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Akzo Nobel

Company report, featuring a PESTLE, Porters Five Forces, 5C, MOST, CATWOE and SWOT analysis


This study on Akzo Nobel is part of our coverage of the top 10,000 companies worldwide. It is regularly updated to ensure that the content is as up-to-date as possible.

Full access to this study on Akzo Nobel, including the SWOT analysis, PESTLE, 5C analysis, CATWOE, Porters Five Forces, MOST analysis, and a myriad of additional high value sections is available for Premium members only.

We identify potential new products and services, forecast future market trends, and anticipate synergies between Akzo Nobel and other organisations, in addition to analysing data.

Company Description

Akzo Nobel is a global leader in coatings and specialty chemicals, headquartered in Amsterdam, Netherlands. Founded in 1994, Akzo Nobel produces and markets a wide range of products for the automotive, aerospace, construction, and industrial markets. Its main products and services include decorative paints, protective coatings, automotive refinishes, and performance coatings. Akzo Nobel’s products are sold in more than 80 countries around the world, including the Americas, Europe, Asia-Pacific, and the Middle East.

Industry Overview

Akzo Nobel is a global leader in the specialty chemicals and coatings industry, which has a total market size of around $400 billion. It has over 46,000 employees located in more than 80 countries. The company has a strong presence in Europe, Asia, North America, Latin America and the Middle East. Akzo Nobel's focus is on developing innovative products and services to meet the needs of customers in the paints and coatings, construction, home improvement, automotive, aerospace, and industrial markets.

Industry Classification

In terms of formal classification, Platform Executive has tagged Akzo Nobel as a business operating within the Chemicals industry.

Table of Contents

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Intellectual Property

Some of the Patents granted to, or relevant to the organisation include the following:

Patent Title: Method for producing a carboxylic acid
Patent ID: US10269169B2
Date: 10/30/2018

Patent Title: Production of lysine 7-amino-4-methylcoumarin
Patent ID: US10251936B2
Date: 10/2/2018

Patent Title: Method for producing a carboxylic acid
Patent ID: US10193540B2
Date: 8/28/2018

Patent Title: Catalyst system for producing polycarbonates
Patent ID: US10193539B2
Date: 8/28/2018

Patent Title: Method for producing a carboxylic acid
Patent ID: US10179285B2
Date: 8/21/2018

Patent Title: Catalyst system for producing polycarbonates
Patent ID: US10179284B2
Date: 8/21/2018

Patent Title: Process for the production of polycarbonates
Patent ID: US10174175B2
Date: 8/14/2018

Patent Title: Process for the production of polycarbonates
Patent ID: US10174174B2
Date: 8/14/2018

Patent Title: Production of polycarbonates
Patent ID: US10174173B2
Date: 8/14/2018

Patent Title: Method for producing a carboxylic acid
Patent ID: US10160563B2
Date: 8/7/2018

Patent Title: Catalyst system for producing polycarbonates
Patent ID: US10160562B2
Date: 8

Major Products & Services

The main products and/or services commercialised by this business include the following:

  • Coatings: protective, decorative, transportation, and industrial coatings
  • Performance Additives: surfactants, polymers, and colorants for a variety of industries
  • Specialty Chemicals: functional ingredients for food, detergents, and pharmaceuticals
  • Pulp & Performance Chemicals: chemicals used in pulp and paper production
  • Decorative Paints & Wallcoverings: interior and exterior paints and wallcoverings
  • Marine Coatings: antifoulings and corrosion protection products
  • Powder Coatings: industrial and decorative coatings
  • Automotive Refinishes: car and truck refinish solutions
  • Industrial Wood Coatings: wood stains, sealers, and other wood coatings
  • Adhesives: sealants, adhesives, and other bonding solutions

Key Competitors

We have identified the following organisations as being key competitors:

  • PPG Industries
  • Sherwin-Williams
  • BASF
  • Axalta Coating Systems
  • Kansai Paint
  • Valspar
  • KCC Corporation
  • Nippon Paint
  • RPM International
  • The Dow Chemical Company
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Key Stakeholders

Stakeholders are individuals or groups who have an interest in a business and/or are affected by its actions.

