Lanxess SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 2286
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SWOT Analysis of Lanxess with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Lanxess

Parent Company

Laxness

Category

Diversified chemicals

Sector

Industrial products

Tagline/ Slogan

Energizing Chemistry

USP

Custom made specialty chemicals

STP

Segment

Plastics, rubber, specialty chemicals and intermediates

Target Group

Functional chemicals, inorganic pigments, liquid purification technologies (LPT), leather, material protection products (MPP), Rhein Chemie, and rubber chemicals (RUC)

Positioning

Leading specialty chemicals company

SWOT Analysis

Strengths

1. The company operates in Europe, Middle East, and Africa (EMEA), North America, Latin America and Asia Pacific

2. The company is also engaged in custom synthesis and manufacturing services for small molecules and serves the needs of customers in the pharmaceutical, agriculture and specialty chemical industries.

3. Wide portfolio of products that caters to a wide customer base

4. Due to location at various geographic location, risk associated with geographic concentration is eliminated

5. It has speciality in rubber, plastics and other chemicals

6. Nearly 17000 people are employed by the company

Weaknesses

1. Lanxess shut its Belgium butyl rubber, Texas EPDM plants owing to the weak market demand

2. Declining company financial position due to the economic turbulence

3. Antitrust proceedings against the company may increase its legal cost

Opportunities

1. Increasing focus on 'green tire' production

2. Acquisitions likely to strengthen the company's product portfolio

3. EPDM plant in China likely to help the company enhance its services

Threats

1. Huge weakening in demand forecasted for the rubber industry targeted by Lanxess

2. Volatile raw material prices

3. Risks associated with conducting business in foreign countries

Competition

Competitors

1. Arkema SA

2. Mitsubishi Chemical Holdings Corporation

3. Teijin Limited



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