Cliffs Natural Resources SWOT Analysis, USP & Competitors

Posted in Industrial Products and Chemicals, Total Reads: 1168
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SWOT Analysis of Cliffs Natural Resources with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Cliffs Natural Resources

Parent Company

Cliffs Natural Resources Inc

Category

Iron & Steel

Sector

Industrial products

Tagline/ Slogan

NA

USP

A major global iron ore producer and a significant producer of high- and low-volatile metallurgical coal

STP

Segment

Iron ore, high- and low-volatile metallurgical coal, Ferroalloys

Target Group

Steel producers, energy industry, corporates

Positioning

Achieving greater scale and diversification in the mining industry through a focus on serving the world’s largest and fastest growing steel markets

SWOT Analysis

Strengths

1. Market share leadership in the industry

2. Largest iron ore producer in North America through Consolidated Thompson acquisition in Canada, with some better quality assets through Portman in Australia 
3. Sales are more focused on Asia for the future 
4. Supply chain is well developed and mature, directly with steel company users

5. Strong financial position and good brand value

Weaknesses

1. Not as diversified as some industry players

2. Still hasn't tapped emerging economies for business

Opportunities

1. Possible mergers with some West African DSO sources

2. Emergence into Chinese market allows for Cliffs to acquire large market share by lowering prices to undercut established powers.

3. Incorporating recent acquisition of Consolidated Thompson can provide Cliffs with large ore reserves and better penetration in China

Threats

1. Uncertainty or weaknesses in global economic conditions and reduced economic growth in China

2. Negative economic conditions may adversely impact the ability of customers to meet their obligations

3. Unfavorable Govt policies

Competition

Competitors

1. Alpha Natural Resources, Inc.

2. BHP Billiton Ltd

3. Baffinland Iron Land Corporation



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