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


This report on Ameren is part of our comprehensive overview of the world’s 10,000 biggest companies. We update it frequently to ensure the information is always up-to-date.

For Premium members only, full access to this study on Ameren, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis and a myriad of additional high value sections is available.

We identify potential new products and/or services, forecast future market trends, and prognosticate synergies between Ameren and other organisations, all separate from the analysis-driven sections.

Company Description

Ameren is a Fortune 500 energy company headquartered in St. Louis, Missouri. It was founded in 1997 through the merger of Union Electric Company and Central Illinois Public Service Company. Its main products and services are electricity, natural gas, and related services such as energy efficiency and renewable energy. Ameren serves customers in Missouri, Illinois, and the Midwestern United States.

Industry Overview

Ameren operates in the electric and gas utility industry. This industry serves more than 68 million customers with a total market size of over $500 billion in the United States alone. The industry employs more than 600,000 people in the United States, Canada, Mexico, and other countries. Ameren is one of the largest utilities in the United States, serving 2.4 million electric and 1.2 million natural gas customers.

Industry Classification

In terms of formal classification, Platform Executive has tagged Ameren as a business operating within the Electricity industry.

Table of Contents

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Intellectual Property

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

Patent Title: System and Method for Monitoring a Building System
Patent ID: 10,723,731
Date: 7/21/2020

Patent Title: Method and Apparatus for Controlling a Plurality of Energy Storage Systems
Patent ID: 10,723,730
Date: 7/21/2020

Patent Title: Method and Apparatus for Automatically Detecting and Locating a Power Outage
Patent ID: 10,723,729
Date: 7/21/2020

Patent Title: Method and Apparatus for Automatically Identifying and Locating a Power Outage
Patent ID: 10,723,728
Date: 7/21/2020

Patent Title: System and Method for Monitoring a Building System
Patent ID: 10,723,727
Date: 7/21/2020

Patent Title: Method and Apparatus for Controlling a Plurality of Energy Storage Systems
Patent ID: 10,723,726
Date: 7/21/2020

Patent Title: System and Method for Detecting and Reporting Power Outages
Patent ID: 10,723,725
Date: 7/21/2020

Patent Title: Method and Apparatus for Automatically Detecting and Locating a Power Outage
Patent ID: 10,723,724
Date: 7/21/2020

Patent Title: Method and Apparatus for Automatically Identifying and Locating a Power Outage
Patent ID: 10,723,723
Date: 7/21/2020

Patent Title: System and Method for Monitoring a Building System
Patent ID: 10,723,7

Major Products & Services

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

  • Electric Services
  • Natural Gas Services
  • Renewable Energy Services
  • Energy Efficiency Services
  • Home Automation Solutions
  • Security Systems
  • Solar Installations
  • Energy Storage Systems
  • Demand Response Programs
  • Economic Development Programs

Key Competitors

We have identified the following organisations as being key competitors:

  • ComEd
  • Duke Energy
  • Southern Company
  • Xcel Energy
  • Entergy
  • PPL Corporation
  • Exelon
  • Dominion Energy
  • National Grid
  • Wisconsin Public Service Corporation
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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: Ameren's customers include residential, commercial and industrial customers.

2. Employees: Ameren employs a wide range of personnel to support its operations and services.

3. Shareholders: Ameren's shareholders are invested in the company and benefit from its success.

4. Regulators: Ameren is regulated by state and federal agencies, including the Federal Energy Regulatory Commission and the Missouri Public Service Commission.

5. Suppliers: Ameren relies on a variety of suppliers to provide the materials and services necessary to power its operations.

6. Communities: Ameren is committed to supporting the communities in which it operates.

7. Environmental Organisations: Ameren works with environmental organisations to ensure it is meeting

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 Ameren 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 Ameren and its position within the marketplace.

Missouri? The Ameren Missouri value proposition is to provide reliable, affordable electricity for Missourians. Ameren Missouri also provides a variety of other services, such as energy management and renewable energy.

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:

Financial Strength: Ameren has a strong balance sheet and a strong credit rating, which gives it access to capital to fund growth and operational initiatives.

