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Keppel Corporation SWOT & PESTLE Analysis

ID : 5264053| Oct 2018

COMPANY PROFILE -Keppel Corporation

Business Sector :Shipping, Marine Property and Infrastructure

Operating Geography :Asia, Singapore

About Keppel Corporation :

Keppel Corporation, also known as Keppel Corp is one the world’s largest rig building corporations. It was founded by Temasek Holdings in 1968. Based out of Singapore, it has four main businesses – Offshore & Marine, Infrastructure, Property and Investments which give it diverse portfolio and effective risk management. The company had a 32% rise in Net Profits in the 3rd Quarter of 2013. It has an approx. of 40,000 employees (2013).

Keppel Corporation Revenue :

SG $6,767 million - FY16

Competitive Analysis of Keppel Corporation

The SWOT Analysis for Keppel Corporation is given below:
1. One of the largest builders of oil rigs
2. Elaborate sustainability framework
3. Strong investor relations policy
4. Effective talent management structure
1. Major chunk of revenue generated from Singapore only
2. Decreased revenue from ASEAN countries
1. Acquisitions
2. 90% of Keppel Land owned by Keppel Corp
3. Growth in Myanmar
1. Falling oil prices
2. Growing competition
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Detailed SWOT Analysis of Keppel Corporation


1. One of the largest builders of oil rigs: Keppel Offshore & Marine (Keppel O&M) is concerned with design of offshore rigs, their repair and construction, ship conversion, ship repair and most importantly, specialised shipbuilding. It has 20 shipyards and offices spread across the world. This presence enables them to be close to potential markets if and when the need arises.

Keppel FELS is the headquarters of the offshore division of the company. It specializes in building high-performance offshore rigs. Keppel FELS’ portfolio of designs and production solutions meets demand for a wide range of operating requirements, from deep waters to hostile environments.

The Marine division, maintained by Keppel Shipyard, is in the business of repairing a myriad range of different designs of ships and vessels. The division leads in Offloading and Floating Production Storage conversions, Storage and Re-gasification Units.

The Specialised Shipbuilding division of Keppel Corp is led by Keppel Singmarine. It specializes in building customised vessels, multi-purpose Offshore Support Vessels and tugboats. It also provides advanced solutions to ship-building like ice-capable vessels for worldwide use.

Together, these division create a strong portfolio of products and services that the company has the ability to offer to its customers.

2. Elaborate Sustainability Framework: The Company has an elaborate Sustainability Framework which has all the signs of helping Keppel Corp to sustain itself in the long term. The Framework has three main parameters – Sustaining Growth through resource efficiency and innovation, Empowering Lives through the company’s rich culture, vision and mission and Nurturing Communities to help growth thrive within the company. Thus, with a sustainable business outlook, Keppel Corp aims at growing and enriching lives – a strength in the long term.

3. Strong Investor Relations policy: Keppel Corp’s Investor Relations Policy help is draw in more investors and retain existing ones, thus ensuring a wide pool of source of funds. A few key points that help the company in this regard are:

- Submission of every disclosure to the Singapore Exchange Securities Trading Limited (“SGX-ST”) through SGXNET. The information of these disclosures is also available on the Company’s website.

- Transparency in communication with shareholders to enable them to take well-informed decisions.

- All communications are done through the Authorised Spokesperson of the company to avoid confusion and breed authenticity.

- The company encourages analysts and investors to effectively participate meetings with the Senior Management so that everyone can gain broader perspective on the topic of discussion and take better decisions.

4. Effective Talent Management Structure: The company has a very efficient Talent Management structure that enables young professionals to come up and produce fresh ideas before the senior management, which shall prove to be profitable for the organization in the long run. This effective use of young talent is rendered a strength for the company in order to sustain itself.


1. Major chunk of revenue generated from Singapore only: As much as 57% of the company’s total revenue in 2013 has come from its Offshore & Marine Division. Keppel Corp’s main shipyards are in Brazil, The United States and Singapore itself. According to a report on, payments from Brazil were delayed due a corporate scandal. Thus, the major revenue it garnered was from Singapore itself, leaving globalised domination open to competition.

2. Decreased revenue from ASEAN countries: According to the same report on, Chinese shipyards provide offer better payment structures, more efficient financing and lower prices as compared to Keppel Corp. This has led to a fall in the company’s revenue from the ASEAN countries since they are utilizing the offers from the Chinese. Keppel Corp should take another look at its policies and bring about the required reforms in order to re-ensure their stronghold in the ASEAN market.


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