Strategic analysis of the construction equipment industry

This bachelor thesis aims to conduct a strategic analysis of the construction machinery and equipment industry in Europe and a financial analysis of selected competitors. The strategic analysis using the PEST model and Porter's five forces model identified the key factors affecting the industry. The industry is capital intensive and faces significant external influences. Political stability and public investment are opportunities, while geopolitical tensions, tariffs and disrupted supply chains are threats. Labour shortages and regulation are pushing technological innovation in the form of electrification and automation, which require investment. Rivalry between existing competitors is high, the threat of new competition is medium as companies are threatened by the entry of Chinese manufacturers, the bargaining power of buyers is low to medium and varies according to the size of the buyer, the power of suppliers is medium and the threat of substitutes is very low. The financial analysis compared Caterpillar Inc, Doosan Bobcat EMEA s.r.o. and AB Volvo and showed differences in liquidity, debt activity and profitability. Caterpillar and Volvo, with a higher proportion of external resources, generally show higher profitability. Doosan Bobcat with lower debt has lower and more volatile profitability.