2. Company History
2.1 Background The beginning of Celanese Corporations began with two Switzerland brothers, Dr. Camille and Henri Dreyfus, who were chemical pioneers. The two brothers started their business in 1912 by producing fireproof celluloid out of cellulose acetate and named their company “Cellonit Gesellschaft Drefyus & Co.” based in Basle, Switzerland. After World War I ended the Dreyfus brothers saw the potential of the company expanding to America where they predicted their sales would rise. In 1918 “The American Cellulose & Chemical Manufacturing Co.” was born, “Amcelle” for short. By 1924 Amcelle started producing cellulose acetate in the states, and began to expand to Canada and Mexico, both being a publicly traded company. …show more content…
This report examines the strengths and weaknesses of the company as well as identifying the industry within Celanese Corporation. The external analysis focuses on the industry as a whole, including the market size, growth over the years, competitors that affect the industry, and the environment of the industry. The internal analysis narrows in on the company and focuses on values of the firm, resources, and growth in the foreseeable future. This analysis provides strategies for Celanese Corporation to implement within their company to maintain their steady growth as well as monitor their external and internal …show more content…
In the plastic and resin industry, we see that revenue for the past five years is at $101.8 billion with an annual growth rate of -0.1%. (SOURCE) Being that the growth rate was declining, the industry saw strong demands throughout this time period. The industry predicts that the annual growth rate will rise to 2.1% for the next five years and the revenue being $112.8 billion. (quote) Market segmentation is separated by the products sold in the industry. These products have been selected into segments that take up the industry revenue. Thermoplastics – polyethylene makes up 34.6% of industry revenue. Polyethylene, which is the most common plastic, is made to produce plastic bags, plastic films, and bottles. Thermosetting resins and plastic materials, which are not the basic thermoplastic, cannot be remolded because it is a permanent material. Thermosetting resins and plastic materials have 13.4 % of industry revenue. The industry revenue of synthetic rubber, which made from petroleum, makes up 12.6% of the industry revenue. The rest of the revenue comes from other thermoplastics and chemicals which t for 39.4% of total industry revenue for plastics and
2.1 Background The beginning of Celanese Corporations began with two Switzerland brothers, Dr. Camille and Henri Dreyfus, who were chemical pioneers. The two brothers started their business in 1912 by producing fireproof celluloid out of cellulose acetate and named their company “Cellonit Gesellschaft Drefyus & Co.” based in Basle, Switzerland. After World War I ended the Dreyfus brothers saw the potential of the company expanding to America where they predicted their sales would rise. In 1918 “The American Cellulose & Chemical Manufacturing Co.” was born, “Amcelle” for short. By 1924 Amcelle started producing cellulose acetate in the states, and began to expand to Canada and Mexico, both being a publicly traded company. …show more content…
This report examines the strengths and weaknesses of the company as well as identifying the industry within Celanese Corporation. The external analysis focuses on the industry as a whole, including the market size, growth over the years, competitors that affect the industry, and the environment of the industry. The internal analysis narrows in on the company and focuses on values of the firm, resources, and growth in the foreseeable future. This analysis provides strategies for Celanese Corporation to implement within their company to maintain their steady growth as well as monitor their external and internal …show more content…
In the plastic and resin industry, we see that revenue for the past five years is at $101.8 billion with an annual growth rate of -0.1%. (SOURCE) Being that the growth rate was declining, the industry saw strong demands throughout this time period. The industry predicts that the annual growth rate will rise to 2.1% for the next five years and the revenue being $112.8 billion. (quote) Market segmentation is separated by the products sold in the industry. These products have been selected into segments that take up the industry revenue. Thermoplastics – polyethylene makes up 34.6% of industry revenue. Polyethylene, which is the most common plastic, is made to produce plastic bags, plastic films, and bottles. Thermosetting resins and plastic materials, which are not the basic thermoplastic, cannot be remolded because it is a permanent material. Thermosetting resins and plastic materials have 13.4 % of industry revenue. The industry revenue of synthetic rubber, which made from petroleum, makes up 12.6% of the industry revenue. The rest of the revenue comes from other thermoplastics and chemicals which t for 39.4% of total industry revenue for plastics and