Bayer Group SWOT Analysis, USP & Competitors

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

Bayer Group

Parent Company

Bayer group


Diversified Chemical


Industrial products

Tagline/ Slogan

Science for a better life


Innovative pharmaceutical products like genetically engineered product



Health Care segment, Agriculture, Polymers and Chemicals segments

Target Group

Analgesics, cardiovascular risk prevention, cough & cold, dermatology, gastrointestinal and nutritionals health care, animal health care, Seed treatment and pest prevention


Worldwide leading position in therapeutic drugs area

SWOT Analysis


1. Comprehensive portfolio of chemical, material science, healthcare and agricultural products

2. Bayer remains vastly dominant in pediatric vitamins and dietary supplements with 25% value share

3. Diversified supply process in conjunction with long-term supply agreements minimize the company’s exposure to production process risk

4. Presence in diversified streams offers protection against demand fluctuations

5. Strong brand presence in the industry and strong financials


1. Allegations against the group on price fixing has tarnished the brand image

2. Shown in bad light over patent infringements and lawsuits

3. Biotech products segment affected by risk due to highly complex manufacturing process


1. High potential drugs like Xarelto, Stivarga, Eylea, Xofigo &Riociguat

2. Joint ventures and acquisitions will increase market presence

3. Growing demand in crop industry


1. Weak global economy and problems in pharmaceutical industries can hamper growth

2. Bayer's revenue growth may be impacted negatively by Regulatory controls on pharmaceutical product prices

3. Low cost substitutes



1. GlaxoSmithKline Plc.

2. Johnson & Johnson

3. Abbott Laboratories

4. Novartis AG

5. Pfizer Inc.

The table above concludes the Bayer Group SWOT analysis along with its marketing and brand parameters.


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