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ZBRA 
Zebra Technologies Corporation (ZBRA)
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Upturn Advisory Summary
11/28/2025: ZBRA (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
19 Analysts rated it
Moderately tracked stock, growing coverage, gaining market and investor attention.
1 Year Target Price $358.47
1 Year Target Price $358.47
| 9 | Strong Buy |
| 2 | Buy |
| 8 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -12.01% | Avg. Invested days 46 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 11/28/2025 |
Key Highlights
Company Size Large-Cap Stock | Market Capitalization 12.80B USD | Price to earnings Ratio 25.5 | 1Y Target Price 358.47 |
Price to earnings Ratio 25.5 | 1Y Target Price 358.47 | ||
Volume (30-day avg) 19 | Beta 1.67 | 52 Weeks Range 205.73 - 427.76 | Updated Date 11/29/2025 |
52 Weeks Range 205.73 - 427.76 | Updated Date 11/29/2025 | ||
Dividends yield (FY) - | Basic EPS (TTM) 9.91 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 9.74% | Operating Margin (TTM) 14.62% |
Management Effectiveness
Return on Assets (TTM) 6.39% | Return on Equity (TTM) 14.29% |
Valuation
Trailing PE 25.5 | Forward PE 13.99 | Enterprise Value 14111376165 | Price to Sales(TTM) 2.44 |
Enterprise Value 14111376165 | Price to Sales(TTM) 2.44 | ||
Enterprise Value to Revenue 2.69 | Enterprise Value to EBITDA 14.58 | Shares Outstanding 50660242 | Shares Floating 50217471 |
Shares Outstanding 50660242 | Shares Floating 50217471 | ||
Percent Insiders 0.65 | Percent Institutions 98.7 |
Upturn AI SWOT
Zebra Technologies Corporation
Company Overview
History and Background
Zebra Technologies Corporation was founded in 1969 as Data Specialties Incorporated, later renamed Zebra Technologies in 1986. Initially focused on electromechanical high-speed printing technologies, it evolved into a leading provider of barcode printers, RFID technology, and enterprise mobile computing solutions. It has grown through acquisitions and product innovation.
Core Business Areas
- Enterprise Visibility & Mobility: This segment provides products and solutions that track and manage assets, people and transactions, improving visibility, security and efficiency. Includes mobile computing devices, barcode scanners, RFID readers, and related software and services.
- Barcode Printing: Specialized printers and media for printing barcodes, labels, receipts, and other documents. Includes desktop, industrial, and mobile printers, along with related software and supplies.
Leadership and Structure
Anders Gustafsson is the CEO. The company operates with a functional organizational structure, with executive leadership overseeing key areas such as sales, marketing, engineering, and operations.
Top Products and Market Share
Key Offerings
- Mobile Computers: Rugged mobile computers used in warehouses, retail, and healthcare for data capture and management. Zebra holds a significant market share in rugged mobile computing. Competitors include Honeywell (HON), Datalogic (DAL.MI), and Panasonic (PCRFY).
- Barcode Scanners: A wide range of barcode scanners for retail, healthcare, and logistics. Zebra has a leading market share in barcode scanning. Competitors include Honeywell (HON), Cognex (CGNX), and Datalogic (DAL.MI).
- Printers: Industrial, desktop, and mobile printers for barcode labeling and receipt printing. Competitors include Honeywell (HON), TSC Auto ID Technology, SATO.
Market Dynamics
Industry Overview
The industry is driven by the increasing need for real-time data visibility, automation, and efficiency across various sectors, including retail, healthcare, logistics, and manufacturing. The adoption of IoT, cloud computing, and mobile technologies is fueling growth.
Positioning
Zebra Technologies is a market leader in enterprise visibility solutions, with a strong brand reputation, extensive product portfolio, and global reach. It leverages its expertise in barcode printing, RFID, and mobile computing to offer comprehensive solutions.
Total Addressable Market (TAM)
The total addressable market for Zebra's solutions is estimated to be in the tens of billions of dollars. Zebra is well-positioned to capture a significant share of this market due to its established presence, innovative products, and strategic partnerships.