These stakeholders can have different requirements and expectations from the business, which must be taken into account when making decisions.

By understanding their stakeholders’ requirements, a business can make informed decisions that benefit all involved.

Below is the list of internal and external stakeholders we have identified for this business:

1. Customers: Companies and individuals who purchase Akzo Nobel products and services

2. Employees: Those who work at Akzo Nobel in various capacities

3. Suppliers: Companies who supply raw materials and other goods to Akzo Nobel

4. Shareholders: Those who have invested in the company

5. Government: Local, state, and federal governments who regulate the company and provide incentive programs

6. Communities: Those who are affected by Akzo Nobel's operations

7. Media: Organisations and individuals who report on the company

8. Industry partners: Companies who collaborate with Akzo Nobel on projects or initiatives

Value Proposition

A value proposition explains the unique value and/or benefits that an organisation provides to its customers, partners, stakeholders and the overall market. It outlines what makes a company like Akzo Nobel different from its competitors, along with what it can offer that key competitors cannot.

A corporate value proposition can be used with the competitive advantages section of this report in order to better understand Akzo Nobel and its position within the marketplace.

Akzo Nobel offers a range of products and services that help customers achieve their objectives. These products and services include paints, coatings, adhesives, and sealants.

Competitive Advantages

Competitive advantages are unique attributes, strategies, resources, or capabilities that allow an organisation to outperform its competitors and achieve superior market position and profitability.

Competitive advantages for the business include the following:

Product innovation: Akzo Nobel has developed a range of innovative products which offer customers added value, such as their powder coatings which are more durable and contain fewer volatile organic compounds (VOCs).

Global reach: Akzo Nobel operates in more than 80 countries, giving them a competitive advantage in terms of access to markets and resources.

Experience: Akzo Nobel has over 275 years of experience in the chemicals and coatings market, giving them a deep understanding of customer needs and the industry.

Brand recognition: Akzo Nobel has established a strong brand name and reputation for high-quality products and services.

Financial resources and scale: Akzo Nobel has significant financial resources, allowing them to invest in research and development and scale up quickly.

Customers & Cohorts

As part of this competitive intelligence study, we have identified the main customers of the organisation.

These include the following cohorts:

  • Automotive
  • Industrial Manufacturing
  • Construction
  • Chemical Processing
  • Infrastructure & Utilities
  • Paper & Packaging
  • Marine & Protective Coatings
  • Decorative Paints
  • Consumer Goods
  • Specialty Chemicals

Market Trends

Market trends can impact an organisation by influencing consumer behavior, altering supply and demand dynamics, and affecting the organisation's ability to remain competitive in the market.

As part of this study, we have identified a number of potential short-term to medium-term trends that could impact the organisation. These include the following:

Key Market Trends
Shifting Consumer Preferences: As consumer preferences continue to evolve, Akzo Nobel will need to stay ahead of trends and adjust to changing customer needs. This could be in the form of product innovation, marketing strategies, and other tactics to stay competitive.

Increasing Globalization: With increasing globalization, Akzo Nobel will need to stay ahead of its competitors in markets beyond its home base. This could involve expanding into new markets, building relationships with global distributors, and leveraging technology to increase efficiency.

Growing Environmental Awareness: As consumer awareness of environmental issues grows, Akzo Nobel will need to ensure that its products, processes, and packaging are eco-friendly and in compliance with environmental regulations.

Technological Advancements: Technology continues to shape the way businesses operate and Akzo Nobel will need to stay up-to-date with the latest innovations. This could mean investing in data analytics, leveraging AI and machine learning, and investing in other technologies to stay ahead of the competition.

Key Performance Indicators

Key Performance Indicators

Below is a list of KPI's that we have identified as being strategically relevant to this organisation:

Financials (BETA)

The key financials for Akzo Nobel include income statements, which can be found in their annual reports. These financial statements provide information on the organisation's financial performance and health, including revenue, expenses, and profits. This information, along with other indicators are used by investors, analysts and other stakeholders to evaluate the company's performance and future prospects.

Where a financial does not match, we have included those of the parent company (if a listed entity). If the financials are missing please contact us and we will prioritise the update.

