Market Analysis of BHP Billiton

Marketing Management
Marketing Analysis
AQF Level 8

EXECUTIVE SUMMARY
The present report introduces about the BHP Billiton company and this is dealing in the
Iron ore, natural gas, petroleum, copper and nickel & uranium. This report mainly reflects
Australian ownership share of the BHP Billiton Marketing AG through BHP Billiton Limited is
58%. “Top- up tax” paid to ATO under the Australia's Controlled Foreign Company rules on
profits of BHP Billiton Marketing AG (Singapore branch) for period 2006-2014 was A$945
million. BHP Billiton company developed the effective or better strategy in order to deal with the
strong competitors at marketplace.
Apart from it, there has been study about the market analysis of the BHP Billiton by
using the internal and external analysis. At context to the internal analysis, SWOT analysis
conducted to identify the strengths, weaknesses, opportunities and threats of company in a
detailed way. At macro level, PESTLE analysis determined the political situation of country and
its impact on the organisational productivity, economic situation, social factors, technological
changes and the advanced technology, legal rules and regulations which arise the complexities in
conducting business and environmental factors. BHP Billiton makes segmentation on the basis of
geographic and target the different markets.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
1) INTRODUCTION.......................................................................................................................4
2) MARKET SITUATION ANALYSIS.........................................................................................4
2.1 SWOT Analysis ...................................................................................................................4
2.2 PESTLE Analysis..................................................................................................................5
2.3 Stakeholders..........................................................................................................................7
2.4 Collaborators.........................................................................................................................7
2.5 Competitors...........................................................................................................................7
3) MARKET SEGMENTATION ANALYSIS...............................................................................7
3.1 Geographic Segmentation.....................................................................................................8
3.2 Demographic Segmentation..................................................................................................8
3.3 Behavioural Segmentation....................................................................................................8
3.4 Psychographic Segmentation................................................................................................8
4) TARGET MARKET RECOMMENDATION............................................................................9
5) CONCLUSION...........................................................................................................................9
References .....................................................................................................................................10

1) INTRODUCTION
Market analysis is attractive and dynamics of special market within special sector. This is
mainly business that shows information related to market in which it operates. It is qualitative
and quantitative assessment of market. The market analysis investigates market size, both in
value and volume, different customer segments, economic environment and competition in
context to barriers to entry and regulation. BHP Billiton is known as a trading entity of the BHP
Group Limited. It was founded in the year 2001 and served in all over the world. This is an
Anglo- Australian multinational mining, petroleum and metals company in Australia. The main
purpose of conducting this report is to do the market analysis of the company. This will be
discussed in the light of marketing situation analysis in order to properly examine the internal
and external factors. Appropriate and effective way to segment market about the specific product
has been analysed in a detailed manner in the body of the report (Alalwan and et. al. 2017).
2) MARKET SITUATION ANALYSIS
Market situation of plan consists of research as well as analysis of target market, business
challenges, competitors’ differentiators of company and rivals. This should contain best and clear
explanation of present state of marketplace. Before preparing marketing strategy, this is
necessary to conduct situation analysis to identify business health. This kind of analyse served as
useful tool for identifying strengths and weaknesses of business and opportunities and threats,
which can impact on health (Amado and et. al. 2018). Other than this, macro- environment
mainly restricts as well as growth potential.
2.1 SWOT Analysis
The SWOT Analysis is a study that is undertaken through company to determine internal
strengths and weaknesses and its external opportunities and threats. It is helpful in examining the
competitive position of firm and develop the strategic planning (Cervenka et. Al. 2016). SWOT
analysis of BHP Billiton are discussed below:
Strengths Weaknesses
 This has developed culture between
dealers and distributors where dealers
promote goods of company, but also
 Organisational structure is compatible
with the business model, this is limiting
the expansion in product segments.