A Target Market Growth Strategy for FortisBC

FortisBC comprises two utilities, a gas utility and an electric utility. The gas division of FortisBC serves approximately 940,000 customers in 125 communities across the province of B.C. Although the company is a monopoly regulated by the British Columbia Utilities Commission, it is facing competitive pressures from its external environment. Additionally, showing the symptoms of a mature industry, the company is experiencing a decline in average gas usage by customers and an aging pipeline infrastructure. The transportation sector is emerging as a promising growth market for the company. With an abundance of natural gas supply in B.C., a favourable cost differential over conventional fuels and lower greenhouse gas emissions, this market holds significant potential. However, the company must navigate various impediments to succeed in this market, including the misconceptions lingering due to the lacklustre acceptance of natural gas vehicles in the past.