Racal SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 832

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


Parent Company

Thales Group


POS, laboratory instruments, radio, radar


Electronic equipment

Tagline/ Slogan



Has been a major supplier to the British Army during its time



Industrial electronic equipments

Target Group

Govt agencies, British Army, Telecom industry


A strategic supplier for its customers

SWOT Analysis


1. The company grew exponentially in 40 years.
2. Made many strategic acquisitions and exits to increase market share
3. Had a strong worldwide presence in over 110 countries
4. It was able to capture market share of radios as it created radios based on the requirement, geography of its consumers.


1.Lacked succession plan which lead to brand being defunct
2.The company was doing great till 2000, after a change of leadership it had to spin off its businesses and sell them off.
3. Though a worldwide presence, it had more than 50% of its revenue from UK


1. It has opportunities to further expand its revenues and profits by focusing more on the unexplored Asian Market.
2. Instead of selling of businesses, it could gave everything under one umbrella brand but divided itself into various businesses.


1. Now its focuses majorly into defense sector where there is a huge competition.
2.Since it doesn’t have exclusive tie up with governments  for providing military supplies, there is always a danger of loss of contracts.
3. It had threats from the government over the company being a monopoly. There was a reputational risk involved.



1.General Electric Company

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


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