What is Sales and Marketing Strategy of Horizon Company?

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What is Horizon Oil's Sales and Marketing Strategy?

Horizon Oil, an independent oil and gas company, has strategically grown through acquisitions, notably the August 2025 completion of the Thailand Block L44/43 oil project. This acquisition immediately boosted production and reserves, diversifying its asset base and highlighting the need for an agile sales and marketing approach in the Asia-Pacific energy market.

Founded in 1969 and listed on the ASX, Horizon Oil focuses on creating value through hydrocarbon exploration and extraction. Its current market strategy emphasizes key Asia-Pacific regions, including Papua New Guinea, China, New Zealand, and Thailand, aiming to be a cash-generative entity with substantial shareholder distributions, exceeding AUD 170 million in recent years.

Horizon Oil's sales and marketing strategy is deeply intertwined with its operational focus and strategic growth. The company primarily engages in business-to-business (B2B) sales, marketing its crude oil and gas production to refiners and industrial consumers. Its marketing efforts are geared towards building strong relationships with these key buyers, emphasizing reliability of supply and product quality. The recent acquisition in Thailand, for example, is marketed as an opportunity to expand its supply base and offer a more diverse product mix to its existing and potential customers. Understanding the company's market position can be further illuminated by analyzing its Horizon BCG Matrix, which would categorize its various oil and gas assets based on market share and growth potential.

Horizon Company primarily employs a business-to-business (B2B) sales model, directly engaging with corporations, governmental bodies, and institutional entities for the sale of its crude oil and natural gas. This direct engagement is central to its sales and marketing strategy, focusing on building strong, long-term relationships.

Direct Sales to Refiners and Distributors

The core of Horizon Company's sales strategy involves direct sales to refiners, utility companies, and other energy distributors. These transactions are frequently structured through long-term contracts, ensuring predictable revenue streams and supply security.

Strategic Contractual Agreements

Securing significant gas sales agreements, such as the one with the Northern Territory Government in July 2024, exemplifies the company's approach. This agreement ensures a stable gas supply through 2030, bolstering project cash flows and demonstrating a commitment to reliable partnerships.

Diversification of Production and Revenue Streams

Horizon Company's business strategy includes diversifying its production base and securing stable revenue. The acquisition of a 25% interest in the Mereenie field in June 2024 significantly boosted reserves and provided a new production hub.

Mitigating Price Volatility

While engaging in spot market commodity sales, the company prioritizes fixed-price or indexed contracts to manage price volatility. For instance, oil hedging volumes for May-December 2025 were set at an average price of US$71 per barrel.

Omnichannel Integration and Market Responsiveness

Horizon Company adopts an omnichannel integration approach to maximize asset value. This strategy balances long-term contractual commitments with sales that are responsive to current market conditions, reflecting a dynamic market share pursuit.

• Direct sales to refiners and utility companies.
• Long-term gas sales agreements for stable revenue.
• Commodity sales on the spot market.
• Strategic acquisitions to diversify asset base and geographic reach.

The company's sales and marketing plan is deeply intertwined with its overall business strategy, focusing on expanding its operational footprint and securing consistent revenue growth. This includes strategic moves like recent deals in Thailand, which further diversify its asset base and geographic reach, contributing to its customer acquisition efforts. Understanding the Mission, Vision & Core Values of Horizon provides context for these strategic sales channel developments.

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The marketing tactics for Horizon Company are primarily focused on building awareness and trust within the business-to-business (B2B) sector. Their approach emphasizes investor relations, corporate communications, and showcasing operational excellence and responsible resource extraction. This aligns with a broader Horizon Company business strategy that prioritizes transparency and stakeholder engagement.

Investor Relations and Corporate Communications

Horizon Company utilizes ASX announcements, investor presentations, and annual reports to communicate financial performance, reserves, and strategic initiatives. These documents are key components of their Horizon Company sales strategy.

Showcasing Operational Excellence

Demonstrating responsible resource extraction and operational capabilities is central to their marketing. This builds credibility and trust among industry partners and investors, supporting Horizon Company revenue growth.

Transparency Through Digital Platforms

The company's website acts as a central hub for financial reports and project information, enhancing accessibility for a diverse range of stakeholders. This digital presence is a core element of their Horizon Company digital marketing tactics.

Leveraging Investor Platforms

Engagement with investor platforms like Intelligent Investor and MarketScreener provides updated share price, dividend, and news information. This outreach is a vital part of their Horizon Company B2B sales approach.

Sustainability as a Marketing Message

Horizon Company's commitment to sustainability, as detailed in their sustainability report, appeals to stakeholders increasingly focused on ESG policies. This reinforces their Horizon Company brand positioning strategy.

Data-Driven B2B Engagement

In 2025, B2B marketers in the Asia Pacific region are increasingly adopting digital-first, data-driven strategies. This includes utilizing AI-powered tools and cloud-based solutions to optimize supply chains and personalize customer interactions, reflecting trends relevant to Horizon Company's marketing efforts.

The 2025 Reserves and Resources Statement, released in July 2025, is a critical marketing asset. It highlights the company's asset base and future potential, noting a 9% decrease in net Proved + Probable (2P) Reserves due to production, which was partially offset by a life extension project at Maari. This detailed reporting supports the Horizon Company sales and marketing plan by providing concrete data on their operational status and future outlook. While specific digital marketing tactics like content marketing or SEO are not explicitly detailed for Horizon Company, the broader industry trend in 2025 sees a significant shift towards these digital channels for B2B engagement. Understanding how Horizon Company acquires customers involves recognizing the importance of these transparent and data-rich communications.

