COMPANY PROFILE -Mohawk Industries
Business Sector :Manufacturing, Flooring Manufacturer
Operating Geography :United States, North America, Global
About Mohawk Industries :
Mohawk Industries is an American flooring producer company. It is headquartered in Calhoun, Georgia, United States. The company constructs floor covering products for residential and commercial applications in North America and residential applications in Europe. The company leverages the talent of around 37,800 employees in Australia, Brazil, Canada, Europe, India, Malaysia, Mexico, New Zealand, Russia and the United States as of early 2021. In 1875, William Shuttleworth and his four sons came to the United States, to set up a carpet mill in Hudson Valley. In 1902, the company was incorporated as the Shuttleworth Brothers Company. In 1920, when the company merged with McCleary Wallin and Crouse, another mill in Amsterdam, it adopted the name of Mohawk carpet mills. The brands of the company include American Olean, Daltile, Durkan, Eliane, Feltex, Godfrey Hirst, IVC, Karastan, Kerama Marazzi, Marazzi, Moduleo, Mohawk, Mohawk Home, Pergo, Quick-Step, Ragno and Unilin. Mohawk’s portfolio includes soft flooring products (carpet and rugs), hard flooring products (ceramic tile, natural stone and hardwood flooring), laminate flooring, sheet vinyl and luxury vinyl tile. By the end of 2020 the company had targeted to launch more than 400 owned and franchised stores in Russia. Mohawk Industries is the winner of Home 2019 American Business Awards for Ground-breaking Work in Specialty Retail and Sustainability. In June 2022, Mohawk Industries, Inc. disclosed that it had reached an agreement with Grupo Industrial Saltillo (GIS) to buy the Vitromex ceramic tile business for about $293 million in cash. Mohawk's profits should increase as a result of the Vitromex business.
Mohawk Industry’s Unique Selling Proposition or USP lies in it being the largest manufacturer, distributor and marketer of ceramic tile and natural stone in the world. The company's mission statement reads, "We're dedicated to running our business in the best way we can, and to making a positive impact in our communities. It's all part of our mission to create innovative products that make life better… and to bring you the best floor possible".
Mohawk Industries Revenue :
US$ 9552.2 million - FY ending 31st December 2020 (YoY growth, (negative) – 4.38%)
US$ 9,970.7 million - FY ending 31st December 2019
Competitive Analysis of Mohawk Industries
Mohawk Industries, Inc. designs, manufactures, sources, distributes, and markets flooring for residential and commercial applications. The Company offers carpet, ceramic tile, laminate, wood, stone, vinyl, and rugs. Mohawk markets residential and commercial flooring in the United States, and residential flooring in Europe. The company sells its products worldwide. Most of its revenue is generated in the US (about 60%), and it has a strong market position in Brazil.
Hence, SWOT tool is essential to identify more such strategies and initiatives taken up by the company in order to attain a competitive advantage. The SWOT analysis of Mohawk Industries covers all the pertinent internal and external strategic factors that contribute to the trajectory growth of the company. It illustrates the company’s key strengths and opportunities from its external environment that can be consolidated to further strengthen the company. The report also manifests intelligence on Mohawk’s internal weaknesses and external threats that can cripple its growth.
Mohawk’s greatest strength is being world’s largest flooring manufacturer with global presence and market leader in all flooring categories. Mohawk believes in innovation and growth. The company’s constant and continuous improvements and innovations have helped it grow and foster good quality control and increased production capacity along with efficiency. The company plans to open 400 owned and franchised stores that sell components for kitchen and bathroom. These stores will be a part of their competitive distributive advantage and will strengthen their market position. Mohawk’s strong growth opportunity in the global tile market and its aggressive acquisition strategy is driving growth.
The company faces troubles from its weaknesses like allegations and lawsuits regarding fraudulent accounting practices hurting the company. The company is said to be involved in unfair means to fabricate it’s revenue by fictional sales. The lawsuit states that the company has issued misleading revenue statements and figures. The company is charged with duping its shareholders over its actual revenue and income.
The multi geographic company, Mohawk faces intense competition in different geographies on the grounds of price and quality. Also, the global vinyl flooring market faces a huge shortfall of laborers and the companies are compelled to reject opportunities they find in the market. With such tension at hand, the company has to focus more on its labour welfare and mitigate other threats in order to grow.
