SWOT Analysis of Eiffage with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Eiffage |
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Parent Company |
Eiffage |
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Category |
Construction Services |
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Sector |
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Tagline/ Slogan |
A tradition of expertise |
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USP |
Complementarity of Eiffage’s activities in all sectors, ensuring guarantee of results |
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Eiffage STP |
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Segment |
Construction services |
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Target Group |
Construction, public works, multi-technical installation, steel construction and concession Predominantly France and other parts of Europe |
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Positioning |
Positioned as a company in which its clients can trust; guaranteed results |
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Eiffage SWOT Analysis |
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Strengths |
1. Very strong order backlog shows the company has a sound and stable financial platform 2. Centuries of history in the business which has developed trust among its various multi-national clients 3. Over 70,000 people are associated as employees with the company 4. One of the most prominent construction companies in France 5. The products and services include Residential and infrastructure construction, electrical engineering, specialist metal construction etc |
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Weaknesses |
1. High exposure to France: highly vulnerable to the uncertainties of a single geographical market. Company might get adversely affected when there’s a slowdown in France 2. The company doesn't have projects abroad hence limited market share |
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Opportunities |
1. Selection of France as the host of European championships has provided the French construction sector with several opportunities. Several stadiums will be built and renovated in France 2. Focus on emerging economies - Countries in the Asia Pacific region such as China and India are experiencing rapid urban development combined with exponential growth in infrastructure needs and are looking for energy-efficient solutions 3. Acquisition and tie-ups can boost company operations |
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Threats |
1. Negative Trends in European economy - construction output in euro area declined and construction process, including laws and regulations related to zoning, permitted land uses, levels of density, building design, warranties, storm water, and use of open spaces 3. Fluctuating economy and unfavorable govt conditions |
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Eiffage Competition |
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Competitors |
1. Bouygues Construction 4. Fayat |
The brandguide table above concludes the Eiffage 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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