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

Category

Diversified Metals & Mining

Sector

Mining (Gold)

Tagline/ Slogan

-

USP

A global gold producer

STP

Segment

Diversified mining

Target Group

Gold Jewelry sector

Positioning

Provides Gold and byproducts through low cost, sustainable operations

SWOT Analysis

Strengths

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

Weaknesses

1. Brand affected by allegations of illegal labor practices

2. Brand recall and geographic reach is limited

Opportunities

1. International expansion

2. Foray into other minerals other than gold

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

Threats

1. Dwindling Gold resources in the world

2. Reduction in demand of Gold in the Jewelry sector

Competition

Competitors

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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