Rexel SWOT Analysis, Competitors & USP

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

SWOT analysis of Rexel analyses the brand by its strengths, weaknesses, opportunities & threats. In Rexel SWOT Analysis, 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 Rexel to benchmark its business & performance as compared to the competitors. Rexel is one of the leading brands in the IT & Technology sector.

The table below lists the Rexel SWOT (Strengths, Weaknesses, Opportunities, Threats), top Rexel competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Rexel SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Rexel Brand Analysis
Parent Company

Rexel S.A




IT & Technology

Tagline/ Slogan

A world of energy


Low and ultra-low voltage electronics

Rexel STP

Electronics and electronics equipment

Target Group

Corporates, security systems, electrical contractors


‘Energy in motion’ – bringing about dynamism in the market

SWOT Analysis of Rexel
Rexel Strengths

Below are the Strengths in the SWOT Analysis of Rexel:

1. Strong product portfolio - Rexel offers a broad range of products and services that aim to respond to all of the needs of contractors, as well as those of industrial and commercial customers
2. Strong service network for customers across all the product families
3. Strong global presence - The company operates in 35+ countries across North America, Europe, Asia-Pacific and Latin American regions, with 2,300 branches
4. Revenue structure is globally diversified which shows global penetration

5. Over 28000 employees are a part of the organisation

Rexel Weaknesses

Here are the weaknesses in the Rexel SWOT Analysis:

1. involvement in a large number of legal litigations negatively impacts the company’s brand image
2. Rexel is highly indebted and Low availability of funds for growth opportunity due to high debt-servicing costs

Rexel Opportunities

Following are the Opportunities in Rexel SWOT Analysis:

1. Growth opportunities through mergers and acquisition, Rexel acquired Munro Distributing Company, an innovative electrical products and services distributor specializing in energy efficiency solutions in the Eastern US and California
2. Expansion of equipment market - the global electrical components and equipment market is expected to grow
3. Rising focus on global sustainable energy to benefit Rexel as it manufactures low and ultra-low voltage electrical products

Rexel Threats

The threats in the SWOT Analysis of Rexel are as mentioned:

1. Intense competition, based primarily on breadth of products, quality, services, price and geographic proximity
2. Fluctuation in global copper prices is a threat as most of the company’s raw material is composed of copper
3.High dependence on few suppliers for raw materials – 25 of top suppliers provide 50% of its raw material; any impact on these suppliers would directly affect the company

Rexel Competition
Rexel Competitors

Below are the top 6 competitors of Rexel:

1. Consolidated Electrical Distributors, Inc.

2. Graybar Electric Company, Inc.

3. W.W. Grainger, Inc.

4. Ahlsell

5. Sonepar SA

6. WESCO International, Inc.


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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