Celanese Corporation SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

Celanese Corporation SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Celanese Corporation, 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 Celanese Corporation to benchmark its business & performance as compared to the competitors, and make strategic improvements. Celanese Corporation is one of the leading brands in the industrial products and chemicals sector.

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

SWOT Analysis of Celanese Corporation

For Celanese Corporation, 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.

Celanese Corporation Strengths

The strengths of Celanese Corporation 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 Celanese Corporation :

1. Improving profit margin irrespective of the economic fluctuation
2. Wide established subsidiaries providing a extensive portfolio spread
3. Celanese primarily operates in Asia, Europe and North America establishing a wide global presence
4. Strategic acquisitions have improved the brand profile and product portfolio

5. 7500+ employees are a part of its workforce

Celanese Corporation 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 Celanese Corporation SWOT Analysis:

1. Lawsuit against Celanese for the alleged exposure of the workers to asbestos and other harmful materials
2. Allegation against Celanese on the Clean air violation and Price fixing scandal multi fixing litigation against the Celanese corporation

Celanese Corporation 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 Celanese Corporation SWOT Analysis:

1. The company's emulsions products are used in variety of applications including paints and coatings, adhesives, building and construction, glass fiber, textiles and paper offering scope of extensive expansion
2. Its is strong in global technological developments which can be used to attract new opportunities
3. The open organizational policy with acquisitions can be further leveraged to increase the products portfolio

Celanese Corporation 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 Celanese Corporation are as mentioned:

1. Stringent norms affect the effective functioning of the company
2. Tarnished image threatens the customer perceptions of the company
3. Fluctuating economic condition especially in Europe along with increasing competition can affect the profit margin

Celanese Corporation Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 6 competitors of Celanese Corporation:

1. Asahi Kasei Corporation


3. Chevron Phillips Chemical Company LLC

4. DSM N.V.

5. Lanxess AG

6. Teijin Limited

Hence this concludes the Celanese Corporation SWOT analysis.

Continue reading more about the brand/company.

About Celanese Corporation

Celanese Corporation Overview
Parent Company

American Cellulose & Chemical Manufacturing Company


Diversified chemical company


Industrial Products and Chemicals

Tagline/ Slogan

We all have a hand in it


Customer specialties and Industrial specialties

Celanese Corporation STP

Processing of chemical raw materials such as methanol, carbon monoxide and ethylene, and natural products

Target Market

Advanced engineered materials, consumer specialties, industrial specialties and acetyl intermediates


Offering wide variety of product in specialty segment


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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