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Afc Energy Plc

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis


This research on Afc Energy Plc is part of our comprehensive look at the 10,000 largest companies in the world. We update this study on an accelerated basis to deliver the most current information available.

Premium members have full access to the study, which includes the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis, and a myriad of additional high value sections.

In addition to evaluating existing data, we are also able to identify potential new products and services, anticipate future market trends, and foresee synergistic opportunities between Afc Energy Plc and other organisations.

Company Description

Afc Energy Plc is a British fuel cell technology company headquartered in Surrey, England. Founded in 2008, the company specializes in the design and manufacture of alkaline fuel cells and hydrogen energy solutions. Afc Energy Plc's main products include large scale fuel cells, hydrogen generation systems, and hydrogen fuel cell systems. The company serves large scale commercial and industrial markets in Europe and North America.

Industry Overview

Afc Energy Plc operates in an industry estimated to be worth $2.7 trillion in the United States alone. This industry employs over 18 million people in the US and other countries around the world. Over half of these employees are based in the US, with the remainder distributed across Europe, Asia, Africa, and South America. This industry is focused on providing goods and services to meet the needs of a global population.

Industry Classification

In terms of formal classification, Platform Executive has tagged Afc Energy Plc as a business operating within the Energy industry.

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Method for generating electricity from a fuel cell
Patent ID: GB2514992
Date: 22/07/2015

Patent Title: Fuel cell system and method of operation
Patent ID: GB2514864
Date: 22/07/2015

Patent Title: Apparatus and method for controlling a fuel cell system
Patent ID: GB2514863
Date: 22/07/2015

Patent Title: Fuel cell system including a controller
Patent ID: GB2514862
Date: 22/07/2015

Patent Title: Primary power generation system including a fuel cell
Patent ID: GB2514861
Date: 22/07/2015

Patent Title: Fuel cell system and method of operation
Patent ID: GB2514860
Date: 22/07/2015

Patent Title: Fuel cell system
Patent ID: GB2514859
Date: 22/07/2015

Patent Title: Fuel cell system for providing electrical power
Patent ID: GB2514858
Date: 22/07/2015

Patent Title: Fuel cell system
Patent ID: GB2514857
Date: 22/07/2015

Patent Title: Fuel cell system and method of operation
Patent ID: GB2514856
Date: 22/07/2015

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Power Generation: AFC Energy's proprietary alkaline fuel cell technology offers a clean and efficient way to generate power from hydrogen without producing harmful emissions.
  • Hydrogen Fuel: AFC Energy produces and sells hydrogen fuel for use in its fuel cell technology, as well as for other applications.
  • Fuel Cell Components: AFC Energy manufactures and sells components for the production of fuel cells.
  • Research & Development: AFC Energy is involved in the research and development of fuel cell technology, providing customers with the latest advancements in the field.
  • Consultancy: AFC Energy also provides consultancy services, helping customers to understand and implement fuel cell technology in their businesses.

Key Competitors

We have identified the following organisations as being key competitors:

  • Bloom Energy Corporation
  • ITM Power
  • Redox Power Systems
  • Hydrogenics Corporation
  • Ceres Power Holdings Plc
  • Doosan Fuel Cell America
  • Plug Power Inc
  • Hydrogenics Corporation
  • Ballard Power Systems Inc
  • Nel Hydrogen Solutions
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Afc Energy Plc’s customers are those who purchase or lease its products and services.

2. Employees: Afc Energy Plc’s employees are responsible for the day-to-day operations and development of the company.

3. Suppliers: Afc Energy Plc’s suppliers provide the raw materials, components and services necessary for the company’s operations.

4. Investors: Afc Energy Plc’s shareholders and bondholders are the company’s primary source of funding.

5. Government: Afc Energy Plc is subject to regulation and oversight by the government, including tax, environmental and labour laws.

6. Communities: Afc Energy Plc’s activities have an impact on the communities in which it operates and the environment.

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Afc Energy Plc different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Afc Energy Plc and its position within the marketplace.

Afc Energy Plc is a Nigerian oil and gas exploration and production company. The company intends to explore for, develop and produce oil and gas reserves. The company offers shareholders exposure to the Nigerian oil and gas industry through its common stock.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Low-cost Hydrogen Production: AFC Energy is a leading provider of low-cost, clean energy solutions based on its proprietary alkaline fuel cell technology. This technology enables AFC Energy to produce hydrogen fuel at a substantially lower cost than other hydrogen production methods.

