Enhancing Mitsui & Co. Australia's Strategy: A Detailed SWOT Analysis

This report presents a detailed SWOT analysis of Mitsui & Co. (Australia) Ltd., a subsidiary of Mitsui & Co., focusing on its strengths, weaknesses, opportunities, and threats within the Australian and international markets. The report uses a methodological framework comprised of nine elements—problem, purpose, research questions, conceptual framework, literature review, overall approach, data collection, data analysis, and conclusions—to guide the analysis. It reviews Mitsui's diverse business segments, including mineral and metal resources, energy, steel, chemicals, infrastructure, and food businesses, highlighting its global presence in 66 nations through 138 offices. The analysis discusses Mitsui's strengths, such as its diverse market and distribution system, weaknesses, opportunities for expansion, and potential threats. The report concludes with recommendations for enhancing strengths, minimizing weaknesses, capitalizing on opportunities, and mitigating threats to improve overall performance and sustainability.

ASSESSMENT 3
Company based problem

Contents
1.0 Introduction................................................................................................................................3
2.0 Methodological framework.......................................................................................................4
2.1 Introduction............................................................................................................................4
2.2 Rationale................................................................................................................................4
2.3 Elements of theory.................................................................................................................4
2.4 Diagram.................................................................................................................................7
2.5 Review of industry sector......................................................................................................8
3.0 Analytical Discussion..............................................................................................................10
3.1 Analysis of Strength............................................................................................................10
3.2 Analysis of Weakness..........................................................................................................11
3.3 Analysis of Opportunities....................................................................................................12
3.4 Analysis of Threats..............................................................................................................12
4.0 Conclusion and Recommendations..........................................................................................13
4.1 Conclusion...........................................................................................................................13
4.2 Recommendations................................................................................................................14

1.0 Introduction
This report continues from the part-1 where SWOT analysis was discussed over Mitsui & Co.
(Australia) Ltd. It is the subsidiary part of Mitsui & co. Company was established in the year
1901 in Sydney, Australia1. Their major functions include trading, investments and services.
Their different segments include oil, gas, coal, power generation, salt, food, financial services
and iron ore. They come into existence in the year 1956 and their head office is in Melbourne,
Australia.
Vision statement: - Their vision statement focuses over meeting increasing demands of their
respective customers from worldwide and become global leader. They set their aim to contribute
about 35% in their overall GDP by 2030 and increase the ratio to 50% by the year 20502.
Mission statement: - Their mission statement focuses over creating better future so that the
demands of the people can be fulfilled3.
Values: - Their values include build trust with fairness and humility and focus towards setting
high standards and make contribution in their society. They accept the challenge of continuous
improvement and encourage the development of culture of open-mindedness3. They are highly
focused over developing others as well as oneself to achieve at full potential.
Group of companies: - Mitsui & Co. (Australia) Ltd. is having four group companies that include
Mitsui Coal Holdings, Mitsui E & P Australia, Shark Bay Salt and Mitsui Bussan Woodchip
Oceania.
1 Mitsui & Co. (Australia) Ltd., (2018). Company Profile. [Online]. Mitsui & Co. (Australia) Ltd. Available at:
https://www.mitsui.com/au/en/company/profile/index.html. [Accessed On: 13-05-2018]
2SHRM, (2018). Mission & Vision Statements: What is the difference between mission, vision and values
statements. [Online]. SHRM. Available at: https://www.shrm.org/resourcesandtools/tools-and-samples/hr-qa/pages/
isthereadifferencebetweenacompany%E2%80%99smission,visionandvaluestatements.aspx. [Accessed On: 13-05-
2018]
3 Mitsui & Co. (Australia) Ltd., (2018). About Us. [Online]. Mitsui & Co. (Australia) Ltd. Available at:
https://www.mitsui.com/au/en/company/index.html[Accessed On: 13-05-2018]

