BHEL Bharat Heavy Electricals Ltd SWOT Analysis, USP & Competitors

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SWOT Analysis of BHEL Bharat Heavy Electricals Ltd with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BHEL Bharat Heavy Electricals Ltd

Parent Company

BHEL

Category

Electrical Equipment

Sector

Energy Power and Industrial Equipment

Tagline/ Slogan

-

USP

An integrated power plant equipment manufacturer and one of the largest engineering and manufacturing companies in India in terms of turnover

STP

Segment

Power Transmission Sector, Oil and Gas, Industrial Equipment, Telecommunication Area, Non-Conventional Energy

Target Group

Power distribution &Power generation companies, Oil and Gas Companies, Telecommunication Industry

Positioning

An umbrella organization for providing total business solution to public and private sector customers

SWOT Analysis

Strengths

1. Strong engineering base andstable industrial relationship
2. Has been making profits continuously and paying dividends since 1974

3. Great support from the collaborators has helped it to acquire modern technology and transform it to suit Indian conditions

4. Huge customer  base in domestic business leading to major presence and influence in the market

5. More than 190 products and 30+ major product groups

6. Ability to deliver high quality products at a competitive price

Weaknesses

1.Inability to provide to give supplier’s credit, soft loans and financing of power projects

2.Longer delivery cycles when compared with other international competitors
3.The company lacks effective marketing  infrastructure

Opportunities

1. There is a huge demand of power and is expected to grow further
2.Ageing power plants need more service and spare parts
3. As it cost competitive, it has potential export opportunities

Threats

1.Increased competition both national and international companies
2. Foreign competitors rapidly spending on promotion tactics
3. Consolidations in the industry have reduced the turnover of the company

Competition

Competitors

1.Larsen and Turbo (L&T)

2.Suzlon Energy
3.BEML



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