Upturn SWOT Analysis
Strengths
- Strong brand recognition
- Leading market share in key product categories
- Extensive product portfolio
- Global sales and service network
- Strong focus on innovation
Weaknesses
- Dependence on specific industries
- Exposure to economic cycles
- Competition from larger players
- Complexity of solutions can increase sales cycle
Opportunities
- Expanding into new markets and industries
- Developing new solutions based on emerging technologies
- Acquiring complementary businesses
- Increased adoption of IoT and cloud-based solutions
Threats
- Intense competition
- Technological obsolescence
- Economic downturn
- Supply chain disruptions
Competitors and Market Share
Key Competitors
- HON
- DAL.MI
- CGNX
Competitive Landscape
Zebra has a strong competitive position due to its brand, product portfolio, and global reach. However, it faces competition from larger companies with broader product offerings.
Major Acquisitions
Matrox Imaging
- Year: 2021
- Acquisition Price (USD millions): 875
- Strategic Rationale: Expanded Zebra's machine vision portfolio and enhanced its ability to deliver end-to-end solutions for industrial automation.
Growth Trajectory and Initiatives
Historical Growth: Zebra has achieved growth through organic expansion and acquisitions.
Future Projections: Analyst estimates are available from various financial websites, projecting continued growth in revenue and earnings.
Recent Initiatives: Focus on expanding its software and services offerings, strengthening its presence in key markets, and investing in R&D.
Summary
Zebra Technologies is a strong company with a leading market position in enterprise visibility solutions. Its focus on innovation, strategic acquisitions, and expansion into new markets drives growth. However, it faces competitive pressures and economic uncertainties. Management should continue to seek strategic alliances and continue to develop product offerings to differentiate themselves from the competition. Zebra should look out for changes in the industry and technology to sustain a leading presence.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Zebra Technologies Investor Relations
- Third-party market research reports
- Analyst estimates
- Company press releases
Disclaimers:
This analysis is based on publicly available information and is not financial advice. Market conditions and company performance are subject to change.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Zebra Technologies Corporation
Exchange NASDAQ | Headquaters Lincolnshire, IL, United States | ||
IPO Launch date 1991-08-15 | CEO & Director Mr. William J. Burns | ||
Sector Technology | Industry Communication Equipment | Full time employees 9900 | Website https://www.zebra.com |
Full time employees 9900 | Website https://www.zebra.com | ||
Zebra Technologies Corporation, together with its subsidiaries, provides enterprise asset intelligence solutions in the automatic identification and data capture solutions industry worldwide. It operates in two segments, Asset Intelligence & Tracking, and Enterprise Visibility & Mobility. The company designs, manufactures, and sells printers that produce labels, wristbands, tickets, receipts, and plastic cards; dye-sublimination thermal card printers that produce images, which are used for personal identification, access control, and financial transactions; radio frequency identification device (RFID) printers that encode data into passive RFID transponders; accessories and options for printers, including carrying cases, vehicle mounts, and battery chargers; stock and customized thermal labels, wristbands, receipts, ribbons, plastic cards, and RFID tags for printers; and electronic sensors and temperature-monitoring labels. It also provides various maintenance, technical support, repair, and managed and professional services; fixed readers, RFID enabled mobile computers, and RFID sleds; tags, sensors, exciters, middleware software, and application software; and physical inventory management solutions, and rugged and enterprise-grade mobile computing products and accessories, as well as real-time location systems and services. In addition, the company offers barcode scanners and imagers, RFID readers, industrial machine vision cameras, and fixed industrial scanners; workforce management, workflow execution and task management, and prescriptive analytics, as well as communications and collaboration solutions; and cloud-based software subscriptions, retail, and robotics automation solutions. The company serves retail and e-commerce, manufacturing, transportation and logistics, healthcare, public sector, and other industries through direct sales force and network of channel partners. The company was founded in 1969 and is headquartered in Lincolnshire, Illinois.
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