Total SWOT Analysis, USP & Competitors

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SWOT Analysis of Total with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Brand Name

Total

Category

Oil & Gas

Sector

Energy

Tagline/ Slogan

Our energy is your energy

USP

Total is a global brand name and one of the world's "supermajor"

STP

Segment

Corporates, countries, individuals looking to fulfill energy needs

Target Group

Enterprises looking for energy for production, people for petrol diesel for vehicles and domestic uses

Positioning

Quality of petroleum and natural gas prodcucts from Total

SWOT

Strengths

1.Total is one of the leading oil and gas companies
2.It has diverse operations in chemicals, coal, power generation
3.Strong brandname
4.Excellent global reach
5.Entering nuclear energy sector
6.Crude Oil and product trading

Weaknesses

1.Legal issues
2.Employee management
3.Oil spill controversies
4.Fraudulent investments and bribery cases

Opportunities

1.Increasing fuel/oil prices
2.Increasing natural gas market
3.More oil well discoveries
4.Expand export market

Threats

1.Government regulations
2.High Competition
3.Hybrid cars replacing petrol and diesel cars

Competition

Competitors

1.Chevron Corporation
2.Exxon Mobil
3.Royal Dutch Shell
4.BP
5.ConocoPhillips

The table above concludes the Total SWOT analysis along with its marketing strategy and brand parameters.

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