Mitsubishi Electric SWOT Analysis, USP & Competitors

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SWOT Analysis of Mitsubishi Electric with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Mitsubishi Electric

Parent Company

Mitsubishi Group

Category

Electrical Equipment

Sector

Energy Power and Industrial Equipment

Tagline/ Slogan

Changes for the better

USP

Offers high quality products characterized by commitment to innovation and sustainable operations

STP

Segment

Industrial air conditioning systems, automotive equipment ,factory automation systems, home  products, information & communication systems

Target Group

Industries which require energy & electric systems, electronic devices, automation systems and Information and communication systems.

People who require high quality home appliances

Positioning

Applying technologies to contribute to society and daily life around the world as a leading green company

SWOT Analysis

Strengths

1. It has a very strong presence in Asian market especially japan
2. Broad product portfolio

3. High growth rate in recent times fuelled by diversification into various industries and markets

4. Considerable investments in R & D has enabled it to deliver high quality customized products and services to its customers

5. Top supplier of factory automation networks to semiconductor industry. Also a leading factory automation networks supplier to machinery manufacturing industry

6. Mitsubishi insists firm ethical principles in business dealings

Weaknesses

1.Excessive dependency on domestic market of Japan

2.Even though it has taken many initiatives to transform its early image still it being seen as “old and expensive”

Opportunities

1. Growth opportunities in developing geographies outside Asia especially in factory automation
2. Smart electric appliances and smart energy systems presenting a market for Mitsubishi to diversify into new sectors

3. Increase in demand of Elevator/Escalator infrastructure

Threats

1. Requires more initiatives to change its brand perception
2. Local competitors in emerging markets

Competition

Competitors

1.Hitachi, Ltd
2.NEC Corporation
3.Toshiba Corporation


The table above concludes the Mitsubishi Electric SWOT analysis along with its marketing strategy and brand parameters.

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