Hanwa SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 454

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


Parent Company

Hanwa Co. Ltd


Metals and diversified materials


Steel, raw materials, construction, Industrial Machinery

Tagline/ Slogan

Utilizing footwork, teamwork and network


Highly diversified organization with products ranging from heavy machinery to foods



Industrial segmentation

Target Group

Integrated steel plants, construction sector, Heavy machinery industry and Petroleum and Chemicals Division


Positioned as a diverse and socially responsible organization with high focus on research and development

SWOT Analysis


1. The company operates through five business divisions such as Steel division, Non-Ferrous Metals division, Food Products division, Petroleum and Chemicals division, and Other division. 
2. Number of employees:  2500+
3. Its distribution center include Hanwa Logistics Tokyo Co.,Ltd., Hanwa Logistics Osaka Co.,Ltd., and Hanwa Logistics Nagoya Co.,Ltd.
4. Strong sales and distribution network
5. Since its inception in 1947 the company has a high growth rate
6.  Thorough legal compliance, Environmental considerations, Good corporate citizenship,  Transparent management, proactive disclosure
7. In April 2000,Hanwa gained ISO14001 certification for environmental management systems.


1. Small individual business units limiting the company to be the market leader in respective product category
2. Business structure of export of finished goods and import of raw materials faces critical tax changes from different countries taking a toll on the profitability of the company


1. Opportunity to expand globally through acquiring shares in companies of similar interests thus expanding its raw materials capacity and market
2. Developing its research and development to a strategic consulting division thus using its expertise in diverse field profitably
3. Scaling up of the Information Processing Equipment sector to meet the high and growing demand in this field


1. Threat of sustained profitability due to high dependence on other nations for raw materials
2. Threat of natural disaster to the production facilities in high risk zones of Japan
3. Tax policies , high labor cost and fluctuating financial capacity of customers domestically and internationally pose a threat to future expansion projects



1. Nippon Steel and Sumikin Bussan Corp

2. Sumitomo Corp

3. JFE Shoji Trade Corp


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