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ID : 5276153| Oct 2018


Business Sector :Information Technology (ERP and Software Related Services)

Operating Geography :Europe, Germany, Global

About SAP SE :

SAP SE (Systems, Applications and Products in Data processing, Societas Europaea) was established in the year 1972 and is headquartered in Walldorf, Germany. It has 130 regional offices globally with over 79,960 employees. With the help of SAP services it becomes easy for companies to use live business data and predict customer market trends.

SAP SE Revenue :

$23.46 billion – FY ending Dec 2017 (year on year growth of 6%)
$22.06 billion – FY ending Dec 2016

Competitive Analysis of SAP SE

The SWOT analysis for SAP SE is presented below:
1. Third largest software builder independently with global presence.
2. Leader in enterprise application software and cloud.
3. Focus on research & innovation
4. Quality assurance
5. Strong sports branding and partnerships
1. Dependency on partners
2. Complex ecosystem
3. Focus limited to ERP solutions.
1. Growing product and market areas
2. Strategic acquisitions
1. SaaS providers
2. Data security
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Detailed SWOT Analysis of SAP SE


1. Third largest independent software builder with global presence: As per market capitalization it’s the world’s third largest builder of software independently. It connects people and technology seamlessly in real-time. With more than 378,000 customers in 190 countries SAP has a global presence and serves customers from diverse fields where 80% of its customers are from SMEs. Moreover 87% of Forbes Global 2000 companies are SAP customers. Its customers produce 82% of world’s medical devices and 78% of world’s food and food products.

2. Leader in enterprise application software and cloud: SAP is the market leader in Applications, Analytics and Mobility solutions. It offers both on premise and cloud deployments with a broad portfolio of offerings. The company’s ERP applications are involved in 76% of global transaction revenue, its cloud user base is more than 150 million as of December 2017 and has a large cloud portfolio of more than 30 solutions across the business areas. The company’s cloud subscriptions and support backlog soared 38% in FY17, hitting €7.5 billion, growing faster than other cloud companies. SAP is also the market leader in human capital management (HCM) solutions.

3. Strong focus on research and innovation: SAP has more than 100 development centers globally and 16 SAP Labs. SAP’s spending in R&D was ~18% of its 2017 revenues at € 3,352 million, above the industry average of 11.2%. The company had 24,872 employees or 28% of its total workforce who were engaged in development work. Sapphire Ventures, venture capital arm and limited partner of SAP has invested in more than 135 information technology start-ups. It helps SAP gain early visibility and understand the industry trends to gain the early mover advantage. The focus on research and innovation has ensured that the company is on track according to ‘The 2020 strategy’, which has the goal to make SAP the world’s leading cloud company in terms of market share, market capitalization, and revenue.

4. Best in class quality assurance: SAP Global Development ensures that all its products are derived from ISO 9126 and ISO 25010 software quality models. Its Active Global support centers are ISO 9001 certified. SAP strives to retain customer confidence hence SAP IT adopts integrated management principles based on quality and security for business continuity.

5. Recognized as ‘Most Purposeful Brand’: SAP has consistently shown commitment to larger causes such as communication, education and inspiring others and thus create a global impact. This has led it to be recognized at 20th position in the RadleyYeldar (RY) Fit for Purpose Index in 2016 which covers 100 most purposeful brands globally. SAP has maintained its top position amongst the technology company listed on this index ahead of other major brands such as HP, Microsoft, Cisco, Google, IBM, and Facebook. Recognition in this index means that a brand has gone beyond its words and has demonstrated transformation of purpose to impact. Purpose led brands are more successful in acquiring and retaining customers according to EY and SAP has shown the same by following its vision statement of “helping the world run better and improve people’s lives”, thus achieving its higher purpose.

6. Strong sports branding and partnerships: SAP has strong relationships in the sports and entertainment sector. It has partnered with world-class teams, leagues like Super Bowl, WTA, NFL, etc. It is present across all major sports. It innovates and leverages its technology solutions to engage fans, media, players, coaches providing valuable insights through real-time data analytics.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Business Segment
Objective/Synergy Achieved
AbakusMarketing performance
2017Acquisition Will help enhance SAP’s marketing offerings, particularly SAP Hybris to ensure marketers are optimizing marketing spend.
GigyaCustomer identity management2017AcquisitionAcquisition will help SAP to strengthen its customer experience across all devices and channels
HipmunkTravel search2016AcquisitionWill help SAP bring consumer-like experience for business travellers
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
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SWOT & (2020). SAP SE SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 11 Jul, 2020].

In-text: (SWOT &, 2020)

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

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