They are globally available and functioning in 66 nations. These nations include Russia, France,
China and Japan. They run their functions with the help of the 138 offices that are located in
these 66 nations and help them in showing their presence at global level4.
2.0 Methodological framework
2.1 Introduction
Methodological framework is that approach that helps in making explicit and structuring the
assigned task so that it get performed effectively. For the purpose of this conceptual framework
and Research Method Framework is followed5. There are nine elements or components included
that help in process of develop a good research and avoid messy process. These nine elements
get categorised into 2 parts one is “T” (Problem, Purpose, Research questions and Conceptual
framework) and “U” (Literature review, overall approach, data collection, data analysis and
conclusion).
2.2 Rationale
The rationale behind selecting this theory is to minimise the weakness and threats along with
enhancing strength and avail opportunities. The nine elements of the theory help in getting the
desired results like enhancing overall performance at global level.
2.3 Elements of theory
There are nine elements in the theory that are as below: -
1. Problem: - This element helps in getting the real problem faced by the Mitsui & Co.
(Australia) Ltd. With the help of it undesirable symptoms get described. This head helps in
identifying the knowledge gap which gets filled to solve the problem identified6.
4 SHRM, (2018). Mission & Vision Statements: What is the difference between mission, vision and values
statements. [Online]. SHRM. Available at: https://www.shrm.org/resourcesandtools/tools-and-samples/hr-qa/pages/
isthereadifferencebetweenacompany%E2%80%99smission,visionandvaluestatements.aspx.
5 Helms, M.M. and Nixon, J. (2010). Exploring SWOT analysis–where are we now? A review of academic research
from the last decade. Journal of strategy and management, 3(3), pp.215-251.

2. Purpose: - it is the requirement of new knowledge or information that help in filling the
identified gap in the first element.
3. Research questions: - Mitsui & Co. (Australia) Ltd. set some questions that get asked by
different audiences in order to get answers for their problem identified. So it is very important to
set relevant research questions to the problem7.
4. Conceptual framework: - Under this head Mitsui & Co. (Australia) Ltd. need to clearly
defined variables whether it is dependent or independent along with their relationship and key
factors that directly influence them.
5. Literature review: - Different theories and concepts get used for creating outline or setting
mind-map. Mitsui & Co. (Australia) Ltd. need to make deep review of peer-reviewed articles and
journals to get in-depth knowledge to fill the mind-gap.
6. Overall approach: - As per this element there is need to follow the specific approach to get the
relevant literature or information that meets their purpose. Approaches include qualitative,
quantitative and mixed approach. Mitsui & Co. (Australia) Ltd. follows the mixed approach for
their purpose as it helps in measuring variable and relationship.
7. Data collection: - There are different methods through which information is gathered in order
to answer the set research questions. It includes survey, interview and focus group. Mitsui & Co.
(Australia) Ltd. may follow one of these methods or all of them to get the information. With this
there is a need of developing data collection plan which include sampling method and data
collection process. Specific audience is targeted for the purpose of gathering information.
8. Data analysis: - Once the data is collected with the use of different methods there is need to
analyse it. Raw data can’t get utilised for answering the set research questions. There is also need
6 Hovardas, T. (2015). Strengths, weaknesses, opportunities and threats (SWOT) analysis: a template for addressing
the social dimension in the study of socio-scientific issues. Aegean Journal of Environmental Sciences (AEJES), 1,
pp.1-12.
7 Glaser, B.G. and Strauss, A.L. (2017). Discovery of grounded theory: Strategies for qualitative research.
Routledge

of identifying reliability and validity of the gathered data. The analysis of gathered data focused
over relationship among variables and contextual factors6.
9. Conclusions: - It is a last element of the framework which covers important components of the
whole research process in order to focus over their key findings. There are different components
get discussed with this such as conclusion, recommendations, limitations and future research. It
helps in addressing the problem identified at the beginning and their knowledge gap. It shows the
results whether they get desired results or it didn’t meet their expectations7.

2.4 Diagram
1. Problem 2. Purpose 3. Research
Questions
9. Conclusion 4. Conceptual
Framework
5. Literature
review
8. Data
analysis
7. Data
Collection
6. Overall
Approach

2.5 Review of industry sector
There are various segments in which Mitsui & Co. (Australia) Ltd. get engaged. These segments
include mineral and metal resources, energy, steel, chemicals, infrastructure, transportation,
construction, mining machinery, and food businesses in Australia and internationally. They hold
their investment largely in iron ore, coal, recycling projects of scrap metal, along with this they
also shows their interest in projects of oil and gas. They increase their trade as well as market in
range of fuel products. In order to show participation in fuel product they invest in Callide
Oxyfuel project in Central Queensland.
They made their presence in different infrastructure projects such as rail transportation and water
utilities sector. They also render their support in other projects such as projects related to the gas,
oil and other natural resources. They made diversified investment in different units such as
renewable, gas-fired and generating brown coal-fired. Mitsui & Co. (Australia) Ltd. also indulge
in importing chemical products and delivering for various industries. They also exports
agricultural products, electrical and coated steel products. Agricultural products make inclusion
of wheat, barley, canola, feed crops (that include comprising sorghum), concentrated juices,
meat, cheese and milk products. On the other hand coated steel products include steel plates and
pipes, stainless steel products, cold rolled coils and rails.
Other than above discussed segments there are various products and services offered by them
such as construction, mining, earthmoving and utility equipment’s. They also indulge into
different financial activities such as leasing and hire purchase and rents mining equipment. They
also feature into distributing commercial vehicles, engines (gas or diesel), and power systems.
With this they also provide spare parts and render adequate related services8.
They become leading exporter of Australia’s key natural resources and agricultural commodities.
For this purpose they are limited to the Japan they also export their products to their major Asian
trading partners. They are focused over the sustainability and for this purpose they actively
8 Wang, H., Tong, L., Takeuchi, R. and George, G. (2016). Corporate social responsibility: An overview and new
research directions thematic issue on corporate social

