Company profile

History.
Blue Scope steel is the composition of three giant Australian steel industries 
including The Broken Hill Proprietory Company Limited, John Lysaght Proprietory Limited 
and Australia Iron and Steel Limited and partnership with New Zealand and Butler 
Manufacturing. It began its roots by The Broken Hill Proprietory Company Limited which 
was established in 1885 to do business in the field of silver, lead and zinc  mining in New 
South Wales. By the time it rearranged its priorities into steelmaking to meet  growing 
demand for steel in Australia. The second company, The John Lysaght Proprietory Limited 
was established in 1918, to produce steel for buildings, and the company became leader in 
the market. The third company, Australian Iron and Steel Limited was established in 1928, 
and became the most successful steel plant because of high quality of the products, and the 
low cost of producing them. The fourth company, New Zealand Steel was established in 
1968 to use rich iron sands of Waikato North head to produce new steel products for export 
and domestic use. Australian Iron and Steel Limited became a part of Blue Scope Steel in 
1935, while New Zealand Steel became part of Blue Scope Steel in 1989. First time the 
company was called BHP, and it changed his name to Blue Scope Steel in 2003.
The Blue Scope Steel was listed in Australian Stock Exchange since 2002. It takes Butler 
Manufacturing in USA in April 2004, Smorgon Steel Distribution in in August 2007, IMSA 
Steel Corporation in February 2008.1

Products
 Blue Scope Steel has four famous product brands such as:
1.COLORBOND Steel­ the most popular pre­painted steel products for Building industry
2.ZINCALUME Steel­ applied for the high quality metallic coated steel product
3.LYSAGHT­ gives its costomers huge range of building products like roofing, walling, home 
improvement, fencing.
4.Clean COLORBOND Steel­ special prepainted steel to withstand tropical staining

Blue Scope Steel Limited provides such products as integrated steelworks, steel rolling, 
metallic coating, coil prepainting, steel building products manufacture2

Market and Size
Blue Scope Steel Limited is most powerful steel producing industry in Australia and Asia. As 
this company is worlwidely distributed it has a lot of enterprises across the world, and most 
of the are diffused in East part of the world. It has headquarters in Australia, New zealand, 
China, Brunei, Vietnam, Singapore, Indonesia, Malaysia, Thailand, India, Sri­Lanka, Fiji, 
Vanuatu, USA. The company has offices in 22 countries and 100 manufacturing facilities 
around the world.3

SWOT of Blue Scope Steel Limited

STRENGTH
Blue Scope Steel name is synonymous with high quality steel products for building and 
manufacturing industry. The most powerful strength of the company is the low cost 
facilities which provides a huge source of competetive advantage for the company. This cost 
saving strategy gives opportunity in the competetitive market without worrying about the 
1
http://www.bluescopesteel.com/about-bluescope-steel/our-history
2
http://www.bluescopesteel.com/products-and-customers/our-brands
3
http://www.bluescopesteel.com/about-bluescope-steel/our-company
loss of customers. The another strength are recognizable brands such as COLORBOND, 
ZINCALUME, LYSAGHT, Clean COLORBOUND. With outstanding brands, Blue Scope Steel 
takes competetive advantage by locking in customers. The another strength identified can 
be awareness of damage for the environment. To reduce harm for the environment Blue 
Scope Steel has developed eight Greenhouse Gas Policy Principles and delevloped recyclind 
water project. 

WEAKNESS
Steel industry business is very hard to work in. So, as Blue Scope Steel limited works in that area, it
depends on the situation of the market in the world. As current trends in the market of steel
changes, every company must follow and improve its governance. For Blue Scope Steel it is the
major task to do. The weaknesses can occur in the field of rewards to shareholders, and making
good conditions for employment. The another weakness can be the meet of specific needs of
customers. Blue Scope Steel tries to solve all problems by adoption of new strategies and charters.4
OPPORTUNITIES
Blue Scope Steel has opportunities to develop its influence in the global market through aquision of
new manufacturing companies, and creating new advantages for the companies which lie under
Blue Scope Steel. The strategy for these goals can include terms such as:
1. Expansion of participation in the worldwide building and construction market and reclaim
of their product base such as building engineering products, quality coated products
2. Put up capital into a large, high growth regions
3. Taking new businesses across the world and improvement of production in Asia and North
America businesses
4. Support the development of brand names across the world

THREATS
The steel industry in the world can face actually two threats, and Blue Scope Steel is not an 
exemption. The first threat, is raw material costs for producing steel products. The second 
one is the volatility of the price for the steel products. And we can include financial crisis 
which caused in sharp decrease of demand for steel products.5
SWOT Description
Strengths • Low cost facilities
• Recognizable Brands
• Environmental Concern
Weaknesses • Timely rewards for shareholders
• Lack of governance in the employment environment
Opportunities • Acquisition of new facilities, companies.
• Long run well known brand name
4
http://www.bluescopesteel.com/investors/annual-reports
5
http://www.bluescopesteel.com/investors/annual-reports
Threats • Costly raw materials
• Price volatility
• Weak Demand

References:

1.http://www.bluescopesteel.com/about-bluescope-steel/our-history
2.http://www.bluescopesteel.com/products-and-customers/our-brands
3.http://www.bluescopesteel.com/about-bluescope-steel/our-company
4.http://www.bluescopesteel.com/investors/annual-reports