African Rainbow Minerals SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

African Rainbow Minerals SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of African Rainbow Minerals, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like African Rainbow Minerals to benchmark its business & performance as compared to the competitors, and make strategic improvements. African Rainbow Minerals is one of the leading brands in the heavy equipment & engineering sector.

The article below lists the African Rainbow Minerals SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the African Rainbow Minerals SWOT Analysis:

SWOT Analysis of African Rainbow Minerals

For African Rainbow Minerals, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

African Rainbow Minerals Strengths

The strengths of African Rainbow Minerals looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of African Rainbow Minerals :

1. ARM has interests in a wide range of mines, including platinum and platinum group metals (PGMs), iron, coal, copper, and gold.

2. ARM's Goedgevonden coalmine near Witbank is a flagship of their joint venture with Xstrata, and produces 6.5+ million tons of coal per year

3. ARM entered a joint venture with Vale to build a copper mine in Zambia, which is expected to produce 100,000 tons of copper.

4. Diverse products including  Ferrous Metals, Coal and Copper

5. Employee base of 12,000+

6. Rich exploration projects conducted by the company

7. Mergers and acquisition of new mines in diverse metals and precious metals has kept the company fresh in terms of products

8. Volumes increased in nickel, PGMs, iron ore, chrome ore, export coal and Eskom coal, from Goedgevonden Mine.

African Rainbow Minerals Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the African Rainbow Minerals SWOT Analysis:

1.  High level of involvement of South African govt has lead to regulatory difficulties for the company in past

2. Criticized for air and water pollution from the mines and metallurgical plants in domestic and international centers has caused problems for the operations of its plants

African Rainbow Minerals Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in African Rainbow Minerals SWOT Analysis:

1. Expansion of precious metals mines and production owing to high and increasing demand of Gold, Silver and Platinum in European , US and Asian markets
2. Capitalize and entry in the copper refining and semiconductor market as the company has interest in copper
3. Expansion of coal mining through mergers thus becoming self sustainable in its energy requirement and commercialization of coal extract

African Rainbow Minerals Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of African Rainbow Minerals are as mentioned:

1. Threat of domestic politics on the expansion and operational policies of the company
2. Threat of high and increasing commodity prices on the sustenance of profits of the company

3. Threat of economic stability of international market as the sale of products are directly dependent on it.

African Rainbow Minerals Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of African Rainbow Minerals:

1. Freeport McMoran Inc
2. AngloGold Ashanti Ltd
3. Gold Fields Litd

Hence this concludes the African Rainbow Minerals SWOT analysis.

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About African Rainbow Minerals

African Rainbow Minerals Overview
Parent Company

African Rainbow Minerals (ARM)


Mining and minerals


Heavy Equipment & Engineering

Tagline/ Slogan



Along with diverse range of products and fast expansion the company is rated as the top employer of South Africa

African Rainbow Minerals STP

Industrial segmentation

Target Market

Integrated steel and alloy companies, Construction sector , Precious metals refineries  and smelters around the world


Leading South African diversified mining and minerals company with long-life, low unit cost operations.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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