The SWOT analysis for Mohawk Industries is presented below in a table followed by the detailed analysis report.
| Strengths | Weaknesses |
1. Strong and differentiated distribution network with a wide reach
2. World’s largest flooring manufacturer with global presence
3. Market leader in all flooring categories
4. Established presence in ceramic segment
5. Vertically integrated world-class manufacturing
6. Driving performance through innovation and process improvements
| 1. Allegations and lawsuits regarding fraudulent accounting practices hurting the company |
| Opportunities | Threats |
1. Expanding growth through retail stores
2. Strong growth opportunity in global tile market
3. Aggressive acquisition strategy driving growth
4. Strong growth expected in Asia Pacific flooring market
5. Expanding E-commerce business to China | 1. Acute labour shortage curtailing operations
2. Intense competition in the flooring industry
3. Intellectual property infringement resulting in revenue losses and attracting legal battles
|
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Detailed SWOT Analysis of Mohawk Industries
Strength
1. Strong and differentiated distribution network with a wide reach: Mohawk industries offer their products via three business verticals, namely; tiles, carpets and floorings. All the business segments have their unique manufacturing and supply chain services. The company is integrated end-to-end and thereby delivers quality products at a lower cost. Mohawk’s Daltile company recently bought Marazzi operations in EU and Russia, which made the company the largest tile-manufacturers on the planet. From across the ten production facilities in North America, four regional distributions and three different channels: a network of 250 sales service centre, retail home centre and independent distributors, Daltile’s tile and natural stone products are produced and distributed. The ability of Mohawk industries to track shipments, inventory requirements and freight movement is ensured by a sturdy approach to its S&OP processes.
2. World’s largest flooring manufacturer with global presence:
Mohawk Industries is the world’s largest flooring company offering both hard and soft surface products for both commercial and residential applications. It has its presence across 5 continents. It has its production operations spread in 19 countries and selling and distributions across 170 countries. Their business is vertically aligned from designing to distribution, benefiting the customers and business due to higher operational efficiency in-turn leading to higher customer satisfaction. The floorings that they offer are tailored and custom made to the preferences and needs of the markets they serve. Approximately, 60% ( across last three fiscals, until 2019) of the American flooring manufacturer’s revenue is generated from sales in the US alone while the remaining 40% is raised from international sales ( Europe, Russia and others) outside of the US.
The remaining section of “Strength” is available only in the 'Complete Report' on purchase.
Weakness
This section is available only in the 'Complete Report' on purchase.
Opportunity
This section is available only in the 'Complete Report' on purchase.
Threats
This section is available only in the 'Complete Report' on purchase.
Mohawk’s vertically integrated manufacturing and distribution processes provide competitive advantages in the production of carpet, rugs, ceramic tile, laminate, wood, stone, luxury vinyl tile and sheet vinyl. Their industry-leading innovation has yielded products and technologies that differentiate their brands in the marketplace and satisfy all flooring related remodeling and new construction requirements. Their brands are among the most recognized in the industry and include American Olean, Bigelow, Daltile, Durkan, Karastan, Kerama Marazzi, Lees, Marazzi, Mohawk, Pergo, Quick-Step and Unilin.
Hence, the PESTLE/STEEPL/ PEST analysis report is a structure to explore external factors influence on the macro environment that influences the business of the Mohawk. The PESTLE analysis is a useful technique to study the impact of influencers on Mohawk’s business model and business case study. The PESTLE analysis manifests a discussion on the external influencers like political, economic, social, technological, legal and environmental, their consequences on the industry and extensively on Mohawk Industries’ its market strategy and growth trajectory.
Political factors affect Mohawk’s operations in some emerging markets. These operations are subject to great risk as the company might not be in a situation to react immediately and efficiently. Emerging markets have complex laws which may hinder in the smooth function of the business. Such emerging economies are characterized by high inflation rates and low currency stability. The demand for housing and construction reduced during the pandemic, which subsequently also affected the demand for construction, flooring and renovations. Still the journey would be uncertain and may come along various economic hardships like recessions in the economies. Although, Urbanization on a large scale has led in increasing the construction activities in many different economies. This in return, has created and increased demand for home décor items like floorings, across the world.
The rise of E commerce has changed consumer buying behavior. E commerce and online shopping activities have surged during the pandemic as a result of demonstrated convenience, cost factors and a host of product ranges offered which has helped the company economically. At the same time, the company plans to improve its operational efficiency by developing digital solutions to keep a check on its operations and trends. The company has decided to incorporate the use of IoT, Blockchain and various other digital systems to increase the traceability and to keep a real time check on its operations globally making full use of technological advancements.
