ThyssenKrupp Group SWOT Analysis, USP & Competitors

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SWOT Analysis of ThyssenKrupp Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

ThyssenKrupp Group

Parent Company

ThyssenKrupp AG




Material and technology

Tagline/ Slogan

Developing the Future


Expertise in its field of operations



Steel products, materials services, elevator technology solutions, plant technology solutions, components technology solutions, and marine systems

Target Group

Consumers of carbon steel products like tubes, pipes, heavy plate, tinplate, hot strip; wind turbines, the automotive and construction machinery industries; users of domestic and freight elevators; operators of submarines and surface naval vessels, civil ships; potential operators of chemical plants, refineries, and other industrial plants


Market and manufacture innovative products in a cost and resource efficient way

SWOT Analysis


1. Operates in more than 80 countries employing around 150,000 people
2. Directly or indirectly owns more than 720 companies
3. Diversified geographical presence with most of its 2,200 production sites, offices, and service bases are located outside Germany
4. Strong focus on research and development with more than 3,000 engineers, scientists, and technicians at 85 development centers

5. Broad product portfolio in range of market without common risk factors


1. Litigation issues - Adverse rulings regarding pending lawsuits could result in payments to the affected parties which could have a material adverse effect on the group's profit margins
2. Decreasing trend in Topline is a conern


1. Strategic development plans - portfolio optimization, change management, and performance enhancement like divestment of stainless global and steel Americas and JV with  Polysius and Vecoplan
2. Strategic agreements and contracts like Dead Sea work an NPK-A plant at Goa
3. Positive outlook for the global steel market in the short term with expected growth especially in Russia

4. Positive outlook for the global automobiles


1. Intense competition
2. Environmental regulations
3. Economic or industry downturn especially in developed countries- Economic Uncertainty in Europe Leads to Moderate Demand for Iron and Steel



1. Arcelor Mittal
2. Asahi Kasei corporation
3. Schindler Holder Inc.

4. United Technology corporations

The table above concludes the ThyssenKrupp Group SWOT analysis along with its marketing and brand parameters.


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