Competitiveness of the water utility consulting industry on the Internet in South Africa

Abstract

By using an adapted version of Michael E. Porter’s five competitive forces model and by analysing the SAACE database of registered consulting engineering enterprises, it was determined that there currently seemed to be very little competitiveness in the water utility consulting industry on the Internet in South Africa. This could be seen from the very limited number of competitors that were advertising a limited number of services on the Internet. The value of the Internet, specifically as an advertising tool, should never be underestimated by enterprises. It is therefore very important for enterprises that are providing products or services to advertise their products or services in great detail on the Internet and to specify the possible users, clients, of these products or services. To improve the competitiveness of the water utility consulting industry on the Internet, industry players should: specifically indicate on the Internet that they provide services to water utility enterprises. The phrase 'water utility' or the words 'water' and 'utilities' should be used with the services that can be provided to water utility enterprises; and indicate all the services they can render to water utility enterprises. Specific emphasis should be placed on the combination of consulting services that can be provided to water utility enterprises to assist them to become more effective and efficient. Those water utility consulting enterprises that implement these recommendations first will definitely have an immediate competitive advantage on the Internet above their competitors. It should be mentioned that there are limitations with regard to this research and that the results should not be generalized. However, the findings of the study give an indication of the competitiveness or lack of it in the water utility consulting industry on the Internet in South Africa. 9