Gold Fields SWOT Analysis, USP & Competitors

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SWOT Analysis of Gold Fields with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Gold Fields

Parent Company

Gold Fields Ltd.


Metals and Mining


Precious metals mining

Tagline/ Slogan

Vision: To be the global leader in sustainable gold mining


Unhedged organization with high ethical conduct



Industrial segmentation

Target Group

Gold refineries around the world , gold redistributors


Positioned as not the largest gold producer but as sustainable and ethical company

SWOT Analysis


1. Unhedged, globally diversified producer of gold with eight operating mines in Australia, Ghana, Peru and South Africa
2. Expansion of presence in Western Australia by acquiring the Granny Smith, Lawlers and Darlot mines from Barrick Gold
3. Employee base of 49,000+
4. Monetary assistance provided by local government and financial organizations
5. Low labor cost gives cost leadership to the company
6. Highly skilled workforce available at hand
7. Strong ethical conduct by the company , recognized for safe mining practices along with community engagement and environment enhancement.


1. Criticized for low ratio of women employment in the organization
2. High cost of operation and input material affects profits
3.  Business units are small in terms of production and volumes


1. Opportunity of inflation hedge to have sustained growth and profits
2. High demand of gold by America and Asian countries provide an opportunity for business expansion and sustenance
3. Expansion of markets by tapping into new markets available
4. High and growing demand of gold provides a sustained development opportunity


1. Threat of government regulatory policies
2. Threat of tax changes by the financial organizations which forms considerable part of the capital
3. Threat of highly volatile international gold market



1. Newmont Mining Corporation
2. Barrick Gold Corporation
3. Anglo Gold Ashanti Ltd.

The table above concludes the Gold Fields SWOT analysis along with its marketing and brand parameters.


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