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Company > Armstrong World Industries Inc: Business Model, SWOT Analysis, and Competitors 2023

Armstrong World Industries Inc: Business Model, SWOT Analysis, and Competitors 2023

Published: Mar 22, 2023

Inside This Article


    Armstrong World Industries Inc is a leading global provider of innovative ceiling, wall, and suspension system solutions. This blog article will delve into their business model, conducting a comprehensive SWOT analysis, and exploring their key competitors in 2023. Armstrong's business model focuses on delivering high-quality products, exceptional customer service, and sustainable practices. By examining their strengths, weaknesses, opportunities, and threats, we can gain insights into their market position. Additionally, understanding their competitors will provide valuable context for assessing Armstrong's future prospects in the industry.

    What You Will Learn:

    • Who owns Armstrong World Industries Inc and gain insight into the company's ownership structure.
    • Understand the mission statement of Armstrong World Industries Inc and its core values that guide their operations.
    • Explore how Armstrong World Industries Inc generates revenue and the various sources of its income.
    • Get an in-depth explanation of the Armstrong World Industries Inc Business Model Canvas and how it outlines their key activities, resources, and partnerships.
    • Discover the major competitors of Armstrong World Industries Inc and gain knowledge about their market positioning and strategies.
    • Conduct a comprehensive SWOT analysis of Armstrong World Industries Inc, identifying its strengths, weaknesses, opportunities, and threats in the market.

    Who owns Armstrong World Industries Inc?

    Major shareholders

    Armstrong World Industries Inc. is a publicly traded company, meaning that ownership is divided among numerous shareholders. As of the latest available data, here are some of the major shareholders of Armstrong World Industries Inc.:

    Institutional investors

    Institutional investors, such as mutual funds, pension funds, and other financial institutions, play a significant role in the ownership of Armstrong World Industries Inc. Some of the prominent institutional shareholders include:

    1. The Vanguard Group, Inc.: The Vanguard Group holds a substantial stake in Armstrong World Industries Inc. through various funds it manages. They are known for their passive investment approach, aiming to match the performance of specific indexes.
    2. BlackRock, Inc.: Another major institutional investor, BlackRock, has a significant presence in Armstrong World Industries Inc. They manage a variety of funds, including exchange-traded funds (ETFs) and actively managed mutual funds.
    3. State Street Corporation: State Street Corporation is one of the largest custodian banks in the world and manages various investment funds. They are among the top institutional shareholders of Armstrong World Industries Inc.

    Insider ownership

    Insiders, such as company executives and board members, also have ownership stakes in Armstrong World Industries Inc. This aligns their interests with the company's performance and creates a sense of accountability. Notable insiders who own shares in the company include:

    1. Vic Grizzle: Vic Grizzle is the CEO of Armstrong World Industries Inc. and holds a significant number of shares in the company, demonstrating his confidence in its future prospects.
    2. Brian MacNeal: Brian MacNeal serves as the Chief Financial Officer (CFO) of Armstrong World Industries Inc. and also owns a substantial stake in the company.

    Shareholder activism

    Shareholder activism refers to the efforts of certain shareholders to influence the decision-making of a company. While there have been no major recent instances of shareholder activism in Armstrong World Industries Inc., it is important to note that shareholders, especially those with significant ownership stakes, have the potential to impact the company's policies and strategic direction through various means, such as proxy voting and engagement with management.


    Ownership of Armstrong World Industries Inc. is dispersed among a wide range of institutional investors and insiders. This diversification helps ensure that decision-making is not concentrated in the hands of a few individuals or entities. The presence of major institutional shareholders and insider ownership demonstrates a confidence in the company's prospects and can contribute to stability and accountability within Armstrong World Industries Inc.

    What is the mission statement of Armstrong World Industries Inc?

    Armstrong World Industries Inc Mission Statement

    The mission statement of Armstrong World Industries Inc is to be the leader in the design, innovation, and manufacture of floors, ceilings, and cabinets. The company aims to provide customers with high-quality, sustainable, and aesthetically pleasing products that enhance the beauty and functionality of any space.

    Armstrong World Industries Inc is committed to delivering superior customer value through its diverse portfolio of flooring, ceiling, and cabinet solutions. The company strives to meet the unique needs and preferences of its customers by continuously investing in research and development, and by staying at the forefront of industry trends and technologies.

