G4S SWOT Analysis, USP & Competitors

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SWOT Analysis of G4S with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

G4S plc.


Security Provider



Tagline/ Slogan



World’s largest security company by revenue



Private and Government businesses in countries of the world

Target Group

Personal Security, military bases, prisons, hospitals, government buildings, financial institutions, etc.


Premiere Security Providers

SWOT Analysis


1. Operations in nearly 125 countries with 600,000 employees 
2. G4S is a signatory to the UN Global Compact, ASIS International, International Fire Chiefs International, International Corrections and Prisons Association etc.
3. It is a founder signatory of the International Code of Conduct for Private Security Service Providers
4. It provided logistical, financial and social support to a number of athletes taking part in the Olympics
5.Excellent retention rates for all existing contracts
6. G4S has won many awards which show its credibility

7. Strong revenue stream and good financial position


1.G4S has been accused of alleged low pay and poor working conditions by its employees 
2.Limited presence in terms of marketing & recall of the brand


1.Latin America, Africa and Asia provide a platform for future growth of G4S
2.De-layering of organization via shorter lines of communication, reduced costs and increased focused time on customers


1.As G4S works in many companies, Geo political risk is immense and it includes political volatility, revolution, terrorism, military intervention and insurgency etc.
2.Risk of cyber and physical attack by criminal organization and individual hackers which puts G4S’ employees at risk
3.Inherent risks like external attacks, internal theft and poor cash reconciliation while cash transportation.



1.Securitas AB

The table above concludes the G4S SWOT analysis along with its marketing and brand parameters.


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