Shree Chanakya Education Society’s

Indira Institute of Management, Pune

Summer Internship Project

MBA Semester III (Batch 2021-23)

Name of the Student : Hanu Tiwari

Division : MKT-A
Roll No: 9
Specialization : MARKETING

Title : A Study On Hydrogen Generation Market

Name of the Organization: Grand View Research
Name of the Internal Guide : Dr. Dipanjay Bhalerao
 INTRODUCTION AND RATIONALE OF THE
STUDY
• The global hydrogen generation market size was valued at USD
129.85 billion in 2021 and is expected to expand at a compound
annual growth rate (CAGR) of 6.4% from 2022 to 2030.
• The global hydrogen generation market is likely to be driven by
the demand for cleaner fuel, coupled with increasing
governmental regulations for the desulphurization of petroleum
products.
• Hydrogen is an effective energy carrier, and this quality is
expected to contribute significantly to its further penetration into
newer markets.
• The global electricity demand is expected to witness an increase
of nearly two-thirds of the current demand during the forecast
period.
 INDUSTRY/ SECTOR PROFILE
• Market Size - USD 2.1 billion in FY21
• Expected to reach - USD 4.2 billion by FY26
• CAGR - 12-14%
• In FY21, marketing analytics services accounted for 52 per
cent of the total industry revenue, while
traditional market research and syndicated/publishing
services brought 32 per cent and 16 per cent, respectively
• The FMCG and retail sectors are the largest consumers for
market research and insights with a share of 27 per cent,
followed by information, communications and telecom
(16 per cent), and banking, financial services and
insurance (15 per cent).
 Important Players
• NielsenIQ
• IQVIA
• Kantar
• Gartner
• Nielsen
• Markets and Markets
• Transparency Research
 COMPANY OVERVIEW
• Grand View Research is an India & U.S. based market
research and consulting company, registered in the State of
California and headquartered in San Francisco.
• The Company was founded in 2014.
• The company provides syndicated research reports,
customized research reports, and consulting services.
• Grand View Research database is used by the world's
renowned academic institutions and Fortune 500 companies
to understand the global and regional business environment.
• Its database features thousands of statistics and in-depth
analysis on 46 industries in 25 major countries worldwide.
 ORGAN GRAM

Shashi Kumar (CEO &

Co- Founder)

Brain Haven
(President and Co-
Founder)

Anshuman Bahuguna Bhabesh Panigrahi Michelle Thoras Nilesh Patankar Saurav Chakravorty
Swayam Dash
(Director - Research & (Director of Strategy (Director - Business (Director - Research (Director Web
(Managing Director)
Consulting) & Research) Development) and Consulting) Marketing)
 Products
• Market Research Reports
• Market Monitoring Services
• Research Partnership Services
• Competitive Intelligence
• Management Consulting
• Due Diligence
• ESG
• Procurement Consulting
 Clients
• Companies
• Academia
• Consulting Companies
• Investment Firms
• Fortune 500 Companies
 Marketing Mix
Product:
• Market Research Reports
• Market Monitoring Services
• Research Partnership Services
• Competitive Intelligence
• Management Consulting
• Due Diligence
• ESG
• Procurement Consulting

Price: The price varies on the license type. But in general, the prices are moderate and
high according to the quality which is delivered to the customer.

Place: Grand View Research majorly serves the U.S. and Europe

Promotion: Online promotion, and social media advertising.

 SWOT
Strengths:
• Constant market monitoring Opportunities:
• Continuous product monitoring • Wide/open market
• Continuous Kol Interviewing • Can give solution to other verticals other than it
is offering now
• Product positioning analysis
• Partner prospecting
• Data mining & analytics
Threats:
• Opportunity identification
• Economic Change
• Variable mapping 
• Competitive Innovation
• Regulation
Weakness:
• Consumer Perception
• Time Gap Makes Research Irrelevant
• Addressing Threats
• Cost Consideration
• Problem of Rapid Change
• Problem of Trust and Accuracy
• It is not Problem Solving Technique but an
Aid to Solve the Problem
• Subjective or Biased Result
 STP ANALYSIS
 
Segment: Enterprise seeking research data.
Need based: GVR segments its market depending on the need of the customers i.e. the level of Complexity-
How complex research the customer requires. GVR has expert analysts in every field who can understand the
requirements of customers for customization. GVR is capable of delivering the best solution to the customers
which involves lots of research and expert knowledge.

Type of industry:
• Consumer goods
• Advanced materials
• Semiconductors and electronics
• Healthcare
• Technology
• Specialty and fine chemicals
• Food and beverages
• Bulk chemicals
 
Targeting:
• Target groups are mostly overseas large and small scale enterprises.

