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Kinder Morgan Canada (KML) SWOT Analysis / TOWS Matrix / MBA Resources

Introduction to SWOT Analysis

SWOT Analysis / TOWS Matrix for Kinder Morgan Canada (Canada)


Based on various researches at Oak Spring University , Kinder Morgan Canada is operating in a macro-environment that has been destablized by – digital marketing is dominated by two big players Facebook and Google, talent flight as more people leaving formal jobs, increasing inequality as vast percentage of new income is going to the top 1%, increasing commodity prices, challanges to central banks by blockchain based private currencies, increasing household debt because of falling income levels, increasing energy prices, supply chains are disrupted by pandemic , increasing government debt because of Covid-19 spendings, etc



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Introduction to SWOT Analysis of Kinder Morgan Canada


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University, we believe that Kinder Morgan Canada can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Kinder Morgan Canada, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Kinder Morgan Canada operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of Kinder Morgan Canada can be done for the following purposes –
1. Strategic planning of Kinder Morgan Canada
2. Improving business portfolio management of Kinder Morgan Canada
3. Assessing feasibility of the new initiative in Canada
4. Making a Oil Well Services & Equipment sector specific business decision
5. Set goals for the organization
6. Organizational restructuring of Kinder Morgan Canada




Strengths of Kinder Morgan Canada | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Kinder Morgan Canada are -

Learning organization

- Kinder Morgan Canada is a learning organization. It has inculcated three key characters of learning organization in its processes and operations – exploration, creativity, and expansiveness. The work place at Kinder Morgan Canada is open place that encourages instructiveness, ideation, open minded discussions, and creativity. Employees and leaders at Kinder Morgan Canada emphasize – knowledge, initiative, and innovation.

Superior customer experience

– The customer experience strategy of Kinder Morgan Canada in Oil Well Services & Equipment industry is based on four key concepts – personalization, simplification of complex needs, prompt response, and continuous engagement.

Effective Research and Development (R&D)

– Kinder Morgan Canada has innovation driven culture where significant part of the revenues are spent on the research and development activities. This has resulted in – Kinder Morgan Canada staying ahead in the Oil Well Services & Equipment industry in terms of – new product launches, superior customer experience, highly competitive pricing strategies, and great returns to the shareholders.

High switching costs

– The high switching costs that Kinder Morgan Canada has built up over years in its products and services combo offer has resulted in high retention of customers, lower marketing costs, and greater ability of the firm to focus on its customers.

Ability to lead change in Oil Well Services & Equipment

– Kinder Morgan Canada is one of the leading players in the Oil Well Services & Equipment industry in Canada. Over the years it has not only transformed the business landscape in the Oil Well Services & Equipment industry in Canada but also across the existing markets. The ability to lead change has enabled Kinder Morgan Canada in – penetrating new markets, reaching out to new customers, and providing different value propositions to different customers in the international markets.

Successful track record of launching new products

– Kinder Morgan Canada has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Kinder Morgan Canada has effective processes in place that helps in exploring new product needs, doing quick pilot testing, and then launching the products quickly using its extensive distribution network.

Diverse revenue streams

– Kinder Morgan Canada is present in almost all the verticals within the Oil Well Services & Equipment industry. This has provided Kinder Morgan Canada a diverse revenue stream that has helped it to survive disruptions such as global pandemic in Covid-19, financial disruption of 2008, and supply chain disruption of 2021.

Low bargaining power of suppliers

– Suppliers of Kinder Morgan Canada in the Energy sector have low bargaining power. Kinder Morgan Canada has further diversified its suppliers portfolio by building a robust supply chain across various countries. This helps Kinder Morgan Canada to manage not only supply disruptions but also source products at highly competitive prices.

Training and development

– Kinder Morgan Canada has one of the best training and development program in Energy industry. The effectiveness of the training programs can be measured in – employees retention, in-house promotion, loyalty, new venture initiation, lack of conflict, and high level of both employees and customer engagement.

