British Gas SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 2673
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SWOT Analysis of British Gas with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

British Gas

Parent Company

The British Gas Corporation

Category

Coal, Biomass, Hydroelectricity

Sector

Energy

Tagline/ Slogan

Looking after your world

USP

Across UK giving energy to over 12 million households

STP

Segment

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

Target Group

Residential customers looking for energy needs and industries

Positioning

We are the leaders in technological innovation and we promise to deliver smarter homes.

SWOT Analysis

Strengths

1. Technological innovators – First to introduce mobile controlled heating, electricity generating boilers in UK market

2. Generates substantial part of the total electricity for the consumers in the National electricity market
3. Key initiatives like Consultant advices for energy management through efficient invoices and billing systems
4. Sports marketing - Involved in sports sponsorship with the British swimming team and sponsored the Southern Football League.

5. Its offerings include Gas, Electricity, Boilers and central heating, Plumbing and drains, Renewable Energy and Home appliance services

Weaknesses

1. Heavy dependence on the wholesale market

2. Scrutinized by the British Govt. for raising the tariff prices has tarnished the image of British gas.

3. Residential energy price hikes has led to a slump in customer base

Opportunities

1. Huge growth opportunity in the retail business
2. Optimistic energy policies in the forthcoming years to come.

Threats

1. Rising power costs in the North Sea and weak economics for gas storage and gas-fired power generation in UK region
2. Increase in wholesale gas and electricity prices.
3. Existing Government regulations in the retail energy sector

4. Market conditions look set to remain challenging for our gas-fired power stations with no sign of material recovery

Competition

Competitors

1. Scottish & Southern
2. Eon
3. Npower

 


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