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Newell Rubbermaid SWOT & PESTLE Analysis

ID : 52334153 | Jan 2018

COMPANY PROFILE - Newell Rubbermaid

Business Sector : Consumer Goods

Operating Geography : Global, United States

About Newell Rubbermaid : Newell Brands is an American company that manufactures consumer and commercial products with a diverse range of brands. It was founded in 1903. Newell Rubbermaid acquired Jarden, together known as Newell Brands. Some of its famous brands are Parker, PaperMate, Calphalon, Dymo, First Alert, Yankee candles, Jostens to name a few across different segments like writing, food storage, home organization and kitchen appliances. It is head quartered in Hoboken, New Jersey, U.S. and has around 53,400 employees as of 2017.

Newell Rubbermaid Revenue : U.S $ 13.26 Billion

Competitive Analysis of Newell Rubbermaid

The SWOT analysis for Newell Rubbermaid is presented below:
1. Growth game plan
2. Diverse Product Portfolio
3. Acquisitions & Mergers
4. Focussed R&D
1. Lack of ecommerce presence
2. Dependence on suppliers
1. Growth in Emerging Markets
2. Growth of eCommerce
1. Competitors
2. Market uncertainties

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Detailed SWOT Analysis of Newell Rubbermaid



1. Growth game plan: Newell Brand introduced its growth game plan as part of its strategy in late 2016. This plan focuses on streamlining the organization, new investment priorities, expands eCommerce capabilities across various categories. Also the plan divides its portfolio into 3 broad categories namely win bigger, develop for growth, entrepreneurial. As part of the plan, the company will simplify its existing 32 business units to 16 operating divisions, this also includes the newly created global enterprise-wide eCommerce division.

In order to strengthen its brand portfolio, Newell Brand sold its tools business, which includes Irwin, Lenox, Hilmor brands to Stanley Black & Decker. Newell brands as part of its strategy, sold its winter sports business. Newell brands took these measures in order to accelerate growth by simplifying and strengthening its product portfolio.

2. Diverse Product Portfolio: Newell Brands’ products fall under various categories like Writing, outdoor recreation products, outdoor clothing, sports equipment, baby products, Commercial products, kitchen appliances, Safety products to name a few. Its product portfolio comprises of popular brands like Parker, Paper mate, Dymo, Colman company products, Marmot, Rawlings, Graco, NUK, Oster, Calphalon, First Alert. Newell Brands sells its products in about 200 nations around the globe and has operations on the ground in almost 100 of these nations.

3. Acquisitions & Mergers: Newell Brands has been successfully acquiring companies to complement its product portfolio. The company has acquired Smith Mountain industries, this would complement their existing home fragrance category which includes Yankee candle brand. Also, it would be acquiring Chesapeake Bay Candle.

4. Focussed R&D: It has constantly invested in product based innovation. Newell has set up a state-of-the-art design centre Kalamazoo, Michigan. Through this design center Newell aspires to use both design and innovation as competitive advantage. Some of the exciting new products lined up in 2017 are EXPO Dry Erase Markers with Ink Indicator, the whiteboard marker that provides an indication of low ink to name a few.


1. Lack of eCommerce presence: Newell brands such as Sharpie and Rubbermaid have witnessed lower quarterly earnings, one of the reasons being a shift in consumers’ preference towards eCommerce over brick and mortar stores, while the later generates 85 percent of the company’s revenue.

2. Dependence on suppliers: Newell’s dependence on resin suppliers with facilities in Texas and Louisiana, which were affected by Hurricane Harvey, remained shut down for more than a week, this disrupted the supply chain of Newell brands. As a result, the company’s earnings were affected.


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1. Newell RubbermaidAnnual Report 2016:

2. Newell Rubbermaid investor relations:

3. Shares of Rubbermaid and Sharpie have declined:

4. Newell blames Harvey for profit warning:

5. Retail eCommerce sector:

The PESTLE/PESTEL analysis for Newell Rubbermaid is presented below:
1. Trump administration1. U.S. market growth
1. Changing consumer preference towards online retail shopping1. Development of design centres
1. Change in tax laws and regulations1. Uncertain weather conditions
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Detailed PESTLE Analysis of Newell Rubbermaid



1. Trump administration: Change in U.S. administration due to change in presidency will result in change in market conditions. There will be changes in tax laws, tax rates and also rules and regulations pertaining to business operations. Newell Brands being an American company which manufactures consumer and commercial products with a diverse range of brand portfolio will also be affected by this change in administration in U.S.

2. Geo-politics: Geo-political events like change in government administration in countries like US, Europe, instability in Russia and Middle East, have the potential to offset the oil prices in the world. As witnessed, change in oil prices have an impact on a country’s economy. This in turn, will affect the purchasing power of consumers in US and will impact the demand for products by Newell Brand, which will further impact the sales and revenue of the company in the long-run.


1. U.S. market growth: Newell Brands’ reported below expectations third quarter results, as decelerating U.S. market growth through the back-to-school period witnessed weak sales, this overshadowed the new transformation undertaken by the company through its Growth game plan strategy. The company reported point-of-sale growth of +3.5 percent and share improvement of +65 basis points in the U.S., this is due to the result of mass channel and growth in e-commerce. The board also approved a $1 billion share repurchase authorization through 2020. This program will further help the company in making strategic investments which would further create value to the shareholders.

2. World economy: As the economic conditions of developing countries change or worsen, their consumption and demand will reduce, which will have a direct impact on several businesses in the world. This in turn, will affect the demand for products by Newell Brand, and result in reduction in sales and revenue of the company. Through continuous research and development and through innovation in its product offering, Newell Brands can maintain a competitive advantage in the market.


1. Changing consumer preference towards online retail shopping: Retail ecommerce sales reported worldwide amounted to 1.86 trillion US dollars and this revenue is expected to grow to 4.48 trillion US dollars by 2021. Clearly, this shows a growing preference of consumers to shop through online mode. Online shopping happens to be one of the most preferred online activities worldwide. As part of its ‘Growth Game Plan’, Newell Brands’ is investing in development of its ecommerce division, as a result, a new global enterprise-wide ecommerce division is created.

2. Growing options for consumers:Surrounded by competitors like Avery Dennison corporation, Tupperware companies that are constantly giving a tough competition to Newell Brands, consumers are also provided with many options to choose from. Hence it becomes essential to keep manufacturing innovative products for maintaining brand loyalty and to increase revenue for the company. Accordingly, Newell Brands has decided to simplify and strengthen its portfolio by acquiring new companies like Smith Mountain industry, which is a perfect fit for the company’s Win Bigger categories.


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This section is available only in the Complete report on purchase.


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Newell Rubbermaid SWOT and PESTLE analysis has been conducted by Aparajitha Sanji and reviewed by senior analysts from Barakaat Consulting.

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