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Marketing Plan For Lonmin

1. Introduction

Lonmin Plc is the world's third largest primary platinum producer, with a primary listing on the London stock exchange. They have four mines located in South Africa, three in the Marikana area and one in Limpopo province. Lonmin process the concentrate from their mines through their Smelter and Refineries to deliver finished metal to market.



2. Financial Summary





1

§ Operating profit for the year amounted to $353 million an increase of 20% on the prior year.
§ Gross profit for the year was $373 million
§ Turnover increased by $98 million to $1128 million.
§ Cost of sales for the period was $755 million.
§ 17% increase in the average price realized for basket of metals sold.
§ Sales volumes of PGMs decreased from 1,761,171 ounces to 1,692,517 ounces
§ Underlying earnings per share increased from 96.9 cents per share to 124.9 cents per share.
§ Net cash inflow from operating activities was $377 million during 2005, a 6% decrease on the previous year's figure of $400million.

§ The graph shows the value, at 30th September 2005, of $100 invested in Lonmin's shares five years previously, compared with the current value of the same amount invested at the same date in the FTSE All Share index, assuming dividends are reinvested in each case.

3. Marketing Audit


3.1 8 P's

3.1a Product

§ Lonmin mines and refines five Platinum group metals (PGMs):
- Platinum
- Palladium
- Rhodium
- Ruthenium
- Iridium.

§ Lonmin produces over 900,000 ounces of Platinum (1,700,000 ounces of total PGMs) per year
§ PGMs lend themselves to a myriad of different applications, these includes; fountain pens, aircraft turbines, anti-cancer drugs, mobile phones, catalytic converters for automobiles, ceramic glazes. It is estimated that about one in four things we use daily owes its existence to PGMs.

3.1b Place
§ The company has four mines located in South Africa
- three in the Marikana area
- one in...