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Deere & Company: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 08, 2023

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    In this blog article, we will delve into the business model, SWOT analysis, and competitors of Deere & Company, a renowned American corporation in the agricultural machinery industry. We will explore how Deere & Company operates within its niche, examine its strengths, weaknesses, opportunities, and threats, and provide insights into its key competitors in the market. By understanding these aspects, readers will gain a comprehensive understanding of Deere & Company's position in the industry as we look ahead to 2023.

    What You Will Learn:

    • Who owns Deere & Company: Discover the key stakeholders and owners of Deere & Company, a renowned company in the agricultural machinery industry.
    • The mission statement of Deere & Company: Gain insights into the mission statement of Deere & Company and understand the core values and goals that drive their business operations.
    • How Deere & Company makes money: Explore the various revenue streams and business strategies employed by Deere & Company to generate profits within the agricultural machinery market.

    Who owns Deere & Company?

    Overview of Deere & Company Ownership

    When it comes to a renowned global corporation like Deere & Company, understanding its ownership structure is of utmost importance. Deere & Company, commonly known as John Deere, is a multinational corporation that specializes in the manufacturing of agricultural, construction, forestry machinery, and more. With such a vast operation, it is interesting to explore who actually owns this industry giant.

    Shareholders and Institutional Ownership

    Deere & Company is a publicly traded company, meaning its ownership is divided among numerous shareholders who hold shares of the company's stock. As of the latest available data, there are approximately 167.5 million shares of Deere & Company outstanding. These shares are held by a combination of individual investors, institutional investors, and mutual funds.

    Institutional investors play a significant role in the ownership of Deere & Company. These include prominent financial institutions, pension funds, and insurance companies that invest on behalf of their clients. Their expertise and financial resources make them crucial contributors to the company's ownership structure.

    Major Shareholders

    While Deere & Company has a diverse ownership base, there are several major shareholders who hold substantial stakes in the company. These major shareholders typically have significant influence over the company's operations and decision-making processes. Among the most prominent major shareholders of Deere & Company are institutional investors such as The Vanguard Group, BlackRock, and State Street Corporation.

    The Vanguard Group, one of the largest investment management companies globally, holds a significant stake in Deere & Company. As of the latest data, The Vanguard Group owns approximately 8% of the company's outstanding shares. BlackRock, another leading investment management firm, also holds a substantial stake in Deere & Company, with around 7% of the outstanding shares.

    Employee Ownership

    It is worth noting that Deere & Company has a long-standing tradition of employee ownership. The company offers various employee stock ownership plans (ESOPs) and stock purchase programs, allowing employees to acquire ownership stakes in the company. This unique approach not only fosters a sense of loyalty and engagement among employees but also aligns their interests with the company's overall success.


    In conclusion, Deere & Company is primarily owned by a combination of individual investors, institutional investors, and employee shareholders. While there are significant institutional shareholders who hold substantial stakes, the company's ownership is widespread and diverse. This diverse ownership structure ensures a healthy balance between institutional influence and individual participation, contributing to the long-term success of Deere & Company as a global leader in its industry.

    What is the mission statement of Deere & Company?

    The Mission Statement of Deere & Company

    Deere & Company, commonly known as John Deere, is a global leader in the manufacturing and distribution of agricultural, construction, forestry, and turf equipment. Established in 1837, the company has been dedicated to providing innovative solutions to help customers enhance productivity and efficiency in their operations.

    The mission statement of Deere & Company can be summarized as follows:

    To deliver advanced products and services that empower those linked to the land to cultivate a better world.

    This mission statement reflects the company's commitment to its customers and the communities it serves. By using the term "those linked to the land," Deere & Company acknowledges the vital role of farmers, ranchers, and other individuals involved in the agricultural industry. The mission statement emphasizes the company's focus on providing them with the tools and technology they need to succeed.

    Furthermore, Deere & Company aims to empower its customers by delivering advanced products and services. The company consistently invests in research and development to develop innovative equipment and solutions that meet the evolving needs of its customers. By doing so, Deere & Company helps customers enhance productivity, improve efficiency, and ultimately contribute to a more sustainable and prosperous world.

