Keppel Corporation SWOT Analysis, USP & Competitors

Posted in Conglomerates, Total Reads: 2080
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SWOT Analysis of Keppel Corporation with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Keppel Corporation

Parent Company

Keppel Corporation

Category

Conglomerate

Sector

Investment holding and management group

Tagline/ Slogan

Be as One; Strong Values, Strong People

USP

Passion, Integrity, Customer Focus, Safety, Agility & Innovativeness

STP

Segment

Offshore and marine, infrastructure, property, and investment businesses

Target Group

Shipping industry, Process industries, Government agencies, Business organizations, Oil and gas industries

Positioning

Profitability, Safety and innovation

SWOT Analysis

Strengths

1. Strong market position in key businesses providing competitive advantage with operations in over 30 countries
2. Favorable business mix
3. Sustainability initiatives – solid waste management, green energy investments, etc.
4. Global leader in offshore rig design, construction and repair, ship repair, and conversion

5. Over 35,000 people are a part of its workforce

6. It has a strong presence in Offshore & Marine industry, Infrastructure, Property and Investment

Weaknesses

1. Geographic concentration with majority revenue from Singapore
2. Decrease in revenue from ASEAN countries, which are growing economies

Opportunities

1. Positive trend in the production and floating accommodation semisubmersible markets – with global energy demand growth is expected to grow significantly
2. High order contracts likely to benefit the group's financial performance
3. Venturing into clean energy production

Threats

1. Intense competition
2. Government regulations and environmental issues

Competition

Competitors

1. CITIC Pacific Ltd.
2. Hutchison Whampoa Limited
3. Kawasaki Heavy Industries, Ltd.

4. Mitsubishi Heavy Industries, Ltd.

5. Singapore Technologies Engineering Ltd

6. Mitsui Engineering & Shipbuilding Co., Ltd.


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