Fortum SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 1367

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


Parent Company

Fortum Corporation


Electric Utilities



Tagline/ Slogan



Has the biggest market share of Ecolabeled electricity in Finland.



Industries, Big cities, Ports etc looking for energy and electrical solutions

Target Group

Industries and corporates


Leading Finnish Energy producer

SWOT Analysis


1.Has over 14000 MW of generation capacity – 1/3rd of it being hydro power which has 290+ plants, nuclear plants and over 30 combined heat and power plants. Also has over 11,000 employees
2. Most of its power generation is emission free

3. Has strong market presence in Scandinavia and Russia.
4.Financially stable and has S&P rating of A


1.Over dependence on Nordic countries

2.Most of the debt is composed of European bonds – thus it is exposed to the Eurozone crisis


1.Opportunities in other European markets

2. Growth opportunities in Renewable energy like Wind, Solar etc

3. High demand for power in Europe


1.Energy demand forecast is expected to slow down due to Euro zone crisis

2. Regional markets are expected to consolidate into one single European market place for Energy

3. Much larger players in Europe pose an entry barrier into other European markets



1. CEZ Group
2. E.On
3.RWE Power

The table above concludes the Fortum SWOT analysis along with its marketing and brand parameters.


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