AngloGold Ashanti SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of AngloGold Ashanti analyses the brand/company with its strengths, weaknesses, opportunities & threats. In AngloGold Ashanti SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like AngloGold Ashanti to benchmark its business & performance as compared to the competitors and industry. As of 2020, AngloGold Ashanti is one of the leading brands in the heavy equipment & engineering sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top AngloGold Ashanti competitors and includes AngloGold Ashanti target market, segmentation, positioning & Unique Selling Proposition (USP).

AngloGold Ashanti SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
AngloGold Ashanti Brand Analysis
Parent Company

AngloGold Ashanti


Diversified Metals & Mining


Heavy Equipment & Engineering

Tagline/ Slogan



A global gold producer

AngloGold Ashanti STP
AngloGold Ashanti Segmentation

Diversified mining

AngloGold Ashanti Target Market

Gold Jewelry sector

AngloGold Ashanti Positioning

Provides Gold and byproducts through low cost, sustainable operations

AngloGold Ashanti SWOT Analysis
AngloGold Ashanti Strengths

Below are the Strengths in the SWOT Analysis 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

AngloGold Ashanti Weaknesses

Here are the weaknesses in the AngloGold Ashanti SWOT Analysis:

1. Brand affected by allegations of illegal labor practices

2. Brand recall and geographic reach is limited

AngloGold Ashanti Opportunities

Following are the Opportunities in AngloGold Ashanti SWOT Analysis:

1. International expansion

2. Foray into other minerals other than gold

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

AngloGold Ashanti Threats

The threats in the SWOT Analysis of AngloGold Ashanti are as mentioned:

1. Dwindling Gold resources in the world

2. Reduction in demand of Gold in the Jewelry sector

AngloGold Ashanti Competition

Below are the top 6 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

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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