Terna SWOT Analysis, Competitors & USP

Posted in Energy & Power, Total Reads: 1554

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


Parent Company

Terna  s.p.A


Electric Utilities


Energy & Power

Tagline/ Slogan



Italy’s electricity transmission operator

Terna STP


Electric and energy solutions for corporates and industries

Target Group

Industries, Retail customers,Ports, Cities etc


One of world’s largest transmission grid operator

Terna SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Terna :

1.Has over 3500 employees and is the top transmission grid operator in Europe and one of the biggest in the world. Has 22 connecting lines with foreign countries.
2. Has over 63500 km of transmission lines. Manages the National electricity grid of Italy

3. Features in the FTSE MIB companies of the Italian stock index
4. Awarded the Best European Electric utilities Company

5. Strong market reputation and stable operations


1.Focussed mainly in Europe –specially in Italy
2.Does not have Power generation units and is not present across the value chain


1.Using its expertise in transmission operations, it can operate in other countries in Asia, Africa and also in other parts of Europe

2. Investing in power generation units, it can become an integrated company.

3. Huge demand for power in Italy as well as in Europe


1.Reducing prices for power may reduce its profit margins

2.The prevailing Eurozone crisis as well as the corruption prevalent in Italy may affect its operations
3.Varying government policies in other countries (outside Europe)

Terna Competition


Below are the 3 main Terna competitors :

1.ENEL s.p.A.
2.Electricite de France

The brandguide table above concludes the Terna SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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