Zijin Mining Group SWOT Analysis, USP & Competitors

Posted in Heavy Equipment & Engineering, Total Reads: 705

SWOT Analysis of Zijin Mining Group with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Zijin Mining Group

Parent Company

Chinese Government (state owned)


Mining and Minerals


Minerals and metals

Tagline/ Slogan



Largest gold producer in China



Industrial segmentation

Target Group

Gold ,Copper and other non ferrous refiners and redistributors around the world


Positioned as one of the major gold extraction and refiners with customized product options

SWOT Analysis


1. Integrated operations ranging from exploration, mining, smelting and sale of gold and other metal minerals
2. The Company is also involved in the geographic survey business allowing prospects of exploration
3. It acquired a controlling stake in Altynken, a gold miner in Kyrgyzstan, as its expansion strategy.
4. Employee strength of 28,000+
5. It is also China’s second largest copper miner 200,000+ tonnes
6. Involved in the production or exploration of gold through joint-ventures or subsidiaries in 5 countries: Tajikistan, Mongolia, Kyrgyzstan, Australia and Congo (DRC).
7. It also mines other metals in Myanmar, Peru and Russia.
8. The factory also manufactures customized bars for several banks


1. Strongly criticized for its non disclosure of reports regarding environment degradation and transparency
2. Reported for incident involving a leak of 9,100 cubic meters of acid from the plant’s wet sewage facilities into the Ting River, resulting in serious pollution and the death of 1890 tons of aquatic life


1. Opportunity to fully disclose reports regarding company operations to gain investor confidence
2. International supply chain development through its subsidiaries
3. Development of other non ferrous metals business through its vast open cast mining operations other than for copper and gold


1. Threat of restrictions of expansion in other countries due to its environment sustainability actions
2. Threat of sustained revenue due to highly volatile gold prices in international markets
3. Threat of lack of capitalist reforms in its local and international operations and local community operations due to state owned status of the company.



1. Turquoise Hill Resources Ltd.
2. Jiangxi Copper Company Limited
3. China Minmetals Corporation

The table above concludes the Zijin Mining Group SWOT analysis along with its marketing and brand parameters.


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