Novolipetsk Steel SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 808
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SWOT Analysis of Novolipetsk Steel with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Novolipetsk Steel

Parent Company

NLMK  Group

Category

Iron & steel

Sector

Industrial products

Tagline/ Slogan

Strengths in steel

USP

A vertically integrated steel business controlling every stage of steel creation from mining to the final stages of steel processing and delivery to the customers

STP

Segment

Pig iron, semi-finished products (slabs and billets), hot-rolled and cold-rolled steel, galvanized steel and pre-painted steel, electrical steel, as well as long products and metal ware

Target Group

Oil and gas pipelines, ships, buildings and high-pressure vessels, construction sector, automotive

Positioning

Producer of clean and durable steel that is used in thousands of applications that improve everyday lives

SWOT Analysis

Strengths

1. Balanced portfolio of efficient assets with balance between integrated BOF and scrap-based production route

2. Self-sufficiency in core raw materials

3. Diversified product mix - from flats to longs, from semis to high value added products

4. Investment grade credit rating from major agencies

5. Professional & experienced management team having consistent growth strategy to create value

6. Strong workforce and financial position

Weaknesses

1. Weak recovery in developed markets

2. Dependence on trends in target industries

Opportunities

1. Expanding overall production capacity

2. Launching of pig iron desulphurisation units and ladle furnaces that allow more flexibility in the ultimate chemical content of steel, directly

translating into an improved quality and the opportunity for an increased product mix

3. Further enhancement by vertical integration and by improving the efficiency of production

4. Increasing international presence to boost operations

Threats

1. Weakening global steel market on the back of the global economic instability

2. Strong competition brought about by the slump in demand

3. Government & Environmental regulations

Competition

Competitors

1. ArcelorMittal
2. Mechel OAO
3. OAO Severstal



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