Aurubis SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 1127

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


Parent Company

Aurubis AG


Metals and Mining


Minerals and metals

Tagline/ Slogan



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



Industrial segmentation

Target Group

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


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

SWOT Analysis


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.


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


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


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



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

The table above concludes the Aurubis SWOT analysis along with its marketing and brand parameters.


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