BHP Billiton SWOT Analysis, USP & Competitors

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

BHP Billiton

Parent Company

BHP Billiton


Diversified Metals & Mining


Mining and Manufacturing

Tagline/ Slogan

Resourcing the future


World’s largest producers of major commodities, including aluminium, copper, energy coal, iron ore, manganese, metallurgical coal, nickel, silver and uranium along with substantial interests in oil and gas.



Industrial Segmentation – based on commodities it extracts

Target Group

Customer sector groups (CSG) - iron ore, base metals, petroleum, metallurgicalcoal, energy coal, aluminum, stainless steel materials, manganese, and diamonds and specialty



Provides diversified, low cost commodities

SWOT Analysis


1. Strong market position – Good return on assets owned

2. Diversified revenue stream and strong financial position

3. Marketing is done centrally for all CSGs

4. Very strong international brand name

5. Strong workforce with over 45,000 employees

6. One of the largest petroleum and mining companies

7. CSR activities enhance the brand image further


1. Govt intervention causes operation inefficiences

2. Past cases of accidents have often lead to criticism


1. Acquisition of related smaller companies

2. Expansion of operations in Coal, Copper

3. Tieups and associations with other global companies


1. Reduction in export demand in certain countries because of strong in-house production

2. Intense competition



1. Anglo American

2. Exxon Mobil

3. ThyssenKrupp AG

4. BP

5. Chevron Corporation

6. Nippon Steel

7. Royal Dutch Shell


The table above concludes the BHP Billiton SWOT analysis along with its marketing and brand parameters.


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