ABB Ltd SWOT Analysis, Competitors & USP

Posted in Energy & Power, Total Reads: 16357

SWOT analysis of ABB Ltd analyses the brand/company with 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 and industry. ABB Ltd is one of the leading brands in the energy & power sector. The table below also lists the top ABB Ltd competitors and elaborates ABB Ltd market segmentation, target group, positioning & Unique Selling Proposition (USP).

ABB Ltd SWOT, Competitors, Marketing STP & 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

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 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


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


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

Below are the top 4 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. Browse marketing analysis of more brands and companies similar to ABB Ltd. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

Search & Explore : BrandGuide

The brand names and other brand information used in the BrandGuide section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only. Utmost care has been taken in the analysis of the brands. However, if you find any ambiguity kindly help us improve.

Edit the Brand or Add a New One : Contribute to BrandGuide
Share this Page on:
Facebook ShareTweetShare on Linkedin