Sustainable and Scalable: AFC Energy’s technology is both scalable and sustainable, allowing the company to offer a wide range of solutions for both industrial and commercial applications.

Innovative Technology: AFC Energy’s advanced alkaline fuel cell technology is a proven and reliable source of power. The company’s fuel cells are designed for long-term use and can operate for extended periods without requiring maintenance.

Experienced Management Team: AFC Energy has an experienced and dedicated management team, led by CEO Adam Bond, that is well-positioned to capitalise on its technological and operational advantages.

Market Leadership: AFC Energy is a leader in the rapidly growing fuel cell market and is well-positioned to take advantage of the increasing demand for clean energy solutions.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Industrial customers
  • Commercial customers
  • Wholesale customers
  • Residential customers
  • Institutional customers
  • Government customers
  • Utility customers
  • Retail customers
  • Financial customers
  • Automotive customers

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Increased Competition in the Energy Market: With the rise of renewable energy sources, the energy market is becoming increasingly competitive. Afc Energy Plc will need to stay ahead of the competition by developing innovative products and services in order to remain competitive.

Technological Advancement: Technology advancements in the energy sector are allowing for new products and services to be developed. Afc Energy Plc will need to keep up with the latest developments and invest in research and development to ensure they are ahead of the curve.

Shifting Consumer Preferences: Consumers are increasingly more conscious of their energy consumption and are more likely to choose energy sources that are more sustainable. Afc Energy Plc will need to ensure that they are providing the most efficient and sustainable energy sources.

Growing Demand for Energy: With the increasing population, there is a growing demand for energy. Afc Energy Plc will need to ensure that they are able to meet the growing demand while still providing sustainable and efficient energy sources.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Afc Energy Plc include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement

[eod_financials target="AFC.LSE" id="10329343" preset="Income Statement" years="2018-2023"]


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Energy Storage Solutions: Afc Energy Plc could develop energy storage solutions that would enable customers to store energy and use it when needed. This could include a wide range of products such as batteries, flywheels, and thermal storage systems.

Renewable Energy Solutions: Afc Energy Plc could develop renewable energy solutions to enable customers to generate their own energy from sources such as solar, wind, and geothermal. This could include products such as solar panels, wind turbines, and geothermal systems.

Smart Grid Solutions: Afc Energy Plc could develop smart grid solutions that would enable customers to monitor and manage their energy usage more efficiently. This could include products such as smart meters and advanced analytics software.

Energy Efficiency Solutions: Afc Energy Plc could develop energy efficiency solutions to help customers reduce their energy consumption. This could include products such as LED lighting, smart thermostats, and energy management systems.

Electric Vehicle Charging Stations: Afc Energy Plc could develop electric vehicle charging stations to enable customers to charge their vehicles on the go. This could include products such as fast charging stations and home charging systems.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. European Automotive OEMs
2. Solar Energy Companies
3. Hydrogen Fuel Cell Companies
4. Battery Manufacturers
5. Engineering Firms
6. Power Generation Companies
7. Energy Storage Companies
8. Energy Management Companies
9. Governments and Regulatory Agencies
10. Research Institutions and Universities

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
The Porters 5 forces for Afc Energy Plc are as follows:

Supplier power: LOW

Buyer power: LOW

Competitive rivalry: HIGH

Threat of substitution: LOW

Threat of new entrants: HIGH

Afc Energy Plc scores relatively WELL in relation to these forces. The company has a LOW level of supplier power, meaning that it is not reliant on any one supplier for its raw materials. This gives Afc Energy Plc some negotiating power when it comes to prices. The company also has a LOW level of buyer power, meaning that buyers are not able to dictate terms to the company. This is due to the fact that Afc Energy Plc is a leading player in its industry and there are few substitutes for its products. However, the company faces a HIGH level of competitive rivalry and a HIGH threat of new entrants. This is due to the fact that the renewable energy industry is growing rapidly and there are many companies vying for market share.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Afc Energy Plc provides clean energy solutions to a variety of clients. These can include large scale industrial businesses, small to medium enterprises, as well as government organisations and private individuals.

Actors: The main actors involved in Afc Energy Plc are the shareholders, board of directors, management team, employees, customers, suppliers and partners.

Transformation process: Afc Energy Plc uses a variety of technologies to provide clean energy solutions to its clients. These include fuel cells, hydrogen storage systems, and energy storage systems. The core transformation process involves harnessing and storing renewable energy sources in order to generate clean energy.

