Aurubis SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 738
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SWOT Analysis of Aurubis with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Aurubis

Parent Company

Aurubis AG

Category

Metals and Mining

Sector

Minerals and metals

Tagline/ Slogan

-

USP

Largest copper producer in Europe(the second largest in the world)

STP

Segment

Industrial segmentation

Target Group

Fine metals, copper equipment manufacturers , Automobile, heavy Electrical equipment organizations across the world

Positioning

Positioned as one of the world’s largest copper finished products manufacturers with environment consciousness

SWOT Analysis

Strengths

1.  Aurubis shares are part of the Prime Standard Segment of the Deutsche Börse and are listed in the MDAX, the European Stoxx 600 and the Global Challenges Index (GCX).

2. One of the largest electronic scrap recycler

3. Aurubis produces more than one million tonnes of copper cathodes annually and from them a variety of copper products.

4. It employs about 6,300 people

5. Spread over various locations including: Germany, Belgium, Bulgaria, USA, Italy, Switzerland, UK, Slovakia, Netherlands

6. The company was affiliated in the encyclopedia of German world market leaders

7. The good raw material supply ensures high capacity utilization of the production plants during the entire fiscal year.

8. Recognized for its initiatives towards  health protection, occupational safety, social commitment and above all the protection of limited natural resources.

Weaknesses

1. Aurubis, formerly Norddeutsche Affinerie, is considered to be the biggest heavy metal emitter in northern Germany.
2. There was an arsenic scandal in Hamburg in 1985 when it was discovered that heavy metals had accumulated in the soil in eastern Hamburg, especially in agricultural areas

Opportunities

1. Tapping on the high growth in the demand of finished copper internationally
2. New acquisitions in developing markets to expand operations , mines and markets
3. Diversification of products to other non-ferrous materials than copper to establish new customer bases

Threats

1. Threat of rising price of raw materials and operational costs to the company
2. Threat of government regulations due to allegations regarding environment –soil and water degradation in areas of operations
3. Threat on sustained profits due to variations in the prices of finished products internationally

Competition

Competitors

1. Freeport McMoran Inc
2. Outokumpu Oyj
3. KGHM Polska Miedz S A



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