Sacal Paints SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 2081
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SWOT Analysis of Sacal Paints with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sacal Paints

Parent Company

SACAL International Group Limited.

Category

Paint Industry

Sector

Industrial Products and Chemicals

Tagline/ Slogan

The World’s Top Ten Coatings Brand

USP

SACAL continuous innovation, the goal is to create add value products for its customers, always keeping one step ahead of competitive advantage

STP

Segment

Specialty chemicals, architectural coatings and industrial coatings

Target Group

Home-owners, construction & infrastructure industry, heavy machinery industry

Positioning

Strong tradition of innovation with the company, continued pursuit of excellence by constantly developing innovative products and solutions to serve its customers

SWOT Analysis

Strengths

1. SACAL is a global company with annual sales of $ 3 billion and 572 million liters in quantity
2. Their ability to innovate and come out with products with cut-edge technologies is their greatest POD. For eg: they created green paint that reduces the heat absorbed and has an insulating effect of approx.. 5 deg. C.
3. They manufacture water-based emulsions with essentially zero VOC emissions and high stain resistance.
4. It employs over 12,000 employees worldwide with 113 production and sales subsidiaries in 73 countries

5.It has high brand awareness and has worked on its marketing strategies by having personalities like Barrack Obama and Elisha Cutberth

6. It has diversified customer base

Weaknesses

1.Its demographic sales contribution: Europe 62% America-29% and Asia-9%, considering that emerging economies are mainly in South-Asia and Europe is in financial turmoil this statistics need to change
2.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
3.No partnerships with other international paint majors

Opportunities

1.It should enter and develop business in developing economies
2.Its ability to innovate and do R&D provides them an opportunity in developing eco-friendly products which are seen as products for the future with environmental regulation policies becoming stringent
3. It may penetrate more in industrial coatings category.

Threats

1.Global economy is sluggish especially US is still vulnerable to another recession and Europe undergoing financial turmoil.
2.  Scarcity and Volatility in raw material prices.
3.Stringent Government rules and regulations regarding the quality of products and manufacturing facilities as Environment policies are being given more emphasis due to its adverse impact on Environment.

4. It faces tough competition from other American and international brands

Competition

Competitors

1.Valspar
2.Akzonobel
3.PPG Inc.

4. Sherwin- Williams

5. DuPont



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