PKN Orlen SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 1280

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

PKN Orlen

Parent Company

Polski Koncern Naftowy ORLEN SA


Oil and Gas



Tagline/ Slogan

Fuelling the Future


Central Europe's largest publicly traded firm with major refining operations in Poland, Czech Republic, Germany, and the Baltic States



Corporates and individuals in Poland, Germany, the Czech Republic, Slovakia, Latvia, Estonia, and Lithuania looking to fulfill energy needs

Target Group

Enterprises and people who depend who depend on  unleaded petrol, diesel, furnace oil, and aviation fuel as well as plastics and other petrochemical related products for business, vehicles and domestic uses


Major Polish oil refiner, and petrol retailer with over 2000 locations

SWOT Analysis


1. Strong market position in Central and Eastern Europe increases the bargaining power of the company and helps it in maintaining its brand profile.
2.Strong refining operations strengthen the company's overall revenues and margins.
3. Recognised by Fortune 500 as one of the most prominent oil and gas companies

4.Strong retail network comprises of over 2,700 outlets offering services in Poland, Germany, the Czech Republic and Lithuania.

5. Nearly 25,000 employees work for the organisation globally


1.The absence of significant upstream activities put the company at a competitive disadvantage by putting it at the mercy of fluctuating crude oil prices.

2. Limited geographic presence as compared to global leaders means limited market share


1.Development of the upstream segment can help PKN ORLEN in developing an integrated approach to its operations.
2.Focus on the evaluation of the potential of all exploration and mining projects with particular attention to the mining of shale gas resources

3.Acquisition of an upstream company in Canada.

4.Maximising efficiency of the refining business

5.Development and further operational improvements in the petrochemical business


1.The intense competition could erode company's market share and operating margins.

2.Price volatility could have critical impact on the financial and operating results of the company.



1. BP Plc

2.ExxonMobil Corporation

3.Fuchs Petrolub AG

4.Grupa Lotos SA

5.MOL Group

6.OMV Aktiengesellschaft

7.Royal Dutch Shell plc

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


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