Oshkosh Corporation SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 2327

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

Oshkosh Corporation

Parent Company

Oshkosh Corporation, U.S.


Heavy Equipment


Heavy Equipment and Engineering

Tagline/ Slogan

To move the world at work


Leading manufacturer and marketer of access equipment, specialty vehicles and truck bodies for the primary markets of defense, concrete placement, refuse hauling, access equipment and fire & emergency



People and businesses who want specialty trucks and truck bodies and access equipment

Target Group

People or Business expecting world's toughest specialty trucks and truck bodies and access equipment


To serve and delight our customers by partnering with them

SWOT Analysis


1.  Vehicles and products of latest technologies, innovations give Oshkosh a chance to lead in the markets
2. Leading supplier of concrete trucks to leading companies in the U.S
3. Also diversified into industrial machinery, vehicles, logistics, electronics and other

4. Strong financial position and good market reputation


1. Weak performance in international markets compared to industry leaders
2. Not a very strong incentive structure for Dealer network thus creating a concern amongst dealers


1. Market recovery provides a significant opportunity for Oshkosh to focus on getting back to average prior peak rates in markets which have been down during the Great Recession
2. Some international acquisitions which are in pipeline could bring new opportunities

3. Expansion and tieups in emerging economies


1. Rising labor wages in the U.S
2. Currency fluctuation losses possible due to the current downturn

3. Intensive cheap competition from Chinese and Korean counterparts



1. MAN
2. Volvo AG
3. BAE systems

The table above concludes the Oshkosh Corporation SWOT analysis along with its marketing and brand parameters.


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