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This thesis aims at analyzing the Italian energy market, with a focus on the price simulators which compare different offers of gas and electricity for clients. The analysis has the purpose of helping the company Wikipower to adapt its current price simulators for the Italian market. 
The company, based in Belgium, is active in the energy sector as a consultant between suppliers and final clients. Its four main services in the energy industry are: purchasing groups, B2B service, promotion of sustainable technologies and the price simulator. The latter is an online website which compares all different electricity and gas offers by energy suppliers existing in the whole Belgium. Wikipower decided to expand its business and enter new markets (Spain, French and Italy) by developing the same tool. Therefore, the goal of this project is to lead the company towards a knowledge of the Italian market and to provide all the necessary website adaptations for operating in Italy. 
The users, by using the price simulators, are able to simulate a specific energy offer based on their consumptions. If they are interested in a particular offer, they can subscribe to it online through the website, and start a contract with a new supplier of gas and electricity. The adaptations specifically address the front-end and the back-end of the website. In fact, the simulation and subscription processes on this type of website are different according to the country in some aspects, such as the legal requirements for making contracts, the technical aspects of the energy sector and the measure of the consumption.
The mission was to conduct a global diagnosis in order to highlight the main differences between the two markets, following specific steps. The first step was to analyze the energy sector in Italy, its key figures and technical differences with the Belgian one. The second part provides an analysis of consumers with customers targeting and segmentation, as well as their behavior analysis based on the survey we made in Italy. The third step focused on the competition in Italy, with the objective of recommending how to be in line with them and differentiate as well. The fourth part was dedicated to the digital strategy for the company in Italy, for attracting as many clients as possible in the defined target. The final step was to write down a specification document with all adaptations needed in a structured way. Ce mémoire-projet vise à analyser le marché italien de la comparaison automatisée de formules tarifaires en électricité et en gaz. L’objectif est de juger les possibilités réelles qu’offre à Wikipower le marché italien et de déterminer la manière la plus efficace d’adapter son comparateur actuel de formules tarifaires énergétiques afin de s’y implanter.
Wikipower est une société belge qui se donne pour mission d’optimiser le budget énergétique des citoyens et des entreprises en les sensibilisant à la thématique de l’énergie. Elle remplit cette mission par la proposition de quatre services principaux : les achats groupés d’énergies, le comparateur de tarifs énergétiques, la négociation personnalisée de contrats B2B ainsi que la promotion de technologies durables.
C’est le comparateur automatisé de tarifs énergétiques qui a motivé ce mémoire-projet. Il s’agit d’un site internet qui permet aux particuliers et aux petites entreprises de comparer les offres de tous les fournisseurs d’électricité et de gaz actifs en Belgique. Une fois que l’utilisateur a encodé son code postal et sa consommation d’électricité et/ou de gaz, l’outil classe les offres de tous les fournisseurs selon divers critères sélectionnés. Il offre la possibilité de souscrire directement à une des offres proposées en concluant un contrat avec un nouveau fournisseur d’électricité et/ou de gaz. Wikipower a décidé d’élargir ses perspectives de marché en explorant le marché italien. Les adaptations de cet outil de comparaison au marché italien concernent aussi bien la partie front-end que la partie back-end du site internet. En effet, le pays d’implantation détermine les nouvelles dispositions légales et techniques à prendre en considération dans l’adaptation des processus de comparaison et de souscription du site internet.
Notre mission était de procéder à un diagnostic complet visant à mettre en évidence les différences entre les marchés belge et italien en cinq étapes. La première partie a offert un aperçu global du secteur énergétique italien afin de le comparer au secteur énergétique belge par le biais de chiffres clés. Dans la seconde partie, une analyse des consommateurs visés ainsi qu’une étude de segmentation ont été effectuées sur base des résultats de notre enquête réalisée en Italie. La troisième partie est destinée à analyser la concurrence du marché de la comparaison de tarifs énergétiques en Italie, et à recommander des pistes de différenciation. La quatrième partie est dédiée à la stratégie digitale à adopter pour cibler et acquérir des clients sur le marché italien. Pour clôturer ce mémoire-projet, nous avons rédigé un cahier des charges mettant en exergue les adaptations du comparateur actuel de tarifs énergétiques pour l’implantation sur le marché italien.

energy price simulator --- marketing research --- online marketing strategy --- comparateur de tarifs énergétiques --- étude de marché --- stratégie de marketing en ligne --- front-end --- back-end --- Sciences économiques & de gestion > Marketing

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• Reference Manager
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In our modern days, data collection and data analysis are keys to long term value creation for companies. This is especially true for the ESCO (or Energy Service Companies) due to the ongoing evolution of the meters and the ease of access to computing power.

The French government is developing smart meters and is actively trying to set them up everywhere around its country. Several major players are expected to play a role in the upcoming changes but some are still lacking the will to participate. Data management has never been more advanced on the energy market and thus, lots of opportunities are opening up for any ESCO.

This project-thesis aims to analyze the French energy market and develop a price comparison tool so that any citizens can compare the different offers from the suppliers. Moreover, some theoretical aspects of the consumer’s behavior will be highlighted as it detains some peculiarities that find its source in the history of the French energy market. This paper also produces a bill of specifications so that the company can launch its tool. An important part of the work will be about how to incorporate some value creation into the business process analysis by designing and trying to optimize those processes. And finally, the last part is a presentation of the business model with a discussion over its ethical issues and the responsibilities of the management.

On top of that, this project-thesis will try to create a conversation about how to collect data from energy consumers and how to analyze it. What would be the future opportunities that an ESCO could face in terms of data management and how it would apply to a price comparison tool?

Business Process --- Data Analysis --- Data Management --- Energy Market --- ESCO --- Market Analysis --- Price Comparison Tool --- France --- SME --- Sciences économiques & de gestion > Marketing