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- W30755901 abstract "Electric cooperatives provide an urban convenience to a rural community. The convenience provided today is electric power, but most have realized it can be much more. Their ``product line`` is being diversified to provide their members with other urban conveniences. The state of Virginia has passed a bill permitting rural cooperatives to provide water and sewage to its members. Telephone, home alarm systems, day care, transportation, tree trimming, medical services and computer time-sharing services are just a few of the other products a cooperative can provide. This diversification of product line is a classic, textbook marketing strategy to hedge against competitive market penetration by providing an advantage over competition. Of course, the first thing that comes to mind is what competition? Today, cooperatives have protective territories. However, state regulators may change that tomorrow. Furthermore, FERC and other authorities continue to debate over the transmission cost and pricing of wheeling charges. To thrive in the future retail wheeling market, cooperatives need to take action now. They should start their marketing efforts today in order to gain the competitive advantage necessary to actually increase system load. Here are a few ideas: (1) Increase loyalty of the cooperative members through extensive public relationsmore » works. This will decrease the number of members ``switching over`` to the utilities. (2) Conduct a marketing survey that delves into the perceptions, attitudes and concepts of the members concerning possible expanded services. (3) Provide other cost effective services that the members indicate they want from the marketing survey. These ideas are discussed.« less" @default.
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- W30755901 date "1995-05-01" @default.
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- W30755901 title "How electric cooperatives can thrive in the retail wheeling market" @default.
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