Business Environment and Marketing Assignment 2022

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BUSINESS ENVIRONMENT AND MARKETING
BUSINESS ENVIRONMENT AND MARKETING
Name
(Affiliation Institution)

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BUSINESS ENVIRONMENT AND MARKETING
Executive Summary
Hasbro Australia Ltd is a toy and entertainment organization distributing hobby goods, toys,
media assets, games as well as supplies. The main products offered by the company includes
Playschool, PJ masks, Marvel Peppa Pig, Power Rangers, Baby Alive, Monopoly, Star Wars,
Play-Doh, Transformers, My Little Pony, the Gathering, Magic as well as Nerf. The PESTEL
Analysis examined the external environment in which Hasbro operates. The analysis showed that
toy companies in Australia have various opportunities such as political stability, economic
growth, low-interest rates, high population growth, and attractive age distribution for toy
products, the high safeguard of copyright, trends and patents as well as access to technology. The
challenges brought out by PESTEL Analysis included high taxation, increased in inflation rates,
strict labour laws, environmental laws as well as natural disasters. SWOT analysis examined
internal issues of the company. The analysis showed that ToyMarket is seasonal and has a low
differentiation. Strong brand customer loyalty and effective distribution networks are the main
strengths. Growth of internet, joint ventures and emerging markets in Australia and internationally are
opportunities existing in the industry. High competition levels and uncertainty over the future due to the
change in microenvironmental posed a challenge to the company. The competition in the Australian toys
and entertainment industry is very high. Direct competitors of Hasbro Company include Lego, Mattel,
and Moose. Spin Master as well as MGAE. The indirect competitors include John Lewis, Online as well
as supermarkets like Walmart. The new expansion product line recommended in the report includes
robots and Computing electronics such as smartphones, Smart tablets and computers. The report
concluded that penetrating the Australian market with a differentiation strategy can help a company gain
shares easily.

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BUSINESS ENVIRONMENT AND MARKETING
Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Mission/ key goals and core customer groups.................................................................................4
PESTELE Analysis..........................................................................................................................4
Competitive Environment................................................................................................................4
SWOT Analysis...............................................................................................................................4
New brand extension product line recommendations......................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................4
List of figures
Fig 1. Products offered by Hasbro Australia..........................................................................5
Fig 2. Competitive environment of Australia........................................................................8

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BUSINESS ENVIRONMENT AND MARKETING
Introduction
Hasbro Australia Ltd is a toy and entertainment organization operating across Australia.
The company headquarter is suited at Macquarie Park, New South Wales. Hasbro Australia Ltd
was founded in 1955 and is an unlisted public company in Australia (Hasbro Company, 2020)
The mission of Hasbro's Company in Australia is to create the world’s best play
experiences. The company fulfil its mission by delivering creative products in Australia which
satisfy the needs and demands of its customers. The company has created its corporate culture
through storytelling.
Hasbro Australia Line of business includes the wholesale distribution of hobby goods,
toys, media assets, games as well as supplies. The company’s products are separated in various
categories as a result of diverse core customer groups in their target markets. The products are
categorized in segments of Dolls & Push (customer focus group are children over 4 years),
Electronic toys and games (customer focus group are children aged 1-15 years), games (targets
children and youths aged 5 to 25 years), sports and outplay (customer focus is youths 5 to 35)
and action figures and collectibles (targets boys aged 5- 15 years). Other categories include Art
and craft (targets children over 3 years), Action battling (targets children over 6 years), creative
and pretend play (Targets children over 4 years) as well as parts and refills (Hasbro Company,
2020). The most iconic brands developed by the company includes Playschool, PJ masks, Marvel
Peppa Pig, Power Rangers, Baby Alive, Monopoly, Star Wars, Play-Doh, Transformers, My
Little Pony, the Gathering, Magic as well as Nerf (Hasbro Company, 2020)