BHP Billiton SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 4559
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SWOT Analysis of BHP Billiton with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

BHP Billiton

Parent Company

BHP Billiton

Category

Diversified Metals & Mining

Sector

Mining and Manufacturing

Tagline/ Slogan

Resourcing the future

USP

World’s largest producers of major commodities, including aluminium, copper, energy coal, iron ore, manganese, metallurgical coal, nickel, silver and uranium along with substantial interests in oil and gas.

STP

Segment

Industrial Segmentation – based on commodities it extracts

Target Group

Customer sector groups (CSG) - iron ore, base metals, petroleum, metallurgicalcoal, energy coal, aluminum, stainless steel materials, manganese, and diamonds and specialty

products

Positioning

Provides diversified, low cost commodities

SWOT Analysis

Strengths

1. Strong market position – Good return on assets owned

2. Diversified revenue stream and strong financial position

3. Marketing is done centrally for all CSGs

4. Very strong international brand name

5. Strong workforce with over 45,000 employees

6. One of the largest petroleum and mining companies

7. CSR activities enhance the brand image further

Weaknesses

1. Govt intervention causes operation inefficiences

2. Past cases of accidents have often lead to criticism

Opportunities

1. Acquisition of related smaller companies

2. Expansion of operations in Coal, Copper

3. Tieups and associations with other global companies

Threats

1. Reduction in export demand in certain countries because of strong in-house production

2. Intense competition

Competition

Competitors

1. Anglo American

2. Exxon Mobil

3. ThyssenKrupp AG

4. BP

5. Chevron Corporation

6. Nippon Steel

7. Royal Dutch Shell

8. TOTAL S.A.



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