Celanese Corporation SWOT Analysis, Competitors & USP

Posted in Industrial Products and Chemicals, Total Reads: 2678

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

Celanese Corporation

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 Group

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


Offering wide variety of product in specialty segment

Celanese Corporation SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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



Below are the 6 main Celanese Corporation competitors :

1. Asahi Kasei Corporation


3. Chevron Phillips Chemical Company LLC

4. DSM N.V.

5. Lanxess AG

6. Teijin Limited


The brandguide table above concludes the Celanese Corporation SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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