Key Financials

Key Personnel

Income Statement

[eod_financials target="AKZA.AS" id="10329343" preset="Income Statement" years="2018-2023"]


Top-level corporate stats and financial highlights for the listed entity, include:

Share Performance

Below is the current (EOD) share performance for the company, or its listed parent:

Potential Products/Services

As part of this study we have attempted to prognosticate potential products and/or services this organisation could develop in the short to medium-term.

Customised Paints and Coatings: Akzo Nobel could offer customized paint and coatings solutions to better meet the needs of specific customers.

Color Design Services: Akzo Nobel could offer colour design services to help customers select the best colours for their projects.

Paint and Coating Consultancy Services: Akzo Nobel could provide consultancy services to help customers select the best coatings for their projects.

Paint and Coating Training Services: Akzo Nobel could offer training services to help customers understand how to best use their coatings and paints.

Paint and Coating Maintenance Services: Akzo Nobel could offer maintenance services to help customers keep their coatings in top condition.

Paint and Coating Recycling Services: Akzo Nobel could offer recycling services to help customers dispose of their used and excess coatings.

Sustainable Coatings Solutions: Akzo Nobel could offer innovative and sustainable coatings solutions to help customers reduce their environmental impact.

Online Paint and Coating Store: Akzo Nobel could launch an online store to make it easier for customers to purchase their products.

Potential Synergies

Using our product and portfolio-matching algorithm, we have determined that the following organisations have potential synergies with the company:

1. Dow Chemical
2. PPG Industries
4. Sherwin-Williams
5. The Valspar Corporation
6. Henkel
7. DuPont
8. Evonik Industries
9. Solvay
10. Axalta Coating Systems

Porter's Five Forces

Created by Harvard Business School Professor Michael Porter in 1979, Porter's Five Forces model is designed to help analyse the particular attractiveness of an industry; evaluate investment options; and better assess the competitive environment.

The five forces are as follows:

  • Competitive rivalry
  • Supplier power
  • Buyer power
  • Threat of substitution
  • Threat of new entries
The Porters 5 forces for Akzo Nobel are:

1. Bargaining power of suppliers: Akzo Nobel has a strong bargaining power with its suppliers.

2. Bargaining power of buyers: Akzo Nobel has a strong bargaining power with its buyers.

3. Threat of new entrants: Akzo Nobel has a HIGH threat of new entrants.

4. Threat of substitute products: Akzo Nobel has a HIGH threat of substitute products.

5. Competitive rivalry within the industry: Akzo Nobel has a HIGH competitive rivalry within the industry.

PESTLE Analysis

This PESTLE analysis is a strategic planning tool that assesses key external factors affecting the organisation, including the following:

  • Political
  • Economic
  • Social
  • Technological
  • Legal
  • Environmental

Each of these factors is analysed to determine their impact on the organisations strategy, objectives, and operations.

By utilising a PESTLE analysis, the organisation can make better decisions and develop strategies to address potential risks and opportunities.

PESTLE Analysis

CATWOE Analysis


The CATWOE analysis is used to investigate each stakeholders perspectives in order to enable the business to make informed decisions.

The CATWOE analysis is a problem-solving tool consisting of six elements:

  • Customers
  • Actors
  • Transformation process
  • World view
  • Owners
  • Environmental constraints

We view the CATWOE as being most useful when used in conjunction with other problem-solving tools such as a SWOT analysis.

Customers: Akzo Nobel’s customers include businesses in the coatings, speciality chemicals, and health & personal care industries. They are located in over 80 countries around the world and are focused on providing solutions to their customers’ needs.

Actors: Akzo Nobel employs over 46,000 people in 80 countries, including executive management, research & development teams, manufacturing teams, sales & marketing teams, and customer service teams.

Transformation process: Akzo Nobel provides products and services to customers by creating, developing, manufacturing, and selling innovative products and services. They are focused on delivering sustainable value to their customers through their research and development, manufacturing, sales and marketing, and customer service teams.

World view: Akzo Nobel’s world view is that innovation and sustainability are intertwined. They believe that their products and services should be designed to create a positive environmental and social impact.

Owners: Akzo Nobel is owned by its shareholders, who are focused on creating value for the company and its customers.

