IBERDROLA has tripled its sales of electric power in Spain’s deregulated market segment, from 350 gigawatt hours (GWh) in May to more than 1,000 GWh in both October and November.
This increase, the result of the company’s new marketing strategy, came in a period in which total sales in the segment rose by 11%, from 6,156 GWh in May to 6,831 GWh in November.
This rise was reflected in IBERDROLA’s market share in the segment, which climbed by 9 points in the period, from 5.9% to 15%.
The utility was recently awarded a contract from the Telefónica company to supply 505 GWh –about half the total of 1,150 GWh– to the telephone operator in 2008.
Under IBERDROLA’s 2008-2010 Strategic Plan, unveiled in October, the company is to focus its marketing policies on the search of profitability and customer satisfaction, offering high added-value products and services.
Accordingly, IBERDROLA will display a pro-active attitude in the next three years, aimed at achieving an energy market in Spain without fixed rates or impediments to free competition, and continuing to adapt its marketing to the pace of the opening of the new market.
New regulations in Spain will eliminate fixed industrial rates for high-voltage customers new July, and for low-voltage SME’s in January, 2009.
IBERDROLA will focus its marketing efforts on small and medium-size business customers, providing added-value services that will help it to reach its 2010 targets of supplying 10,000 GWh to a total of 2.2 million such customers.
The company will also tighten links with major customers through personal account managers. Its 2010 objectives for this group are to supply 27 terawatt hours (TwH) under 25,000 supply contracts.
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