AngloGold Ashanti SWOT Analysis, Competitors & USP

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

AngloGold Ashanti SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of AngloGold Ashanti, 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 make strategic improvements. AngloGold Ashanti is one of the leading brands in the heavy equipment & engineering sector.

The article below lists the AngloGold Ashanti SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the AngloGold Ashanti SWOT Analysis:

SWOT Analysis of AngloGold Ashanti

For AngloGold Ashanti, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

AngloGold Ashanti Strengths

The strengths of AngloGold Ashanti looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 6 competitors of AngloGold Ashanti:

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

Hence this concludes the AngloGold Ashanti SWOT analysis.

Continue reading more about the brand/company.

About AngloGold Ashanti

AngloGold Ashanti Overview
Parent Company

AngloGold Ashanti


Diversified Metals & Mining


Heavy Equipment & Engineering

Tagline/ Slogan



A global gold producer

AngloGold Ashanti STP

Diversified mining

Target Market

Gold Jewelry sector


Provides Gold and byproducts through low cost, sustainable operations

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.

Browse marketing analysis of more brands and companies similar to AngloGold Ashanti. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

Continue Reading:

The brand names and other brand information used in the SWOT Analysis section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
Edit the brand or add a new one to SWOT Analysis section : Contribute

Share this Page on:
Facebook ShareTweetShare on Linkedin