An international multi-industry engineering business, Apollo has enjoyed continual organic growth since it was formed 10 years ago. The last financial year was successful, despite the headwinds everyone has faced.  However, to support future growth and give the optimum platform to capitalise on emerging opportunities in Apollo, and across the Global Energy Group, Apollo have embarked on a 6-month strategic programme to ensure Apollo is fit for the future.


Apollo asked our positioning experts to help them manoeuvre into an even better position to capitalise on their existing success. The questions they needed answers to included “can you assess our business in terms of who and what we are?”, “how should we face the market?”, and “how do we explain our capabilities and the value we can offer our clients?”.

Genoa Strategy engaged with targeted Apollo stakeholders who had an ability to impact the business.  This research provided clarity that the values Apollo defined over 10 years ago, still strongly resonate today

By speaking to key stakeholders and clients for feedback around the refreshed vision, our experts uncovered several additional interesting outcomes beyond re-affirmation of the Apollo values and their relevance. One such key insight for the company which was interwoven throughout this feedback was the message that clients did not always know the full value that Apollo could offer, a surprising revelation and opportunity going forward.

This left Apollo with a burning question that needed clarity before it could move forward, “How do you revitalise a business that presents itself to reflect its past journey, not the future direction it has ambitions to achieve?”


We outlined a new powerful story for Apollo to tell which had its people as the backbone to an exciting and promising vision which is forward-looking, ambitious and has strong linkage to its people:

“Your international partner for transformational, front-end and through-life engineering projects. Our best-in-class problem-solving and customer responsiveness demonstrate Apollo is the exciting alternative in the energy sectors.  Your success is driven by our people, who are considered the best in the industry.”

And we also summarised the mission statement in this succinct yet impactful sentence, “To enable our people to deliver transformative problem solving across every aspect of a client’s project.”

Apollo and Genoa Strategy are collaborating closely to shape the future of the Apollo offering, by helping to redefine how Apollo represents its business streams more specifically to the market.

“Genoa Strategy helped position us for a successful future and we couldn’t have done it without them. They provided clarity around our associated Client Value Proposition (CVP) and everything that hangs off the back of it, such as business success, sales growth, marketing activity, and digital media.”

- Ryan Menzies, Group Managing Director

Discuss your challenge in confidence with one of our strategy directors