ABB Ltd SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of ABB Ltd analyses the brand by its strengths, weaknesses, opportunities & threats. In ABB Ltd 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 ABB Ltd to benchmark its business & performance as compared to the competitors. ABB Ltd is one of the leading brands in the energy & power sector.

The table below lists the ABB Ltd SWOT (Strengths, Weaknesses, Opportunities, Threats), top ABB Ltd competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

ABB Ltd SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
ABB Ltd Brand Analysis
Parent Company

ABB Group


Electrical Equipment


Energy & Power

Tagline/ Slogan

Power and productivity for a better world


It helps customers to use electrical power effectively and to increase industrial productivity in a sustainable way


Power Products, Power Systems, Discrete Automation and Motion,Low Voltage Products and Process Automation

Target Group

Major public utilities, largest industrial and resources organisations


ABB is a leader in power and automation technologies that enable utility and industry customers to improve their performance while lowering environmental impact

SWOT Analysis of ABB Ltd
ABB Ltd Strengths

Below are the Strengths in the SWOT Analysis of ABB Ltd:

1. Huge installed customer base with long term contracts
2. Superior brand value has helped it in cross selling and gave a lot of aftermarket sale opportunities

3. ABB has resources all over the world and is geographically well spread

4. Significant portion of its revenue is from emerging markets which have a increasing demand for infrastructure

5. Well known for manufacturing  consistent top quality products around the globe

ABB Ltd Weaknesses

Here are the weaknesses in the ABB Ltd SWOT Analysis:

1.The management has a history of overpaying for acquisitions and not delivering synergies on previous deals

2.On the back of shortage of liquidity, the margin is not improving in the shorter term
3. Bad debts and Financial difficulties with customers have increased the debtor's provisions affecting profit

ABB Ltd Opportunities

Following are the Opportunities in ABB Ltd SWOT Analysis:

1.Government  initiatives  in the infrastructure space will  augment  overall demand  for power industry

2. It is financially strong with huge cash flows which will help in acquisitions, buybacks and dividends
3. Increase in demand for smart grids increase demand for any companies that manufacture, supply or build smart grid infrastructure

4. Additional regulation will increase the demand for companies in the environmental services industry

ABB Ltd Threats

The threats in the SWOT Analysis of ABB Ltd are as mentioned:

1.A bad outlook of the economy will affect the cash flows and growth of the economy
2. Governments are under pressure for cutting down the costs, which may slow down replacement sales and put overall sales at risk

ABB Ltd Competition
ABB Ltd Competitors

Below are the top 4 competitors of ABB Ltd:

2.Schneider Electric

4. Emerson Electric

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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 ABB Ltd. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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