Marketing Analysis-Bhp

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INTRODUCTION                                                                                      
BHP Billiton is the world¡¦s largest diversified resources company.  They employ some 35,000 employees in more than 100 operations in approximately 20 countries, reflecting their aim to be a premier global company.  They also occupy industry leader or near industry leader positions in major commodity businesses.1

CORPORATE STRATEGY
BHP¡¦s corporate strategy is that it aspires to be one of the world¡¦s  premier companies.  This is to be accomplished by delivering upon their vision to earn superior returns for their shareholders as the world¡¦s premier supplier of natural resources and related products and services.2  The reason behind this strategy is that BHP wants to shake off its history as a company, which destroyed shareholder value by often pursuing growth for emotional rather than strategic reasons.3

Mission - BHP¡¦s mission statement is the following: Our purpose is to create value through the discovery, development and conversion of natural resources, and the provision of innovative customer and market-focused solutions.4  BHP does a good job of recognizing that as a multinational and having employees of different cultures it is importan ...
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