participate in CSR or Corporate Social Responsibility activities9. They make continuous
contribute to their society with the help of their core business. They focus over make
contributing to the society whether directly or indirectly for healthy growth so that they help in
providing better living for everyone within their society. They make contribution in society
development by participating in different activities other than their core business and their major
area include environment, international exchange and education10. They also plan and promote
volunteer programs on regular basis and the motive behind to create interest and sensitivity
among their employees towards their employees11. There are various social contributions made
by them such as Mitsui Educational Foundation under this foundation they sponsor more than
350 Australian University students. As per this sponsorship students participate into educational
tour of Japan (tour of three weeks) and it helps in promoting understanding among two nations
(Australia and Japan). There are various other initiatives that include Mitsui Immersion
Programs to support the Government’s New Colombo Plan, Supporting the University of
Western Australia, Supporting regional communities in Queensland, Helping local communities
recover from disaster, and Encourage volunteer activities. In the year 2009 they make donation
of 100,000 AUD to the Red Cross Victorian Bushfire Appeal Fund. They donate NZ$100,000 in
respect to the Red Cross New Zealand Earthquake Appeal, in the year 2011. Within the same
year they also donate A$100,000 for the betterment of the victims of Queensland Flood. To serve
directly to the community they conduct Clean Up Australia Day on 26th March 2018, Annual
Japanese Summer Festival at Melbourne’s on 2nd March 2018, Mitsui Educational Foundation
Study tour of Japan on 6th Feb, 2018 and many more.
9 Hildebrand, D., Sen, S. and Bhattacharya, C.B. (2011). Corporate social responsibility: a corporate marketing
perspective. European Journal of Marketing, 45(9/10), pp.1353-1364
10 Bekaert, (2018). Global Presence. [Online]. Bekaert. Available at: https://www.bekaert.com/en/about-us/global-
presence. [Accessed on: 13-05-2018]
11 Pisani, N., Kourula, A., Kolk, A., & Meijer, R. (2017). How global is international CSR research? Insights and
recommendations from a systematic review. Journal of World Business, 52(5), 591-614

3.0 Analytical Discussion
Under this head strength, weakness, opportunities and threats get discussed in detail. The
discussion is focused over enhancing the strength, minimising the weakness, availing the
available opportunities and mitigating the threats. Strength get utilised for minimising the
weakness and available threats12. Firstly they identify the problem which is their weakness and
available threat in market. They set the purpose of the research that gets supported by the
research question. As with the help of the research questions they can move towards specific
section which is minimising their weakness and reduce the available threat.
3.1 Analysis of Strength
The strength of company includes diverse market, massive distribution system and excellent
brand awareness. With the help of research method framework Mitsui & Co. (Australia) Ltd.
gather information that helps in enhancing their overall strength. They make use of the survey
questionnaire and interviews for getting relevant information from their target audience13.
They are present at the global level as they run their operations in 66 nations with the help of 138
offices. They have 460 subsidiary companies as well as associated companies that help them in
increasing their customers. The presence in 66 nations helps the customers in knowing their
brand. For the purpose of increasing brand awareness they can increase their functionality in
more nations. The increase in global presence results into increase their customer base and with
the help of their massive distribution system they easily distribute their products14. They have
their presence in different segments that include mineral and metal resources, energy, steel,
chemicals, infrastructure, transportation, construction, mining machinery, and food businesses in
12 Smith, R.E. (2011). Defining corporate social responsibility: A systems approach for socially responsible
capitalism
13 Berry, T., (2018). What Is a SWOT Analysis. [Online]. B Plan. Available at: https://articles.bplans.com/how-to-
perform-swot-analysis/#. [Accessed On: 13-05-2018]
14 Sun, W. and Govind, R. (2017). Product market diversification and market emphasis: Impacts on firm
idiosyncratic risk in market turbulence. European Journal of Marketing, 51(7/8), pp.1308-1331

