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Henkel SWOT and PESTLE Analysis

ID : 52441753| Apr 2023| 24 pages

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

SWOT
PESTLE
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
SWOT & PESTLE (combined)
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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.

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 businessHair salon business2022Acquisition To strengthen hair professional business
NBD Nanotechnologies Inc.Coatings2022AcquisitionTo strengthen its adhesive technologies business
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
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TABLE OF CONTENTS
DELIVERY AND FORMAT
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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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