Changing Demand and Marketing: New Facts of Life in the Gas Industry

Heavy price competition from fuel oil and other fuels, relatively warm weather, and low industrial demand worked to make 1986 another poor year for the gas industry. The common stocks reflected these conditions by trading primarily on a yield basis. Shifts in the nature of demand and in the focus of...

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Bibliographic Details
Published in:Public utilities fortnightly (1994) 1987-03, Vol.119 (5), p.39
Main Authors: Burkhardt, Daniel A, Niemann, Juli
Format: Magazinearticle
Language:English
Subjects:
Changes
Demand analysis
Gas industry
Market strategy
Natural gas
Natural gas industry
Natural gas utilities
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Summary:Heavy price competition from fuel oil and other fuels, relatively warm weather, and low industrial demand worked to make 1986 another poor year for the gas industry. The common stocks reflected these conditions by trading primarily on a yield basis. Shifts in the nature of demand and in the focus of regulation have forced the industry to change its way of operating. More attention is being paid to marketing in the realization that perception of customers' needs and responsiveness to those needs may be the keys to success for gas distribution companies in the next decade. Despite the sharp decline in natural gas usage by industrial customers, the opportunity for growth in the market is not necessarily limited. Analysts are looking for those companies that are actively and successfully seeking new markets for natural gas. Future applications include: 1. displacement of oil as burner fuel in electricity generation, 2. new home construction, 3. cogeneration, 4. gas appliances, and 5. gas air conditioning.
ISSN:1078-5892
1945-2578