Air Liquide SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 4636
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SWOT Analysis of Air Liquide with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Air Liquide

Parent Company

Air Liquide

Category

Specialized chemicals

Sector

Industrial Products

Tagline/ Slogan

The Leader In Gases For Industry, Health And The Environment

USP

Offers innovative solutions based on continuously enhanced technologies, producer of air gases including hydrogen.

STP

Segment

Industrial products’ manufacturers who demand high quality with an increase in productivity & performance

Target Group

Diverse industries – automotive, manufacturing, food& beverages, pharmaceuticals, materials, energy, technology, research and healthcare.

Positioning

The Leader In Gases For Industry, Health And The Environment

SWOT Analysis

Strengths

1. One of the world’s largest suppliers of industrial & medical gases, liquid &specialty chemicals and biological products.
2. Diversified business in terms of geography, product mix and customers – operating through more than 100 subsidiaries in 80 countries across Europe, the Americas, the Asia-Pacific region and Africa.
3. Strong R&D capability with workforce strength of 45,000 employees, looking to develop and acquire sustainable skills and technologies.
4. Market leader in outsourced refinery hydrogen with a global market share of over one third.

5. Expanding operating margin due to strong market position which also helps in deriving substantial advantages of scale in terms of production, finance, logistics and marketing.

Weaknesses

1. Increasing production costs due to a rise in energy costs as a result of increasing global demand and limited production capacity
2. Declining market share due to stiff competition in the sector

Opportunities

1. Solar power is increasingly becoming a highly sustainable and desperate solution as a renewable and alternate energy source. Air Liquide has signed several contracts with photovoltaic cell manufacturers to harness solar energy.
2. ALMA – a strategic program to directly improve performance, such as delivery & transformation projects, which continues to provide solid results against exceptional environments.
3. Presence in the healthcare market and rising demands, along with a potential of growth in the COPD market.

4. A high market potential in supplying solutions for treatment of Sleep Apnea.

5. Tremendous opportunities in the developing and emerging economies like China and India, where the group’s 12-month portfolio of opportunities reached a record 4.2 billion euros.

Threats

1. Vulnerability to the Global Economic Slowdown (recession)
2. Rapid changes in technology and increasing demand for innovation.
3. Increasing competition from foreign players.

4. Anti-trust regulations developed as a result of M&A could deprive the group of effective and rapid growth.

5. Political instability of the various regions into which the group has expanded could affect overall profitability and operations.

Competition

Competitors

1. Linde AG
2. Praxair
3. Air Products & Chemicals Inc



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