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Outokumpu Oyj SWOT & PESTLE Analysis

ID : 52861853| Mar 2021| 21 pages

COMPANY PROFILE -Outokumpu Oyj

Business Sector :Steel

Operating Geography :Finland, Europe, Global

About Outokumpu Oyj :

Outokumpu Oyj is a group of international companies which leverages the talent of around 10,600 employees in more than 30 countries as of early 2021. It is headquartered in Helsinki, Finland. A large copper ore was discovered in Outokumpu Oyj in 1908, and it was established to develop the now-exhausted mine. Later it developed the flash-smelting process for smelting copper in 1940s. On the coast of Bothnia, in a small-town Tornio, OTK has one of its largest producer of integrated steel mills, Tornio Works which produces cold rolled and hot rolled coils and sheets cut from coils, with an annual output of one million tonnes. It also involves a hot rolling mill and two cold rolling mills and ferrochrome smelting, two steel-melting shop. Kemi mine in Keminmaa near Tornio which is also the largest producer of chromite in Europe produces the raw material for chrome, needed to make stainless steel. The Company has four business areas which includes Europe, the Americas, Ferrochrome and Long Products in which Europe and the Americas involves both coil and sheet stainless steel operations in their merchandise area, while Ferrochrome and Long Products focus on these types of products. In 2020, Outokumpu decided to prioritize the de-risking of the company through cash flow management, margin improvement and deleveraging the balance sheet. The Company has received two gold-level awards in the categories of New Technology and New Development and a silver-level award in the Safety category. In 2021, Outokumpu has been included in the Sustainability Yearbook 2021 indicating a position within the top 15% sustainability performers of the steel industry.
Outukumpu Oyj's Unique Selling Proposition or USP lies in it being the global leader in the production of stainless steel and the largest producer in Europe. The Company's mission statement reads, "We work safely, comply with our cardinal safety rules, assess potential risks and take appropriate measures to mitigate them".

Outokumpu Oyj Revenue :


€ 6,403 million – December 2019 (Decline 6.82%)
€ 6,872 million – December 2018

Competitive Analysis of Outokumpu Oyj

SWOT
PESTLE
The SWOT analysis for Outokumpu Oyj is presented below in a table followed by the detailed analysis report.
Strengths
Weaknesses
1. Largest stainless-steel producer in Europe
2. Broadest stainless-steel product portfolio globally
3. Best customer experience compared to peers
4. Strengthening financial position with decreasing net debt
5. Growth in demand of stainless steel encourages operational outlook
1. Volatile raw material cost and sharp increase in nickel cost.
2. Lack of cyber security and outdated system infrastructure needs improvement.
Opportunities
Threats
1. Revolution in European steelmaker association over green steel and its increasing demand
2. Sales and marketing through e-commerce can be a game changing initiative
1. Growth in substitutes of steel has been increasing and capturing market share.
2. Economic slowdown and pandemic have led to decrease in global demand.
3. Challenging conditions in European
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Detailed SWOT Analysis of Outokumpu Oyj

Strength

1. Largest stainless-steel producer in Europe: Helsinki, Finland based, Outokumpu Oyj is the largest stainless steel producer in the entire European continent, having its operations in Finland, Sweden, United Kingdom, United States etc. Government of Finland is the largest shareholder in the steel tycoon with 26% stakes. Outokumpu is embarking on an expansion journey in a bid to acquire global market share. The major clientele of the company are Automotive Sectors, Distributors, and Heavy Industries etc. Its 2.2 million tons of stainless steel was sold off over € 6 billion in 2019. Most of the production carried out is fully recyclable, long lasting and efficient. Besides being the largest European player, Outokumpu is also the second largest stainless-steel producer in the US.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Revolution in European steelmaker association over green steel and its surging demand: Initially, green steel was an idea to save energy cost, but then European manufacturers started driving this factor to reduce emissions of carbon dioxide and other harmful gases. In traditional steel plants, 2 tonnes of carbon dioxide is emitted to produce 1 tonne of steel. The European Steel Maker Association, has welcomed the step to revolutionize the steel industry by preparing units to become environment friendly. The buyers of steel like real estate sector, aviation sector, and automobile sector have also started rooting for green steel. This is driving the surge in demand. Thus green steel is the next opportunity for Outokumpu Oyj.

The remaining section of “Opportunity” is available only in the 'Complete Report' on purchase.

Threats

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • TISCO
  • ARCELORMITAL
  • TSINGSHAN
  • AK STEEL
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Check Out Analysis of Other Relevant Companies

TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
References used in Outokumpu Oyj Analysis Report

1. Outokumpu financial statements release 2020 – Outokumpu navigated successfully through the pandemic in 2020 - https://www.outokumpu.com/en/investors
2. Annual report 2019 - https://www.annualreports.com/HostedData/AnnualReports/PDF/OTC_OUTKF_2019.pdf
3. The Steel Industry & American Urbanization - https://www.fedsteel.com/our-blog/the-steel-industry-american-urbanization/
4. Sustainability data - https://www.outokumpu.com/en/sustainability/sustainability-data
5. Automotive Lightweight Material Market worth $99.3 Billion by 2025 - Exclusive Report by MarketsandMarkets™ - https://www.prnewswire.com/news-releases/automotive-lightweight-material-market-worth-99-3-billion-by-2025--exclusive-report-by-marketsandmarkets-301084927.html
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Outokumpu Oyj SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2021). Outokumpu Oyj SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/outokumpu-oyj/ [Accessed 21 Apr, 2021].

In-text: (SWOT & PESTLE.com, 2021)

Copyrights and Disclaimer

Outokumpu Oyj SWOT and PESTLE analysis has been conducted by Akshay Mohan and reviewed by senior analysts from Barakaat Consulting.

Copyright of Outokumpu Oyj SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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