As the case states, there is significant growth within the hydraulic fracturing gas sector, with an annual growth rate of 17% between 2000- 2006, and shale gas expected to contribute to 47% of total natural gas supplies in the US by 2035. Similarly the growth of the industry has led to a number of environmental issues, resulting from the use of unnatural and in some cases toxic fracturing fluid, which in turn damaged surrounding lands and water supplies. This issue has also led to significant growth of the number of companies attempting to supply environmentally friendly fracturing fluid.
SafeBlend was founded in 1998, and whilst the case doesn’t explicitly state the specifics of the amendments made to their fracturing fluid over this time, the constant modifications being made in consultation with their customers suggests that they’re still seeking to improve the make up of their fracturing fluid. SafeBlend’s product offering is essentially still the same, however as the company grows and takes on new clients, they’re working with these clients to make slight tweaks so as to appease them and formulate the best product possible for the customers given situation. Whilst the product itself may have not changed greatly, in 2012 and 2013 SafeBlend have been forced to have more of an approach whereby they sell the company, what they stand for and what they hope and believe they can achieve. This has resulted from the growth of the industry as a whole and the number of opportunistic suppliers whom have subsequently entered the market to supply environmentally friendly fracturing fluid. This increased competition for SafeBlend has forced them to market their business more in a way that highlights their long run dedication to this goal.
As with any negotiation the parties have polar opposite objectives, and as such the aim is to
