BASF

At BASF, we create chemistry for a sustainable future. Our ambition: We want to be the preferred chemical company to enable our customers’ green transformation. We combine economic success with environmental protection and social responsibility. Around 112,000 employees in the BASF Group contribute to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio comprises, as core businesses, the segments Chemicals, Materials, Industrial Solutions, and Nutrition & Care; our standalone businesses are bundled in the segments Surface Technologies and Agricultural Solutions. BASF generated sales of €65.3 billion in 2024. BASF shares are traded on the stock exchange in Frankfurt (BAS) and as American Depositary Receipts (BASFY) in the United States. Credits: https://www.basf.com/global/en/legal/credits Data protection information: https://www.basf.com/global/en/legal/data-protection-at-basf.html

https://www.basf.com

10,001+ employees

Growth Trajectory

BASF is focusing on expanding local production for local markets and innovating in areas like enzyme technology, agritech, and AI for chemical R&D to drive growth. They aim to achieve market expansion by shaping the transformation to net zero and enabling the green transformation of customers, while also improving their website user experience and digital outreach.

Technical Challenges

Ensuring data protection and user privacy, especially with data transfers to the USA.

Maintaining security and access control in digital communication systems (WebEx, Microsoft Teams).

Managing data processing in AI applications.

Maintaining website performance and scalability while adhering to data protection standards.

Integrating AI with central applications and systems.

Tech Stack

WebExMicrosoft Office 365Microsoft TeamsCentral Databases (CRM, Supplier Management Systems)Archiving and Document Management SystemsCommunication SystemsAI-powered servicesCookiesJavaScriptTealium iQ Tag ManagementMedallia Digital Experience AnalyticsGoogle (YouTube)AT INTERNET (Piano Analytics)LinkedInPodigee Podcast PlayerFacebookInstagramX (formerly Twitter)TikTokTwitchFacebook Ads ManagerX Ad ManagerLinkedIn Campaign ManagerTikTok AdsManagerGoogle Ads

Team Size

Predominantly home-based sales force

Various departments across 11 UK locations

Corporate Communications

Human Resources

Legal

Compliance

Factory Security

Corporate Auditing

Data Protection

Central Procurement

Key Risks

Scope 3 emissions and climate protection goals pose a significant market challenge.

Challenging market environment and earnings declines in standalone businesses could impact growth.

Ensuring data protection and user privacy, especially with data transfers to the USA, presents a regulatory risk.

Developments in the glufosinate-ammonium business and fluctuations in precious metal prices may create financial instability.

Competition for user attention and engagement on crowded social media platforms could hinder marketing efforts.

Opportunities

Leverage partnerships and integrations with technology providers like Pulpex, Imperial College London, and Medallia to enhance innovation and market reach.

Address the market gap for sustainable alternatives to plastic and glass bottles through collaborations like the one with Pulpex Ltd.

Utilize AI and innovative experimental methods to rapidly predict optimal ways to manufacture high-value chemicals through the SOLVE spinout.

Expand digital presence and improve customer experience through advanced analytics tools like Medallia Digital Experience Analytics.

Capitalize on personalized marketing opportunities and improve reach and engagement on social media platforms using platform-specific ad managers.

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