Mohawk being an established player has to face legal challenges in its plants and facilities over various factors. There have been claims that the company has failed to comply with corporate laws and regulations on various occasions. The company is also under pressure to defend itself and resolve the matters related to the insurance. If not done timely, it could affect the name and sales of the company in a negative way. The company deals with the environmental issues enthusiastically, trying to overcome some of them. Mohawk Industries vision of creating a healthier world is in sync with the vision of UN Sustainable Development Goals. They aim to protect the Earth’s natural resources by partnering up with 190 countries and offering them eco-friendly products, Mohawk replaced their traditional glue with their proprietary adhesives made completely from biodegradable PET. This move has also helped the brand to develop a good value and image in the sector.
The PESTLE / PESTEL analysis for Mohawk Industries is presented below in a table followed by the detailed analysis report.
| Political | Economical |
1. Operations in some emerging markets are subject to great risk
2. Costs and Risks of Non-compliance
3. U.S China Trade war impacting flooring industry
| 1. Pandemic impact on housing and construction segments
2. USTR tariff imposition bearing risk of disproportionate economic harm
|
| Social | Technological |
1. Expanding business through E-commerce
2. Urbanization to driving global housing growth
| 1. Automation driving significant cost reductions—talk about the trend first and then the connect
2. Digital Transformation Initiatives |
| Legal | Environmental |
1. Lawsuits for fabricating sales
2. Litigations, claims, operations compliance
| 1. Sustainability on the shop floor
2. Ecofriendly Products |
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Detailed Pestle Analysis of Mohawk Industries
Political
This section is available only in the 'Complete Report' on purchase.
Economic
This section is available only in the 'Complete Report' on purchase.
Social
2. Expanding business through E-commerce: The rise of the E commerce has changed the consumer buying behavior. E commerce and online shopping activities have surged during the pandemic as a result of demonstrated convenience, cost factors and a host of product ranges offered. Mohawk Industries launched an ecommerce website ‘mohawkhome.com’ in April 2018 which inspired retailers and brick and mortar stores to purchase rugs. Consumers can discover products based on lifestyle preferences, such as kid-friendly, pet-friendly or high-traffic rugs, and four key design trends: bohemian, farmhouse, mid-century modern, and Scandinavian. In 2020, Mohawk officially entered China and launched its products for sales. The Chinese E commerce market is rapidly expanding and is expected to touch USD 4 trillion by 2023 .
The remaining section of “Social” is available only in the 'Complete Report' on purchase.
Technological
This section is available only in the 'Complete Report' on purchase.
Legal
This section is available only in the 'Complete Report' on purchase.
Environmental
1. Sustainability on the shop floor: Increasing popularity and awareness amongst the millennials and older generations to use eco-friendly products is gaining traction. Mohawk Industries recycled nearly 7 billion plastic bottles in 2019. These bottles are used to create carpets by combining with resin to form polyester fibers which are eventually spun to form durable yarn. Nearly 25% of all the bottles recycled in North America, are used by EverStrand carpets. Additionally, the company has made more than 500 producs with recycled contents thereby reducing bioburden on the environment. In comparison to 2010, its greenhouse gas emissions have fallen by 19% and water consumptions have reduced by 500 M gallons since 2015.
The remaining section of “Environmental” is available only in the 'Complete Report' on purchase.
On purchase the Mohawk Industries SWOT and PESTLE Analysis PDF report will reach you within minutes. At rare times, a slight delay not exceeding 4 hours might be caused.
TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
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References used in Mohawk Industries SWOT & PESTLE Analysis Report
1. Supply Chain World - http://www.scw-mag.com/sections/retail/262-mohawk-industries-inc
2. Investor Presentation November 2020 - http://ir.mohawkind.com/static-files/e7d238f3-75b3-4d8f-afaf-8619989e42a7
3. Rise in the number of renovation & remodeling activities are increasing flooring market - https://menafn.com/1101230348/Rise-in-the-number-of-renovation-remodeling-activities-are-increasing-flooring-market
4. Mohawk stock down as new court filings allege multiple issues revised - https://www.nasdaq.com/articles/mohawk-stock-down-as-new-court-filings-allege-multiple-issues-revised-2020-07-14
5. Mohawk Rides the Wave of Change, Showcasing Commitment to a Sustainable Future at Surfaces 2020 - https://www.csrwire.com/press_releases/43443-mohawk-rides-the-wave-of-change-showcasing-commitment-to-a-sustainable-future-at-surfaces-2020
The detailed complete set of references are available on request in the 'Complete report' on purchase.
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