Contemporary Business Environment: Bullitt Group Case Study

This report explores the contemporary business environment of Bullitt Group Ltd, a consumer electronics and mobile phone company. It covers the key elements of the internal and external environment, including SWOT analysis, macroeconomic concepts, and micro analysis. The report also discusses the challenges and opportunities in the current business landscape.

Contemporary Business
Environment

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Company Overview....................................................................................................................3
Key elements of internal environment of organisations and the interaction with the external
environment.................................................................................................................................3
SOWT Analyses of Bullitt Group. ..................................................................................................4
Macro Economic concepts and models............................................................................................5
Micro analyses ................................................................................................................................7
Bargaining Power of Buyers:......................................................................................................8
Threats of Substitute Products or Services:................................................................................8
7Ps for Bullitt Group........................................................................................................................9
.......................................................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Contemporary business environment refers to the surroundings which have immense
competitive market which keeps changing continuously at a rapid pace and such business owners
should be eligible enough to determine and understand the needs and developments that requires
a to be done in business for grabbing fast response (Holland 2019). In this report, the chosen
organisation is Bullitt Group Ltd which is an international mobile phone and consumer electronic
business that design, manufacture and sells consumer electronic devices by partnering with
global brands. The company is established in year 2009 and its headquarter is located in
Berkshire, United Kingdom. This report covers key elements of internal environment and
interaction with external environment. It analyse the function of market economy and
government's role within it along with economic environment in which business operates in UK.
The essay includes micro economic models and concepts, requirement of internal and external
audit for company and the way firm can gain insights in its micro environment.
MAIN BODY
Company Overview
Bullitt Group Ltd is a consumer electronics and mobile phone company which offer its
products worldwide. The firm was established in 2009, around 10 years ago and its headquarter
is located in Berkshire, United Kingdom. It is founded by David Floyd, Colin Batt and Richard
Wharton. The company designs, manufactures and sells electronic devices by partnering with
global brands. It sold its products in over 75 countries and has a existence in key markets all
around the world involving United Kingdom, United States of America and China. The company
is a worldwide licensee of Land Rover for outdoor acquaint consumer electronics and Caterpillar
Inc. for rugged accessories and mobile devices.
Key elements of internal environment of organisations and the interaction with the external
environment
Business environment can be defined as the surroundings in various intrinsic and
extrinsic components are exists that impacts operations and activities of business in both
negative and positive manner. The internal factors are controllable, i.e., are in control of firm and
the external factors are uncontrollable. These factors includes employees, suppliers, government,
technology, economic changes, political environment, social trends, supply and demand,

customers, management etc. Internal business environment includes the forces that exist within
the organisation and influence its market operations. The key elements of internal environment
involves man, materials, machinery, markets and money. It is in the control of marketer and can
be transform with the changing extrinsic environment. In order to understand the internal
business environment of the company SWOT analyses have been taken into account in a detail
manner.
SOWT Analyses of Bullitt Group.
Strengths Weaknesses
 The company have diverse product
portfolio which include communication
devices, accessories and services.
These product have ability to cater the
wide range of audience as well as
industrial customers.
 All the phones of Bullitt are adhere to
industry standards such as DMR. They
are very popular in UK as they provide
affordable products to their respective
customers.
 They have long standing relationships
with government of UK which tend to
execute various contracts which in
result increase the profit and market
share of the company.
 While there is an introduction of 5G
network in the market Bullitt Group
reacts slowly which turns out to be a
wrong decision.
 The company mainly put emphasis on
mid west value as in result it develop a
wrong strategy for the company. Along
with this they fail to use Qualcomm
process which reduces the market share
for the company.
 The mobile phone industry is fast paced
movement as Bullitt Group take time in
making decision which become a a
major weakness for the company.
Opportunities Threat
 The growing demand of feature phone
is consider as the biggest opportunities
for Bullitt Group. It consider that
feature phones will constitute more
than half of the total sales of phones in
 The major threat to Bullitt Group is
competitor present in the market. The
biggest threat is Apple which is an high
end manufacture of features phones.

