Exxaro SWOT Analysis, Competitors & USP

Posted in Heavy Equipment & Engineering, Total Reads: 2104

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


Parent Company

Exxaro Resources


Diversified Metals & Mining


Heavy Equipment & Engineering

Tagline/ Slogan

Powering Possibility


Second-largest South African coal and third-largest global producer of mineral sands

Exxaro STP


Industrial Segmentation

Target Group

Thermal Power Generation Plants and Metallurgical Manufacturers


To provide low cost industrial raw materials by operational efficiency

Exxaro SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Exxaro :

1. Strong brand vision with operational activity in Asia, Europe, Australia and Africa

2. Diversified product portfolio

3. Strong merger and acquisition strategy

4. Financial performance of the company is also consistent

5. The company aims at zero-wastage and sustainable engineering


1. Absence of in house power generation facilities

2. Presence of competition means limited market share


1. Expansion opportunities outside South Africa

2. Development of product portfolio

3. Global tieups and associations can boost brand image


1. Stricter regulations in the mining industry

2. Govt intervention and unfavorable market conditions

Exxaro Competition


Below are the 6 main Exxaro competitors :

1. Anglo American plc

2. South African Coal Mining Holdings Ltd

3. African Rainbow Minerals Limited

4. Bisichi Mining PLC

5. Xstrata plc

6. BHP Billiton Group

The brandguide table above concludes the Exxaro 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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