Role Of The Mill In A Competitive Minerals Company - Is Low Cost Enough?

Historically, the processing function has been regarded as efficiently managed as long as production costs were kept low, recovery was adequate and sufficient plant capacity was avail-able. In this paradigm, processing is viewed as capable of making only a limited contribution to a company?s competitive advantage. However, the processing function can provide a primary vehicle for building critical competitive capabilities. Processing organizations should be encouraged to become so accomplished they generate new opportunities for other functional groups and thereby influence a company?s overall strategy. This requires a deep shift in processing?s role, in its self-image and in the expectations of it held by managers in other functions. Specific plant improvement techniques ? total productive maintenance (TPM), loss control, etc. ? should be viewed primarily as means for building strategically valuable processing capabilities. Different improvement strategies create different kinds of capabilities and present new strategic options. Broadly speaking, a mineral-producing company seeks competitive advantage through two principal activities: the development of new mineral production and reserves and the optimization of existing operations. These lead to increases in ore reserves, production levels and cash flows that are manifested in increased profitability and, hopefully, increases in the price of the firm?s stock. The profitability of a minerals company is a function of the overall profitability of the industry sector in which the company participates and the firm?s competitive position within that sector relative to those of its competitors. Competitive advantage within the industry comes from two sources: the ability to maintain lower prices than competitors for the same product (cost leadership), or from the sale of products with unique properties that justify higher prices (product differentiation; Porter, 1980). Most mineral companies produce fungible commodities that are sold to anonymous customers, and sustainable cost advantage is the only long-run strategy available to these companies to enhance profitability.