This document is aimed at collecting information on TOTAL SPRING (Total group) and analyzing its strategy in the power retail sector in France using the RBV framework.
[...] Nonetheless, the website is still named "https://total.direct-energie.com" Today, Total Spring's strategy has two pillars regarding power in France: growing its market shares and developing renewables and future energies (especially solar energy). To serve this goal, Total as set a new organisation in 2017. To win market shares, Total Spring develop campaigns to increase its notoriety and communicates on how easy it is to change power suppliers. To develop future energies, it invests a lot in start-up, in research and development and always offers responsible alternatives for a contract. [...]
[...] It was able to make huge investments and enter on sectors that have high barriers to entry because of the fix costs. Locate an attractive industry Total knows how important it is to develop "after petrol" energies. Diversifying its activities was a condition for the company to keep growing, as said by Patrick Pouyanné for an interview in Sud Ouest in 2016. At this time, in 2014, the power market was opening to new players. Consumers were free to change providers and to return to their previous one with no cost. [...]
[...] a high notoriety among French People. It is a major player of energy in France and its spontaneous notoriety has been multiplied by 7 in the past years . A governance made of shareholders having the will to develop Total Group activities so that it becomes the biggest player on energy. A super qualified workforce made of people from the top engineering and management schools. Determine Capabilities Therefore, Total was able to: Invest in new technologies or a new market. [...]
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