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SWOT Analysis of AMEC with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
Construction Services and Project Management
Real Estate and Construction
Shaping the future
Leading private sector supplier of project management and engineering services to the nuclear industry in the UK and Canada
Engineering and project management services
Firms that require consultancy, engineering and project management services
European and American markets
Positioned as a reliable provider of consultancy, engineering and project management services to energy, power and process industries
1. Leading market position - The oil sands business based in Calgary, Canada is one of the market leaders in engineering services and in the provision of infrastructure to the upstream surface mining oil sands sector. The minerals and metal mining business also occupies a top-tier position in international consulting and a leading position in the North American EPCM (Engineering, Procurement and Construction Management) market. A leading position within most of its markets increases the bargaining power of the company and enhances its brand image
2. Broad service focus helps reduce risk - AMEC has established a strong presence in upstream projects in comparison with its competitors
3. Strong clientele enhances brand image - Some of the company's customers are BG Group plc, BP p.l.c., Bruce Power, ConocoPhillips, Dominion Power, EDF Energy, ExxonMobil, Imperial Oil, INPEX, Kuwait Oil Company, National Grid, PotashCorp, Sellafield, Shell, UKNDA Ltd, US Air Force, US Navy and several others.
4. Over 23000 people are employed with the organisation giving them strength and stability
1. Weak presence in downstream operations - denies it the opportunity to gain market share in this sector
2. Geographic concentration - The company generated most of its total revenues from the European and the American market which increases AMEC's risk associated with adverse changes in the geo-political and socio-economic conditions
1. Inorganic growth - AMEC acquired Unidel, a Brisbane-based consulting, engineering and technical services company from its
owner-managers.Similarly, it has undertaken several other acquisitions, which will help the company to strengthen geographic footprint and enhance capabilities in key sectors.
2. Nuclear new-build in India - AMEC entered into an agreement with Hindustan Construction Co. Limited (HCC) for the development of new civil nuclear projects in India. AMEC can leverage HCC's strong presence to exploit the growing market in India and enhance its revenue generation capacity
3. Increasing demand for water and infrastructure services- The demand for fresh-water is expected to rise from the amount that is currently available. This provides tremendous growth opportunities in the future.
1. Intense competition - AMEC faces stiff competition from companies such as Black & Veatch, Bechtel, Flour Corporation, and Jacobs Engineering Group. These competitors have greater financial and other resources than that of the company. As a result, AMEC
may lose contracts to larger players
2. Changing govt policies and strict environmental policies can hurt operations
3. Market dynamics and economic fluctations can also affect operations
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