AngloGold Ashanti SWOT Analysis, USP & Competitors

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

AngloGold Ashanti

Parent Company

AngloGold Ashanti


Diversified Metals & Mining


Mining (Gold)

Tagline/ Slogan



A global gold producer



Diversified mining

Target Group

Gold Jewelry sector


Provides Gold and byproducts through low cost, sustainable operations

SWOT Analysis


1. Diversified operations in South America, Africa and USA

2. History of strong growth – organically and through mergers and acquisitions

3. Sustainable operations

4. Expertise in the field makes it a reputed organization

5. Has a strong workforce of over 60,000+ employees


1. Brand affected by allegations of illegal labor practices

2. Brand recall and geographic reach is limited


1. International expansion

2. Foray into other minerals other than gold

3. Tie-ups with other companies to increase business operations


1. Dwindling Gold resources in the world

2. Reduction in demand of Gold in the Jewelry sector



1. Harmony Gold Mining Company Limited

2. Gold Fields Limited

3. Randgold Resources Ltd

4. Newmont Mining Corporation

5. Barrick Gold Corporation

6. BHP Billiton Limited

The table above concludes the AngloGold Ashanti SWOT analysis along with its marketing and brand parameters.


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