Business growth strategies for Green Carbon Investment

Abstract

The objective of this project is to provide GCI with growth strategies in the future to achieve business sustainability. Under this objective, the first aspect is to develop short-term growth strategies. The second one is the provision of longterm growth strategies guidelines. Due to speciality of industry, specific longterm strategies would not be practical enough to tackle the uncertainty. The research scheme can be characterized as a waterfall approach. The first step is to develop a thorough understanding of the industry dynamics and industry characteristics. Next, we conducted a business situation analysis to acquire a clear idea of the position of GCI within the industry. Subsequently we developed an industry growth model based on a combination of case studies of best practises and the three horizons model. Based on the analysis above, we provide recommendations for GCI on the most promising growth pathways. The key findings in the business situation analysis focus on four elements- product, customer，core competency and competitor. The major product offerings are carbon consulting services and carbon assets management. Customer can be divided into three segments -- compliance companies, future confirmed companies. In terms of core competencies, GCI has internally developed its intangible assets, like human resources and technological expertise. Plus, barriers to entry can be varied and competitors can also be strategic partners to develop the market. Based on the best practices analysis, we conclude a generic industry growth path, which can be divided into three stages. In according with the business situation analysis above, we will focus on the first stage development and explore the growth possibilities in stage one. Finally, we recommend two paths to grow in short-term -- current services enhancement and potentially profitable services offerings. In terms of long-term growth, we listed the conditions that trigger the next stage paths and future development guidelines.