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  3. African Rainbow Minerals SWOT Analysis

African Rainbow Minerals SWOT Analysis

Published by MBA Skool Team in Heavy Equipment & Engineering category Last Updated: October 17, 2023Read time:

Here is a detailed SWOT analysis of African Rainbow Minerals covering strengths, weaknesses, opportunities and threats.

African Rainbow Minerals Strengths

  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 includingFerrous 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.

Above are the strengths in the SWOT Analysis of African Rainbow Minerals. The strengths of African Rainbow Minerals looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

African Rainbow Minerals Weaknesses

  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

These were the weaknesses in the African Rainbow Minerals SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

African Rainbow Minerals Opportunities

  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

Above we covered the opportunities in African Rainbow Minerals SWOT Analysis. The opportunities for any brand can include prospects of future growth.

African Rainbow Minerals Threats

  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.

The threats in the SWOT Analysis of African Rainbow Minerals are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the African Rainbow Minerals SWOT analysis.

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About African Rainbow Minerals

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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