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Stanley Black & Decker SWOT & PESTLE Analysis

ID : 52339353| Dec 2019

COMPANY PROFILE -Stanley Black & Decker

Business Sector :Hardware

Operating Geography :North America, USA

About Stanley Black & Decker :

Stanley Black & Decker, Inc., earlier known as The Stanley Works, is a Fortune 500 American manufacturer of industrial tools and household hardware and manufacturer of security products and locks headquartered in the Hartford city of New Britain, Connecticut. Stanley Black & Decker is the result of the collaboration of Stanley Works and Black & Decker on March 12, 2010.

Stanley Black & Decker Revenue :

11.41 billion USD

Competitive Analysis of Stanley Black & Decker

The SWOT analysis for Stanley Black & Decker is presented below:
1. Strong presence in US
2. Diverse and huge brand portfolio
3. First in global ranking in home improvement and gardening
4. Strong R&D department
1. Reliance on the US
2. Targeting Millennial
1. Emerging Markets
2. CraftsMan Acquisition
3. Moving to Digitization
1. Middle class Retreat
2. Trade Regulations
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Detailed SWOT Analysis of Stanley Black & Decker



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1. Reliance on the US: Despite its interest in growing sales from emerging markets, Stanley Black & Decker Inc continues to be heavily reliant on North America, specifically the US, as a major market. Stanley Black & Decker Inc is hugely reliant on the US market, which accounts for more than 50% of the company’s revenue.

2. Targeting Millennial: The Company faces difficulty in appealing to millennial (who tend to exhibit low power tool and gardening equipment usage) in developed markets due to housing affordability issues. A key focus will be mid-price point brand propositions to attract consumers, as well as localisation strategies. However, the prevalence of “do-it-for-me” behaviour within these markets presents a potential obstacle as the company has typically performed well in DIY (Do-it-Yourself) markets.

3. Apartment living restricts lawn mower sales in emerging markets: There is limited scope for expansion in densely-populated emerging markets such as China, India or Indonesia, seeing as consumers are more likely to live in apartments where they don’t have access to gardens.


1. Emerging Markets:Emerging markets, particularly Asia Pacific, represent opportunities for expansion due to rising incomes. Tools & Storage demonstrated solid growth in the second quarter of 2017 in the emerging markets, with net sales surging by 17%. Investments in e-commerce, as well as mid-price-point launches in emerging markets represented major growth drivers for Stanley Black & Decker Inc. within the Tools & Storage segment in FY2016. Japan and Malaysia dominated Asia Pacific sales, accounting for more than 70% of the total sales.

2. CraftsMan Acquisition: Stanley Black & Decker Inc’s acquisition of the Craftsman brand from Sears Holdings is likely to boost the company’s ranking in the US in 2017 and future years. One of the key strategic objectives in the short term is likely to be to bring Craftsman production back to US shores, in order to align with its “make where we sell” strategy. There are both positive and negative implications of such a strategy. While the re-Americanising of the Craftsman brand is likely to resonate positively with consumers in terms of product quality, US manufacturing is also likely to drive up production costs.

3. Moving to Digitization: Stanley Black & Decker Inc has responded to growing digitalisation by forming a Digital Accelerator team and one of the first outputs of this team has been the DIYZ app, offering DIY video tutorials for consumers. The company has also previously launched smart products with its Black+Decker SMARTECH batteries range, designed to be used with its mobile app. Stanley Black & Decker Inc responded to growing digitalisation by forming a Digital Accelerator team in Atlanta (USA) in 2015, which will have expertise in advanced analytics, the Internet of Things, social media, mobile applications, search engine optimisation, cloud and digital products.


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Stanley Black & Decker SWOT and PESTLE analysis has been conducted by Anshul Nagar and reviewed by senior analysts from Barakaat Consulting - an Ezzi IT and Business Consulting venture.

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