Norilsk Nickel SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 977

SWOT Analysis of Norilsk Nickel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Norilsk Nickel

Parent Company

MMC Norilsk Nickel


Metals and Mining


Minerals and Metals

Tagline/ Slogan

Vision: Norilsk Nickel Australia's vision is to be a competitive, global, integrated nickel business delivering sustainable growth to all stakeholders


Norilsk Nickel Group is the world's largest nickel and palladium producer and one of the largest producers of platinum and copper



Industrial segmentation

Target Group

Wide range of diverse core industry with requirement of Natural resources  : Nickel, Palladium ,Copper, Platinum, Gold, Cobalt, Selenium, Tellurium, Rhodium, Silver, Iridium, Ruthenium, Coal


Positioned as an organization with more than 70 years of rich experience in mining and with wide range of products and volumes.

SWOT Analysis


1. Norilsk is one of the top three nickel producers in Australia and is the largest Australian exporter of intermediate nickel products.
2.  It is ranked among the top ten copper producers. The company is listed on MICEX-RTS and the NASDAQ. 
3.  Key shareholders  Vladimir Potanin's Interros and Oleg Deripaska's Rusal: each reportedly owns substantial number of shares.
4. Workers paid very well and workers enjoy two to three months of vacations
5. Employee base of 90,000+
6.  Operations in Australia, Botswana, Finland, Russia, South Africa, and the United States
7. Norilsk's community commitment includes employment of the immediate members of local communities wherever possible.


1. The Norwegian Government Pension Fund’s council of ethics stated that Norilsk-Nickel factories are afflicting environmental damages which clashes with the fund’s guidelines
2. The administration admitted that the environmental situation is a serious problem which led to drastic reduction of share prices


1. Norilsk-Nickel has the opportunity to function keeping in consideration the ecological balance to improve the public image internationally and resolve disputes against it.
2.Expansion of business for  Precious metals like gold, silver and platinum which are also products of its mining activities
3. Increase mergers and takeovers to expand its operations, one of the deals  to buy out Rusal's share, but the offer was declined


1. The allegations of causing lower life expectancy at its Russian operations has been under investigation and poses threat to its future business in Russia
2. Threat of old technology being used which has been under improvement as this leads to have higher cost outputs and reduce competitive advantage
3. SO2 emission level at its nickel plant has been found out to be outrageous as quoted at Barents Council press conference posing serious and direct threat to its Norway operations.



1. Vale Inco, 
3. Anglo Platinum


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