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Osram Licht AG SWOT & PESTLE Analysis

ID : 52804253| Oct 2020| 14 pages

COMPANY PROFILE -Osram Licht AG

Business Sector :Electrical, Lighting

Operating Geography :Germany, Europe, Global

About Osram Licht AG :

In 1919 the merger of the lighting businesses of Auergesellschaft, Siemens & Halske, and Allgemeine Elektrizitäts-Gesellschaft (AEG) led to the formation of Osram Licht AG, a German multinational lighting manufacturer, headquartered in Munich, Germany. The name OSRAM is derived from Osmium and Wolfram (also known as Tungsten), as these elements were generally utilized for lighting filaments at the time the company was established. Besides, being the world’s leading lighting manufacturer, the company is currently undergoing a transformation into being a high-tech photonics company, with strengthening its focus on sensors, visualization, and light-based treatments. Photonics is the key technology of the information age and the foundation for OSRAM.
OSRAM's key business segments are Opto Semiconductors, Automotive, and Digital. The OS business unit is one of the leading providers of Opto semiconductors which are crucial elements in lighting, visualization, and sensor technology. Furthermore, the company's semiconductor-based products are highly useful in the fields of transport, safety, connectivity, and health and well-being. OSRAM's products have versatile applications ranging from VR, autonomous driving, high-tech smartphones, intelligent and connected lighting solutions to even the cultivation of indoor plants. As of early 2020, the company employed 23500 people globally. OSRAM was again acknowledged as the "most sustainable lighting manufacturer worldwide" in the "World Finance Sustainability Awards 2020". The World Finance Magazine once a year identifies organizations that “are implementing significant measures in respect to sustainability, analyzing them, and continually looking for ways to improve them.”
OSRAM's mission is focused on providing products and services that "help people to see better, communicate better, move better, work, and live better, now and in the future”. The USP or Unique Selling Proposition of OSRAM lies in being one of the world's leading lighting manufacturers that is currently transforming into being a high-tech photonics company.

Osram Licht AG Revenue :


€ 3,464 Million – FY ending 30th September 2019(Y-O-Y growth of (negative) -9.4%)
€ 3,789 Million – FY ending 30th September 2018

Competitive Analysis of Osram Licht AG

SWOT
PESTLE
The SWOT analysis for Osram Licht AG is presented below in a table followed by the detailed analysis report.
StrengthsWeaknesses
1. Strong presence in global market in lighting industry including on e-commerce platforms compared to competitors
2. Diversified and broad portfolio of products under different brands
3. Quality products leading to excellent relationship with customers
4. Leading the Opto-semiconductor market in APAC and EMEA region
5. Investing in innovation and R&D through partnerships and collaborations		1. Declining financial performance over last two years
OpportunitiesThreats
1. Ultraviolet LED disinfection solution can be a game changer after pandemic
2. Artificial intelligence in semiconductors will open up the future of chips
3. Machine learning in sensors and lights in healthcare and autonomous driving is the next big thing		1. Fast changes in European regulations impacting operations
2. Fierce competitive market may lead to acquisition or mergers
3. Financial crisis in times of pandemic has impacted revenue
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Detailed SWOT Analysis of Osram Licht AG

Strength

1. Strong presence in global market in lighting industry including on e-commerce platforms compared to competitors: Osram Licht has a strong global presence across America, APAC and EMEA with distribution of products and services across various countries. This helps Osram to utilize international market for sales and also motivate in innovating and introducing products and generate positive revenues. Osram has also made sure to enter e-commerce platforms and introduce products extensively through their local dealers, distributors and suppliers. If compared to competitors like Signify, Osram has multiple products listed. Signify has its product listed only on Amazon.com with only 20 to 30 products, whereas Osram has its presence on Amazon.com, Flipkart.com, ebay.com, Alibaba.com etc. with over 60 innovative products listed enabling its reach to every household.

2. Diversified and broad portfolio of products under different brands: Osram has broad and diversified list of lighting products and solution for its customers and clients. Osram has diversified innovative semiconductor-based product for automobile sector to smart phone to smart buildings. Osram Opto Semiconductor provides lighting with sensor technology. Similarly, other brands like Osram continental, Sylvania, Traxcon, e:cue, Digital Lumence, Fluence etc. provide exceptional products and innovative solution for many industries like automotive, construction, agriculture etc. Osram also helps in professional lighting solution for workplaces, theatres, televisions and live events like sports matches. This diversified portfolio is the strength for Osram which serves customers and clients globally.

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.

Major Competitors :

  • HELLA
  • SIGNIFY
  • LED SUPPLY CO
  • LIGHT EFFICIENT DESIGN

Major Brands :

  • Osram
  • Osram OPTO SEMICONDUCTORS
  • VIXAR
  • OSRAM CONTINENTAL
  • SYLVANIA
  • TRAXON
  • E:CUE
  • DIGITAL LUMENS
  • CLAY PAKY
  • FLUENCE
  • ADB STAGELIGHT
  • LED ENGIN
  • B,A,G,
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References used in Osram Licht AG SWOT & PESTLE Analysis Report

1. Osram Group website – https://www.osram-group.com/en/our-brands
2. Osram Annual Report 2019 – https://www.osram-group.com/~/media/Files/O/Osram/Investor%20Relations/Annual%20Report/2019/2019_en_osram_annual_report.pdf
3. Current OSRAM Recall – https://www.osram.us/cb/recall-safety/p001_corporate_recall_substitube.jsp
4 Sustainibility report Osram 2019 – https://www.osram-group.com/~/media/Files/O/Osram/documents/en/sustainability/sustainability-report/OSRAM_NHB_2019_EN.pdf
5. LED GROW LIGHTS DESIGNED FOR COMMERCIAL HORTICULTURE – https://fluence.science/
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2021)

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Osram Licht AG SWOT and PESTLE analysis has been conducted by Akshay Mohan and reviewed by senior analysts from Barakaat Consulting.

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