Ergon Energy SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 273
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SWOT Analysis of Ergon Energy with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Ergon Energy

Parent Company

Ergon Energy

Category

Energy and utilities

Sector

Energy

USP

Peace of mind, choice and control for the best possible price

STP

Segment

Customers with electricity requirements

Target Group

Business (large, small and medium), Household

Positioning

Safe dependable electricity service for the best possible price

SWOT Analysis

Strengths

1.  It is one of leading energy retailer and distributors in Australia with a strong asset base and over 700,000 customers.
2. It has generated customer value through solutions such as e-billing and online self service portal.
3. It has high customer satisfaction with supply performance 
4. Customer satisfaction with their Customer Solutions Center has been very high

5. Ergon energy has been committed to improve electrical safety awareness within the community and for that it has launched various campaigns such as ‘Working together to make this summer the best it can be’.

6. Ergon energy has aligned itself with changing value proposition of customers and their rising demand for solar energy.

7. Over 4500 people are employed with the organization

Weaknesses

1. Its operations are concentrated in Queensland. This geographic concentration increases company’s risk.
2. Ergon does not have sufficient energy generation capacity as compared to global competitors

Opportunities

1. By expanding its operational geographic area it can generate growth.
2. Opportunities lie in the development of new energy technologies and by driving growth through that.
3. Opportunities lie in the evolution into smarter network by employing innovative ways like smart grid solutions. In recent years they have developed Grid Utility Support System (GUSS) which stores power during off-peak times and utilizes that power during times of peak demand.

Threats

1. Environmental factors such as cyclones and floods can hamper the profitability and network of Ergon Energy.

2.  They sell electricity at the price set by the Queensland Competition Authority (QCA) and any changes in that may hamper the profitability of the company.

3. High wholesale spot energy prices can significantly harm the margin.

4. Energy industry is under the purview of various public policy and regulations which includes environmental laws and regulations as well. Thus policy uncertainty becomes a risk as any unfavorable policy can harm Ergon Energy.

Competition

Competitors

1. Energex Limited
2. EnergyAustralia
3. Origin Energy Limited
4. TRUenergy




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