External and Internal Analysis of Aurecon: A Case Study

Running head: BUSINESS MANAGEMENT
Business Management
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Author Note

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BUSINESS MANAGEMENT
Executive summary
The report highlights the importance of external as well as internal analysis. The focus of the
report is on Aurecon, an engineering company located in Australia. To conduct the external
analysis, the report applies the use of Porter’s five forces, PESTEL and industry life cycle. It
has been seen that Aurecon faces the biggest challenge from the lack of technical expertise in
the company. The requirements of the customers are also analysed that highlights that
Aurecon has done fairly good to satisfy the customers. The internal analysis is conducted
based on SWOT and VRIO. The capabilities of the company are highlighted and along with it
a confrontation matrix is provided that highlights the possible combination of each of the
SWOT factors.

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BUSINESS MANAGEMENT
Table of Contents
Introduction................................................................................................................................2
A. External environment analysis..............................................................................................2
Identifying correct industry....................................................................................................2
PESTEL analysis....................................................................................................................2
Porter's five forces..................................................................................................................4
Industry life cycle curve.........................................................................................................5
Needs of the customers...........................................................................................................6
Efficiency...............................................................................................................................7
Expertise.................................................................................................................................9
B. Internal environment.............................................................................................................9
Strategic capabilities...............................................................................................................9
VIRO....................................................................................................................................10
SWOT...................................................................................................................................11
C. Confrontation matrix...........................................................................................................13
D. Conclusion...........................................................................................................................14
Bibliography.............................................................................................................................15

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BUSINESS MANAGEMENT
Introduction
The report conducts an analysis of an organisation such as Aurecon. The organisation
is an engineering company and dedicates itself in the designing of skyscrapers. The report
conducts an external and internal analysis of the company. The external analysis helps in
analysing the external business such as the competitors whereas the internal analysis helps in
understanding the capabilities of the company. The choices of the customers are highlighted
along with a confrontation matrix.
A. External environment analysis
Identifying correct industry
One of the most famous companies in Australia is Aurecon that are indulged in
making and designing skyscrapers. The case study shows evidence that Aurecon has no major
role in the engineering department of Australia. It lacks in providing any type of assurance
over the environmental services and lacks proper engineering services as well. The case study
also highlights some of the major competitors of the company. These include Bureau Veritas
Australia Pty Ltd, KPMG and so on. The report sheds light on the challenges that Aurecon
has to face while contemplating a move in Asia. The country in focus for the report is
Singapore, one of the most technically advanced countries in the Asian continent.
PESTEL analysis
Political- In the words of Song, Sun and Jin (2017), Singapore has a peaceful political
environment that does not commit any type of interference with the business side of the
country. This can be considered as an opportunity for Aurecon as the company can cash-in on
the political freedom of the country.