Salzgitter SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 1020

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


Parent Company

Salzgitter AG


Iron & steel


Industrial products

Tagline/ Slogan



Business activities are concentrated on steel and technology



Flat carbon steel, sections, plates, tailored blanks, roof and wall elements, sheet piles

Target Group

Industries including automobile, energy, shipbuilding, construction, petroleum


Preserving independence through profitability and growth

SWOT Analysis


1. One of Europe’s leading steel and technology groups –with consistently performing sales

2. A high crude steel production capacity of approximately 9 million+ tons

3. Has a workforce of around over 25,000 employees

4. High exports as result of the changed parity of the euro against the US dollar, growth in external sales

5. Strong financial position and reputed market value


1. Price transparency in the global market for iron ore has continued to deteriorate, it affects cost of production to great extent

2. High dependence on Europe but there is less demand for steel in automotive industry in Europe due to financial crisis


1. The upcoming fall may bring a recovery in steel demand and the implementation of urgently needed price increases

2. The international demand for German industrial goods will remain strong, hence opportunity to produce & sell more

3. Expansion plans in emerging economies


1. Risk arising from raw materials price volatility, particularly iron ore and coking coal whose deliveries are largely base on quarterly contracts

2. Contracts based on monthly pricing for coking coal will affect one third of the volume purchase by Salzgitter

3. The comparatively robust situation of Germany is also coming increasingly under pressure of contagion, against this backdrop many steel traders will replenish inventories



1. Elopak AS
2. JFE Holdings Inc

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


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