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Marketing Management - Case Study Example

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Marketing Management

Xstrata is an internationally renowned mining company with its headquarters at Zug in Switzerland. It is world's fourth largest producer of copper. Xstrata is a member FTSE 100 Index and listed on both the London Stock Exchange and the SWX Swiss Exchange. Glencore is a 40 percent stakeholder of Xstrata. It started operation in the year 1926 as an infrastructure and electricity projects concern in the land of Latin America. In the beginning of its life span, it diversified into mining and disposed of its non-core business. In the recent past, Xstrata doubled in size after the takeover of Australian copper, zinc and coal miner MIM Holdings. However it lost to the world's biggest mining company, BHP Billiton in a bid for another Australian miner, WMC Resources. In the year 2005, Xstrata acquired 19.9 percent stake in a diversified Canadian mining company producing copper, nickel, aluminum and zinc called Falconbridge Limited. Later in 2006 it purchased the remaining 80 percent of Falconbridge. The last year Xstrata Coal, based in Sydney successfully acquired Anvil Hill Coal Mine from Centennial Coal Company.
At present Xstrata caters to seven major international markets viz., copper, coking, coal, thermal coal, ferrochrome, cooking coal, thermal coal, nickel, vanadium and zinc. It has also ventured into the platinum group metals business and other more popular metals like gold, silver, cobalt and lead. (Xstrata plc, 2008 A)
Xstrata s3. Product/company audit:

3.1. Mission Statement, values and beliefs

Xstrata strives to grow and further diversify its portfolio of metals and mining businesses. Xstrata values its each and every stakeholder be it shareholders and employees or customers and vendors. It aims at delivering industry-leading returns to its shareholders, better work environment and incentives to its employees, superior product and efficient service to its customers and genuine partnership with vendors and other stakeholders.

For a long-term viability it is extremely crucial for organisations to encourage integrity, co-operation and transparency in work. Business ethics both on a macro and micro level is important to restore the health of the organisation and its employees. Value creation takes place only when all the individuals of an organisation work together towards a common goal. As a corporate mission Xstrata endeavor to grow and create value over the long term by operating in an ethical and transparent way. Among the many strategic objectives, the most important and crucial ones for Xstrata can be identified as:

Managing a striking portfolio of assets.
Keeping an unwavering focus on growth of the organisation by timely identification of opportunities for value creation.
Like any other company, finance plays a very important role in Strata's future growth and expansion plans. Thus as a strategic step they maintain and enhance their financial strength and discipline with ...Show more


Xstrata is a global mining giant based out of Switzerland and has operations in 18 countries spread over 5 continents. This report aims at demystifying the concepts of Marketing Management with the help of a real life case study. The chosen company is Xstrata plc…
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