Marketing Management

Masters
Case Study
Business
Pages 12 (3012 words)
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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…

Introduction


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)
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