coming years.
 Earlier there were opportunity was in
postpaid connection but nowadays
there are sharp increase in the numbers
of prepaid connections.
 There are harmful vibrations causing
health issues to the users which can be
the major threat to the company. Along
with this there is requirement of high
investment which can be the major
issue for the small scale industry to
survive for the long run.
Macro Economic concepts and models
Macro economic is the condition which exist in the economy as the whole, rather than in
a particular region or sector. In general the macro environment includes trends in gross domestic
product, inflation, spending and fiscal policy (Hans 2019). These are closely linked with the
general business cycle as they opposed to perform in the individual business sector. Along with
this it help Bullitt Group to make effective internal as well as external audit effectively. To
understand the micro environment of Bullitt Group the PESTEL analyses has been taken into
consideration for evaluating the external audit effectively in the well define manner.
Political factor:
The Bullitt Group should need to figure out the political effects which directly impact on
the business. Different countries have different political rules and regulation. However the
current political condition of UK is stable hence this can be use full for small scale industry like
Bullitt Group to operate the business effectively. However the government itself is the good
customers of telecommunication. So in this case company must focus on taxes, policies other
related political dynamics in order to capture large market share. The UK have balanced political
environment and the government supports the small scale industry by providing them resources
for expanding their business effectively.
Economic factor:
Demand for the cellular technologies depends on the state of economics through which
Bullitt Group is selling their commodity to the end users. Different region of the world have
different kinds of technologies depends upon the customers needs and requirement. The
economic factor of UK includes exchange rates, buying power of the customers, inflation rate of

the particular region and the demand of the products . For the organisation like Bullitt Group can
do changes in there exchange rates as well as trade rates which can be beneficial for the company
in the long run. The external economic factor must be evaluated by the management of the
company in order to overcome the challenges and make profits.
Social factors:
Social factor include all the attitudes and the behaviour of the people towards the specific
company or the brand. For the firm like Bullitt group the manager must make sure that all the
social norms such customers believes and culture and offer the product and services which leads
towards expansion and growth. It is essential for the company to conduct proper research on
which type of telecom product is required for the specific customers. After that organisation
must design the product which help in increasing the acceptance of the product by the selected
segment. Beside this company can develop sustainable business model and make profit for the
longer period of time.
Technologies factor:
Creation as well as innovation in the technology are mostly significant as they are the key
factor for the revolutionary changes in telecommunication industry. Bullitt Group provide
communication equipments with the latest technology in order to compete in the market. Along
with this, it help in creating loyal customers and also improve the market share for the longer
time duration. These technological changes will help in providing new innovation in
communication sector, where as it also help in reduction of cost and provide better services to
the consumers.
Legal factor:
There are various elements which are included in legal factor such as copyright and
patents which are useful to secure for designing the product in order to satisfy the needs and
wants of the customers. With the help of these law Bullitt Group can safely secure the value of
the product as well as design. These laws are mainly related to the rules and regulation which are
very essential for the companies business dynamics.
Environmental factor:
Telecommunication products also required environment dynamics analysis. Bullitt Group
should focus on the environmental factors too to produce better products for the customers
Telecommunication industry is becoming very competitive day by day. The company must be

aware about the environment issues as it help in developing the brand image in the minds of the
customers. Bullitt group must focus on all the concerned factors of the business to get more
market share as well as profitability for the longer time duration.
So from the above discusses report it has been analysed that company should focus on
technological factor as this help in making more and more profit and also provide exposure to the
company to assist with satisfactory services to the end users.
Micro analyses
Macro economic is the study of the individual behaviour which help in making decision
regrading to the allocations of the resources which are present in the market. In other words it is
the sums of total economic activities which assists with the issue of growth, inflation and
unemployment (Brix-Asala and et., al., 2019). In most of the company the micro environment
effects the decision which are made by the organisation. Along with this, micro environment
includes customers, suppliers, competitors, employees, shareholders and media. In order to
understand the Micro environment there must be Porters five forces analyses is explained down
below:
Porters five forces:
The porters five forces is a model which help in identifying as well as analysing the five
competence forces which shape every industry and help in determine the weak points and their
strengths. Five forces analyse is done frequently which is useful to analysing the industry
structure and also help in determining the firm strategy. This model can be used in any segment
of the economy which help to understand the level of competition which is done in the industry
in order to develop the long term profitability. For the company like Bullitt Group the company
must use Porters five forces which help organisation to make quality decision which are useful in
the future and facilitate in capturing larger market share. Here are some forces which are
explained down below:
Competition and threat of new entrants:
New entrants in communication sector brings the innovation and the new ways of doing
business. So in this case Bullitt company can lower there price, reducing costs, and providing
new value propositions to the customers of Bullitt Group and has to manage all these challenges
and build effective barriers to safeguard its competitive edge. Product differentiation is essential
as it provide ease to the customers to choose from the variety of the product. The company can

