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ID : 52713853| Jun 2020| 15 pages


Business Sector :Consulting, Audit, Tax and Advisory

Operating Geography :Germany, Europe, Global

About KPMG :

KPMG International Cooperative or simply KPMG was founded in 1987 through the merger of Peat Marwick and Klynveld Main Goerdeler. The initials KPMG stand for Klynveld Peat Marwick Goerdeler. It is a multinational professional services network. It is currently one of the member firms of the Big 4 accounting companies of the world. Member firms are recognized internationally for the quality of their workplace culture and services they provide to clients with operations spanning over 153 plus countries. The clientele of KPMG ranges from businesses, governments, public-sector agencies to not-for-profits. The company headquarters are located in Amstelveen, Netherlands. The company offers services like audit, assurance, taxation, management consulting, actuarial, corporate finance, and legal services. As of early 2020, the company employs 219,281 people all over the world.
The mission statement of KPMG reads, “To turn knowledge and understanding of information, industries and business trends into value for our firms' clients, our people and the capital markets.” KPMG’s vision statement reads, “At KPMG, our goal is not to be the biggest professional services firm. Our goal is to be the best professional services firm. And we define this in a very tangible way through our vision of being the Clear Choice.” The USP or unique selling point of the company is that it is one amongst the big 4 accounting companies of the world.

KPMG Revenue :

US$ 29.75 billion - FY ended 30th Sept 2019
US$ 28.96 billion - FY ended 30th Sept 2018

Competitive Analysis of KPMG

The SWOT analysis of KPMG is presented below:
1. One of the Big Four accounting firms
2. Strong trust and quality perception amongst clients
3. Diversified revenue spread across industries and geographies
4. Strong expertise in audit, tax, and advisory
5. Acquisitions and alliances helping to strengthen the business portfolio
1. Reputational issues in a few of the member firms
1. Growth and expansion opportunities in emerging markets
2. Building technology-based solutions and services key to growth
3. Growth in multi-disciplinary advisory segment
1. Intense competition other members of the ‘Big 4’ and other consulting and technology players
2. Employee attrition and client protection in audit segment
3. Increasing lack of confidence in audited information
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Detailed SWOT Analysis of KPMG



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1. Decreasing R&D expenditure compared to industry rivals: Since the global recession in 2008 the R&D expenditure of Panasonic Corp has steadily decreased from more than $5 Billion to slightly less than $4 Billion in 2017. These figures seem to be small when compared to its industry rivals such as its South Korean counterparts Samsung, LG, and even some of the new Chinese entrants such as Haier. Samsung R&D expenditure last year stood just below $ 13 Billion whereas LG’s expenditure stood above $ 4 Billion with a steady growth rate of around 7%. The Japanese firms such as Sony, Panasonic, Hitachi and Toshiba that cater the white goods market segment have experienced stagnation in sales and revenues in the past decade because of low R&D expense.


1. Growth and expansion opportunities in emerging markets: Over the next decade from 2020, emerging markets will account for more than half of the global GDP and developed markets will account for less. Additionally, factors such as the growing middle class and new technologies have created an environment where global and local companies, can capitalize on domestic markets and demographics to achieve success. KPMG is in a good position to utilize the opportunity of capturing emerging markets and seeing growth in consulting, audit and assurance services sectors.

2. Building technology-based solutions and services key to growth: Disruptive technology change is accelerating, and companies today face more ambiguity than ever before. In 2019, KPMG speeded up its USD 5 billion multi-year investment program and shifted its focus to the development of superior technology that can support the improvement and delivery of innovative client services and solutions. KPMG hopes to supplement this with the advantages provided by its alliance program. The company will thus have its own vast industry expertise at its fingertips combined with state of the art technological expertise shared by its partners Alibaba, Google, IBM, Microsoft, Oracle, ServiceNow and Workday.

3. Growth in multi-disciplinary advisory segment: Whether it be providing trust in capital markets via a quality audit, developing technology-driven transformation solutions or navigating our increasingly complex tax system, advisory firms are increasingly being called upon to bring multi-disciplinary teams together to help companies solve their biggest problems. Clients are most concerned about emerging or disruptive technologies, environmental issues and the re-emergence of protectionism. Thus, KPMG with its acquisitions and alliances can adapt its business model to support clients with the challenges and opportunities they face in this complex environment.


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Major Competitors :

Key Business Segments / Diversification :

Consulting - Audit and Assurance Advisory and Enterprise
Tax & Legal
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Check Out Analysis of Other Relevant Companies

References used in KPMG Analysis Report

1. KPMG annual report 2019 -

2. KPMG annual report 2018 -

3. KPMG company profile -

4. KPMG company website -

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SWOT & (2020). KPMG SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 09 Jul, 2020].

In-text: (SWOT &, 2020)

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KPMG SWOT and PESTLE analysis has been conducted and reviewed by senior analysts from Barakaat Consulting.

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