    In addition to its dedication to customer satisfaction, Armstrong World Industries Inc also places great emphasis on sustainability. The company acknowledges the importance of preserving the environment and reducing its impact on natural resources. Therefore, it strives to develop and manufacture products that are environmentally friendly, energy-efficient, and contribute to healthier indoor environments.

    Armstrong World Industries Inc also values its employees and aims to provide a safe, inclusive, and empowering work environment. The company believes that its success is directly linked to the dedication and expertise of its talented workforce. Therefore, Armstrong World Industries Inc is committed to fostering a culture of teamwork, diversity, and continuous learning, and to providing employees with opportunities for growth and development.

    Overall, the mission statement of Armstrong World Industries Inc reflects its commitment to being a trusted leader in the industry, providing innovative, sustainable, and customer-centric solutions that enhance the spaces where people live, work, and play.

    How does Armstrong World Industries Inc make money?

    Introduction to Armstrong World Industries Inc

    Armstrong World Industries Inc is a globally recognized leader in the design and manufacture of innovative commercial and residential ceiling, wall, and suspension system solutions. With a rich history spanning over 160 years, the company has established itself as a trusted provider of high-quality products that enhance the aesthetics and functionality of various spaces.

    Diverse Revenue Streams

    Armstrong World Industries Inc generates revenue through a variety of channels, leveraging its extensive product portfolio and strong market presence. Here are the primary ways the company makes money:

    1. Product Sales

    The sale of ceiling, wall, and suspension system products constitutes a significant portion of Armstrong World Industries' revenue. The company offers a wide range of innovative products designed to meet the diverse needs of its customers, including architects, contractors, and distributors. By continuously investing in research and development, Armstrong ensures its products remain at the forefront of design and performance, attracting a loyal customer base.

    2. Installation Services

    In addition to product sales, Armstrong World Industries Inc also generates revenue through its installation services. Recognizing the importance of proper installation to achieve optimal performance and longevity, the company offers expert installation services through its network of certified installers. This value-added service not only enhances customer satisfaction but also provides an additional revenue stream for the company.

    3. Aftermarket Sales

    Armstrong World Industries Inc capitalizes on the aftermarket segment, which involves selling replacement parts, accessories, and upgrades for its existing product lines. By offering a comprehensive range of aftermarket solutions, the company ensures continued customer satisfaction and loyalty. This revenue stream is particularly valuable in the long term, as it allows Armstrong to leverage its existing customer base and maintain ongoing relationships.

    4. International Expansion

    Armstrong World Industries Inc's global presence plays a crucial role in its revenue generation. The company operates in various regions worldwide, including North America, Europe, Asia-Pacific, and Latin America. By expanding into new markets and capitalizing on emerging opportunities, Armstrong diversifies its revenue streams and reduces dependence on any single region.


    Armstrong World Industries Inc's ability to generate revenue through diverse channels is a testament to its strong market position and commitment to innovation. Through product sales, installation services, aftermarket offerings, and international expansion, the company continues to thrive and maintain its leadership in the industry. By consistently delivering high-quality products and exceptional customer service, Armstrong World Industries Inc ensures a sustainable revenue stream for the future.

    Armstrong World Industries Inc Business Model Canvas Explained


    The business model canvas is a strategic management tool that allows organizations to visualize and analyze their business model. It is a one-page framework that describes how a company creates, delivers, and captures value. In this blog post, we will explore the business model canvas of Armstrong World Industries Inc, a leading global provider of innovative ceiling, wall, and suspension system solutions.

    Key Partnerships

    Armstrong World Industries Inc has established strategic partnerships with various stakeholders to enhance its business model. These partnerships include suppliers, distributors, contractors, and architects. By collaborating with suppliers, Armstrong ensures a steady supply of high-quality raw materials for its products. Distributors play a crucial role in reaching customers and ensuring timely delivery of products. Contractors and architects, on the other hand, help in designing and installing Armstrong's ceiling and wall solutions.

    Key Activities

    The key activities of Armstrong World Industries Inc revolve around designing, manufacturing, and distributing its products. The company invests heavily in research and development to stay at the forefront of innovation in the industry. This allows Armstrong to continuously improve its existing products and develop new solutions that meet the evolving needs of its customers. Manufacturing facilities are strategically located to ensure efficient production and minimize transportation costs. Distribution centers play a vital role in storing inventory and fulfilling customer orders promptly.

