Fortum SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 872
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SWOT Analysis of Fortum with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Fortum

Parent Company

Fortum Corporation

Category

Electric Utilities

Sector

Energy

Tagline/ Slogan

-

USP

Has the biggest market share of Ecolabeled electricity in Finland.

STP

Segment

Industries, Big cities, Ports etc looking for energy and electrical solutions

Target Group

Industries and corporates

Positioning

Leading Finnish Energy producer

SWOT Analysis

Strengths

1.Has over 14000 MW of generation capacity – 1/3rd of it being hydro power which has 290+ plants, nuclear plants and over 30 combined heat and power plants. Also has over 11,000 employees
2. Most of its power generation is emission free

3. Has strong market presence in Scandinavia and Russia.
4.Financially stable and has S&P rating of A

Weaknesses

1.Over dependence on Nordic countries

2.Most of the debt is composed of European bonds – thus it is exposed to the Eurozone crisis

Opportunities

1.Opportunities in other European markets

2. Growth opportunities in Renewable energy like Wind, Solar etc

3. High demand for power in Europe

Threats

1.Energy demand forecast is expected to slow down due to Euro zone crisis

2. Regional markets are expected to consolidate into one single European market place for Energy

3. Much larger players in Europe pose an entry barrier into other European markets

Competition

Competitors

1. CEZ Group
2. E.On
3.RWE Power



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