Yanzhou Coal Mining SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 1435

SWOT Analysis of Yanzhou Coal Mining with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Yanzhou Coal Mining

Parent Company

Yankuang Group Co., Ltd


Diversified Metals & Mining


Mining (Coal)

Tagline/ Slogan

Excellent Brand Outstanding Credibility


Only Chinese Coal Company to be listed at home and abroad



Behavioral Segmentation – Benefit sought low sulphur coal

Target Group

Electric power plants, metallurgical companies, construction material producers and railway companies


Yanzhou Coal Mining is the leader in Chinese Coal mining industry that provides high quality low sulphur coal conveniently because of its superior technological and transport network.

SWOT Analysis


1. Continuous Technological and System innovation

2. Is adjacent to world major coal importing countries - Japan, South Korea

3. Convenient transportation network – self operating

4. Consistently ranked amongst top 10 Chinese corporation

5. Strong financial position

6. Nearly 40,000 people form the strong workforce

7. Its business include coal mining, transportation, electrical energy


1. Concentrated in one province in China

2. Competition means limited market share and lower margins


1. Operational only in China, can look to expand outside China

2. Tie-ups and associations can boost image of the brand


1. Regulatory threats

2. Dwindling natural resources

3. Possibility of negative association with Chinese bureaucracy  and politics

4. Stiff domestic competition



1. Shenhua Group Corporation

2. China Coal Group

3. Shanxi Coking Coal Group Company

4. Datong Coal Mining Group Company


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