Meridian Energy's Strategic Recommendation for Irish Market Expansion

This report provides a recommendation for Meridian Energy's expansion into the Irish market, focusing on renewable energy sources and franchising. The report highlights Meridian's existing business model, which generates electricity using renewable sources. It suggests a franchising strategy for market entry, leveraging their Flux technology for energy management and retail. The report emphasizes the growing demand for renewable energy in Ireland and the support from the Irish government. It also discusses the competitive landscape and the benefits of using franchising, including reduced capital investment and risk. The report references the importance of Ireland's regulatory framework, including incentives for renewable energy companies. The report concludes that franchising is the best way to enter into Ireland because it requires less capital and risk. The report also discusses the benefits of the regulatory framework, including the support of the sustainable energy authority of Ireland.

Resources and Capabilities of
Firm (Recommendation)

TABLE OF CONTENTS
RECOMMENDATION...................................................................................................................1
REFERENCES................................................................................................................................3

RECOMMENDATION
Meridian is New Zealand is the largest retailer and electricity generator. They generate
the electricity by using the renewable sources and also work for the environment protection and
reduces the carbon level in the environment. Mainly Meridian generates the energy by using the
hydro and wind power and now they want to expand their business in Ireland. They diversified
there business with the Flux to manage and retail their power. It would be recommand to the
Meridian that they have to choose the franchising strategy to enter into the Ireland with their new
plan of generating renewable resources. The flux technology help them to earn the short term
goal of money. Diversification of business via flux federation and using the franchising system
help the Meridian to enter into the Ireland. The demand of the renewable energy is increase day
by day which help them to established their business in Ireland. Franchising is the best way to
enter into Ireland because it requires less capital and risk at the same time the business or price of
Meridian is control by the vertically integrated supply chain system. After establishing their
business in Ireland they are able to set the energy prices.
In Ireland market there are large number of suppliers of power to the consumer which became a
threat for the Meridian to enter into the Ireland market but the unique concept of using renewable
energy and support from the Ireland government help them to enter into the market. They have to
sell the franchise only to those business which are the 100% renewable provides. Ireland set the
target to supplied the 70% renewable energy to the consumer at the end of 2030 (Rodrigues and
et.al., 2016). The Meridian company them to achieve their target. The local and European Union
Government regulation help the Meridian to enter into the Ireland market. It provides various
benefits to the Meridian. It increases their profit and also help to reduce the carbon emission in
the environment. The sustainable energy authority of Ireland are heavily concerned toward the
use of renewable energy. By using the existing retail and software platform Meridian will
position in the Ireland. Meridian may take the help of Ireland regulation and flux licensing. The
Ireland made such regulation to provide the subsidies or help the companies which are focusing
on the renewable energy. According to the porters five force model and the market condition of
Ireland, 6 companies are entered into the energy market. The various suppliers of energy also
increase the competition into the Ireland market but the franchising system and the regulatory
framework or various regulation of Ireland to make the environment carbon emission free help
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Meridian to enter into the market and established their business with the competitive advantages
(Goulding, and et.al., 2017). The flux technology also provide the different resources to manage
and retail the business of Meridian in Ireland and other countries.
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REFERENCES
Books and journals
Rodrigues, E.M.G., and et.al., 2016. Grid code reinforcements for deeper renewable generation
in insular energy systems. Renewable and Sustainable Energy Reviews, 53. pp.163-177.
Goulding, D., and et.al., 2017. Supplying bio-compressed natural gas to the transport industry in
Ireland: Is the current regulatory framework facilitating or hindering
development?. Energy, 136. pp.80-89.
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