Air Liquide SWOT Analysis, Competitors & USP

SWOT analysis of Air Liquide analyses the brand by its strengths, weaknesses, opportunities & threats. In Air Liquide 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 Air Liquide to benchmark its business & performance as compared to the competitors. Air Liquide is one of the leading brands in the industrial products and chemicals sector.

The article below lists the Air Liquide SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Air Liquide SWOT Analysis:

SWOT Analysis of Air Liquide

For Air Liquide, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Air Liquide Strengths

The strengths of Air Liquide looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Air Liquide :

1. One of the world’s largest suppliers of industrial & medical gases, liquid &specialty chemicals and biological products.
2. Diversified business in terms of geography, product mix and customers – operating through more than 100 subsidiaries in 80 countries across Europe, the Americas, the Asia-Pacific region and Africa.
3. Strong R&D capability with workforce strength of 45,000 employees, looking to develop and acquire sustainable skills and technologies.
4. Market leader in outsourced refinery hydrogen with a global market share of over one third.

5. Expanding operating margin due to strong market position which also helps in deriving substantial advantages of scale in terms of production, finance, logistics and marketing.

Air Liquide Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Air Liquide SWOT Analysis:

1. Increasing production costs due to a rise in energy costs as a result of increasing global demand and limited production capacity
2. Declining market share due to stiff competition in the sector

Air Liquide Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Air Liquide SWOT Analysis:

1. Solar power is increasingly becoming a highly sustainable and desperate solution as a renewable and alternate energy source. Air Liquide has signed several contracts with photovoltaic cell manufacturers to harness solar energy.
2. ALMA – a strategic program to directly improve performance, such as delivery & transformation projects, which continues to provide solid results against exceptional environments.
3. Presence in the healthcare market and rising demands, along with a potential of growth in the COPD market.

4. A high market potential in supplying solutions for treatment of Sleep Apnea.

5. Tremendous opportunities in the developing and emerging economies like China and India, where the group’s 12-month portfolio of opportunities reached a record 4.2 billion euros.

Air Liquide Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Air Liquide are as mentioned:

1. Vulnerability to the Global Economic Slowdown (recession)
2. Rapid changes in technology and increasing demand for innovation.
3. Increasing competition from foreign players.

4. Anti-trust regulations developed as a result of M&A could deprive the group of effective and rapid growth.

5. Political instability of the various regions into which the group has expanded could affect overall profitability and operations.

Air Liquide Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Air Liquide:

1. Linde AG
2. Praxair
3. Air Products & Chemicals Inc

Hence this concludes the Air Liquide SWOT analysis.

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About Air Liquide

Air Liquide Overview
Parent Company	Air Liquide
Category	Specialized chemicals
Sector	Industrial Products and Chemicals
Tagline/ Slogan	The Leader In Gases For Industry, Health And The Environment
USP	Offers innovative solutions based on continuously enhanced technologies, producer of air gases including hydrogen.
Air Liquide STP
Segmentation	Industrial products’ manufacturers who demand high quality with an increase in productivity & performance
Target Market	Diverse industries – automotive, manufacturing, food& beverages, pharmaceuticals, materials, energy, technology, research and healthcare.
Positioning	The Leader In Gases For Industry, Health And The Environment

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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