Positioning:
• Grand view research believes in quality and delivers accurate , clear, and informational content required by
the customers on time.
 PORTER’S FIVE FORCES MODEL
Threat of New Entrants:
 
• The Market Research industry does not have any measures which can control the entry of new firms.
• The resistance is very low and the structure of the industry is so complex that new firms can easily enter
and also offer tough competition due to cost effectiveness. Hence potential entry of new firms is highly
viable.

Bargaining Power of Suppliers:

 
• The bargaining power of the suppliers of raw materials and intermediate goods is not very high.
• There are ample substitute suppliers available and the raw materials are also readily available and most of
the raw materials are homogeneous.
• There is no monopoly situation on the suppliers’ side because the suppliers are also competing among
themselves.
 
Bargaining Power of Buyers:
 
• The bargaining power of the consumers is very high. This is because in the Market Research industry the
switching costs of most of the services are very low and there is no threat of buying one over the other.
• Customers are never reluctant to buy and try new things off the shelves.
 PORTER’S FIVE FORCES MODEL
Threat of Substitutes:
• There are complex and never-ending consumer needs and no firm can satisfy all sorts
of needs alone. There are plenty of substitute goods available in the market that can
be replaced if consumers are not satisfied with one.
• The wide range of choices and needs give sufficient room for new product
development that can replace existing goods. This leads to higher consumer
expectations

Rivalry Among Existing Competitors:

 
• Market research industry does not have any measures which can control the entry of
new firms.
• There are scarce customers because the industry is highly saturated, and the
competitors try to snatch their share of the market.
• Market players use all sorts of tactics and activities from intensive advertisement
campaigns to promote stuff and price wars etc. hence the industry of rivalry is very
high.
 OBJECTIVES OF PROJECT
• To assess the current global hydrogen generation market size
and its compounded annual growth rate by year
compounded annual growth rate by year 2030
• To assess the Market share of different key players in
hydrogen generation
• To understand the latest trends and market dynamics that
affect the hydrogen market
• To assess the region wise consumption of hydrogen
• To understand different techniques that are used for
hydrogen production and their respective production
capacities
 SCOPE OF PROJECT
• With the increase in the fossil fuel consumption and its use at the individual
and organizational levels, there has been a corresponding increase in
initiative by different governments and companies in order to reduce their
carbon footprint.
• In view of this situation, the present study analyzes the role of hydrogen in
the decarbonisation of our energy consumption in order to tackle problems
such as climate change.
• To this end, the study will also cover the changes in the usage, generation
and application of hydrogen in different industries region wise over the time
period ranging from 2022-2030.
• The scope of the study is restricted to select regions, production methods or
technologies, applications etc.
• Further, the study also involves an analysis of compounded annual growth
rate of Hydrogen market over the forecast period of 2022 to 2023.
 Research Objectives
• To assess the current global hydrogen generation market size
and its compounded annual growth rate by year
compounded annual growth rate by year 2030
• To assess the Market share of different key players in
hydrogen generation
• To understand the latest trends and market dynamics that
affect the hydrogen market
• To assess the region wise consumption of hydrogen
• To understand different techniques that are used for
hydrogen production and their respective production
capacities
 Type of Research
• Secondary Research
– Data available on the internet
– Government and nongovernment agencies
– Public libraries
– Educational Institutions
– Commercial information sources: Local
newspapers, journals, magazines, radio and TV
stations
 Research Methodology

Defining the Problem or Opportunity

Developing Marketing Research Plan

Collecting Relevant Data and Information

Analyzing Data and Report Findings

DATA ANALYSIS
1. Value Chain Analysis
 Hydrogen Production
(Classification, Colour, Production Process)
 Present uses of hydrogen

• Hydrogen use today is dominated by industrial

applications.
• The top four single uses of hydrogen today (in both
pure and mixed forms) are:
• Oil refining (33%)
• Ammonia production (27%)
• Methanol production (11%)
• Steel production (3%)
• Virtually all of this hydrogen is supplied using fossil
fuels.
Technology Insight
 SOURCE INSIGHTS

• In source, natural gas segment led the market in

2021.
• Hydrogen is produced from natural gas reforming
which produces hydrogen, carbon monoxide, and
carbon dioxide.
• Hydrogen production from natural gas is the
cheapest method of producing hydrogen.
• It is expected to keep its lead during the forecast
period.
 SYSTEMS INSIGHTS

