Hankook SWOT Analysis, Competitors & USP

Posted in Automobiles, Total Reads: 3995

SWOT analysis of Hankook analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Hankook SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Hankook to benchmark its business & performance as compared to the competitors and industry. Hankook is one of the leading brands in the automobiles sector. The table below also lists the top Hankook competitors and elaborates Hankook market segmentation, target group, positioning & Unique Selling Proposition (USP).

Hankook SWOT, Competitors, Marketing STP & Brand analysis Table
Hankook Brand Analysis
Parent Company

Hankook Tires


Tyre Industry



Tagline/ Slogan

Driving Emotion


Hi-technology and continuous innovation with global operations to fulfill varied demands of customer’s world over.

Hankook STP

Automobile industry

Target Group

Passenger car, winter, truck, and bus tires, automobile and equipment using micro-HEV batteries and batteries for renewable energy storage; industrial-use brakes; and steel belt cutters, bead winners, tire builders and curing press for tire manufacturing industries.


Leading Global Tire Company, Excellent quality, customer-oriented approach

Hankook SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Hankook. Strengths are:

1.  Company was Korea’s first tire manufacturing company and has been the largest manufacturer of tire since its inception in 1941
2. They have global reach with its tires being sold in more than 180 countries of the world
3. They are a rapidly growing company with increasing annual growth
4. Company is known for its excellent technology and believes in continuous innovation through its 5 R & D centers

5. They have 5 plants at present in three countries and have capacity projects in China and Indonesia

6. Company has healthy financial position.

7. Wide range of portfolio helps company satisfy varied demands of the customers all over the world.


Here are the weaknesses in the Hankook SWOT Analysis:

1. They have less visibility in emerging economy like India, Brazil
2. Lack of diversification


Following are the Opportunities in Hankook SWOT Analysis:

1.They have growth opportunity in emerging economies like India, China, Brazil etc.
2. Opportunity to diversify more strategically to mitigate the risk of putting all the eggs in one basket

3. Opportunity to improve its market share in motorbike category

4. Communicating their eco-friendly approach and improving visibility in market


The threats in the SWOT Analysis of Hankook are as mentioned:

1. There is Stiff Competition from national and international brands.

2. European economy is not growing and has reached a maturity phase but it has its max sales in European
3. Government Policies w.r.t export duties, import duties, tax levied on automobile industries and economic condition of nation as it determines the sale of automobiles.

4. Introduction of other transport facilities like metro, monorails and local trains keeping pollution hazards caused by combustion of automobile fuels

Hankook Competition

Below are the top 10 Hankook competitors:

2. Sumitomo
3.Cooper Tyres

4. Michelin

5. Bridgestone

6. Continental
7. Yokohama
8. Pirelli

9. Apollo Tyres Ltd.

10. Dunlop Tyres  Ltd.

The brandguide table above concludes the Hankook SWOT analysis along with its marketing and brand parameters.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Hankook. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories.

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