Digital Transformation in Oil Well Services & Equipment industry

- digital transformation varies from industry to industry. For Kinder Morgan Canada digital transformation journey comprises differing goals based on market maturity, customer technology acceptance, and organizational culture. Kinder Morgan Canada has successfully integrated the four key components of digital transformation – digital integration in processes, digital integration in marketing and customer relationship management, digital integration into the value chain, and using technology to explore new products and market opportunities.

Sustainable margins compare to other players in Oil Well Services & Equipment industry

– Kinder Morgan Canada has clearly differentiated products in the market place. This has enabled Kinder Morgan Canada to fetch slight price premium compare to the competitors in the Oil Well Services & Equipment industry. The sustainable margins have also helped Kinder Morgan Canada to invest into research and development (R&D) and innovation.

Highly skilled collaborators

– Kinder Morgan Canada has highly efficient outsourcing and offshoring strategy. It has resulted in greater operational flexibility and bringing down the costs in highly price sensitive Oil Well Services & Equipment industry. Secondly the value chain collaborators of Kinder Morgan Canada have helped the firm to develop new products and bring them quickly to the marketplace.






Weaknesses of Kinder Morgan Canada | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Kinder Morgan Canada are -

Workers concerns about automation

– As automation is fast increasing in the Oil Well Services & Equipment industry, Kinder Morgan Canada needs to come up with a strategy to reduce the workers concern regarding automation. Without a clear strategy, it could lead to disruption and uncertainty within the organization.

Lack of clear differentiation of Kinder Morgan Canada products

– To increase the profitability and margins on the products, Kinder Morgan Canada needs to provide more differentiated products than what it is currently offering in the marketplace.

High operating costs

– Compare to the competitors, Kinder Morgan Canada has high operating costs in the Oil Well Services & Equipment industry. This can be harder to sustain given the new emerging competition from nimble players who are using technology to attract Kinder Morgan Canada lucrative customers.

High dependence on Kinder Morgan Canada ‘s star products

– The top 2 products and services of Kinder Morgan Canada still accounts for major business revenue. This dependence on star products in Oil Well Services & Equipment industry has resulted into insufficient focus on developing new products, even though Kinder Morgan Canada has relatively successful track record of launching new products.

Skills based hiring in Oil Well Services & Equipment industry

– The stress on hiring functional specialists at Kinder Morgan Canada has created an environment where the organization is dominated by functional specialists rather than management generalist. This has resulted into product oriented approach rather than marketing oriented approach or consumers oriented approach.

Employees’ less understanding of Kinder Morgan Canada strategy

– From the outside it seems that the employees of Kinder Morgan Canada don’t have comprehensive understanding of the firm’s strategy. This is reflected in number of promotional campaigns over the last few years that had mixed messaging and competing priorities. Some of the strategic activities and services promoted in the promotional campaigns were not consistent with the organization’s strategy.

Increasing silos among functional specialists

– The organizational structure of Kinder Morgan Canada is dominated by functional specialists. It is not different from other players in the Oil Well Services & Equipment industry, but Kinder Morgan Canada needs to de-silo the office environment to harness the true potential of its workforce. Secondly the de-silo will also help Kinder Morgan Canada to focus more on services in the Oil Well Services & Equipment industry rather than just following the product oriented approach.

No frontier risks strategy

– From the 10K / annual statement of Kinder Morgan Canada, it seems that company is thinking out the frontier risks that can impact Oil Well Services & Equipment industry. But it has very little resources allocation to manage the risks emerging from events such as natural disasters, climate change, melting of permafrost, tacking the rise of artificial intelligence, opportunities and threats emerging from commercialization of space etc.

Interest costs

– Compare to the competition, Kinder Morgan Canada has borrowed money from the capital market at higher rates. It needs to restructure the interest payment and costs so that it can compete better and improve profitability.

Aligning sales with marketing

– From the outside it seems that Kinder Morgan Canada needs to have more collaboration between its sales team and marketing team. Sales professionals in the Oil Well Services & Equipment industry have deep experience in developing customer relationships. Marketing department at Kinder Morgan Canada can leverage the sales team experience to cultivate customer relationships as Kinder Morgan Canada is planning to shift buying processes online.