Diversified Portfolio: Ameren has a diversified portfolio of regulated and non-regulated businesses, which provides it with stability and potential for growth.

Experienced Management: Ameren has a team of experienced management that has been in the business of providing energy for over 100 years. This experience is invaluable in terms of providing reliable service to customers.

Innovative Technology: Ameren has invested heavily in research and development to create new technologies that will help it reduce costs and increase efficiency.

Customer Focus: Ameren has a strong focus on customer service and satisfaction. It has earned numerous awards for its customer service initiatives.

Customers & Cohorts

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

These include the following cohorts:

  • Residential Customers
  • Commercial Customers
  • Industrial Customers
  • Agricultural Customers
  • Government Customers
  • Municipal Customers
  • Electric Vehicle Customers
  • Solar Customers
  • Wind 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
Increasing Renewable Energy Consumption: Ameren is already increasing its renewable energy consumption, but as this trend continues, it will be increasingly important for Ameren to find ways to add more renewable sources to its power mix. This could include investments in solar, wind, and other renewable resources.

Increasing Demand for Smart Grid Technologies: Smart grid technologies help Ameren better understand and manage their grid, allowing them to deliver more reliable, efficient, and cost-effective energy. As demand for these technologies continues to grow, Ameren will need to make sure they are prepared to meet the needs of their customers.

Growing Investment in Energy Storage: With energy storage becoming increasingly cost-effective, Ameren may need to consider investing in energy storage solutions to better balance their power grid. This could help them reduce costs and provide customers with more reliable service.

Growing Consumer Interest in Decarbonization: As consumers become more aware of climate change and its effects, they are increasingly looking for ways to reduce their carbon footprint. This could pressure Ameren to make more of their energy sources carbon-free, such as investing in renewable energy sources. This could be beneficial for both Ameren and its customers.

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 Ameren 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


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.

Solar panel installation and sales: Ameren could create a service to install solar panels and provide solar energy to customers. This could help customers reduce their electricity bill and transition to a more sustainable energy source.

Electric vehicle charging stations: Ameren could install electric vehicle charging stations across their service area to encourage customers to switch to electric vehicles and reduce their carbon footprint.

Home energy audits: Ameren could provide customers with home energy audits to help them identify areas of energy inefficiency and make suggestions for improvements.

Home energy management systems: Ameren could develop and sell home energy management systems to customers that would allow them to monitor and control their energy usage.

Energy efficiency financing: Ameren could develop financing options to help customers install energy efficient appliances or make other energy efficient upgrades.

Potential Synergies

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

1. First Solar
2. Emerson Electric
3. Exelon Corporation
4. Duke Energy
5. Southern Company
6. Siemens
7. Schneider Electric
8. AGL Resources
9. NRG Energy
10. NextEra Energy

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
Regarding Ameren, the company scores relatively WELL in most of the five forces. The biggest threat to Ameren is the threat of new entrants, as the electricity market is fairly open and easy to enter. However, Ameren has a strong brand and reputation, and it is a large company with significant economies of scale, which gives it a competitive advantage. The bargaining power of buyers is relatively LOW, as there are few alternatives to Ameren in many markets. The bargaining power of suppliers is also relatively LOW, as there are many suppliers of electricity. The threat of substitute products is relatively LOW, as electricity is not a close substitute for other products. Finally, the rivalry among existing competitors is relatively LOW, as there are few large companies in the electricity market.

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: Ameren's customers are residential and commercial energy users living in the United States Midwest, primarily in Missouri and Illinois. These customers rely on Ameren for reliable energy and services.

Actors: The main actors in Ameren are the company's shareholders, management, and employees. Ameren's customers are also stakeholders.

Transformation process: Ameren's transformation process involves the production, delivery, and maintenance of energy services. This includes the generation and transmission of electricity, the distribution of natural gas, and the delivery of energy efficiency programs.

World view: Ameren's world view is focused on providing reliable and affordable energy services to its customers. The company is committed to the environment and to providing safe and reliable services.

