Zoomlion Heavy Industry SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 1585
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SWOT Analysis of Zoomlion Heavy Industry with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Zoomlion Heavy Industry

Parent Company

Zoomlion Heavy Industry Science & Technology Development Co. Ltd., China

Category

Heavy Equipment

Sector

Heavy Engineering

Tagline/ Slogan

Profession achieves success

USP

Having the most abundant product categories and full product supply chain

STP

Segment

People and businesses who want equipments in the Construction & Sanitation industry

Target Group

People or Business expecting ‘Outstanding performance’ of their equipments and speedy and effective completion of the project

Positioning

Sharing value at every stage with global clients

SWOT Analysis

Strengths

1. The company’s two business segments, concrete machinery and hoisting machinery, both rank second in the globe

2.  Largest range of products for every Construction & Sanitation project
3. Increasing presence in many developing countries
4. Also diversified into industrial machinery and sanitary machinery

5. Good financial position and market presence

Weaknesses

1. Performance in its domestic market & in the Eurozone lesser compared to global leaders
2. Despite high quality, brand awareness is limited

Opportunities

1. Growing residential sector in Asia
2. Successful listing on the HK exchange could bring in lots of funds much needed for Global expansion

Threats

1. Stiff competition from other Chinese companies, which is upgrading and setting up new capacities in China
2. High inflation and construction slowdown in U.S. & China remains a challenge

Competition

Competitors

1. SANY Group
2. XCMG Group
3. Caterpillar


The table above concludes the Zoomlion Heavy Industry SWOT analysis along with its marketing and brand parameters.

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