Products dominated business model

– Even though Kinder Morgan Canada has some of the most successful models in the Oil Well Services & Equipment industry, this business model has made each new product launch extremely critical for continuous financial growth of the organization. Kinder Morgan Canada should strive to include more intangible value offerings along with its core products and services.




Kinder Morgan Canada Opportunities | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities of Kinder Morgan Canada are -

Using analytics as competitive advantage

– Kinder Morgan Canada has spent a significant amount of money and effort to integrate analytics and machine learning into its operations in Oil Well Services & Equipment sector. This continuous investment in analytics has enabled Kinder Morgan Canada to build a competitive advantage using analytics. The analytics driven competitive advantage can help Kinder Morgan Canada to build faster Go To Market strategies, better consumer insights, developing relevant product features, and building a highly efficient supply chain.

Better consumer reach

– The expansion of the 5G network will help Kinder Morgan Canada to increase its market reach. Kinder Morgan Canada will be able to reach out to new customers. Secondly 5G will also provide technology framework to build new tools and products that can help more immersive consumer experience and faster consumer journey.

Creating value in data economy

– The success of analytics program of Kinder Morgan Canada has opened avenues for new revenue streams for the organization in Oil Well Services & Equipment industry. This can help Kinder Morgan Canada to build a more holistic ecosystem for Kinder Morgan Canada products in the Oil Well Services & Equipment industry by providing – data insight services, data privacy related products, data based consulting services, etc.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Kinder Morgan Canada can use these opportunities to build new business models that can help the communities that Kinder Morgan Canada operates in. Secondly it can use opportunities from government spending in Oil Well Services & Equipment sector.

Harnessing reconfiguration of the global supply chains

– As the trade war between US and China heats up in the coming years, Kinder Morgan Canada can build a diversified supply chain model across various countries in - South East Asia, India, and other parts of the world. This reconfiguration of global supply chain can help Kinder Morgan Canada to buy more products closer to the markets, and it can leverage its size and influence to get better deal from the local markets.

Reconfiguring business model

– The expansion of digital payment system, the bringing down of international transactions costs using Bitcoin and other blockchain based currencies, etc can help Kinder Morgan Canada to reconfigure its entire business model. For example it can used blockchain based technologies to reduce piracy of its products in the big markets such as China. Secondly it can use the popularity of e-commerce in various developing markets to build a Direct to Customer business model rather than the current Channel Heavy distribution network.

Loyalty marketing

– Kinder Morgan Canada has focused on building a highly responsive customer relationship management platform. This platform is built on in-house data and driven by analytics and artificial intelligence. The customer analytics can help the organization to fine tune its loyalty marketing efforts, increase the wallet share of the organization, reduce wastage on mainstream advertising spending, build better pricing strategies using personalization, etc.

Low interest rates

– Even though inflation is raising its head in most developed economies, Kinder Morgan Canada can still utilize the low interest rates to borrow money for capital investment. Secondly it can also use the increase of government spending in infrastructure projects to get new business.

Learning at scale

– Online learning technologies has now opened space for Kinder Morgan Canada to conduct training and development for its employees across the world. This will result in not only reducing the cost of training but also help employees in different part of the world to integrate with the headquarter work culture, ethos, and standards.

Building a culture of innovation

– managers at Kinder Morgan Canada can make experimentation a productive activity and build a culture of innovation using approaches such as – mining transaction data, A/B testing of websites and selling platforms, engaging potential customers over various needs, and building on small ideas in the Oil Well Services & Equipment industry.

Use of Bitcoin and other crypto currencies for transactions in Oil Well Services & Equipment industry

– The popularity of Bitcoin and other crypto currencies as asset class and medium of transaction has opened new opportunities for Kinder Morgan Canada in the Oil Well Services & Equipment industry. Now Kinder Morgan Canada can target international markets with far fewer capital restrictions requirements than the existing system.

Identify volunteer opportunities

– Covid-19 has impacted working population in two ways – it has led to people soul searching about their professional choices, resulting in mass resignation. Secondly it has encouraged people to do things that they are passionate about. This has opened opportunities for businesses to build volunteer oriented socially driven projects. Kinder Morgan Canada can explore opportunities that can attract volunteers and are consistent with its mission and vision.

