Alpha Natural Resources SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 1120

SWOT Analysis of Alpha Natural Resources with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Alpha Natural Resources

Parent Company

Alpha Natural Resources, Inc.


Metals and mining


Coal mining

Tagline/ Slogan

Powering the future and running right


Strategic expansion and merger policies



Industrial segmentation

Target Group

Integrated steel plants and power plants in various nations


One of the largest coal producers in America with focus on sustained development

SWOT Analysis


1. Alpha Natural Resources is a large American producer of metallurgical and thermal coal, second biggest coal miner by market capitalization
2.  It also provides services relating to equipment repairs, road construction and logistics (terminals).
3. Alpha operates in Virginia, West Virginia, Kentucky, Wyoming, Utah, Illinois, Tennessee, and Pennsylvania. 
4. Employee strength of 14,000
5. Number of mines up to 150. Notable ones include Belle Ayr Mine and Eagle Butte Mine.
6. Investment in education, social development, art and culture done to enhance the quality of life of neighboring communities
7. Policies and projects focused on reducing the environmental footprint.


1. Alpha Natural Resources settled on a fine and to reduce illegal toxic discharges into hundreds of waterways across five Appalachian states
2. Alpha Natural Resources settled Massey's Upper Big Branch Mine disaster liabilities with the U.S. Attorney with a settlement for the survivors and families of the deceased.


1. Expansion of the mines through acquiring interests in different coal rich countries for secure future reserves
2. Diversification of products through increased exploration and research activities
3. Export of low quality coal to developing nations with lean environment policies


1. Regulatory and environmental policies have constantly been a cause of penalties and suspension of trade
2. Low cost international competitors pose a threat of sustained business  for the company
3. Increasing cost of production and raw materials including machinery owing to more than fifty percent underground mines pose a threat of sustained profitability
4. Shift of energy production form thermal to other sources like nuclear ,hydro etc.



1. Arch Coal Inc
2. CONSOL Energy Inc.
3. Peabody Energy Corporation


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