Environmental constraints: Akzo Nobel operates in a highly regulated environment, which includes laws and regulations governing safety, health, and environmental impact. They are committed to meeting the highest standards in all areas and strive to minimize the impact of their operations on the environment.

SWOT Analysis

This SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities and threats of the Akzo Nobel business.

When creating this SWOT the team at Platform Executive have taken into consideration the corporate strategy; brand; key financials; the competitive landscape; along with the products and/or services offered.

To offer increased context for future innovation and product development we also consider the historical context for the business and industry; and perceived direction of travel.

Upon researching the company, we have uncovered a number of strategic and operational strengths, weaknesses, opportunities and threats.

SWOT Analysis


Below is a list of the strengths we have identified for the business:

1. Akzo Nobel has a long history dating back to 1646, making it one of the oldest chemical companies in the world. This experience gives the company an edge over its competitors.

2. Akzo Nobel is a global company with operations in over 80 countries. This gives the company a wide reach and the ability to tap into new markets.

3. Akzo Nobel has a strong research and development capability. This allows the company to innovate and bring new products to market.

4. Akzo Nobel has a diversified product portfolio. This gives the company the ability to weather economic downturns and maintain profitability.


Below is a list of opportunities we have identified for the business:

1. Strategic Opportunity: Increase the focus on R&D in order to develop new and innovative products that can be sold in more markets. This will help Akzo Nobel to stay competitive and capture market share.

2. Operational Opportunity: Improve the supply chain and logistics networks in order to reduce costs and increase efficiency. This will help Akzo Nobel to reduce costs and improve delivery times to customers.

3. Strategic Opportunity: Increase the focus on digital marketing and advertising in order to reach a larger customer base. This will help Akzo Nobel to increase sales and revenue, as well as gain a competitive edge.

4. Operational Opportunity: Strengthen the company’s customer service capabilities in order to improve customer satisfaction. This will help Akzo Nobel to build stronger relationships with customers and increase loyalty.


Below is a list of the weaknesses we have identified for the business:

1. Lack of focus: Akzo Nobel has a portfolio of over 400 brands and businesses, which can be a distraction from the company's core competencies.

2. Geographical spread: Akzo Nobel has operations in over 80 countries, which can make it difficult to manage and coordinate activities effectively.

3. Dependence on cyclical industries: Akzo Nobel is reliant on industries such as construction and automotive, which are highly cyclical in nature.

4. Ineffective cost management: Akzo Nobel has been ineffective in managing costs in recent years, which has had a negative impact on profitability.


Below is a list of the threats we have identified for the business:

1. Decreasing demand for coatings products: Akzo Nobel faces a strategic threat due to decreasing demand for its coatings products. This is a result of the economic downturn, reduced global demand for automotive and construction products, and the shift to more sustainable solutions.

2. Competition from new entrants: Akzo Nobel also faces a strategic threat from new entrants in the coatings industry. As new players enter the market, Akzo Nobel must continually innovate and differentiate its products to remain competitive.

3. Increasing raw material costs: Akzo Nobel faces an operational threat from increasing raw material costs. The rising costs of oil, natural gas, and petrochemical-based products can have a significant impact on the company’s bottom line.

4. Global regulatory changes: Finally, Akzo Nobel faces an operational threat from global regulatory changes. As environmental regulations become more stringent, the company must continually adapt its products and processes to remain compliant.

5C Analysis

The 5C Analysis is a marketing framework that can be used to provide insight into the key drivers of success, as well as the risk exposure to various environmental factors.
This (concise) 5C analysis examines the external and internal environment for Akzo Nobel. It includes analysing the company's customers, competitors, collaborators, context, and capabilities. We have produced this short analysis to identify potential opportunities and threats to Akzo Nobel, as well as areas where the company needs to improve its operations or strategy.
Company: Akzo Nobel is a multinational company based in the Netherlands, specialising in the production of paints, coatings, specialty chemicals, and other products. Their core purpose is to “enhance life by creating sustainable solutions that help customers protect, improve, and beautify the world around them”.

Collaborators: Akzo Nobel partners with research institutes, universities, and other organisations to develop innovative products and solutions. They also work closely with suppliers, customers, and other stakeholders to ensure their products and services are as effective and efficient as possible.

