Kenworth SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

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

SWOT analysis of Kenworth analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Kenworth 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 Kenworth to benchmark its business & performance as compared to the competitors and industry. As of 2020, Kenworth is one of the leading brands in the transport and logistics sector.

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

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

Paccar Inc.


Trucks manufacturer


Transport and Logistics

Tagline/ Slogan

The World’s Best.


Reputed for 90 years for the durability and engineering excellence of their trucks.

Kenworth STP
Kenworth Segmentation

Businesses in need of medium duty and heavy duty trucks

Kenworth Target Market

Businesses requiring technologically advanced and efficient trucks

Kenworth Positioning

Manufacturing world’s best heavy duty trucks and services.

Kenworth SWOT Analysis
Kenworth Strengths

Below are the Strengths in the SWOT Analysis of Kenworth:

1. Extensive dealer network.
2. Innovation led production integrating component technology with advanced aerodynamics.
3. Regular winner of JD Power Awards for Heavy Duty Truck Product Satisfaction.
4. It builds customized trucks to cater to the needs of different industries.

5. Focuses on enhances durability and driver’s comfort.

6. Powered by highly efficient Paccar engines.

7. Wide portfolio of various models of trucks.

Kenworth Weaknesses

Here are the weaknesses in the Kenworth SWOT Analysis:

1.With major industries outsourcing their manufacturing activities, demand is low.
2. Recession in the US markets led to drop of revenue.

Kenworth Opportunities

Following are the Opportunities in Kenworth SWOT Analysis:

1. Providing trucks on lease.
2. Premier Care Gold Certification ensures lifetime relationship building with the clients providing servicing and lounge options to the drivers.
3. Expansion to bus and van manufacturing.

Kenworth Threats

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

1. Slowdown in the international markets like China affecting revenues.
2. Dependent on how well the economy is doing.

Kenworth Competition

Below are the top 3 Kenworth competitors:

1. Daimler AG
2. AB Volvo
3. Navistar International

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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