SWOT Analysis of Consumers Energy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Natural Gas & Electricity
Count on US
Leader in Michigan
Energy and natural gas
Residents and companies
Reliable & affordable power
1. Leader in market – 6+ million customer base 2. Strong brand equity and loyal customers 3. Economies of scale- Cost advantage creating strong financial position 4. High R&D investments – Known for innovations
5.Strong supply chain with high asset leverage ratio
6. Consistent online growth by effective communication
1. Restricted to a few locations only in the US 2.Criticized for alleged lobbying and not paying taxes
1. Can explore other parts of USA and emerging markets 2.Can diversify their product portfolio – Solar system 3.Can diversify their customer base
1.High competition 2.Availability of cheaper technologies 3.Economic slowdown resulting in price wars
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