Smart Power : the power of a house of brands /

Smart Power, a Texas retail electric provider, has grown rapidly in the two years since it was founded by Robert Chris. The state of Texas is largely deregulated, meaning that the production and transmission of electricity are separate functions from consumer retail; as a result, many retail electri...

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Bibliographic Details
Main Authors:	Mott, Virginia (Author), Lohman, Lori (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2023.
Series:	SAGE business cases.
Subjects:	Branding (Marketing) > Case studies. Electric utilities > Texas > Case studies. Stratégie de marque > Études de cas. Services publics d'électricité > Texas > Études de cas. Branding (Marketing) Electric utilities Texas Electronic books. Case studies
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Smart Power, a Texas retail electric provider, has grown rapidly in the two years since it was founded by Robert Chris. The state of Texas is largely deregulated, meaning that the production and transmission of electricity are separate functions from consumer retail; as a result, many retail electric provider companies have sprung up. Smart Power is in determining where to look for additional growth. The company's current marketing strategy offers five brands to five target markets, resulting in a "house of brands" strategy. Smart Power needs to determine whether to expand or reduce the number of brand offerings, look for new under-served markets, or combine these strategies.
Physical Description:	1 online resource : illustrations.
ISBN:	9781529611519 1529611512