Canadian Oil Sands SWOT Analysis, USP & Competitors

Posted in Energy, Total Reads: 1873

SWOT Analysis of Canadian Oil Sands with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Canadian Oil Sands

Parent Company

Canadian Oil Sands


Oil and Gas



Tagline/ Slogan

Invested in our energy future


A pure investment opportunity in light, sweet crude oil



Enterprises and individuals with energy requirements

Target Group

Entities which require crude oil


An open-ended investment company that invests in crude oil

SWOT Analysis


1. Its sound financial performance over the past few years shows its robust operations and business
2. Its ownership Structure, whereby it has a share in Syncrude Joint Venture operated by Syncrude Canada (which operates oil sand mines, utilities plants, bitumen extraction plants and an upgrading complex that processes bitumen into a high-quality, low sulphur, light synthetic crude oil (SCO)
3. Its strong financial performance with an employee base of meagerly 25 people
4. Its joint ventures and strategic partnerships and acquisitions (of Canada Southern Petroleum) gives it a wider reach and access
5. It completed reorganization of Canadian Oil Sands Trust into a corporation, pursuant to the conversion all outstanding units of the trust were exchanged for common shares of the Corporation on a one-for-one basis


1. Its has limited vertical integration puts it a competitive disadvantage against its larger, more networked competitors
2. Its small size is a detriment against its much larger, financially stronger competitors


1. Potential oil sands in the Canadian region offer more expansion chances to the company
2. Its strategic expansion plans beyond Canada gives it access to better resources, and financial methods
3. Its incorporation of wet crushing technology , as a modern technique puts it at a technological vantage point as regards its other competitors
4. Its capital investment approach, aimed at maximizing returns, will pay off rich dividends


1. Intense competition with other market players, which have greater financial resources, credit access, geographical reach can erode its market reach

2. Its operations are subject to extensive federal, state and local environmental regulatory requirements, which can increase its compliance costs and impact its profit margins adversely
3. Fluctuations in Oil and gas prices, due to reasons outside its control, can adversely impact its operations



1. Arc Resources Ltd.
2. Anterra Energy
3. EnCana Corporation
4. Ivanhoe Energy Inc.


The table above concludes the Canadian Oil Sands SWOT analysis along with its marketing and brand parameters.


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