Background

You have been engaged by a major pipeline company to assess the current state and prospects of the pipeline industry. The pipeline industry emerged as a response to rising transportation costs for mineral extraction companies. Presently, there are approximately 20,000 miles of pipelines throughout the United States.

To devise a comprehensive strategy for the pipeline company, you need to acquire critical insights into the pipeline industry. Here are some aspects that can help shape your strategic approach:

Additional Details:

Industry Structure:

The pipeline industry consists of many competitors, with two key categories: common carrier pipelines (about 70% of all pipeline miles), regulated by the government, and proprietary pipelines (around 30% of all pipeline miles), located solely on private property.

Common carrier pipelines have various suppliers, while proprietary pipelines are not government-regulated.

Products:

Pipelines transport various liquid and gaseous materials, including crude oil, natural gas, methane gas, liquid nitrogen, refined oil products (e.g., gasoline), and chemicals.

Cost Structure:

Pipelines incur substantial fixed costs, with variable costs primarily related to the electricity required to operate pumping stations along the pipeline.

Different cost structures exist for moving different types of products, with pumping crude oil being significantly more costly than moving gaseous products.

Market Conditions:

Proven U.S. reserves are decreasing, and imports are rising.
Steady demand is anticipated for the next 5-10 years.

Key Points:

The threat of Entry is low due to the high fixed costs and commodity-like characteristics of pipeline services.
Industry Rivalry is strong with many competitors, low switching costs, and expected slow industry growth.

  • Substitute Products include tanker cars and tractor-trailer rigs for liquid and gaseous materials.
  • The power of Suppliers is not a significant factor.
  • The power of Buyers is not a significant factor due to regulation and a multitude of buyers.

Other Considerations:

Product Mix: Consider the impact of product margins, with higher margins for gaseous products compared to heavy unrefined products.
Government Regulation: Margins are influenced by common carrier status and potential environmental regulations.

Pipeline as a Storage Medium: 

Analyze the role of pipelines as temporary storage facilities, considering product volume in line and its impact on production decisions.

Operations: Focus on maximizing profits through factors like pumping parameter, cost of pumping at less than full capacity, pipeline and pumping station layout, shared pipelines for multiple products, and construction of parallel pipelines.

Market Differences: Recognize the varying dynamics in markets for crude oil, specialty chemicals, and natural gas, and adapt your strategy accordingly.

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Final Analysis

To devise a sound strategy for the pipeline company in the complex industry:

Cost Efficiency: Prioritize cost efficiency to manage the high fixed costs associated with pipeline construction and operations.

Revenue Diversification: Explore opportunities to diversify the revenue streams, such as focusing on high-margin products or introducing value-added services.

Market Intelligence: Stay well-informed about the rapidly changing commodity markets for different products transported through pipelines.

Regulatory Compliance: Ensure compliance with government regulations while planning for potential future environmental regulations.

Storage Optimization: Optimize the role of pipelines as temporary storage, balancing production decisions with market conditions.

Operational Excellence: Maximize profits by fine-tuning pumping operations, pipeline layout, and shared pipeline usage.

Adapt to Market Dynamics: Tailor your approach to the distinct characteristics of markets for different products, considering factors like demand, pricing, and competition.

With a comprehensive strategy based on these considerations, the pipeline company can position itself effectively in the industry and adapt to changing market conditions.

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