Veeder
Veeder-Root (V-R)
Veeder-Root (V-R) is the pioneer and world's leading supplier of automatic tank gauging and fuel management systems. Their products are used to meet the regulatory and business management requirements of industries that use and maintain underground storage tanks. Simplicity Petroleum Data Services (PDS), a remote monitoring and data collection service, is a new service V-R is offering its customers. The QMM team was asked to explore PDS and competitive services and to recommend strategy for V-R to compete in this new market.
The team used SWOT analysis as one tool for appraising V-R in the PDS market. Additionally, they performed a competitive analysis using Michael Porter's Five Forces Model. In their investigation of V-R's degree of vertical integration, they found the mechanical side of the business highly vertically integrated but the electronic side to be significantly less so. Since the future value of products is more likely to come from the electronics side, this finding was a source of concern. Other recommendations more specifically addressed the DDS business.