Australia and internationally. These product lines help them in competing with their
competitors15.
The major strength of Mitsui & Co. (Australia) Ltd. is their presence in diverse market16. With
the help of the diverse market they are not dependent over the single market that helps in
growing business at good pace. Their presence in diverse market gets supported by their massive
distribution channel that helps in providing their products to their targeted customer base.
3.2 Analysis of Weakness
The weakness of company includes strong competition and decline in production efficiency.
With the help of the focus group it is analysed that their major weakness is production
inefficiency. As they are functioning in different nations there is need of adequate efficiency in
production line so that they meet out their customer expectations. They also get huge
competition at global level that affects their overall growth.
For the purpose of minimising the impact of the competition at global level they need to meet the
expectation of their respective customers. First they need to analyse their overall capacity as they
are able to meet out the customer expectation at global level or not. With the help of the research
study they get to know that they have adequate level of demand from their customers. They just
need to improve their overall efficiency in production. They need to categorise the demand and
expectations of their respective customer base that help them in segregating their production unit.
Once they improve their production unit that ultimately help them in getting edge over their
competitors. They give strong response to their competitors by improving their production
efficiency.
15 Malik, M.E., Ghafoor, M.M., Hafiz, K.I., Riaz, U., Hassan, N.U., Mustafa, M. and Shahbaz, S. (2013). Importance
of brand awareness and brand loyalty in assessing purchase intentions of consumer. International Journal of
Business and Social Science, 4(5).
16 Osman, A. and Subhani, M.I. (2010). A study on the association between brand awareness and consumer/brand
loyalty for the packaged milk industry in Pakistan

3.3 Analysis of Opportunities
The opportunities of company includes expand in new geographies, increase in population and
accelerated investments17. It is observed that there is continuous increase in the population that
gives an opportunity to capture larger market share. Increase in population automatically
increases the demand in different segments that give them adequate opportunity for growth. They
also tap new market with the help of their existing product line that helps in expanding their
business activities and support their overall growth. They can increase the export activities that
enhance their business. They also increase their investment in different segments that help them
in showing their presence in different sectors and earn adequate level of revenues. These are the
adequate opportunities that help them in growing their business at constant pace.
3.4 Analysis of Threats
The major threat to the company includes market uncertainty, limited growth opportunities and
increase in competition with big market players.18 It is observed that with the effect of the
downfall in the economy at global level impact their overall performance. It became the major
threat as market didn’t respond positively with the effect of the recession hit. It results into
increase in market uncertainty and adversely affects their growth opportunities. There also threat
of increase in competition level with big market players. For the purpose of reducing the impact
of these threats they need to focus over business sustainability and for this they need to be highly
focused over CSR activities19. They need to increase the activities for the betterment of the
society. These activities help them in enhancing their brand within the society that helps in
strengthen their customer base20.
17 Listra, E. (2015). The concept of competition and the objectives of competitors. Procedia-Social and Behavioral
Sciences, 213, pp.25-30.
18 Wang, W.C., Lin, C.H. and Chu, Y.C. (2011). Types of competitive advantage and analysis. International Journal
of Business and Management, 6(5), p.100.
19 Sigalas, C., Pekka Economou, V. and B. Georgopoulos, N. (2013). Developing a measure of competitive
advantage. Journal of Strategy and Management, 6(4), pp.320-342.
20 Baldwin, J. and Yan, B. (2012). Market expansion and productivity growth: Do new domestic markets matter as
much as new international markets?. Journal of Economics & Management Strategy, 21(2), pp.469-491.

