Rexel SWOT Analysis, Competitors & USP

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

Rexel SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


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


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


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


Below are the 6 main Rexel competitors :

1. Consolidated Electrical Distributors, Inc.

2. Graybar Electric Company, Inc.

3. W.W. Grainger, Inc.

4. Ahlsell

5. Sonepar SA

6. WESCO International, Inc.


The brandguide table above concludes the Rexel 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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