    Key Resources

    Armstrong World Industries Inc relies on a range of key resources to support its business model. These resources include manufacturing facilities, research and development capabilities, a skilled workforce, and an extensive network of suppliers and distributors. The company's manufacturing facilities are equipped with state-of-the-art technology and machinery to ensure high-quality production. The research and development team is composed of experts in acoustics, design, and engineering who work tirelessly to develop innovative products. The skilled workforce is the backbone of Armstrong, as they bring the company's vision to life and deliver exceptional customer service.

    Value Proposition

    Armstrong World Industries Inc offers a unique value proposition to its customers. The company's ceiling, wall, and suspension system solutions are known for their exceptional quality, durability, and design. Armstrong's products are designed to enhance the aesthetics and functionality of any space while meeting stringent safety and environmental standards. Customers benefit from the company's extensive product portfolio, which includes a wide range of materials, finishes, and styles to suit various design requirements. Armstrong's solutions also provide acoustic performance, energy efficiency, and sustainability benefits.

    Customer Segments

    Armstrong World Industries Inc serves a diverse range of customer segments. Its products cater to both residential and commercial markets. In the residential sector, Armstrong provides innovative ceiling and wall solutions for homeowners, helping them create beautiful and functional living spaces. In the commercial sector, the company targets various industries such as healthcare, education, retail, hospitality, and corporate offices. Armstrong's solutions are tailored to meet the specific needs of each customer segment, offering flexibility and customization options.


    Armstrong World Industries Inc utilizes multiple channels to reach its customers. The company employs a direct sales force that works closely with architects, contractors, and distributors to promote and sell its products. Armstrong also utilizes e-commerce platforms to facilitate online sales and provide customers with easy access to product information and ordering. Additionally, the company participates in industry trade shows and events to showcase its solutions and build relationships with potential customers.

    Which companies are the competitors of Armstrong World Industries Inc?

    Competitors of Armstrong World Industries Inc

    Armstrong World Industries Inc operates in the building materials industry and faces competition from several companies. These competitors include:

    1. Mohawk Industries Inc: Mohawk Industries is a global flooring manufacturer that offers a wide range of products, including carpet, rugs, hardwood, laminate, luxury vinyl tile, and ceramic tile. With its extensive product portfolio and global presence, Mohawk Industries is a major competitor to Armstrong World Industries.

    2. Interface Inc: Interface is a leading manufacturer of modular carpets and resilient flooring. The company is known for its commitment to sustainability and innovative design. Interface competes with Armstrong World Industries, particularly in the commercial flooring market.

    3. Tarkett: Tarkett is a global leader in innovative flooring and sports surface solutions. The company offers a broad range of products, including vinyl, linoleum, laminate, wood, carpet, and artificial turf. Tarkett competes with Armstrong World Industries in both the residential and commercial flooring segments.

    4. Mannington Mills Inc: Mannington Mills is a family-owned company that manufactures residential and commercial flooring products. The company's product portfolio includes hardwood, laminate, luxury vinyl, and porcelain tile. Mannington Mills is a significant competitor to Armstrong World Industries, especially in the residential flooring market.

    5. Shaw Industries Group Inc: Shaw Industries is a subsidiary of Berkshire Hathaway and one of the largest carpet manufacturers in the world. The company offers a diverse range of flooring solutions, including carpet, hardwood, laminate, tile, and luxury vinyl. Shaw Industries competes with Armstrong World Industries across various market segments.

    6. Forbo Holding AG: Forbo is a global manufacturer of floor coverings, building and construction adhesives, and power transmission belts. The company's product portfolio includes linoleum, vinyl, carpet tiles, and entrance systems. Forbo competes with Armstrong World Industries, primarily in the commercial flooring market.

    These companies, along with others in the industry, pose a competitive challenge to Armstrong World Industries Inc. The company's ability to innovate, provide quality products, and meet customer demands will play a crucial role in maintaining its competitive edge in the market.

    Armstrong World Industries Inc SWOT Analysis


    1. Leading market position: Armstrong World Industries Inc holds a strong position in the global market for flooring and ceiling solutions. With a long history of over a century, the company has developed a strong brand reputation and customer loyalty.
    2. Diverse product portfolio: The company offers a wide range of innovative and high-quality products, including resilient flooring, ceiling systems, and architectural specialties. This diversification allows Armstrong to cater to various customer needs and preferences.
    3. Strong distribution network: Armstrong has an extensive distribution network that spans across numerous countries. This network enables the company to effectively reach its target markets and deliver its products in a timely manner, enhancing customer satisfaction.
    4. Focus on sustainability: Armstrong is committed to sustainability and has implemented various initiatives to reduce its environmental impact. The company focuses on using environmentally friendly materials, reducing waste, and promoting energy efficiency, which resonates well with environmentally conscious consumers.
    5. Strong financial performance: Armstrong has consistently demonstrated a strong financial performance, with steady revenue growth and healthy profitability. This financial stability provides the company with the resources needed for investments in research and development, marketing, and expansion.


