AkzoNobel SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 5249
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SWOT Analysis of AkzoNobel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

AkzoNobel

Parent Company

AkzoNobel

Category

Industrial Products and Chemicals

Sector

Construction and Real Estate

Tagline/ Slogan

Tomorrow’s Answers Today

USP

An international brand that caters to wide range of industries ranging from infrastructure to personal care.

STP

Segment

Upper and middle class strata who want good quality products with international brand.

Target Group

Paint category-infrastructure (homes and commercial buildings) industry, industrial chemicals-process industries; surface chemistry-personal care industry.

Positioning

A global brand serving world over in paints & protective coatings, industrial chemicals and organic formulations.

SWOT Analysis

Strengths

1. AkzoNobel is the largest global paints and coatings company and a major producer of specialty chemicals
2. With operations in 80 countries and having human capital of around 55,000 this Netherlands’ paint major is in Global Fortune 500 and one of the leaders in Dow Jones Sustainability Indexes. 
3. The world's best-selling paint: powder coatings, wood coatings, coil coatings, marine protective coatings, aerospace coatings.
European markets selling paint: decorative coating
Asia-Pacific market and the North American market selling coatings: decorative paints, wood coating.
4. Wide variety of products ranging from paints to industrial chemicals to organic chemicals provides them scope of diversification compared to other conventional paint companies.
5. Continuous R&Ds with international facilities and minds coming together has helped them stay at par with competitors.

Weaknesses

1. In decorative paints Industry Customer tastes and perceptions change very fast and products may become obsolete with change in trends, hence production planning and inventory problem.
2.Large working capital required.

Opportunities

1. Capitalizing on emerging Asian Markets is critical.
2.With more advertising like Asian paints, Nerolac and Berger Paints they can create more brand awareness for their lesser known products.
3. Being an international company and financially strong company they can use their muscle power to enter potential markets in a strong way.

Threats

1.European markets are in bad shape; growth opportunities very limited.
2.Local competitors who offer few products at lesser price

3. Government rules and regulations regarding the quality of products and manufacturing facilities as Environment policies are given more emphasis.

4. Raw material scarcity, volatility in prices

Competition

Competitors

1. Asian Paints
2. Berger Paints
3. Shalimar Paints



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