World view: Afc Energy Plc’s mission is to reduce global carbon emissions through the provision of clean energy solutions. The company strives to provide efficient, reliable and cost-effective energy solutions to its customers.

Owners: Afc Energy Plc is a publicly traded company with its shares listed on the London Stock Exchange. The company is owned by a variety of shareholders, including institutional investors, retail investors, and the management team.

Environmental constraints: The environmental constraints impacting Afc Energy Plc include legislation and regulations, availability of renewable energy sources, and changes in technology. The company must ensure that its products and services comply with relevant environmental regulations, and that its operations do not negatively affect the environment. Additionally, the company must identify and assess new technologies in order to remain competitive in the clean energy market.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Afc Energy Plc business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. AFC Energy has a strong technical team with over 100 years of combined experience in the fuel cell industry.

2. AFC Energy has a diversified product portfolio including both fuel cells and electrolysers.

3. AFC Energy has a global customer base with projects in Europe, Asia and the Americas.

4. AFC Energy is a publicly traded company with a strong balance sheet and access to capital.


Below is a list of opportunities we have identified for the business:

1. Increase market share: Afc Energy Plc should focus on expanding their market share through strategic partnerships and acquisitions in the fuel cell and hydrogen industry. This would enable them to gain access to new technologies and markets, and increase their competitiveness.

2. Enhance product portfolio: Afc Energy Plc should explore opportunities to diversify their product portfolio by introducing new fuel cell and hydrogen products. This could include developing new technologies and leveraging existing ones, expanding their product range, and developing innovative solutions that would meet customer needs.

3. Invest in research and development: Afc Energy Plc should invest heavily in research and development, to stay ahead of the curve and develop innovative solutions for their customers. This could include investing in new technologies such as fuel cell and hydrogen fuel cells, as well as exploring opportunities for collaborations with other companies in the industry.

4. Increase efficiency: Afc Energy Plc should focus on increasing their operational efficiency, to reduce costs and improve their profitability. This could involve improving their manufacturing processes, streamlining their supply chain, and investing in new technologies to improve their productivity.


Below is a list of the weaknesses we have identified for the business:

1. Lack of Diversification: Afc Energy Plc is heavily reliant on the success of the automotive industry.

2. High Overheads: Afc Energy Plc has high overheads, which can make it difficult to compete on price.

3. Lack of Scale: Afc Energy Plc is a relatively small company, which can limit its ability to compete against larger rivals.

4. Limited Distribution: Afc Energy Plc's products are only available through a small number of outlets, which can restrict its growth potential.


Below is a list of the threats we have identified for the business:

1. Increasing competition from other renewable energy sources: As renewable energy sources become more cost-effective and attractive to investors, AFC Energy Plc could face increased competition from other renewable sources such as solar, wind, and hydroelectric power.

2. Regulatory uncertainty: Regulations around renewable energy can be unpredictable and can change quickly, making it difficult for AFC Energy Plc to plan for and adjust to new regulations.

3. Lack of sufficient capital and resources: AFC Energy Plc may not have access to enough capital or resources to fund and implement its renewable energy projects. This could limit the company’s ability to expand and capitalise on new opportunities.

4. Technical challenges: Technological advances in renewable energy are essential for AFC Energy Plc to remain competitive. However, the company may face technical challenges in developing and implementing new technologies, which may lead to delays or increased costs.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Afc Energy Plc. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Afc Energy Plc, as well as areas where the company needs to improve its operations or strategy.
Company: Afc Energy Plc is a leading renewable energy company that develops, manufactures, and markets fuel cells. They focus on hydrogen energy, which is a clean and renewable energy source. Their products are used in various applications, including transportation, industrial and consumer applications.

Collaborators: Afc Energy has partnered with many leading companies in the industry, such as Airbus, Siemens and Rolls Royce. They are also in partnership with the UK government to help develop hydrogen fuel cell technology.

Customers: Afc Energy has customers in many sectors, including transportation, industrial and consumer. Their customers are located in countries around the world, including the UK, Europe, the USA, China and India.

Competitors: Afc Energy has a number of competitors, such as Ballard Power Systems and Plug Power. They are also facing competition from other renewable energy sources, such as wind and solar.

Content: Afc Energy provides a range of products, services, and information to its customers. This includes research and development of hydrogen fuel cells, as well as sales and marketing of the products. They also provide educational and technical support to customers, and provide information on the latest trends in the industry.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Afc Energy Plc as having an innovation score of B3.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Afc Energy Plc forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


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The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 25th April 2023

Industry Keywords

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