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Badische Anilin-und Soda-Fabrik Company (BASF) is ranked as the leading firm in the global chemical industry. The firm is specialized in a wide range of products that are categorized into six distinct segments; Functional Materials & Solutions, Agricultural Solutions, Performance Products, Chemicals, Plastics, and Oil and Gas. Despite being the leading firm in its industry with a strong international brand, BASF has its fair share of concerns. This paper presents a comprehensive analysis of BASF’s strengths, weaknesses, opportunities and threats. The report establishes that most of BASF’s concerns can be adequately categorized into two; increasing competition from emerging market players and uncertainty pertaining to industry trends. Essentially, the report observes that with appropriate strategic approaches, BASF can overcome these challenges, thereby, maintaining its position as a world leader. Following an in-depth analysis of the firm’s major concerns, the report proposes three distinct strategies; (1) localization of BASF’s R&D and marketing operations to promote the development of products that are tailored to the needs and wants of its local customers, (2) train managers to equip them with apt forecasting capabilities, (3) increase its focus on environmental issues

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