SWOT Analysis of Arkema with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis
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Arkema |
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Parent Company |
ATO Chimie |
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Category |
Industrial Products |
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Sector |
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Tagline/ Slogan |
Innovative Chemistry |
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USP |
France’s leading chemicals producer |
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Arkema STP |
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Segment |
Industrial chemicals and performance products. |
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Target Group |
Industries including agriculture, refrigeration, automotive, chemicals and processing, coatings, construction, consumer goods, electrical and electronics, solvents and aerosols, hygiene and beauty, oil and gas, and packaging |
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Positioning |
Market leaders in most of the products offered |
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Arkema SWOT Analysis |
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Strengths |
1. Arkema has strong global presence with 90 production sites in Asia, North Maerica, Europe and other locations 2. Employs 1,200 researchers and nearly 14000 employees with €150 million dedicated every year to R&D 3. Arkema has Complementary business segments and balanced geographical coverage and targets sustainable development innovations 4. World no.1 to no.4 on majority of the portfolio 5. Its subsidiary brands are Alphacan, Altuglas International, Arkema Inc., Ceca, Coatex, MLPC International, Oxford Performance Materials and Resinoplast |
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Weaknesses |
1. Reputation tarnished by Klesch’s allegation on the terms of the divestment by Arkema of the Vinyl Products segment 2. Honeywell sued Arkema for infringement one of its European patents to refrigerant compounds 3.The company has suffered a loss owing to the fluctuating financial situations |
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Opportunities |
1. Increased presence in the emerging markets and targeted acquisitions can facilitate business expansion 2. Can leverage on the fact that there are few players on the world markets in specialty chemical segment 3. Arkema’s financial resources and financial structure will enable it to continue its development through external growth 4. The Arkema group plans to generate more revenues through higher growth regions |
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Threats |
1. Threatened by the increasing raw material cost associated with the industry 2. Due to diverse global presence , patents and laws of different global location can be a threat to the smooth functioning of the business |
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Arkema Competition |
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Competitors |
1. Bayer AG 2. Lanxess AG 3. The Dow Chemical Company 4. Westlake Chemical Corporation |
The brandguide table above concludes the Arkema 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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