Alinta Energy SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 710

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

Alinta Energy

Parent Company

Consortium - Singapore Power International (SPI), Babcock & Brown Infrastructure (BBI) and Babcock & Brown Power (BBP)


Oil & Gas



Tagline/ Slogan

Our challenge is to make energy more affordable


One of the largest energy infrastructure companies in Australia



Corporates, small scale business people and individuals looking to fulfill energy needs

Target Group

Residential customers looking for energy needs and industries


Cheap, affordable and hassle free energy supply to customers

SWOT Analysis


1. Strong focus on B2C customers

2. Diversified presence in the emerging solar energy market
3. Key initiatives like Consultant advices for energy management through efficient invoices and billing systems
4. Strong Customer connect with exceptional customer care services

5. Over 4000 employees with the organisation


1. Decline of the owner Inv. Bank Babcock & Brown's has impacted Alinta’s brand.

2. Acquisition of Duke Energy assets has deflated Alinta’s brand equity.

3. Heavy dependence in the wholesale market


1. Huge growth opportunity in the retail business
2. Expansion of its operations in New South Wales to build a firm position in the retail market

3. Energy forecasts that rising mine demand could increase power needs and Alintas has the technology to provide cheap electricity to miners


1. Drop in the power output prices in the residential market
2. Stiff competition from the private power mines
3. Regulations in the energy market.



1. AGL
2. Origin
3. TruEnergy



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