Keyence SWOT Analysis, Competitors & USP

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


Parent Company

Keyence Corporation




IT & Technology

Tagline/ Slogan

The complete source for sensing solutions


One-stop shop for industry automation tools

Keyence STP


Industry automation

Target Group

Retail chains, stores, corporate houses


Innovative sensing

Keyence SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Keyence :

1. Strong focus on new product development - Keyence incurred a substantial capital expenditure  on new product development
2. Strong R&D focus - R&D costs constituted substantial part of the total operating costs of the company
3. Strong network capabilities - own network of warehouse centers spread around 40 countries that ship orders on the same day

they are received
4. Strong employee base of about 3500 employees

5. Its product portfolio includes sensors, barcode readers, vision systems, measuring equipment and digital microscopes.


1. Strong dependence on Japanese econom is a concern
2. Networks focussed mainly in western Japan
3. Relatively low global presence in comparison to competitors


1. Strong growth of the global control systems market
2. Keyence’s products are used widely in global automation and process control industry to make industrial processes faster and efficient
3. Keyence laser markers

utilize 3-Axis technology to mark product numbers, logos and barcodes – this industry is growing at a rapid pace


1. Disruptions due to natural disasters are a big threat as the company is primarily based out of Japan - The direct costs of the damage from the earthquake are huge
2. Radio frequency identification (RFID) tags are an innovative substitute for bar code and are fast eating up the market share of Keyence’s products

Keyence Competition


Below are the 5 main Keyence competitors :

1. Mettler-Toledo International Inc.

2. Nabtesco Corporation


4. Spectris plc

5. HORIBA, Ltd.


The brandguide table above concludes the Keyence 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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