Shandong Gold-Mining SWOT Analysis, Competitors & USP

Posted in Heavy Equipment & Engineering, Total Reads: 1458

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

Shandong Gold-Mining

Parent Company

Shandong Gold Group Co. Ltd. (state owned)


Mining and Minerals


Heavy Equipment & Engineering

Tagline/ Slogan

Motto : maximization of company value and shareholders


Presence of the company in the space of mining equipment, mineral processing and smelting technology, deep exploration, submarine mining, and refractory ore processing,

Shandong Gold-Mining STP


Industrial segmentation

Target Group

Gold redistributors , smelters around


Positioned as a  major gold extraction organization company along with being a solution provider for exploration and mining equipment

Shandong Gold-Mining SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Shandong Gold-Mining :

1. The company owns Sanshan Island gold mine, Jiaojia gold mine, Linglong gold mine, Xincheng gold mine and other large well-known gold mines in China.
2. It advocates the “two-zero” idea in safety and environmental protection, and actively push forward the construction of “ecological mining” and “digital mine”
3. It is the most respected 50 listed companies in China, the most powerful listed company in China non-ferrous metal industry,
4. The total assets of the company are strong showing its financial stability
5.  The company owns 16 enterprises involving in mining, smelting, and non-ferrous metals trading
6. The company takes regional development and new mining mode of “safe, green, concise and fast”
7. Employee base of 13,000+


1. Expansion and acquisition of new mines has been considerably slow compared to its competitors
2. State ownership of the group has lead to slow expansion of sales and distribution channels


1. Expansion of sales and distribution in The U.S., India, Turkey, and greater China which includes China, Hong Kong and Taiwan accounted for approximately over half of the global consumption
2. Developing a complete matched support system combining scientific and technological R&D, engineering design, equipment manufacturing, power supply and personnel training.
3. Operation on the format of Gold hedging can provide a secure business for the organization


1. Threat of increasing cost of raw materials and exploration leading to varying revenue.
2. Better technology employed by competing firms have been a reason of low customer retention and loss of business
3. Opposition by activists regarding the air pollution and environmental degradation has been a cause of concern for the management

Shandong Gold-Mining Competition


Below are the 3 main Shandong Gold-Mining competitors :

1. Zhaojin Mining Industry Co. Ltd. 
2. Barrick Gold Corp. 
3. Eldorado Gold Corp

The brandguide table above concludes the Shandong Gold-Mining SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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