AGL Energy SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 4169

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

AGL Energy

Parent Company

AGL Energy


Electric Utilities



Tagline/ Slogan

Energy in Action


Largest retailer of gas and Electricity in Australia



Industries, Big cities, Ports etc looking to electrical utlities solution

Target Group

Industries, corporates, individuals


Leading power  company in Australia

SWOT Analysis


1. Operates in Australia, serves over 6 million+ customers
2. Generating capacity is 5000 MW – mostly of gas and coal powered plants, but also has wind, solar and hydro power plants. Largest retailer of Renewable power is Australia

3. Has strong market presence and is a vertically integrated company – has gas powered plants and is also involved in natural gas generation. Present in all parts of the Energy value chain.
4.Features in the ASX stock index of the top 50 Australian companies with a strong market capitalization

5. Strong presence across the country


1.It is present in Australia only

2. Govt interference often affects the operational efficiency of the company


1.Opportunities in South Asian Countries

2. Potential to expand renewable energy portfolio

3. High demand for power in Australia


1.Fall in Electricity prices would lead to lower profits

2.Presence of much larger companies – specially Chinese – may be an entry barrier in Asian markets

3. Consolidation of power industry in Australia

4. Rise in prices of coal would hamper profitability as close to half of installed capacity is coal based.



1.Delta Electricity
2. Origin Energy
3.Integral Energy

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


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