    In addition to its core business, Deere & Company also places importance on corporate social responsibility. The mission statement reflects the company's commitment to cultivating a better world beyond its products and services. This involves actively participating in initiatives related to environmental sustainability, community development, and employee well-being.

    Deere & Company's mission statement serves as a guiding principle for the company's operations and decision-making processes. It reinforces the company's commitment to its customers, employees, and communities, while also inspiring innovation and growth. By staying true to its mission, Deere & Company continues to be a trusted and respected name in the agricultural and construction equipment industry.

    How does Deere & Company make money?

    Revenue Streams

    Deere & Company, commonly known as John Deere, generates its revenue through various streams. These revenue streams are primarily derived from the sale of agricultural machinery, construction equipment, and related services.

    Sale of Agricultural Machinery

    The sale of agricultural machinery is the backbone of Deere & Company's revenue. The company manufactures and sells a wide range of equipment designed for use in farming, including tractors, combines, sprayers, planting and seeding equipment, and hay and forage equipment. Farmers and agricultural businesses purchase these machines to enhance productivity and improve efficiency in their operations.

    Sale of Construction Equipment

    In addition to agricultural machinery, Deere & Company also generates a significant portion of its revenue from the sale of construction equipment. The company manufactures and sells a variety of construction equipment, such as excavators, loaders, dozers, motor graders, and skid steer loaders. Construction companies, contractors, and other entities involved in infrastructure development rely on these machines to carry out their projects effectively.

    Financing and Leasing Services

    Deere & Company offers financing and leasing services to its customers, which contribute to its revenue generation. The company provides financing options to help customers purchase its equipment, making it more accessible to a wider customer base. Through its financing services, Deere & Company earns interest income and fees, boosting its overall revenue.

    Sale of Parts and Services

    Another significant revenue stream for Deere & Company is the sale of parts and services. The company provides a comprehensive range of spare parts, accessories, and consumables to support its machinery and equipment. Additionally, Deere & Company offers maintenance, repair, and warranty services to ensure the longevity and optimal performance of its products. This aftermarket support generates recurring revenue and fosters customer loyalty.

    Other Sources

    Deere & Company also generates revenue from other sources, such as licensing and royalties. The company licenses its brand and intellectual property to third-party manufacturers, allowing them to produce and sell products under the John Deere name. This diversification of revenue sources provides additional income streams for the company.

    In conclusion, Deere & Company makes money through the sale of agricultural machinery and construction equipment, financing and leasing services, the sale of parts and services, and other sources such as licensing and royalties. These revenue streams allow the company to sustain its operations, invest in research and development, and continue providing innovative solutions to its customers in the farming and construction industries.

    Deere & Company Business Model Canvas Explained


    Deere & Company, commonly known as John Deere, is a renowned American corporation that manufactures agricultural, construction, and forestry machinery. With a rich history spanning over 180 years, the company has established itself as a global leader in the industry. One of the key tools that has contributed to Deere & Company's success is the Business Model Canvas. In this section, we will delve into the Deere & Company Business Model Canvas and explore its various components.

    Key Partnerships

    Deere & Company recognizes the importance of strategic partnerships to enhance its business model. The company collaborates with a wide range of stakeholders including suppliers, distributors, dealers, and technology providers. By leveraging these partnerships, Deere & Company is able to access the necessary resources, expertise, and distribution channels to meet the diverse needs of its customers. These partnerships also contribute to the company's ability to maintain a competitive edge in the market.

    Key Activities

    The key activities of Deere & Company revolve around the design, manufacture, and distribution of its machinery. The company invests heavily in research and development to continuously innovate and improve its products. Deere & Company also focuses on manufacturing efficiency to ensure high-quality products are delivered to its customers. Additionally, the company places significant emphasis on after-sales services and support to ensure customer satisfaction and loyalty.

