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Ather SWOT Analysis 2022

Updated: Apr 14, 2022

Ather is an Indian electric automotive company that manufactures electric scooters. It was founded in 2013 by two IIT Madras graduates – Tarun Mehta & Swapnil Jain.

They have also established Ather Grid, their proprietary charging network in a few cities.

Currently, Ather 450 Plus and Ather 450x are the two available scooter models.

Strength –

  • The wide product portfolio and its geographic presence in different cities can help ather reach its target audience.

  • Higher margins enable the measurement in research and development.

  • Ather holds Intellectual Property Rights over their innovation.

  • A strong balance sheet and financial statement can diversify the revenue stream.

  • High product quality increases brand loyalty.

  • Strong brand presence in the automobile market as well as online.

Weakness -

  • Poor waste management practices raise environmental concerns from ethical users.

  • Customer dissatisfaction due to poor customer service and inability to understand their needs.

  • Less efficiency in inventory management and cash cycle.

  • Misalignment of organisational culture with strategic objectives.

  • Lack of workforce diversity may hinder success in international markets.

  • Slow decision making causes expensive delays in product launches.

Opportunities -

  • The emergence of better Technology provides opportunities for growth

  • Globalisation enables Ather to tap into the international market.

  • Access to International markets could lead to the involvement of international talent.

  • Ather has the means to explore adjacent markets by expanding its product line.

  • Collaboration with local suppliers is possible because of an e-commerce model.

  • Social media growth enables customer acquisition and lowers costs.

Threats -

  • Lower demand from middle-class customers because of growing inequality.

  • Geo-political factors and changing regulations impact the international business environment.

  • New entrants could derail their growth.

  • Protectionism affects entrance into the global market.

  • Shortage of skilled labour in the market

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