COMPANY PROFILE -Henkel
Business Sector :FMCG and Industrial Goods
Operating Geography :Germany, Europe, Global
About Henkel :
Henkel is a Germany based Chemical and Consumer Care Company founded in 1876. The company specializes in manufacturing adhesives for consumers, craftsmen and building, industrial adhesives, beauty care and laundry and home care. The company operates in three business units--- Adhesive technologies, Beauty care, Laundry and home care. The adhesive technology segment is the most profitable segment. The company has highly diversified operations across Western Europe, Eastern Europe, Africa/Middle East, North America, Latin America and Asia-Pacific. The Company's Adhesives segment markets a range of brand name products for private users, craftsmen and the construction industry for Consumers, Craftsmen and Building operating segment. Packaging and consumer goods adhesives, transport and metal, general industry, and electronics are covered in the Industrial Adhesives segment. The Beauty Care segment includes active branded consumer goods operating segment involving hair care, hair colorants, hair styling, body care, skin care and oral care. The laundry and home care segment have its presence in laundry and home care branded consumer goods. Henkel employed over 52,450 people globally as of early 2022.
Henkel’s vision as per their annual report is to “Lead with its innovations, brands and technologies.”
Henkel’s mission as per their website is “Serving our customers and consumers worldwide as the most trusted partner with leading positions in all relevant markets and categories – as a passionate team united by shared values.”
Henkel Revenue :
€ 20,006 million - FY ended December 31st 2021 (y-o-y growth of 4.2%)
€ 19,250 million - FY ended December 31st 2020
Ownership / Major shareholders :
Henkel’s 61.02% shares are owned by members of the Henkel family through a share pooling agreement.
Competitive Analysis of Henkel
The SWOT Analysis for Henkel is presented below:
| Strengths | Weaknesses |
1. Consistent financial performance and clear growth strategy
2. Strong global presence with significant revenue from each region
3. Strong brand portfolio across the world
4. Focus on innovation and creativity
5. Strong focus on Research & Development
| 1. Slow progress to online channels
2. Improper product and price positioning
3. Improper geographical positioning of Henkel beauty
|
| Opportunities | Threats |
1. Positive growth for beauty care industry
2. Scope to enter new markets
3. Evolving area of private labels
4. Merging of two units as part of strategic growth
5. Strategic acquisitions to strengthen business portfolios | 1. Exchange rate and currency fluctuations
2. Rigorous laws and regulations
3. Intense market competition in the industry
|
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Detailed SWOT Analysis of Henkel
Strength
This section is available only in the 'Complete Report' on purchase.
Weakness
This section is available only in the 'Complete Report' on purchase.
Opportunity
1. Positive growth for beauty care industry: The demand for beauty care industry is growing across the world as there is an increase in population and per capita income of the countries. As per the research by Orbis research the global cosmetic products market is expected to grow at a CAGR of 7.14% during 2018-2023. The market is predicted to reach a market value of USD 805.61 billion by 2023 as per Orbis research. The growing beauty care industry is expected to grow further owing to the declining fertility and mortality rates which has led to a rise in the aging population globally. Consumers have as a result had a strong desire to retain youthful appearances. This as a result has groomed and nurtured the cosmetics industry, worldwide. Prevention of wrinkles, age spots, dry skin, uneven skin tone, and even hair damages as a result of aging demographics, has created room for new innovations in cosmetics, thus boosting the industry growth. Even though cosmetic industry is a segment which faces constant up down but due to continuing and growing usage of products by women, and increasingly by men across the world the industry has a great scope for growth.
2. Scope to enter new markets: Henkel is following an expansion strategy by creating new products in different countries and by entering new markets through strategic acquisitions. Henkel group has been expanding its markets in different countries by mergers and acquisitions. The company expanded by acquiring Sun products for 3.6 bn USD to the USA market. Further the adhesive technologies business unit expanded to Middle east, USA and countries like China by integrating with Shanghai Henkel Xianghua Adhesives Co. Ltd. The business unit strengthened its position in Germany by acquiring Sonderhoff Holding GmbH. The beauty care business unit further strengthened in USA/Mexico by acquiring Nattura Laboratories and Zotos International. The beauty care industry increased its share to 100% in Eczacibasi Schwarzkopf, Istanbul and strengthened its position in Turkey. Also, Henkel signed an agreement to acquire JemPak Corporation, Canada, for approximately €77 million. Additionally, over the next five years, Henkel will invest 50 million euros in brownfield expansion projects for the adhesives industry in India. It announced the opening of a facility at Kurkumbh, close to Pune, that was constructed over the course of four years for Rs 400 crore, or 50 million euros.
