XCMG Construction Machinery SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 1863
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SWOT Analysis of XCMG Construction Machinery with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

XCMG Construction Machinery

Parent Company

XCMG Group, China

Category

Heavy Equipment

Sector

Heavy Engineering

Tagline/ Slogan

Taking Great Responsibilities

USP

Has an R&D system with the National Level Technology Center, XCMG Technology Center ranks first in construction machinery industry in the evaluation of national enterprise technology centers

STP

Segment

People and businesses who want heavy machinery & equipment used in Construction

Target Group

People or Business expecting ‘Quality & Reliability’ for their money

Positioning

International leader in the field of construction equipment

SWOT Analysis

Strengths

1. Wide range of products for every Construction needs
2. Geographic diversification, Presence in many developing countries
3. It has established an R&D system with the National Level Technology Center and Jiangsu Xuzhou Construction Machinery Institute for rolling out a good portfolio of products at regular intervals

4. The acquisitions has given them an access to a wider customer base

5. Strong financial performance and good visibility in the industry

Weaknesses

1. Brand recall is limited compared to market leaders

2. Weakening of exports to developed countries

Opportunities

1. Growing residential sector in Asia and hence, growing construction activities
2. Current agreement with the Venezuelan Govt. can bring ample opportunities for expansion in the west

Threats

1. The current economic slowdown in the developed countries could decrease its revenue

2. Stiff competition from other Asian manufacturers

Competition

Competitors

1. SANY
2. Zoomlion
3. Caterpillar



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