I. Background

1. History and Location

Henkel AG & Co. KGaA is a multinational company headquartered in Düsseldorf, Germany. Founded in 1876, Henkel is a global leader in the consumer and industrial businesses with brands such as Persil, Schwarzkopf and Loctite. Headquartered in Düsseldorf, Germany, Henkel employs 48,000 people worldwide and is ranked among the Fortune Global 500. The company’s preferred shares are listed in the German stock index DAX. In North America, Henkel has about 5,700 employees in more than 50 facilities across the U.S. and Canada. Henkel has grown rapidly in North America during the past decade and now generates about 20 percent of worldwide sales in this region .
According to the sources, at the beginning …show more content…
In its chemical and adhesive division, it has many competitors, but the main multinational competitors are Bostik and H. B. Fuller.
Company operates in an area of business which has seen intense competition not just from the big multi-national players but also from aggressive local players. The efficiency and effectiveness measures put in place during 2009 will allow Henkel to better withstand the competitive pressures in its line of business. Company remains confident that it is putting in place the capability measures which are important for the short term and long term growth of the Company.

V. Business Strategy

Strategy is a course of action to achieve an objective. The Company's human resources strategy focuses on attracting the best junior managers, offering them attractive career perspectives and actively developing their skills.

Henkel’s growth strategy is to drive growth through innovation and strong brand, expand the world market position from a strong European and North American base and develop new acquisitions and growth potentials in all regions of the world. To achieve the objective of profitability, the company follows the strategy of expansion and further strengthening of core businesses .

VI. SWOT Analysis
STRENGHTS
• Large capital
• Good labor
• Wide range of products
• Good repute in customers
• Expertise
• Quality products WEAKNESS
• No access