Rexam SWOT Analysis, Competitors & USP

Posted in Heavy Equipment & Engineering, Total Reads: 1299

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


Parent Company

Rexam Plc.




Heavy Equipment & Engineering

Tagline/ Slogan



Leading manufacturer of beverage cans in the world

Rexam STP


Beverage Manufacturers

Target Group

MNCs and regional companies


Manufacturers of all types of cans at a reasonable price

Rexam SWOT Analysis


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

1. One fifth of the cans made globally are by Rexam
2. Strong growth in emerging economies
3. Reduction in lost time accident rate compared with earlier
4. Number of employees is 8000 and has 50+ plants in 20 countries
5. Not a fragmented industry, only few big players operating majority of global market
7. Most of its revenues is derived from its top 10 customers including Pepsi, Coca-Cola, ABInBev, Carlsberg group, Heineken etc.


1. Industry trends vary region to region according to market dynamics
2. Low margin due to increased input costs


1. Energy drinks sector is one of the fastest growing sectors
2. AMEA (Africa, Middle East and Asia) market is where global consumption is very low but growing at a good pace due to increase in standard of living
3. Also, iced ready to drink (RTD) tea and coffee are high growth industries


1.  Continuous rise in the price of aluminum
2. Competition is strong for new growth opportunities
3. Supply chain disruption will lead to shutting down of factories

Rexam Competition


Below are the 3 main Rexam competitors :




The brandguide table above concludes the Rexam 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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