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Stena Line SWOT and PESTLE Analysis

ID : 521786953| Nov 2023| 27 pages

COMPANY PROFILE -Stena Line

Business Sector :Ferry Operations

Operating Geography :Denmark, Europe, Global

About Stena Line :

Stena Line is a Swedish maritime corporation and one of the world's major ferry companies. Denmark, France, Germany, the United Kingdom, Ireland, Latvia, the Netherlands, Norway, Poland, Finland, and Sweden are all served by it. The Stena Line is a main unit of Stena AB, which is a component of the Stena Sphere. Sten Allan Olsson started Stena Line in 1962 in Gothenburg, Sweden, which now acts as the company's headquarters, after purchasing Skagenlinjen between Gothenburg and Frederikshavn, Denmark. Stena Line was one of the first ferry companies in Europe to implement a computer-based reservation system for the tourism industry in 1972. The goods business industry likewise began using a computer-based reservation system in 1978. Stena AB, Stena Metall AB, and Stena Sessan AB are the three parent firms that make up the Stena Sphere. As of 2023, the Stena Sphere employs a total of 21,000 people.

Stena line’s mission statement reads “We are Stena Line, one of the world’s largest ferry companies with over 27,000 yearly sailings. We exist to be a trusted link between people, places, and societies. Everything we do is based on our core values passion, sustainability, and care.” Its vision statement reads “Connecting Europe for a Sustainable Future."

Stena Line Revenue :


SEK 17,517 million - FY ending 31st December 2022 (y-o-y growth 42%)
SEK 12,354 million - FY ending 31st December 2021

Competitive Analysis of Stena Line

SWOT
PESTLE
The SWOT analysis for Stena Line is presented below in a matrix followed by the detailed analysis report:
Strengths
Weaknesses
1. The company operates in both passenger and freight segments, thereby reducing its reliance on a single market.
2. The company has a modern fleet of vessels, providing comfort and efficiency to its customers.
3. One of the World’s largest passenger and freight service enterprises.
4. Stena Line operates an extensive ferry network in Europe, connecting various countries and serving both passengers and freight.
1. Stena Line incurs high operating costs
2. Offers a product which is cyclical in nature and vulnerable to economic downturns.
Opportunities
Threats
1. Investments to modernize ferry routes and enable multi-region expansions.
2. New agreement signed with Associated British Ports (ABP) to jointly develop a new freight terminal at the port of Immingham.
3. Acquisition of Voigt Travel Holding in November 2022 to strengthen presence in Dutch Market.
1. Risk of shipping accidents.
2. Exchange rate fluctuations affecting company revenue and expenses.
3. Threat of refugee smuggling and human trafficking
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Stena Line

Strength

1. The company operates in both passenger and freight segments, thereby reducing its reliance on a single market: Ferry revenues are generated from three main sources- ticket sales, freight haulage and onboard sales. Income generated through freight haulage mainly comprises of revenue generated from freight traffic and truck traffic. Ticket sales include revenue from tickets for private individuals and private cars, package/charter trips and hotel accommodation. onboard sales, mainly include revenue from shops, restaurants, bars and gaming. Stena line offers a wide range of products to its customers as part of its onboard shopping experience. These products include fragrances and confectionery to electronics, alcohol, and gifts.

2. The company has a modern fleet of vessels, providing comfort and efficiency to its customers: Stena Line is well underway in modernising its large European fleet of ferries. In total, five next-generation E-Flexer ferries are expected to join their fleet. Their new vessels will be among the most advanced and energy-efficient RoPax ferries in operation and signify a major investment in becoming the world's most sustainable ferry company. Stena Estrid was the first of the five new next-generation ferries that Stena Line had ordered. Stena Estrid started operating on the Irish sea in the beginning of 2020. In May 2022, the RoPax vessel Stena Estelle was delivered from the CMI Jinling Weihai shipyard. Stena Estelle operates the Karlskrona–Gdynia route within Stena Line. In September 2022, the RoPax vessel Stena Ebba was delivered from the CMI Jinling Weihai shipyard. Stena Ebba started to operate the Karlskrona– Gdynia route for Stena Line in January 2023. The three new vessels have been highly appreciated by the customers of Stena Line and have successfully served several different routes, a proof of their flexibility.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Investments to modernize ferry routes and enable multi-region expansions: Stena Line’s investment in modernizing the ferry route includes a new ferry terminal in Gdynia, with capacity for larger vessels and the opportunity to develop intermodal solutions through proximity to railway track. The strengthening of the connection between Sweden and Poland is an example of how Stena Line is meeting the increasing demand from customers in the southern and eastern Baltic region. The investments in the southern Baltic Sea also made it possible to strengthen the route between Ireland and France. Stena Vision, which has been in operation on the Karlskrona–Gdynia route, will be relocated to Rosslare–Cherbourg. This brings a significant increase in capacity for this route, particularly on the passenger side.

The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.

Threat

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

    • DFDS Seaways
    • P&O Ferries
    • Irish Ferries
    • Brittany Ferries
    • Color Line
    • Tallink Silja Line

Major Brands :

    • Stena Line
    • Stena Line Scandinavia
    • Stena Line UK
    • Stena Line North Sea
    • Stena Line Irish Sea
SWOT & PESTLE (combined)
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References used in Stena Line SWOT & PESTLE Analysis Report

1, Annual Report 2022 - https://stena.com/app/uploads/2023/04/StenaAB_Annualreport_2022_ENG.pdf
2. About the company - https://stenaline.com/about-us/next-generation-ferries/
3. Uploads 2023 - https://stena.com/app/uploads/2023/05/Stena-AB-Group-Q1-2023.pdf
4. Business live - https://www.business-live.co.uk/ports-logistics/stena-line-remains-committed-holyhead-22347307
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2024)

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