Harvard Case - Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger
"Digitally-powered Customer-centricity in the Industrial Gas Sector: The Air Liquide-Airgas Merger" Harvard business case study is written by David Dubois, Jean-Michel Moslonka. It deals with the challenges in the field of Marketing. The case study is 17 page(s) long and it was first published on : Mar 25, 2019
At Fern Fort University, we recommend that Air Liquide leverage its combined strengths with Airgas to create a digitally-powered customer-centric strategy in the industrial gas sector. This strategy should prioritize customer experience, data-driven decision making, and innovation, ultimately leading to sustainable growth and market leadership.
2. Background
The case study focuses on the 2016 merger of Air Liquide, a global leader in industrial gases, and Airgas, a leading U.S. distributor of industrial, medical, and specialty gases. The merger aimed to create a stronger competitor in the North American market, leveraging Air Liquide's global reach and Airgas's strong local presence.
The main protagonists are:
- Air Liquide: A global leader in industrial gases with a strong focus on innovation and sustainability.
- Airgas: A leading U.S. distributor of industrial, medical, and specialty gases, known for its strong customer relationships and local market expertise.
3. Analysis of the Case Study
Strategic Framework:
This case study can be analyzed using a combination of frameworks, including:
- Porter's Five Forces: Analyzing the competitive landscape in the industrial gas sector, highlighting the threat of new entrants, bargaining power of buyers and suppliers, and the intensity of rivalry.
- SWOT Analysis: Identifying the strengths, weaknesses, opportunities, and threats facing the merged entity.
- Value Chain Analysis: Examining the key activities involved in the industrial gas business and identifying areas for improvement and optimization.
- Customer Journey Mapping: Understanding the customer experience across different touchpoints and identifying areas for improvement in customer service and engagement.
Key Findings:
- Market Opportunity: The industrial gas sector is experiencing growth driven by increasing demand from various industries, including manufacturing, healthcare, and energy.
- Competitive Landscape: The sector is characterized by intense competition, with several global players vying for market share.
- Customer Needs: Customers in the industrial gas sector are increasingly demanding customized solutions, faster delivery times, and improved customer service.
- Technological Advancements: Digital technologies, such as AI and machine learning, are transforming the industrial gas sector, creating opportunities for innovation and efficiency.
4. Recommendations
1. Develop a Digitally-powered Customer-centric Strategy:
- Customer Segmentation: Identify and segment customers based on their needs, preferences, and buying behavior. This will enable targeted marketing campaigns and personalized customer experiences.
- Customer Relationship Management (CRM): Implement a robust CRM system to manage customer interactions, track purchasing history, and personalize communication.
- Data-driven Decision Making: Leverage data analytics to understand customer behavior, optimize pricing, and improve operational efficiency.
- Digital Marketing: Invest in digital marketing channels, including search engine optimization (SEO), social media marketing, and content marketing, to reach and engage potential customers.
- Omni-channel Marketing: Create a seamless customer experience across all channels, including online, mobile, and physical locations.
- Customer Experience Optimization: Continuously monitor and improve the customer experience across all touchpoints, from order placement to delivery and after-sales support.
2. Embrace Innovation and Technology:
- Product Development: Invest in research and development to create innovative products and services that meet the evolving needs of customers.
- Digital Transformation: Embrace digital technologies, such as AI and machine learning, to automate processes, improve efficiency, and enhance customer service.
- Sustainable Solutions: Develop sustainable products and processes to meet the growing demand for environmentally friendly solutions.
3. Strengthen Brand Positioning:
- Brand Management: Develop a strong brand identity that reflects the combined strengths of Air Liquide and Airgas, emphasizing innovation, customer focus, and sustainability.
- Brand Positioning: Clearly communicate the value proposition of the merged entity to target customers, differentiating it from competitors.
- Marketing Communications: Develop a consistent and integrated marketing communications strategy to promote the brand and its offerings.
4. Expand Global Reach:
- International Business: Leverage Air Liquide's global reach to expand into new markets and serve customers worldwide.
- Global Marketing: Develop a global marketing strategy that considers cultural differences and adapts to local market needs.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: The recommendations leverage the combined strengths of Air Liquide and Airgas, including their expertise in industrial gases, strong customer relationships, and commitment to innovation.
- External Customers: The recommendations prioritize customer needs and experiences, aiming to create a seamless and personalized journey.
- Competitors: The recommendations address the competitive landscape by leveraging digital technologies, innovation, and a strong brand identity to differentiate the merged entity.
- Attractiveness: The recommendations are expected to drive growth and profitability through increased customer satisfaction, operational efficiency, and market share gains.
6. Conclusion
By implementing these recommendations, Air Liquide can leverage the merger with Airgas to create a digitally-powered customer-centric strategy that will drive sustainable growth and market leadership in the industrial gas sector. The focus on customer experience, innovation, and data-driven decision making will enable the merged entity to meet the evolving needs of customers and thrive in a competitive market.
7. Discussion
Alternatives:
- Maintaining the status quo: This option carries the risk of falling behind competitors who are embracing digital transformation and customer-centricity.
- Focusing solely on cost reduction: This approach may lead to short-term gains but could negatively impact customer satisfaction and long-term growth.
Risks:
- Resistance to change: Employees and customers may resist adopting new technologies and processes.
- Data privacy concerns: The use of data analytics raises concerns about data privacy and security.
- Competition: Competitors may adopt similar strategies, leading to increased competition.
Key Assumptions:
- The industrial gas sector will continue to grow in the coming years.
- Customers will increasingly demand digital solutions and personalized experiences.
- The merged entity will be able to successfully integrate its operations and leverage the combined strengths of Air Liquide and Airgas.
8. Next Steps
Timeline:
- Year 1: Implement a robust CRM system, develop a data-driven marketing strategy, and launch a new digital platform.
- Year 2: Expand into new markets, invest in product development, and launch innovative solutions.
- Year 3: Continue to invest in technology and innovation, monitor customer satisfaction, and refine the customer-centric strategy.
By taking these steps, Air Liquide can successfully leverage the Airgas merger to create a digitally-powered customer-centric strategy that will drive sustainable growth and market leadership in the industrial gas sector.
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Case Description
Air Liquide, a leader in centric industrial and healthcare gases, seeks to develop 'customer intimacy' through digital technologies following its acquisition of US company Airgas. VP Olivier Blachier is tasked to articulate for the board a vision of customer centricity and a digital strategy. First he must unpack the type of relationships that they each have with their core customer segments, and then select approporate digital technology - from AI to big data, social media or robotics - for small, mid-size and large customers respectively. New organizational structure are needed to support the group's digital transformation, foster agility in a fast-paced environment and and turn Air Liquide into a learning agent. A teaching note supplement with short recommendations for remote teaching of the case is available.
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