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In order to achieve better efficient resource allocations, there have been countries actively importing smart meters during the past years to improve energy efficiency as well as reliability of electrical grids. Countries promoting “smart grids” normally would start from high-voltage transmission systems, distribution management, AMI systems, and other fundamental infrastructures, and then auxiliary products and supplementary application services. Therefore, the current market demand remains in high-voltage transmission systems, distribution management, and AMI systems and market share of each is projected to be 28.7%, 30.5%, and 32%.
This research studied ITRON’s industrial strategy and concluded key success factors of its strategy as the following:
• to expand the business level and market share by mergers and acquisitions
• to achieve better completion of products and services by a better product bundling strategy
• to co-challenge smart grid markets by cooperating with a homogeneous or heterogeneous industry (while expanding market share and business opportunities)
• to achieve market segmentation by adopting ICT technologies and applications
• to realize better energy management by developing innovative applications and services
• to penetrate the market by standardization
In this research, the industrial strategies of the case study in the smart grid industry are demonstrated as the following:
• Cooperating with the government industrial policy
• Combing with internal sales resources to increase market occupancy rates and operational capacity in the electrical grid business
• Leveraging governmental relations and industrial cooperation
• Promoting EMS system in academic facilities such as schools, office buildings, classrooms and dormitories air fare collection system
• Participating in industry-university cooperation programs
• Exploring business opportunities in Southeast Asia market.
In conclusion, the above findings from applying key success factors of benchmark companies to the case study company can also be referenced as the case study for the future competitive strategy. However, given potential integration issues from either vertical or horizontal product lines, the market segmentation might not be identical as expectations.
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