A Marketing Strategy for HAC Consulting’s Emissions Trading Consulting Services

HAC Consulting Pty Ltd. (HAC) is currently examining strategic options to grow its consulting services business, specifically in the emissions trading consulting services industry, in anticipation of the implementation of an Emission Trading Scheme in Australia by 2010. Climate change is the driving force for Emission Trading Schemes and the Australian ETS is expected to fuel demand for the next few years. The industry is characterized by high supplier power, threat of entry, Government intervention, low threat of substitutes, moderate customer power and increasing rivalry. HAC faces many competitors in this industry, but the rapid growth of demand and current industry positioning allows it to differentiate its services from its competitors. A SWOT Analysis reveals the internal capabilities of HAC and the strategic alternatives available. It is recommended that HAC establish a marketing plan to promote itself through increasing awareness for the Australian ETS.