SWOT analysis for Emirates Aluminum company

1. Emirates Aluminum (EMAL) Company
Introduction and profile about Emirates Aluminum (EMAL) Company
Emirates Aluminum (EMAL) Company is a state-of-the-art aluminum complex that smelts
aluminum, produces and supplies its products for various applications. The organization was
founded in 2007 in United Arab Emirates as a subsidiary of Emirates Global Aluminum
(EGA). It is located at Al Taweelah in Abu Dhabi and the Aluminum complex occupies an
area of six square kilometers. Its formation was as a result of the need to diversify Abu
Dhabi’s economy and reduce its reliance on the fossil fuels which is a rare finite resource.
EMAL core values are in line with the United Arab Emirates vision 2030 that promote
optimal utilization of the available resources to create a centre for manufacturing, scientific
exploration, production and business that would result to economic diversification and
growth. Since the completion of Phase I of its construction in 2011, the company’s advanced
infrastructure t has been a guarantee for high-quality, sustainable and reliable production as
well as distribution to their esteemed customers. Before the start-up of the company’s Phase II
production expansion, EMAL could produce and supply eight hundred thousand tones of high
quality aluminum metal annually. However,the completion of Phase II by the end of this year
is expected to result to an increase in production of up to 1.3 million tons of aluminum thus
making EMAL one of the largest aluminum smelter globally. The aluminum products
manufactured by Emirates Aluminum (EMAL) Company are usually for domestic and
industrial use both locally in the United Arabs Emirates and currently many other countries
across the world. The products include; extrusion billets, sow, sheet,and standard ingots and
the foundry aluminum. Currently the company has more than 150 customers worldwide and
the expansion of Al Taweelah plant from 2100MW to 3000MW by end of 2014 is expected to
further enhance the production capacity (Emirates Aluminum, 2014).

2. A Strengths Analysis ofthe company
EMAL has become a leading producer of a wide variety of Aluminum products
globally over time. This is as a result of using the state-of-the-art infrastructure and
technology. The organization has exhibited a major strength in the ability to initiate, deploy,
maintain and continually enhance the effectiveness of the Integrated Business Management
System which allows integration of all initiatives under a single framework. The timely
implementation of the Integrated Business Management System will ensure the company has
the capacity to continually unite and standardize various key elements that critical in meeting
and exceeding the expected excellence standards.
The company has constantly shown great dedication to delivering the best value to
meet the customers and stakeholders’ expectations. By adopting the best global operations
and management practices the company has shown its commitment excellence. Through the
use of Lean Manufacturing systems and modern tools, the company has shown the ability to
maintain effective and efficient production centers that are capable of offering world class
Aluminum products that satisfy the customers’ expectations. The ability to promote a
business culture that eradicate waste and creates value shows the company’s strength and
commitment to support its mission and long-term goals. The ability to put customer needs
first, use of modern production systems and quality raw materials has enabled EMAL to
produce the best quality wide variety products constantly (Emirates Aluminum, 2007).
EMAL has also shown great strengths through its commitment to corporate social
responsibility, conserve the environment, and ensure health and safety among other best
practices. The company ensures the community in its neighborhood is always informed about
its development. It also participates in enriching the local community through community
programmes such as sports, health, special needs among other company-society’s
engagements. By complying with the existing Abu Dhabi Environment Agency requirements,
EMAL has shown its commitment to protect and conserve the ecology. This is through use of

3. emission control facilities, wildlife translocation and always carrying out environmental
impact assessments (Emirates Aluminum, 2014).
A WeaknessesAnalysis ofthe company
The Emirates Aluminum (EMAL) Company is currently among the leading
Aluminum producers globally. However,with the trend in the global economic
interdependence the company should ensure it continually analyses the existing operational
strategies to ensure its input remains significant in the global market. EMAL aluminum and
its products are not immune to the global market fluctuations that may result from the changes
in the United States dollar market value (Emirates Aluminum, 2012). Therefore,the company
should always ensure there are mechanisms to counteract unexpected price fluctuations. This
would ensure the sustainability of the company despite unexpected changes in the global
economy that would affect the cost of production or the prices of the aluminum products.
The company should be more responsive in the case of a demand growth that is
weaker than expected. This would ensure that the complex aluminum smelter would not be at
a risk of shutting down if the demand growth becomes slower than expected. Currently,
Emirates Aluminum (EMAL) Company products include various semi-finished domestic and
commercial products. To keep pace with the competition in the global market, the company
should also expand its production to include refineries and other secondary aluminum
products plants. Thus, when a temporary global economic crisis cause a sharp drop in demand
for certain products the company will have a wide variety of products to sustain its production
costs thus remain responsive to the unexpected pressure on the global prices for such
products. Although the world aluminum industry may require more discipline to restore and
sustain post 2008 economic crisis that had a great negative impact on the global aluminum
demand- supply balance, individual companies has the responsibility to ensure there are
strategies put in place to prevent adverse effects on their production capacity in the
occurrence of such unexpected global crisis.

4. References
EmiratesAluminum.(2012) EMAIL Today:EmalPhaseII CelebratesAnotherLti Free 10
Million Work Hours. InternetResource.Available at:
http://m.emal.ae/media/6756/emal_today_issue38.pdf
EmiratesAluminum.(2014).InternetResource.Available at: http://www.emal.ae/
EmiratesAluminum.(2007). EnvironmentalImpactAssessment –ExecutiveSummary.
Available at:
http://www.emal.ae/media/13068/executivesummary_final_june2007.pdf