    1. Vulnerability to economic cycles: Armstrong's business is significantly influenced by economic cycles and changes in consumer spending patterns. During economic downturns, consumers may postpone or reduce spending on construction and renovation projects, which could impact the company's sales and profitability.
    2. Dependence on raw materials: Armstrong relies on various raw materials, including PVC and resins, for its products. Fluctuations in the prices of these raw materials can affect the company's production costs and profitability. Additionally, any disruptions in the supply chain could lead to delays in production or increased costs.
    3. Limited geographic diversification: Although Armstrong has a global presence, it heavily relies on the North American market for a significant portion of its revenue. This dependence on a single market exposes the company to risks associated with regional economic conditions and regulatory changes.


    1. Growing demand for sustainable products: The increasing awareness and demand for sustainable building materials present an opportunity for Armstrong to capitalize on its commitment to sustainability. By further expanding its range of environmentally friendly products, the company can attract a larger customer base and gain a competitive advantage.
    2. Technological advancements: The ongoing advancements in technology offer opportunities for Armstrong to innovate and develop new products. For instance, the integration of smart technologies into flooring and ceiling systems can provide enhanced functionality and convenience for customers.
    3. Emerging markets: Armstrong can explore opportunities in emerging markets, such as Asia-Pacific and Latin America, where there is a growing demand for construction and renovation projects. By expanding its presence in these markets, the company can tap into new customer segments and drive revenue growth.


    1. Intense competition: The flooring and ceiling industry is highly competitive, with numerous players vying for market share. Armstrong faces competition from both large multinational corporations and smaller local manufacturers. Intense competition can lead to price pressure and erode the company's market share.
    2. Regulatory challenges: The industry is subject to various regulations related to product safety, environmental impact, and labor practices. Compliance with these regulations can be costly and time-consuming. Additionally, any changes in regulations can impact the company's operations and profitability.
    3. Economic uncertainties: Global economic uncertainties, such as trade disputes, currency fluctuations, and geopolitical tensions, pose threats to Armstrong's business. These uncertainties can impact consumer confidence, investment decisions, and construction activity, which in turn affect the demand for the company's products.

    In conclusion, Armstrong World Industries Inc has several strengths, including its leading market position, diverse product portfolio, and strong distribution network. However, the company faces weaknesses such as vulnerability to economic cycles and dependence on raw materials. Nonetheless, there are opportunities for Armstrong to leverage the growing demand for sustainable products, technological advancements, and emerging markets. However, it must also navigate threats such as intense competition, regulatory challenges, and economic uncertainties to sustain its success in the industry.

    Key Takeaways

    • Armstrong World Industries Inc is a publicly traded company, meaning it is owned by its shareholders.
    • The mission statement of Armstrong World Industries Inc is to "build on our heritage to deliver innovative, high-quality solutions that enhance the spaces where people live, work, learn, heal and play."
    • Armstrong World Industries Inc makes money primarily through the manufacturing and sale of flooring and ceiling products, as well as installation services.
    • The Business Model Canvas for Armstrong World Industries Inc includes key components such as customer segments, value proposition, channels, customer relationships, revenue streams, key activities, key resources, and key partnerships.
    • Competitors of Armstrong World Industries Inc include companies like Mohawk Industries, Interface Inc, and Sherwin-Williams Company.
    • Armstrong World Industries Inc SWOT Analysis would provide an in-depth understanding of the company's strengths, weaknesses, opportunities, and threats in the market.


    In conclusion, Armstrong World Industries Inc is a leading company in the flooring industry, specializing in the design, manufacture, and distribution of innovative flooring solutions. With a rich history and strong reputation, it is owned by a combination of institutional investors and individuals. The company's mission statement focuses on delivering superior value to its customers through exceptional design, quality products, and excellent service.

    Armstrong World Industries Inc generates revenue through various channels, including the sale of its products to residential and commercial customers, as well as through partnerships with contractors, architects, and designers. The company's business model centers around offering a wide range of flooring options and providing comprehensive support to its customers throughout the buying process.

