Lincoln Electric SWOT Analysis, Competitors & USP

Posted in Heavy Equipment & Engineering, Total Reads: 5193

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

Lincoln Electric

Parent Company

Lincoln Electric


Arc welding equipment


Heavy Equipment & Engineering

Tagline/ Slogan

The Welding Experts


Lincoln is among a few worldwide broad-line manufacturers of both consumable products and arc welding equipment

Lincoln Electric STP


Welding products, consumables, plasma and oxy-fuel cutting equipment and robotic welding systems

Target Group

Transportation, Pipeline, Pipe Mill, LNG, Structural and Shipbuilding


Highest quality welding, cutting and joining products

Lincoln Electric SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Lincoln Electric :

1. Worldwide network of sales offices and distributors covering more than 160 countries
2. It has 40+ manufacturing locations in North America, Middle East, Europe, Asia and Latin America
3. World leader in the development, design, and manufacture of arc welding products, plasma ,robotic arc-welding systems and oxyfuel cutting equipment
4. Solves customers’ process problems and improve productivity by combining both consumables development and equipment needs into one integrated package

5. Technological innovation enables the company to earn a premium price for many of its products

6.Product support and guarantee increases the brand value

7. Over 10,000+ people are employed with the company


1. Maintaining operational efficiency worldwide

2. Cultural problems(as it serves worldwide) and limited market share due to intense competition


1.Emerging economies like China, India offers a huge opportunity for growth 
2.Strategic alliances with other companies

3. Better marketing strategies can improve the brand recognition


1. Product line disputes

2.Component and material sourcing

3.Local competitors with an established presence

Lincoln Electric Competition


Below are the 3 main Lincoln Electric competitors :

1. ESAB Holdings Ltd
2. Illinois Tool Works Inc
3. Ador Welding Ltd.

The brandguide table above concludes the Lincoln Electric 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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