Binani Cement SWOT Analysis, USP & Competitors

Posted in Real Estate and Construction, Total Reads: 683

SWOT Analysis of Binani Cement with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Binani Cement

Parent Company

Binani Industries Ltd.


Cement Industry



Tagline/ Slogan

When you choose Binani Cement, you choose endurance


Premium quality, Strength, Reliability, Performance, and Consistency



Tropical regions where houses are made of cement

Target Group

Real Estate Developers Engineers, Builders, Contractors in India and neighboring Asian countries and continents


The best brand optimally priced as per quality

SWOT Analysis


1. Forms the foundation of some prestigious projects in India and abroad – Dubai Metro (fully automated rail network), and the state of the art Port Khalifa at Abu Dhabi

2. Amongst India’s reputed manufacturers of cement with a global manufacturing capacity of 11+ million tons per annum

3. Has capability to incorporate different product mix and developing know-how on latest technologies

4. The Flagship product Chopped Strand Mat (CSM) of the Company continues to be well accepted in the Global Market

5. It has manufacturing facilities in China -Shandong Binani Rongan Cement Co. Ltd. (SBRCCL) and Dubai –Binani Cement Factory LLC that are setting global benchmarks

6. Well-established sales network in India, UAE, UK, Sudan, South Africa, Tanzania, and Namibia

7. Integrated plant in India and China, and grinding units in Dubai

8. Strong advertising and marketing gives it a high brand recall


1. The Company’s main weakness is the scale of operation which is small as compared to global players

2. Intense competition means limited margins and slow market share growth


1. Availability of natural gas for energy conservation

2. Capability for brown field expansion at current location to reduce the cost of production

3. Tie up with OEM’s providing another opportunity to the Company to increase reach and end-use of product


1.  Low scale of operation

2. High cost of production

3. Increasing fuel prices

4. Competitors’ plants coming up in Middle East & India with large volumes



1. ACC Ltd.

2. Ambuja Cements Ltd.

3. Ultratech Cement Ltd.

4. India Cements Ltd.


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