    Key Resources

    Deere & Company's key resources include its manufacturing facilities, extensive distribution network, intellectual property rights, and skilled workforce. The company operates numerous manufacturing plants worldwide, allowing it to cater to local market demands efficiently. Its expansive distribution network ensures widespread availability of its products. Intellectual property rights protect Deere & Company's innovations and technological advancements, giving it a competitive advantage. Lastly, the company's skilled workforce plays a pivotal role in the design, production, and delivery of its machinery.

    Value Proposition

    Deere & Company's value proposition lies in providing high-quality, reliable, and technologically advanced machinery to its customers. The company understands the unique challenges faced by farmers, construction companies, and forestry professionals and strives to develop solutions that address their specific needs. Deere & Company's products are known for their durability, efficiency, and performance, making them a preferred choice for customers worldwide. Additionally, the company's commitment to after-sales support and services further enhances its value proposition.

    Customer Segments

    Deere & Company serves a diverse range of customer segments within the agricultural, construction, and forestry industries. Its customers include individual farmers, large-scale agricultural enterprises, construction companies, forestry corporations, and government agencies. By catering to different customer segments, Deere & Company is able to tap into various market segments and generate revenue from multiple sources.


    Deere & Company utilizes a multi-channel distribution strategy to reach its customers effectively. The company sells its machinery through a combination of direct sales, dealerships, and online platforms. Direct sales teams are deployed to engage with large customers, while dealerships provide localized sales and support services. Online platforms enable customers to explore and purchase Deere & Company's products conveniently. This multi-channel approach allows the company to reach a wide customer base and maximize its market reach.


    The Deere & Company Business Model Canvas encompasses various elements that contribute to the company's success. By establishing strategic partnerships, focusing on key activities, leveraging key resources, delivering a strong value proposition, targeting diverse customer segments, and utilizing effective distribution channels, Deere & Company has been able to thrive in the competitive machinery industry. The Business Model Canvas serves as a blueprint for the company's operations and guides its decision-making processes, ensuring continued growth and innovation.

    Which companies are the competitors of Deere & Company?

    Major Competitors of Deere & Company

    Deere & Company, commonly known as John Deere, is a renowned American corporation that manufactures agricultural, construction, and forestry machinery. While Deere & Company is a dominant player in the industry, it faces fierce competition from several key competitors. Let's take a closer look at some of the major companies that pose a challenge to Deere & Company's market position.

    1. CNH Industrial N.V.

    CNH Industrial N.V., a global leader in the capital goods sector, is one of the main competitors of Deere & Company. With a diverse portfolio of brands such as Case IH, New Holland Agriculture, and Steyr, CNH Industrial offers a wide range of agricultural and construction equipment. The company's extensive product lineup and strong global presence make it a formidable rival to Deere & Company.

    2. AGCO Corporation

    AGCO Corporation is another significant competitor in the agricultural machinery industry. With a focus on high-tech solutions, AGCO offers a comprehensive range of products under various brands, including Massey Ferguson, Challenger, and Fendt. Their innovative equipment and emphasis on precision agriculture give AGCO a competitive edge, challenging Deere & Company's market share.

    3. Kubota Corporation

    Kubota Corporation, a Japanese multinational company, is a prominent competitor of Deere & Company, particularly in the compact and utility tractor market segment. Kubota's reliable and versatile tractors, along with their diverse product offerings, have gained significant popularity worldwide. While Kubota may not have the same scale as Deere & Company, its strong presence in key markets poses a substantial challenge.

    4. Caterpillar Inc.

    Caterpillar Inc., a global leader in construction and mining equipment, is another major competitor of Deere & Company. While Caterpillar primarily focuses on heavy machinery, their extensive product range includes equipment that overlaps with Deere & Company's offerings, such as backhoe loaders and articulated trucks. The company's reputation for durability and reliability makes it a strong contender in the construction industry.

    5. Komatsu Ltd.

    Komatsu Ltd., a Japanese multinational corporation, competes with Deere & Company in both the construction and mining sectors. Known for their technologically advanced equipment, Komatsu offers a wide range of products, including hydraulic excavators, dump trucks, and bulldozers. With a strong global presence and continuous innovation, Komatsu presents a formidable competition to Deere & Company.


