ABB Ltd SWOT Analysis, Competitors & USP

Posted in Energy & Power, Total Reads: 14547

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

ABB Ltd SWOT Analysis


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

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


Here are the weaknesses of ABB Ltd :

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


Following are the Opportunities of ABB Ltd :

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


The threats 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


Below are the 4 main ABB Ltd competitors :

2.Schneider Electric

4. Emerson Electric

The brandguide table above concludes the ABB Ltd 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.


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