The remaining section under "Opportunity" is available only in the 'Complete Report' on purchase.
Threat
This section is available only in the 'Complete Report' on purchase.
The PESTLE/PESTEL/STEEPLE Analysis for Henkel is presented below:
| Political | Economical |
| 1. Varying trade regulations and policies | 1. Impact of exchange rate and interest rate fluctuations
2. Volatility in prices of raw materials due to surging inflationary pressures
|
| Social | Technological |
1. Providing customized product options
2. Availing product information and product safety
| 1. Accelerating digitization in global supply chain
2. Adopting new sustainable technologies
|
| Legal | Environmental |
1. Litigation and regulatory actions
2. Rights related to patents, licenses, permits
3. Increasing focus on environment has led to stringent environmental regulations
| 1. Growing concern for the impact of products on the environment
2. Reducing CO2 emissions as part of ESG initiatives
3. Initiatives to reduce water wastage
|
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Detailed Pestle Analysis of Henkel
Political
This section is available only in the 'Complete Report' on purchase.
Economical
This section is available only in the 'Complete Report' on purchase.
Social
This section is available only in the 'Complete Report' on purchase.
Technological
1. Accelerating digitization in global supply chain: Geolocation based logistic systems and connected distribution solutions are one of the recent trends which are expected to disrupt the supply chain of various industries across the globe. Introduction of technologies which will help to improve demand forecasting and avoid uncertainties in demand. Apart from this, it has the capability of obtaining real-time insights into each step of the supply chain process along with the production line. To cater to the changing customer buying behaviors and preferences the group is continuously inventing new strategies. Technologies like connected supply chains, big data analytics have made the complete supply chain integrated and connected. Companies have taken advantage of digital customer portals to provide up to date information to customers and suppliers. The company has planned to collaborate with suppliers and thus digitize its complete supply chain and fostering an omnichannel. The company has a state of art e-commerce platform for enhancing consumer experience when it comes to industrial customers. Henkel is digitizing its supply chain to boost transparency and traceability. The company has introduced OneView initiative to enhance cost management through cost transparency and budget allocation.
The remaining section under "Technological" is available only in the 'Complete Report' on purchase.
Legal
This section is available only in the 'Complete Report' on purchase.
Environmental
This section is available only in the 'Complete Report' on purchase.
Major Brands :
- Loctite
- Technomelt
- Teroson
- Schwarzkopf
- Dial
- Syoss
- Persil
- All
- Purex
Key Business Segments / Diversification :
Henkel
Adhesive technologies Beauty care Laundry and Home Care
Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :
Open Table Preview
| Name | Business Segment | Year | Type | Objective/Synergy Achieved |
| Shiseido’s Hair Professional business | Hair salon business | 2022 | Acquisition | To strengthen hair professional business |
| NBD Nanotechnologies Inc. | Coatings | 2022 | Acquisition | To strengthen its adhesive technologies business |
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
On purchase the Henkel SWOT and PESTLE Analysis PDF report will reach you within minutes. At rare times, a slight delay not exceeding 1 hour might be caused.
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
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References used in Henkel SWOT & PESTLE Analysis Report
1. Annual Report - https://www.henkel.com/resource/blob/1616958/8a9ca447fca79ec3ad39d8e5192a1fb6/data/2021-annual-report.pdf
2. Henkel to invest Rs 400 crore on India expansion plan - https://www.financialexpress.com/industry/henkel-to-invest-rs-400-crore-on-india-expansion-plan/1856189/
3. Fact Sheet - https://www.henkel.com/investors-and-analysts/strategy-and-facts/henkel-fact-sheet
4. Henkel plans to merge Laundry & Home Care and Beauty Care to create new “Consumer Brands” business unit - https://www.henkel.in/press-media/press-releases-and-kits/2022-01-28-henkel-plans-to-merge-laundry-home-care-and-beauty-care-to-create-new-consumer-brands-business-unit-1556654
The detailed complete set of references are available on request in the 'Complete report' on purchase.
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Henkel SWOT and PESTLE analysis has been conducted by Soumya Surya Adhikari and reviewed by senior analysts from Barakaat Consulting.
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