4.0 Conclusion and Recommendations
4.1 Conclusion
As per the discussion made above it is concluded that Mitsui & Co. (Australia) Ltd. is private
company which is subsidiary of Mitsui & Co. They are functioning in different segments that
include oil, gas, power generation and many more. SWOT analysis helps in identifying their
strength, weakness, opportunities and threat available to them21. Their major strength includes
their massive delivery base at global level and brand awareness among their customers22. The
available opportunities to Mitsui & Co. (Australia) Ltd. include business expansion in new
geographical areas, targeting new customer base, and increase investments. The identified
weakness is decrease in the production efficiency and increase in competition level with this the
available threat is increase in competition from big players at global level, market uncertainties
and limited growth opportunities23.
Mitsui & Co. (Australia) Ltd. need to make use of the market information for enhancing their
strength and avail available opportunities. They have adequate customer base that help them in
enhancing their overall strength24. With the enhancement in the strength such as increase in brand
awareness and massive distribution system they deal with strong competition. There are different
available opportunities in the market such as expansion in new geographical areas and increase
in investments, so with the help of their presence in diverse market they can easily tap in new
market. They have excellent brand awareness within their market that helps in creating new
market base. By increasing their overall presence in market they deal with their weaknesses and
available threats. They need to improve their overall production efficiency that helps in meeting
their customers’ expectations.
21 Cheng, B., Ioannou, I. and Serafeim, G. (2014). Corporate social responsibility and access to finance. Strategic
Management Journal, 35(1), pp.1-23
22 Ashill, N.J. and Jobber, D. (2014). The effects of the external environment on marketing decision-maker
uncertainty. Journal of Marketing Management, 30(3-4), pp.268-294.
23 Moen, O., Bakås, O., Bolstad, A. and Pedersen, V. (2010). International market expansion strategies for high-tech
firms: partnership selection criteria for forming strategic alliances. International Journal of Business and
Management, 5(1), p.20
24 Alkhawaldeh, A., Al-Salaymeh, M., Alshare, F., & Eneizan, B. M. (2017). The Effect of Brand
Awareness on Brand Loyalty: Mediating Role of Brand Commitment.

4.2 Recommendations
There are certain recommendations made with the help of the information such as: -
They need to focus over enhancing local industrial bases and quality, protection of the global
environment, respect for human rights, stable supply of resources and materials, corporate
governance and Human resources. As per their approach they need to engage into developing the
infrastructure which is strictly needed for the purpose of growth and prosperity at global level.
The development of infrastructure includes electricity, transportation and communication. They
also need to improve their basic services (in which they improve healthcare services) create new
values, focus on innovation and develop their local industries which help them in creating
employment25. They need to comply with laws, rules and regulations related with the
environment. Their main focus is to prevent pollution (whether it can be air pollution or land
pollution or water pollution), adapt the change in climate and maintain biodiversity. They make
use of their strength and work with partners in order to provide adequate solution to the
environmental problems26. They need to be highly focused over making efficient use of available
resources, protect the eco-system by reducing pollution and many more. As per their strategy
they can provide option of low-cost and environmental friendly mobility options like vehicle
sharing27. To protect the environment they introduces various themes such as enhancement of
Environmental management system (in this they focused over implementing environmental laws,
developing tools for response to environmental issues and many more), initiatives towards
environmental value creation (it include make efficient use of metals, machinery and
infrastructure, chemicals, lifestyle and more), initiatives to minimise the load of environment (it
include curbing global warming), initiatives for the preservation of biodiversity, address the
issues of environment in front of society to make them responsible and get their contribution.
25 Ward, S., (2017). SWOT Analysis Example (Strengths, Weaknesses, Opportunities, Threats). [Online]. The
Balance. Available at: https://www.thebalance.com/swot-example-strengths-weaknesses-opportunities-threats-
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Social Research, 10(51).
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Aaark resource. Available at: http://www.aarkstore.com/oil-gas/648741/mitsui-co-ltd-8031-financial-and-strategic-
swot-analysis-review. [Accessed On: 13-05-2018]

They need to comply with the rules and regulations of the environment; they need to make
adequate and effective use of their available resources and energy and many more28. For the
purpose of enrich their overall presence in front of their competitors they need to closely work
with their suppliers, users and business partners at global level. They need to focus over product
development, enhance distribution process, and initiate recycling of various products and many
more29. They need to enhance their supply chain with the improvement in their infrastructure
and logistics. It also includes the development of their transportation facilities (whether it is air
transportation or water transportation or land transportation)30. They need to understand and
respect the culture, traditions and practices of different nations. They need to take care of the
human rights and ensure no discrimination on the basis of race, belief, gender, social status,
religion, nationality, and age, mental or physical disabilities.
28 Hashemi, S.M., Samani, F.S. and Shahbazi, V., 2017. Strengths, Weaknesses, Opportunities and Threats (SWOT)
Analysis and Strategic Planning for Iranian Language Institutions Development. Journal of Applied Linguistics and
Language Research, 4(2), pp.139-149.
29 Jones, G. G. (2017). International Business and Emerging Markets: A Long-Run Perspective.
30 Janvier-James, A.M. (2012). A new introduction to supply chains and supply chain management: Definitions and
theories perspective. International Business Research, 5(1), p.194.