THE ELECTRIC UTILITY INDUSTRY IN 1992 CASE STUDY.

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THE ELECTRIC UTILITY INDUSTRY IN 1992 CASE STUDY.

14226. THE ELECTRIC UTILITY INDUSTRY IN 1992 CASE STUDY. This paper presents an analysis and a case solution to a case study on the U.S. electric utility industry in 1992, a time when the U.S. Electric Utility Industry was plagued by sub-par profitability, high costs of construction, regulatory stalemates, decreasing consumer demand, increasing competition from alternative energy sources, and a poor public image. After problem identification, the problem analysis focuses on how the industry should cope with a new marketing environment; internal restructuring within the industry (mergers and acquisitions) and external penetration (from competitors such as AT&T) of the industry; and the new environmental/government regulatory environment. It is recommended that the industry reaffirm its single-business concentration strategy as an energy provider but that it also embark on horizontal expansion within the energy field. To control its overcapacity problem, intensification of load-management efforts and reductions in new plant construction are recommended. KEYWORDS: case study electric power industry case studies management strategy marketing alternative energy case solution. 6 pages, 0 footnotes, 0 bibliographic sources. 1,353 words.

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