfreemarketlawandretailmarketsituation.Ontheotherhand,Poweodidnothaveenoughequitytoinvestinforeigncountriesandcannotaffordbigriskcomingalongwithhugeinvestmentdecision.Inthiscasestudy,thequestionofhowPoweocouldbreakintointernationalmarketandsolveitscrisisisproposed.

SubjectProblemsidentifiedStrategicmanagementP1.Frenchgovernment’spostponeonfreemarket
regulationandworldwideeconomiccrisis

P2.Poweolackofelectricityproductioncapacityandsome
otherresourcestocompeteeffectively

P3.EDFkeepsalowregulatedpricetoconsumersandhigh
p