AngloGold Ashanti SWOT Analysis, Competitors & USP

Posted in Heavy Equipment & Engineering, Total Reads: 3339

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

AngloGold Ashanti

Parent Company

AngloGold Ashanti


Diversified Metals & Mining


Heavy Equipment & Engineering

Tagline/ Slogan



A global gold producer

AngloGold Ashanti STP


Diversified mining

Target Group

Gold Jewelry sector


Provides Gold and byproducts through low cost, sustainable operations

AngloGold Ashanti SWOT Analysis


Below are the Strengths, Weaknesses, Opportunities & Threats (SWOT) of AngloGold Ashanti :

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

AngloGold Ashanti Competition


Below are the 6 main AngloGold Ashanti 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 brandguide table above concludes the AngloGold Ashanti 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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