Yanzhou Coal Mining SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 1488
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SWOT Analysis of Yanzhou Coal Mining with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Yanzhou Coal Mining

Parent Company

Yankuang Group Co., Ltd

Category

Diversified Metals & Mining

Sector

Mining (Coal)

Tagline/ Slogan

Excellent Brand Outstanding Credibility

USP

Only Chinese Coal Company to be listed at home and abroad

STP

Segment

Behavioral Segmentation – Benefit sought low sulphur coal

Target Group

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

Positioning

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

Strengths

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

Weaknesses

1. Concentrated in one province in China

2. Competition means limited market share and lower margins

Opportunities

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

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

Threats

1. Regulatory threats

2. Dwindling natural resources

3. Possibility of negative association with Chinese bureaucracy  and politics

4. Stiff domestic competition

Competition

Competitors

1. Shenhua Group Corporation

2. China Coal Group

3. Shanxi Coking Coal Group Company

4. Datong Coal Mining Group Company



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