    Deere & Company faces stiff competition from a variety of companies in the agricultural and construction machinery industry. CNH Industrial N.V., AGCO Corporation, Kubota Corporation, Caterpillar Inc., and Komatsu Ltd. are some of the major competitors that challenge Deere & Company's market position. As the industry continues to evolve, these companies strive to innovate and provide cutting-edge solutions, intensifying the competition for Deere & Company.

    Deere & Company SWOT Analysis


    • Strong brand recognition: Deere & Company, commonly known as John Deere, has a highly recognized and respected brand in the agriculture and construction equipment industry. The company's green and yellow logo is instantly identifiable and associated with quality and reliability.

    • Diverse product portfolio: Deere & Company offers a wide range of products, including tractors, combines, harvesters, construction equipment, and more. This diverse product portfolio enables the company to cater to various customer needs and adapt to changing market demands.

    • Global presence: With operations in over 180 countries, Deere & Company has established a strong global presence. This global footprint provides the company with access to diverse markets and helps mitigate risks associated with regional economic fluctuations.

    • Strong dealer network: Deere & Company has built a robust network of dealers worldwide. These dealers play a crucial role in distributing and servicing the company's products, ensuring customer satisfaction and brand loyalty.


    • Dependence on agricultural industry: Deere & Company heavily relies on the agricultural sector for a significant portion of its revenue. This dependence makes the company vulnerable to fluctuations in commodity prices, weather conditions, and government policies impacting the farming industry.

    • High product pricing: John Deere equipment is often priced at a premium compared to its competitors. While this pricing strategy reflects the company's commitment to quality, it may limit market penetration in price-sensitive markets and pose challenges during economic downturns.

    • Limited diversification: Although Deere & Company offers a diverse product portfolio within the agriculture and construction equipment sectors, it has limited diversification beyond these industries. This lack of diversification exposes the company to risks associated with cyclical fluctuations in these specific markets.


    • Technological advancements: The rapid advancement in technologies such as automation, artificial intelligence, and precision agriculture presents significant opportunities for Deere & Company. By integrating these technologies into their equipment, the company can enhance productivity, efficiency, and sustainability, thereby attracting tech-savvy customers.

    • Emerging markets: Deere & Company has the opportunity to tap into emerging markets, particularly in Asia and Africa, where there is a growing demand for agricultural and construction equipment. By expanding its presence in these markets, the company can capitalize on the increasing urbanization and modernization trends.

    • Sustainability and environmental consciousness: As the global focus on sustainability and environmental conservation intensifies, Deere & Company can leverage its expertise to develop eco-friendly and energy-efficient equipment. By positioning itself as a leader in sustainable solutions, the company can attract environmentally conscious customers and gain a competitive edge.


    • Intense competition: The agriculture and construction equipment industry is highly competitive, with numerous global and regional players vying for market share. Deere & Company faces the risk of losing market share to competitors who offer similar products at lower prices or with better features.

    • Economic downturns: Deere & Company's financial performance is susceptible to economic downturns, as reduced farming and construction activities during recessions can impact demand for its equipment. Fluctuating commodity prices, trade wars, and global economic uncertainties pose significant threats to the company's revenue and profitability.

    • Changing regulations: Government regulations related to emissions, safety standards, and trade policies can significantly impact Deere & Company's operations and market access. Adapting to changing regulations and investing in compliance measures can be costly and time-consuming for the company.

    Overall, Deere & Company's strong brand recognition, diverse product portfolio, and global presence provide a solid foundation for growth. However, the company needs to address weaknesses such as dependence on the agricultural industry and high product pricing while capitalizing on opportunities presented by technological advancements, emerging markets, and sustainability trends. Mitigating threats related to intense competition, economic downturns, and changing regulations will be crucial for maintaining and expanding its market position.

