Total SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Total analyses the brand by its strengths, weaknesses, opportunities & threats. In Total SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Total to benchmark its business & performance as compared to the competitors. Total is one of the leading brands in the energy & power sector.

The table below lists the Total SWOT (Strengths, Weaknesses, Opportunities, Threats), top Total competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Total SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table


Parent CompanyTotal

Oil & Gas


Energy & Power

Tagline/ Slogan

Our energy is your energy


Total is a global brand name and one of the world's "supermajor"

Total STP

Corporates, countries, individuals looking to fulfill energy needs

Target Group

Enterprises looking for energy for production, people for petrol diesel for vehicles and domestic uses


Quality of petroleum and natural gas prodcucts from Total

SWOT Analysis of Total
Total Strengths

Below are the Strengths in the SWOT Analysis of Total:

1.Total is one of the leading oil and gas companies
2.It has diverse operations in chemicals, coal, power generation
3.Strong brandname
4.Excellent global reach
5.Entering nuclear energy sector
6.Crude Oil and product trading

Total Weaknesses

Here are the weaknesses in the Total SWOT Analysis:

1.Legal issues
2.Employee management
3.Oil spill controversies
4.Fraudulent investments and bribery cases

Total Opportunities

Following are the Opportunities in Total SWOT Analysis:

1.Increasing fuel/oil prices
2.Increasing natural gas market
3.More oil well discoveries
4.Expand export market

Total Threats

The threats in the SWOT Analysis of Total are as mentioned:

1.Government regulations
2.High Competition
3.Hybrid cars replacing petrol and diesel cars

Total Competition
Total Competitors

Below are the top 5 competitors of Total:

1. Chevron Corporation

2. Exxon Mobil

3. Royal Dutch Shell

4. BP

5. ConocoPhillips

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Total. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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