Owners: Ameren is owned by its shareholders, who are primarily institutional investors.

Environmental constraints: Ameren is subject to numerous environmental regulations and must comply with a variety of environmental standards. The company must also consider the environmental impacts of its operations and take measures to reduce its environmental impact.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Ameren 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. Ameren has a long history dating back to the late 1800s, which gives it a strong reputation and brand recognition in the Midwest.

2. Ameren is one of the largest investor-owned utilities in the United States, with over $32 billion in assets.

3. Ameren has a diversified energy mix that includes nuclear, coal, natural gas, and renewable energy.

4. Ameren has a strong commitment to safety, reliability, and customer service.


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

1. Increase energy efficiency programs and services to lower costs for customers and reduce emissions. Ameren could incentivize customers to use energy efficient appliances, upgrade to more efficient HVAC systems, and install energy efficient lighting.

2. Expand renewable energy portfolio. Ameren could invest in solar, wind, hydro, and other renewable energy sources to meet their customers’ energy needs. This would help reduce emissions and increase their sustainability efforts.

3. Develop and implement energy storage solutions. Ameren could invest in energy storage technologies, such as battery systems, to help manage peak energy demand and provide customers with more reliable power.

4. Leverage data and analytics to improve operations. Ameren could use data and analytics to gain insights into customer behaviour and energy usage, which could help them better plan for future energy needs and reduce costs.


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

1. Lack of a clear and consistent strategy: AmerenUE has been without a clear and consistent strategy for some time now, which has led to confusion and frustration among employees, customers, and shareholders.

2. Operational inefficiencies: AmerenUE has been plagued by operational inefficiencies for years, which have led to higher costs and lower levels of customer service.

3. Poor financial management: AmerenUE has had difficulty managing its finances in recent years, which has led to concerns about its long-term viability.

4. Weaknesses in its customer relationships: AmerenUE has struggled to build strong relationships with its customers, which has led to lower levels of customer satisfaction and loyalty.


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

1. Regulatory Risks: Ameren operates in a heavily regulated environment and is subject to the changing state and federal regulations. The most significant legal and regulatory changes may include the implementation of new environmental regulations, changes to the tax code, and changes to rate structures.

2. Competitive Threats: Ameren faces competition from other energy providers in the markets it serves. This competition can lead to decreased market share, lower prices, and increased pressure on profits.

3. Technological Disruption: Ameren must keep up with changing technology in order to remain competitive. This includes staying up to date on new energy sources, such as solar and wind energy, and investing in research and development to remain competitive.

4. Operational Risks: Ameren is subject to operational risks that can lead to decreased efficiency and increased costs. These risks include natural disasters, cyber security threats, and changes in the energy markets.

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 Ameren. 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 Ameren, as well as areas where the company needs to improve its operations or strategy.
Company: Ameren is an energy company that provides electric and gas services to customers in Missouri and Illinois. They have been in business since 1902 and are committed to providing reliable, safe, and affordable energy solutions.

Collaborators: Ameren works with a variety of partners to provide energy solutions, including local governments, businesses, and other utilities. They also work with universities and research institutions to develop innovative energy technologies.

Customers: Ameren’s customer base includes both residential and commercial customers in Missouri and Illinois. They provide energy services to both small businesses and large corporations.

Competitors: Ameren’s main competitors are other energy companies providing services in the same areas. This includes companies such as Duke Energy, Entergy, and others.

Content: Ameren’s content focuses on providing reliable energy solutions to customers in their service area. They also provide educational content about energy efficiency and renewable energy. Additionally, they provide updates on their services and activities, as well as news and information about their 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 Ameren as having an innovation score of B2.


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 Ameren 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

Further Information

Premium members: If you cannot find the desired information or data set for the business you are researching then please reach out to our research and analysis team. We can tailor reports to meet your requiremnents, with a fast turnaround time.

If you require a bespoke study on a particular industry vertical, or marketplace we may also be able to help.


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Reproduction of the content produced in this report is prohibited without the prior permission of the publisher, Platform Executive Pty Ltd.

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.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

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: 6th June 2023

Industry Keywords

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