• Based on systems Merchant generation segment led the

market in 2021.
• Merchant generation of hydrogen means hydrogen is
produced at a central production facility and is
transported and sold to a consumer by bulk tank, pipeline
or cylinder truck.
• In many countries such as the U.S., Canada, and Russia
there is an extensive existing natural gas pipeline network
that could be used to transport and distribute hydrogen.
• The merchant generation segment is expected to keep its
lead during the forecast period.
 REGIONAL INSIGHTS
• The Asia Pacific dominated the global market in 2021and accounted for the largest revenue
share of over 41.40%.
• China led the Asia Pacific regional market in 2021, in terms of revenue.
• The presence of a greater number of refineries within the Asia Pacific region, in major
countries such as China and India, has resulted to drive the utilization of hydrogen generation
in the region. Further, governments in some of the Asia Pacific countries such as Japan and
Australia are evaluating greener and cleaner technologies for hydrogen generation.
• The expansion of the hydrogen generation industry in North America has been underway for
several years.
• The industry has grown at a brisk pace with contributions from each application and
technology.
• Methanol production and ammonia production are the fastest growing sector with countries
such as the U.S. and Canada, witnessing significant growth in the last five years.
• Growth in hydrogen generation is expected in the region on account of the development and
deployment of fuel cell systems in Europe which is witnessing an increase due to the projects
announced by the European Commission through organizations such as Fuel Cells and
Hydrogen Joint Undertaking (FCH JU).
• These projects have been announced with an objective to increase the adoption of fuel cell
vehicles in Europe and this will assist in the development of supportive hydrogen
infrastructure for the fuel cell vehicles in the major European countries.
 Key Companies
• Air Liquide International S.A
• Air Products and Chemicals, Inc
• Hydrogenics Corporation
• INOX Air Products Ltd.
• Iwatani Corporation
• Linde Plc
• Matheson Tri-Gas, Inc.
• Messer
• SOL Group
• Tokyo Gas Chemicals Co., Ltd.
 Findings
• Hydrogen use today is dominated by industrial applications
• More than 60% of hydrogen used in refineries today is produced using
natural gas
• Demand for ammonia and methanol is expected to increase over the
short to medium term
• In the longer term, steel and high-temperature heat production offer vast
potential for low emissions hydrogen demand growth
• Hydrogen holds long-term promise in many sectors beyond existing
industrial applications. The transport, buildings and power sectors
• The competitiveness of hydrogen FCEVs in transport depends on fuel cell
costs and on the building and utilisation of refuelling stations
• The largest near-term opportunity in buildings is blending hydrogen into
existing natural gas networks
• Power generation offers many opportunities for hydrogen and hydrogen-
based fuels
 Conclusion
• Hydrogen offers ways to decarbonise a range of sectors – including
long-haul transport, chemicals, and iron and steel – where it is
proving difficult to meaningfully reduce emissions.
• Hydrogen is versatile –Technologies already available today enable
hydrogen to produce, store, move and use energy in different ways.
• Hydrogen can enable renewables to provide an even greater
contribution
• Hydrogen can be used much more widely
• Producing hydrogen from low-carbon energy is costly at the moment.
• The development of hydrogen infrastructure is slow and holding back
widespread adoption
• Hydrogen is almost entirely supplied from natural gas and coal today
 Suggestions
• Establish a role for hydrogen in long-term energy strategies by governments
• Stimulate commercial demand for clean hydrogen
• Address investment risks of first-movers
• Support R&D to bring down costs
• Eliminate unnecessary regulatory barriers and harmonise standards
• Focus on four key opportunities to further increase momentum over the next
decade. By building on current policies, infrastructure and skills, these
mutually supportive opportunities can help to scale up infrastructure
development, enhance investor confidence and lower costs:
• Make the most of existing industrial ports to turn them into hubs for lower-
cost, lower-carbon hydrogen.
• Use existing gas infrastructure to spur new clean hydrogen supplies.
• Support transport fleets, freight and corridors to make fuel-cell vehicles more
competitive.
• Establish the first shipping routes to kick-start the international hydrogen trade
 Achievements
 
• I made 15 sample reports of consumer goods
domains for different clients.
• I made 120 report descriptions and 50 press
releases for the company’s website of the
consumer goods domain.
• All the report description and press releases
were published on the company’s website.
• I was offered a PPO by GVR
 REFERENCES/BIBLIOGRAPHY
• https://www.grandviewresearch.com/
• https://www.grandviewresearch.com/industry-analysis/hydrogen-generation-
market
• https://www.alliedmarketresearch.com/hydrogen-generation-market
• https://www.fortunebusinessinsights.com/industry-reports/hydrogen-genera
tion-market-100745
• https://www.marketresearchfuture.com/reports/hydrogen-generation-marke
t-7026
• https://www.iea.org/reports/the-future-of-hydrogen
• https://www.marketsandmarkets.com/Market-Reports/hydrogen-generation-
market-494.html#:~:
text=The%20current%20market%20size%20of,USD%20160.0%20Billion%20in
%202022
• https://www.sciencedirect.com/science/article/pii/S1364032121004688
• https://www.sciencedirect.com/science/article/pii/S0360319922033900
• https://www.sciencedirect.com/science/article/abs/pii/S036031991732791X
Thank You