Developing new processes and practices

– Kinder Morgan Canada can develop new processes and procedures in Oil Well Services & Equipment industry using technology such as automation using artificial intelligence, real time transportation and products tracking, 3D modeling for concept development and new products pilot testing etc.




Threats Kinder Morgan Canada External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats of Kinder Morgan Canada are -

High level of anxiety and lack of motivation

– the Great Resignation in United States is the sign of broader dissatisfaction among the workforce in United States. Kinder Morgan Canada needs to understand the core reasons impacting the Oil Well Services & Equipment industry. This will help it in building a better workplace.

High dependence on third party suppliers

– Kinder Morgan Canada high dependence on third party suppliers can disrupt its processes and delivery mechanism. For example -the current troubles of car makers because of chip shortage is because the chip companies started producing chips for electronic companies rather than car manufacturers.

Increasing wage structure of Kinder Morgan Canada

– Post Covid-19 there is a sharp increase in the wages especially in the jobs that require interaction with people. The increasing wages can put downward pressure on the margins of Kinder Morgan Canada.

Instability in the European markets

– European Union markets are facing three big challenges post Covid – expanded balance sheets, Brexit related business disruption, and aggressive Russia looking to distract the existing security mechanism. Kinder Morgan Canada will face different problems in different parts of Europe. For example it will face inflationary pressures in UK, France, and Germany, balance sheet expansion and demand challenges in Southern European countries, and geopolitical instability in the Eastern Europe.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Kinder Morgan Canada business can come under increasing regulations regarding data privacy, data security, etc.

Aging population

– As the populations of most advanced economies are aging, it will lead to high social security costs, higher savings among population, and lower demand for goods and services in the economy. The household savings in US, France, UK, Germany, and Japan are growing faster than predicted because of uncertainty caused by pandemic.

Consumer confidence and its impact on Kinder Morgan Canada demand

– There is a high probability of declining consumer confidence, given – high inflammation rate, rise of gig economy, lower job stability, increasing cost of living, higher interest rates, and aging demography. All the factors contribute to people saving higher rate of their income, resulting in lower consumer demand in Oil Well Services & Equipment industry and other sectors.

Environmental challenges

– Kinder Morgan Canada needs to have a robust strategy against the disruptions arising from climate change and energy requirements. EU has identified it as key priority area and spending 30% of its 880 billion Euros European post Covid-19 recovery funds on green technology. Kinder Morgan Canada can take advantage of this fund but it will also bring new competitors in the Oil Well Services & Equipment industry.

Shortening product life cycle

– it is one of the major threat that Kinder Morgan Canada is facing in Oil Well Services & Equipment sector. It can lead to higher research and development costs, higher marketing expenses, lower customer loyalty, etc.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Kinder Morgan Canada can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate Kinder Morgan Canada prominent markets.

New competition

– After the dotcom bust of 2001, financial crisis of 2008-09, the business formation in US economy had declined. But in 2020 alone, there are more than 1.5 million new business applications in United States. This can lead to greater competition for Kinder Morgan Canada in the Oil Well Services & Equipment sector and impact the bottomline of the organization.

Technology acceleration in Forth Industrial Revolution

– Kinder Morgan Canada has witnessed rapid integration of technology during Covid-19 in the Oil Well Services & Equipment industry. As one of the leading players in the industry, Kinder Morgan Canada needs to keep up with the evolution of technology in the Oil Well Services & Equipment sector. According to Mckinsey study top managers believe that the adoption of technology in operations, communications is 20-25 times faster than what they planned in the beginning of 2019.

Learning curve for new practices

– As the technology based on artificial intelligence and machine learning platform is getting complex, Kinder Morgan Canada may face longer learning curve for training and development of existing employees. This can open space for more nimble competitors in the field of Oil Well Services & Equipment sector.




Weighted SWOT Analysis of Kinder Morgan Canada Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers at Kinder Morgan Canada needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of Kinder Morgan Canada is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of Kinder Morgan Canada is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of Kinder Morgan Canada to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Kinder Morgan Canada needs to make to build a sustainable competitive advantage.



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