OTIS Elevator Company SWOT Analysis, USP & Competitors

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SWOT Analysis of OTIS Elevator Company with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

OTIS Elevator Company

Parent Company

United Technology Corporation


Elevators and Escalators


Logistics/Vertical Transporation

Tagline/ Slogan

We'll take you all the way to the top


World's largest manufacturer of elevators and escalators



Builders & Contractors

Target Group

Businesses that require elevator and escalator solutions


Enables people to move safely with best service and support

SWOT Analysis


1. Installed elevators in some of the world's most famous structures like Eiffel Tower, WTC , Petronas Twin Towers, Burj Khalifa etc 
2. Acclaimed brand worldwide
3. Services available in more than 200 countries
4. Continuous investment in new products, technologies and intelligent systems

5. Barriers to entry is relatively high

6. Over 60,000 people are employed with the organization


1. Competition from big players as well as local players means limited market share

2. Accidents in the past have hurt the brand image


1. Strong growth in Brazil,India, China and other strong Asian countries. The company should capitalize on the growth opportunities because of stagnation in relatively developed markets
2.With a strong history, Otis has vast R&D resources and continually keeps on implementing new technologies

3. Tie-ups with real-estate & construction companies can boost business


1. Strong competition - Many competitors of Otis are equal in size with almost similar resources and experience

2.Though Otis invests heavily in R&D , other companies replicate the technology and thus hurt Otis



1. ThyssenKrupp

2. Schindler Group

3. Kone

4. Mitsubishi Elevator

The table above concludes the OTIS Elevator Company SWOT analysis along with its marketing and brand parameters.


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