Cliffs Natural Resources SWOT Analysis, Competitors & USP

Posted in Industrial Products and Chemicals, Total Reads: 1751

SWOT Analysis of Cliffs Natural Resources with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Cliffs Natural Resources

Parent Company

Cliffs Natural Resources Inc


Iron & Steel


Industrial Products and Chemicals

Tagline/ Slogan



A major global iron ore producer and a significant producer of high- and low-volatile metallurgical coal

Cliffs Natural Resources STP


Iron ore, high- and low-volatile metallurgical coal, Ferroalloys

Target Group

Steel producers, energy industry, corporates


Achieving greater scale and diversification in the mining industry through a focus on serving the world’s largest and fastest growing steel markets

Cliffs Natural Resources SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Cliffs Natural Resources. Strengths are:

1. Market share leadership in the industry

2. Largest iron ore producer in North America through Consolidated Thompson acquisition in Canada, with some better quality assets through Portman in Australia 
3. Sales are more focused on Asia for the future 
4. Supply chain is well developed and mature, directly with steel company users

5. Strong financial position and good brand value


Here are the weaknesses of Cliffs Natural Resources :

1. Not as diversified as some industry players

2. Still hasn't tapped emerging economies for business


Following are the Opportunities of Cliffs Natural Resources :

1. Possible mergers with some West African DSO sources

2. Emergence into Chinese market allows for Cliffs to acquire large market share by lowering prices to undercut established powers.

3. Incorporating recent acquisition of Consolidated Thompson can provide Cliffs with large ore reserves and better penetration in China


The threats of Cliffs Natural Resources are as mentioned :

1. Uncertainty or weaknesses in global economic conditions and reduced economic growth in China

2. Negative economic conditions may adversely impact the ability of customers to meet their obligations

3. Unfavorable Govt policies

Cliffs Natural Resources Competition


Below are the 3 main Cliffs Natural Resources competitors :

1. Alpha Natural Resources, Inc.

2. BHP Billiton Ltd

3. Baffinland Iron Land Corporation

The brandguide table above concludes the Cliffs Natural Resources 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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