Customers: Akzo Nobel serves a variety of customers in the industrial, consumer, and retail markets. Their products are used in a wide range of industries from automotive and aerospace to construction and healthcare.

Competitors: Akzo Nobel has a large number of competitors, including PPG Industries, BASF, Sherwin-Williams, and Jotun.

Content: Akzo Nobel focuses on delivering quality products and services to their customers. They also strive to provide timely, relevant information about their products and services to their stakeholders. They publish blogs, white papers, videos, and other content to keep their customers and stakeholders informed about their products and services.
5C Analysis

MOST Analysis

MOST Analysis

The MOST analysis framework is commonly used to identify an organisation's strategic goals, assess its strengths and weaknesses, and develop a plan to achieve its objectives. This analysis helps organisations to focus on what they want to achieve and how to achieve it, while also identifying potential roadblocks or obstacles that may arise along the way.

  • Mission
  • Objectives
  • Strategy
  • Tactics

We have created this analysis from a 3rd person perspective.

Innovation Scorecard

As part of our research and analysis activity, the team at Platform Executive assesses and then benchmarks businesses and the industry verticals in which they operate using a proprietary scoring mechanism.

First, we allocate a score of A-E for the industry vertical, gauged on the key organisations operating within the space; and then score the individual business using a 1-5 score.

A score of D-E within an industry means that it is potentially ripe to be disrupted by a new entrant into the marketplace; and/or vulnerable to technological change.

Likewise, a high score of 4-5 for the company in question indicates that in the view of the analysis team it lags behind notable businesses in terms of innovation and product pipeline.

Innovation Scorecard

Below is a guide to each score:

Industry score:

A The industry is amongst the most innovative; with the leading players all driving the sector forward.
Example industry: PaaS
B The industry and its leading players have a good track record of innovation; and can quickly react to change.
Example industry: Pharmaceutical
C Companies operating within the sector have adequate levels of innovation; and engage in R&D activities when appropriate.
Example industry: FMCG
DBusinesses operating in the industry do not invest enough time and resource into innovation. The sector is stagnant and a good candidate for disruption.
Example industry: Retail Banking
E The major players in the sector seem to lack suitable product development roadmaps; and as a result the sector is highly vulnerable to industry change.
Example industry: Publishing


Company score:

1 The business is amongst the leading players in terms innovation and product pipeline. This will fulfil and reinforce the operations of the business in the medium to long-term.
2 The business has a good track record of innovation, in terms of its products and/or its business model. It is therefore more likely to be able to react and adapt to any changes to the industry.
3 The business is deemed to have an adequate innovation plan, build on research and development and sustainability where appropriate. The business has a product development strategy.
4The business needs to invest more resource and/or intellectual capital in product development, pipelines and/or its business model. The business is at risk of stagnation.
5 The business seems to lack a suitable product development roadmap; and as a result is vulnerable to any notable industry change and/or new entrants in the marketplace.
The team at Platform Executive has judged Akzo Nobel as having an innovation score of B2.


The appendices section of this report contains supplementary information that the team at Platform Executive deems helpful in providing a more comprehensive understanding of the report's contents.

This information is not considered an essential part of the study but serves as a useful supplement to the main text.


This study on Akzo Nobel forms part of our series of competitive intelligence reports, which focuses on 10,000 of the largest corporates.

The information and data included are updated on a timely schedule to ensure that our Premium members receive the most up to date information .

The report is based on information and learning from the following sources:

  • Corporate websites
  • Proprietary research databases
  • SEC Filings
  • Corporate press releases
  • News articles
  • Financial data API's
  • Product-matching algorithm

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The facts of this report have been gathered in good faith from both primary and secondary sources. It is believed to be correct at the time of publication, but cannot be guaranteed. As such Platform Executive can accept no liability whatever for actions taken based on any information that may subsequently prove to be incorrect.


Premium members: To request a priority update to this report, please contact us. Our standard turnaround time is normally 48 hours.

The changelog for this report can be found below, complete with the next scheduled update:

v1.1: Initial load of report
Date: 1st March 2023

Key Financials added (BETA)
Date: 17th March 2023

Next scheduled update: 6th June 2023

Industry Keywords

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