    As with any industry, Armstrong World Industries Inc faces competition from several companies. Some of its key competitors include Mohawk Industries Inc, Interface Inc, and Shaw Industries Group Inc. These companies also operate in the flooring industry and strive to capture market share by offering their own unique products and services.

    To better understand Armstrong World Industries Inc's position in the market, a SWOT analysis can be conducted. This analysis highlights the company's strengths, such as its strong brand reputation and extensive product portfolio, as well as weaknesses, such as its dependence on external suppliers for raw materials. It also identifies opportunities, such as the growing demand for sustainable flooring solutions, and threats, such as intense competition and economic downturns.

    In conclusion, Armstrong World Industries Inc is a well-established player in the flooring industry, driven by its mission to deliver exceptional value to its customers. Through its diverse revenue streams and solid business model, the company continues to thrive in a competitive market. By understanding its competitors and conducting a thorough SWOT analysis, Armstrong World Industries Inc is well-equipped to navigate challenges and seize opportunities for future growth.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a specific company:

    1. Company's official website: Start by visiting the company's official website and look for the "About Us" or "Investor Relations" section. Sometimes, companies provide SWOT analysis or similar information in their annual reports or investor presentations.

    2. Business databases: Utilize business databases such as Bloomberg, Factiva, or Hoovers. These platforms provide comprehensive information about companies, including SWOT analysis, financial data, industry analysis, and more. Access to these databases may require a subscription or access through a library or educational institution.

    3. Market research reports: Market research firms often conduct SWOT analysis as part of their reports. Look for reports from well-known research companies like Gartner, Forrester, or IBISWorld. These reports can be accessed through their websites or via subscription-based platforms like Statista or MarketResearch.com.

    4. Business news websites: Check reputable business news websites like Forbes, Bloomberg, or Wall Street Journal for articles or analysis related to the company you are interested in. Journalists and industry experts often provide SWOT analysis or discuss the strengths, weaknesses, opportunities, and threats of different companies.

    5. Academic journals and publications: Academic databases like JSTOR, Emerald Insight, or Google Scholar may contain scholarly articles or publications that discuss the SWOT analysis of specific companies. These sources can provide in-depth analysis and insights.

    6. Business consulting and advisory firms: Consulting firms like McKinsey, Deloitte, or PwC often publish industry reports or analyses, including SWOT analysis of various companies. Visit their websites or search for their published reports to find relevant information.

    Remember that SWOT analyses may vary depending on the source, so it's recommended to consider multiple perspectives to get a comprehensive understanding of a company's strengths, weaknesses, opportunities, and threats.

    What is the SWOT analysis of the industry?

    It is not possible to provide a specific SWOT analysis of the industry without knowing which industry is being referred to. However, I can provide a general framework for conducting a SWOT analysis for any industry:


    • Strong market position and brand recognition
    • High barriers to entry due to capital requirements or regulations
    • Established distribution channels and customer base
    • Technological advancements and innovation
    • Skilled workforce and expertise


    • High competition and price sensitivity
    • Dependence on a limited number of key customers or suppliers
    • Lack of diversification in product or service offerings
    • Vulnerability to economic fluctuations or industry-specific challenges
    • Inadequate infrastructure or outdated technology


    • Emerging markets and untapped customer segments
    • Growing demand for specific products or services
    • Mergers, acquisitions, or partnerships that can lead to market expansion
    • Technological advancements that can enhance operations or create new business models
    • Changing consumer preferences and trends


    • Intense competition from existing players or new entrants
    • Regulatory changes or government policies impacting the industry
    • Economic downturns or recessions
    • Technological disruptions that can make current products or services obsolete
    • Environmental or social factors affecting the industry's reputation

    Remember, a SWOT analysis should be tailored to the specific industry and should take into account internal and external factors that can impact the industry's performance.

    What is a SWOT analysis according to Kotler and Armstrong 2008?

    According to Kotler and Armstrong (2008), a SWOT analysis is a strategic planning tool used to evaluate the strengths, weaknesses, opportunities, and threats of a business or organization. It involves assessing the internal factors (strengths and weaknesses) and external factors (opportunities and threats) that can impact the organization's ability to achieve its objectives. The analysis helps in identifying areas of competitive advantage, areas that need improvement, potential growth opportunities, and potential risks or challenges.

    Is Armstrong World Industries still in business?

    Yes, Armstrong World Industries is still in business. They are a global leader in the design and manufacture of innovative commercial and residential ceiling, wall, and suspension system solutions.

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