Key Marketing Communication Tools

Horizon Company employs several key tools to communicate its value proposition and operational status to its target audience. These are integral to their overall Horizon Company marketing strategy.

• Annual Reports: Comprehensive overview of financial performance and strategic direction.
• Investor Presentations: Detailed insights into operations, reserves, and future plans.
• ASX Announcements: Timely updates on significant company developments.
• Sustainability Reports: Highlighting commitment to ESG principles and responsible practices.
• Company Website: Central repository for all official company information and reports.
• Investor Platforms: Outreach via sites like Intelligent Investor and MarketScreener for broad visibility.

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The company's brand positioning centers on being an agile and disciplined upstream oil and gas entity focused on building resilient energy production and shareholder value. This is achieved through a focused, active management approach and a skilled, hands-on team that applies Australian business rigor to its Asia-Pacific operations.

Agile and Disciplined Operations

The company positions itself as an agile and disciplined upstream oil and gas operator. Its strategy emphasizes building resilient energy production and creating shareholder value through focused management.

Long-Term Partnerships and Expertise

Demonstrating reliability, the company highlights its long-term partnerships in non-operated oil projects. These include over 20 years in China and 17 years in New Zealand, showcasing established expertise.

Value Creation Through Hydrocarbon Assets

The core message revolves around creating value via the discovery and responsible extraction of hydrocarbon assets. This appeals to investors and stakeholders through consistent financial performance and strategic growth.

Consistent Shareholder Returns

The company has consistently returned at least AUD 3.0 cents per share to shareholders for four consecutive years. Cumulative distributions have exceeded A$224 million (AUD 14 cents per share) over the past four years.

Brand consistency is maintained through official reports, ASX announcements, and investor presentations, which provide a unified narrative of the company's operational achievements, financial health, and strategic direction. The company's responsiveness to market shifts is evident in its ongoing investments in new technologies and a focus on capital discipline, aligning with industry trends towards innovation and sustainability. This approach contributes to a positive perception among its investor base, further solidified by strategic acquisitions like the recent Thailand asset purchase, which is immediately earnings and cashflow accretive. Understanding this brand positioning is crucial when examining the Competitors Landscape of Horizon.

Financial Performance Focus

The brand appeals to its target audience by demonstrating consistent financial performance and strategic growth. This focus is key to its business strategy.

Brand Narrative Consistency

Official reports and investor presentations ensure a unified narrative, reinforcing the company's operational achievements and strategic direction. This supports the Horizon Company sales strategy.

Investor Confidence

Consistent dividend payments and strategic, accretive acquisitions build investor confidence and contribute to a positive market perception. This is vital for Horizon Company revenue growth.

Adaptability and Innovation

Investments in new technologies and capital discipline demonstrate responsiveness to industry trends and a commitment to innovation, supporting the Horizon Company marketing strategy.

Geographic Rigor

Applying Australian business rigor to its Asia-Pacific portfolio, particularly in established partnerships, underscores a disciplined approach to operations.

Strategic Asset Acquisition

The immediate earnings and cashflow accretive nature of recent acquisitions, such as the Thailand asset, reinforces the company's strategic growth objectives.

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The sales and marketing strategy of Horizon Company is characterized by strategic corporate actions and investor communications rather than traditional consumer marketing. These initiatives are designed to enhance market presence and drive growth through financial discipline and asset expansion.

Shareholder Value Campaign

Horizon Company has consistently focused on returning value to shareholders through dividends. For the fourth consecutive year, it has maintained a dividend payout of at least AUD 3.0 cents per share, with an interim dividend of AUD 1.5 cents per share paid in April 2025.

Asset Acquisition and Diversification Campaign

A key strategic initiative involves acquiring and integrating new assets to diversify and expand the production base. This includes the acquisition of a 25% interest in the Mereenie oil and gas field in June 2024 and the onshore Thailand Block L44/43 oil project in August 2025.

Communication Channels

The primary channels for communicating these strategic 'campaigns' include ASX announcements, investor presentations, and annual reports. These platforms detail the strategic rationale, financial impacts, and expected benefits of the company's actions.

Measuring Success

Success is measured by tangible improvements in production volumes, reserves, and cash flows. For instance, net working interest production increased by 11% to 849,147 boe in HY25, alongside a current dividend yield of 14.63%.

Investor Attraction and Retention

The consistent dividend payments, totaling over A$224 million in cumulative distributions over four years, act as a continuous campaign to attract and retain investors. This highlights the company's financial stability and cash-generating capabilities.

Portfolio Enhancement

Acquisitions are strategically chosen to enhance the asset portfolio, aiming for greater geographic and product diversification. The goal is to secure long-life oil production, contributing to overall revenue growth.

Increased Production and Cash Flow

The integration of new assets, such as the Thailand Block L44/43 acquisition, immediately boosts production and cash flow. This directly supports the Horizon Company sales strategy by increasing the volume of product available for sale.

Positive Investor Sentiment

The company's strategic actions and consistent financial performance aim to foster positive investor sentiment. This is reflected in the stock's performance and the attractive dividend yield, a key component of the Horizon Company marketing strategy.

Strategic Rationale Communication

Through detailed ASX announcements and investor presentations, Horizon Company clearly communicates the strategic rationale behind its acquisitions and financial policies. This transparency is crucial for its Growth Strategy of Horizon.

Long-Term Business Strategy

The overarching business strategy involves carefully selected acquisitions to build a robust and diversified asset base. This approach aims to ensure sustainable revenue growth and long-term value creation for stakeholders.

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