    Key Takeaways

    • Deere & Company is a publicly traded company, meaning it is owned by shareholders who hold its stock.
    • The mission statement of Deere & Company is to continuously innovate and provide advanced products and services that help customers improve productivity in the agriculture, construction, forestry, and turf care industries.
    • Deere & Company primarily generates revenue through the sale of its agricultural and construction equipment, as well as related parts, services, and technology solutions.
    • The Business Model Canvas of Deere & Company encompasses key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.
    • Competitors of Deere & Company include other manufacturers of agricultural and construction equipment, such as Caterpillar Inc., AGCO Corporation, and Kubota Corporation.
    • Deere & Company's SWOT analysis highlights its strengths, weaknesses, opportunities, and threats in the market, enabling a better understanding of its competitive position and potential areas for growth or improvement.


    In conclusion, Deere & Company, a well-established agricultural machinery manufacturer, has been a leader in the industry for many years. As a publicly traded company, it is owned by a diverse group of shareholders who believe in its mission and potential for growth.

    The mission statement of Deere & Company is to provide innovative products and services that help improve productivity and quality of life for its customers. This mission is evident in their commitment to developing advanced machinery and technologies that cater to the needs of farmers worldwide.

    Deere & Company generates revenue through various channels, primarily by selling their agricultural machinery and equipment. Additionally, they offer financial services and insurance products to support their customers' purchasing decisions. This diversified revenue stream ensures a stable income for the company and allows them to invest in research and development for future growth.

    By analyzing the Deere & Company Business Model Canvas, we can see how the company creates value for its customers. They focus on key activities such as manufacturing high-quality machinery, providing excellent customer service, and offering financing options. Their strong distribution network and strategic partnerships further enhance their ability to reach customers globally.

    In terms of competition, Deere & Company faces several formidable rivals in the industry. Companies like CNH Industrial, AGCO Corporation, and Kubota Corporation are major players in the agricultural machinery market, constantly striving to capture market share and innovate.

    Lastly, a SWOT analysis of Deere & Company reveals its strengths, weaknesses, opportunities, and threats. The company's strengths lie in its strong brand reputation, extensive product portfolio, and global presence. However, weaknesses such as dependence on the agriculture sector and potential regulatory challenges must be addressed. Opportunities for growth include expanding into emerging markets and investing in technological advancements, while threats such as economic downturns and increased competition need to be carefully managed.

    In conclusion, Deere & Company's strong market position, commitment to innovation, and customer-centric approach have propelled them to success in the agricultural machinery industry. With a clear mission, diverse revenue streams, and a well-executed business model, they are well-equipped to navigate the challenges and seize opportunities in a rapidly evolving market.


    How can I find a SWOT analysis on a company?

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

    1. Company Website: Many companies publish their SWOT analysis on their official websites, especially in the investor relations or about us sections. Look for annual reports, corporate presentations, or sustainability reports.

    2. Business Databases: Online business databases like Bloomberg, Hoovers, or MarketLine provide comprehensive company profiles which often include SWOT analysis. These databases may require a subscription or membership.

    3. Search Engines: Use search engines like Google, Bing, or Yahoo to search for the company name followed by "SWOT analysis." You may find SWOT analyses from analysts, consultants, or business news websites.

    4. Financial News Websites: Business news websites often publish SWOT analyses as part of their coverage on specific companies or industries. Websites like Forbes, CNBC, or Financial Times can be good resources.

    5. Academic Databases: If you have access to academic databases like JSTOR or EBSCO, you can search for scholarly articles and research papers that might include SWOT analysis on the company you are interested in.

    6. Industry Reports: Industry reports from market research firms like IBISWorld or Statista sometimes include SWOT analysis on major companies within the industry.

    Remember that not all companies may have readily available SWOT analyses, especially for smaller or private companies. In such cases, you may need to rely on information from industry experts, market research reports, or conduct your own analysis based on available data.

    What are the competitive advantages of Deere and company?

