Coal India Ltd SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 2411

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

Coal India Ltd

Parent Company

Public Sector- Government of India


Mining and minerals



Tagline/ Slogan

Nurturing nature, empowering India, Enabling life


Largest company in the world in terms of coal production



Coal and mining company in India

Target Group

Firms across globe , cost conscious state and privately owned energy sector


Low cost coal producer

SWOT Analysis


1.  CIL owns the world's largest recoverable coal reserves at more than 22bnt
2.  Tie ups with shipping Corporation of India enables CIL to tap into the expertise of an experienced shipper while avoiding the vagaries of the spot market.
3.  Strategic overseas venture secures its future position and energy requirements
4. Strong employee base with over 350,000 people in the organisation

5. Strong backing by the govt of India

6. The CIL is also recognized as a Maharatna Company in India

7. Excellent advertising and marketing in B2B as well as TVCs, print and online media


1. State control reduces CIL's flexibility in responding to changes in the market.
2. Inefficient production from the company's coal blocks is causing supply problems in India's power sector.
3. Bound to supply domestic customers even at subsidized rates


1.  Major role to play in India’s aspiration regarding being energy sufficient country
2. Relatively low cost of production and large labor pool gives the opportunity to expand operations and efficiency

3. Efficiency in management and PPPs can boost company performance


1. Project delays due to environmental and land issues pose threat to companies sustained future supplies
2. Policy uncertainty continues to be an issue. There is still a lack of clarity in the 26% profit sharing clause included in the mining bill
3. Foreign investment in mining sector



1.  Ashapura Minechem
2. 20 Microns Ltd.
3. Aurome Coke Ltd.


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