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ID : 52171453| Mar 2018


Business Sector :Engineering and Capital Goods

Operating Geography :Europe, Switzerland, Global

About ABB :

ABB is the pioneer in electrical products, robotics and motion, industrial automation and power grids, with customers in utilities, industry and transport & infrastructure in more than 100 countries with 132,000 employees as of 2017. ABB has four market-leading divisions: Robotics and Motion, Electrification Products, Power Grids and Industrial Automation. The company is headquartered in Zurich, Switzerland.

ABB Revenue :

$33,828 Million (31 Dec 2016)

Competitive Analysis of ABB

The SWOT analysis for ABB is presented below:
1. Global footprint
2. Long-term contracts
3. Diverse product portfolio
1. Involvement in anti-competitive practices
1. Growth potential in renewables
2. Software differentiated services
1. Potential legal hassles
2. Geopolitical uncertainties
3. Forex variations
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Detailed SWOT Analysis of ABB



1. Global footprint: ABB enjoys a dominant position in several markets that it serves. The company is one of the leading power and automation engineering companies in the world with operations in around 100 countries across Europe, Asia, Middle East and Africa (AMEA), and the Americas. ABB, one of the largest manufacturers of electric motors and drives, serves these markets through a global production, engineering and service base. The company's strong positions in these markets are well backed by its local R&D and product development capabilities, which enable it to match and even exceed local competitors in terms of the speed of product development and deployment. In the time ahead, with the maximum demand for infrastructure projects to come from developing countries, ABB is well placed to exploit that in the long run.

2. Long Term Contracts: With the long-term nature of the contract in the infrastructure projects, a stable and constant revenue is ensured to ABB. Also, with the development and expansion of local service base, a long term relationship with clients with the potential of repeat orders is ensured.

3. Diverse product portfolio: ABB is highly focused on technological development to help drive its competitiveness in the marketplace. It invests hugely in R&D, which in turn develop new and innovative products as well as strengthen its existing product portfolio.


1. Involvement in anti-competitive practices: ABB has been involved in various antitrust activities. In 2014, the EU Commission took the decision regarding its investigation of anticompetitive practices in the cables industry. In 2013, the company and Brazilian Antitrust Authority (CADE) agreed to settle its ongoing investigation into ABB’s involvement in anticompetitive practices in the cables industry. Company's cables business remains under investigation for alleged anticompetitive practices in certain other jurisdictions. ABB’s brand image is adversely affected by its frequent involvement in these investigations.


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SWOT & (2020). ABB SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 11 Jul, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

ABB SWOT and PESTLE analysis has been conducted by Roshan Bhatt and reviewed by senior analysts from Barakaat Consulting.

Copyright of ABB SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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