    Deere & Company, commonly known as John Deere, is a leading manufacturer of agricultural machinery and equipment. The company has several competitive advantages that contribute to its success:

    1. Strong Brand Recognition: John Deere has established a powerful and trusted brand over its long history, which is associated with quality, reliability, and innovation. Customers often prefer to choose John Deere products due to the brand's reputation.

    2. Extensive Product Portfolio: Deere & Company offers a wide range of agricultural machinery and equipment, including tractors, combines, loaders, planters, and more. This comprehensive product portfolio allows the company to cater to various customer needs and preferences.

    3. Technological Innovation: Deere & Company has a strong focus on research and development, continuously investing in new technologies and innovations. This commitment to technological advancement enables the company to develop cutting-edge products that enhance productivity and efficiency for farmers.

    4. Global Presence and Distribution Network: With a presence in over 180 countries, Deere & Company has a vast global reach. The company has an extensive distribution network, including dealerships and service centers, enabling it to effectively serve customers worldwide.

    5. Strong Customer Relationships: Deere & Company places great emphasis on building long-term relationships with its customers. The company provides excellent customer service, offers training programs, and maintains a strong support network that helps customers maximize the value of their equipment.

    6. Financial Stability: The company's financial stability is another competitive advantage. Deere & Company has a strong balance sheet, which allows it to invest in research and development, expand its manufacturing capabilities, and withstand market fluctuations.

    7. Sustainability Initiatives: Deere & Company has made significant efforts towards sustainability, focusing on reducing emissions, improving fuel efficiency, and promoting sustainable farming practices. These initiatives resonate with environmentally conscious customers and give the company a competitive edge.

    Overall, John Deere's competitive advantages lie in its strong brand, diverse product portfolio, technological innovation, global presence, customer relationships, financial stability, and sustainability initiatives. These factors contribute to the company's market leadership and customer loyalty.

    What are company SWOT analysis weaknesses examples?

    Some examples of company weaknesses in a SWOT analysis could include:

    1. Lack of brand recognition: The company might have a weak brand presence or low awareness among customers, making it difficult to compete with well-established competitors.

    2. Limited financial resources: Insufficient funding or access to capital could hinder the company's ability to invest in research and development, marketing campaigns, or expansion plans.

    3. Inadequate infrastructure or outdated technology: Outdated systems and technology can hamper operational efficiency and limit the company's ability to meet customer expectations or adapt to changing market trends.

    4. Dependence on a single customer or supplier: Relying heavily on a single customer or supplier can create vulnerability and expose the company to potential risks, such as supply chain disruptions or loss of business.

    5. Weak distribution channels: Inefficient or limited distribution networks can restrict the company's reach and hinder its ability to penetrate new markets or reach target customers effectively.

    6. Lack of skilled workforce or talent gaps: Insufficiently trained or inexperienced employees can impact productivity, product quality, and customer service, limiting the company's competitive advantage.

    7. High employee turnover: A high turnover rate can indicate issues with employee satisfaction, training, or organizational culture, leading to increased recruitment and training costs and potential loss of valuable knowledge and expertise.

    8. Limited product or service offerings: Having a narrow range of products or services may limit the company's ability to meet diverse customer needs or respond to changing market demands.

    9. Weak intellectual property protection: Inadequate measures to protect intellectual property, such as patents or trademarks, can leave the company vulnerable to imitation or infringement by competitors.

    10. Poor customer service: Inconsistent or inadequate customer service can result in dissatisfied customers, negative word-of-mouth, and loss of market share to competitors who prioritize customer satisfaction.

    What are 2 examples of opportunities in SWOT analysis?

    Two examples of opportunities in SWOT analysis are:

    1. Emerging markets: An opportunity may arise when new markets or segments open up, providing a chance for the business to expand its customer base and increase its market share. For instance, a technology company may identify an emerging market in a developing country where there is a growing demand for smartphones.

    2. Technological advancements: Advancements in technology can present opportunities for businesses to improve their products, processes, or services. For example, a manufacturing company may identify an opportunity to automate its production line using robotics, which can enhance efficiency, reduce costs, and increase productivity.

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