1.1 BRIEF OUTLINE OF THE COMPANY AND ITS CORE BUSINESS ACTIVITIES3 1.2 OVERVIEW OF CURRENT BRAND PORTFOLIO AND POSITIONING4
1.3 PURPOSE OF THE STRATEGIC PLAN4
2. SITUATION ANALYSIS4
2.1 ENVIRONMENTAL ANALYSIS4
2.3 COMPETITOR ANALYSIS19
Threat of New Entrants20
Threat of Substitute Products21
The Bargaining Power of Customers22
The Bargaining Power of Suppliers23
Competitive Rivalry within an Industry23
2.4 INTERNAL ANALYSIS24
Value Chain Analysis24
Components of the Supply Chain25
Analysis of Supply Chain Components26
3. SWOT ANALYSIS29
3.1 ANALYSIS OF STRENGTHS, WEAKNESSES, OPPORTUNITIES AND THREATS29 Strengths29
3.2 DRIVERS OF GROWTH32
4. STRATEGIC POSITION32
5. COMPANY MISSION AND COMMITMENTS34
6. MARKETING MIX STRATEGIES34
Within the energy industry in Australia it is important that companies are knowledgeable about the ever changing external factors as well as their own internal factors that will directly affect the business. The external environment consisting of technological, political, social and economic issues, directly affect the everyday and long term operations conducted by Origin Energy therefore it is vital to remain up to date with information associated to these issues. Origin Energy must keep close watch on the market and its customers in order to keep up with consumer demands. By segmenting the market to determine who uses Origin’s products and how often gives insight into how best to meet the ever changing market demands. Finally it is important to analyse Origins competitors by evaluating five external forces that measure the energy industries competitive intensity therefore it can then be determined how competitive Origin Energy is in the market. A value chain analysis has also been undertaken which leads to a thorough understanding of Origin’s supply chain and how each stage contributes to customer value and a competitive advantage. Once understanding external and internal factors associated with Origin Energy Australia, strengths, weaknesses, opportunities and threats can be determined to help understand the drivers of growth, the strategic position, the companies mission and commitments and the marketing mix strategies.
1.1 Brief Outline of the Company and Its Core Business Activities
Origin Energy is a top 100 ASX listed company. Its activities are based mostly in gas and oil exploration and production, energy retailing, power generation as well as utility network management. This company has a reputable history of 140 years of age; and currently it has more than 3, 400 employees wide across the region of Australia, New Zealand and the Pacific, with a total of more than 3 million customers wide across the Australia, New Zealand and the Pacific as well. It has another astonishing 105, 000 shareholders in the company. Being one of the top energy companies in Australia, their “diverse product and services offering includes electricity, natural gas, LP Gas and a variety of energy-related products and services” Origin Energy, 2007.
1.2 Overview of Current Brand Portfolio and Positioning
Origin Energy aims to provide energy options to meet all customers’ energy needs and offer services to support the entire experience. The company is committed to good customer service. Its core values are: caring; listening; learning; and delivering. Origin Energy provides a total energy service, from gas and electricity to advice on energy related matters including energy efficiency, green and solar energy, appliance gas installation, repair and service and Origin Energy Shops.
1.3 Purpose of the Strategic...