take advantages within the industry as it will help in reducing the cost and also minimise the
competition present in the market.
Beside this, Bullitt Group employees can focus on innovation to the differentiate the
product with the new entrants. The firm can also indulge in marketing as it help in developing a
strong brand image in business. This will help it retain its customers rather than losing them to
new entrants.
Bargaining power of suppliers:
There are different kinds of suppliers for the Bullitt Group which help in fulfilling the
demands of the customers. Hence this means that the suppliers have less control over prices and
this makes the bargaining power of suppliers a weak force (Boone 2019). The suppliers are
controlling position can decrease the margins Bullitt Group can earn in the market. Powerful
suppliers in Technology sector use their negotiating power to extract higher prices from the firms
in Communication Equipment which are totally managed by the suppliers. The company can
overcome this problems by building efficient supply chain with the multiple suppliers.
However the company can do experiment with the product and also with its design using
different material as this will help in attracting more and more customers. Company can also
develop the dedicated suppliers which help firm to balance the demand and supply in the market.
Bargaining Power of Buyers:
Buyers are often demanding a lot. They went to buy the best offering available by paying
less to the company or the minimum price. So this become challenging task for Bullitt Group to
make profit for the long run. As the company deals in small sector they have smaller customer
base and they tend to have higher bargaining power. In order to overcome this problems firm can
create larger customers base because it will minimize the bargaining ability plus provide
opportunity to the firm to streamline its sales and production process. Another method is to
develop the new product as this is useful in making profit effectively and new product will also
reduce the defection of existing customers of Bullitt group against it competitor.
Threats of Substitute Products or Services:
Whenever the new product is launched or meet the similar customers needs which is
different so in this case the industry may face difficulties in making profit . For example Google
provide services like Drive and cloud which are consider as the substitute to the storage
hardware drives. So threat of a substitute product or service is high if it offers a value proposition

that is uniquely different from present offerings of the industry. For the organisation like Bullitt
Group the management have to provide better services rather than just focusing on the product.
Beside this company can understand the needs and wants of the customers by conducting proper
research. It is also essential for the company to switch the cost as this kind of strategy help in
attracting more and more customers.
Rivalry among the existing customers:
There are different competitors in the market these rival are intense so the company have
to keep their price low which slow down the process of overall profitability for the longer period
of time (Asongu 2019). So in this situation, Bullitt Group must make effective strategies in order
to overcome the hurdles and also assist in developing the long term profitability in the
organisation. The management of Bullitt Group must create a sustainable differentiation which
help in gaining the trust of the customers. The manager is responsible for making scale as it is
useful for removing the competition from the market. Another and most popular steps is to
collaborate with the competitors as this will help in enlarging customers size and its market.
7Ps for Bullitt Group.
Bullitt Group is mobile phone company and also deals in electronic business. The
company was founded in the year 2009 by Colin Batt David Floyd and Richard Wharton, Bullitt
designs, manufactures, markets and sells consumer electronic devices in partnership with global
brands. The marketing is the tool which is essential for the company to know the customer and
offer the product as per the needs and wants. Along with this, is provide strengthen and also
solidify a product brand and also help in selling the product which is coming up with the
marketing mix. Here are some important aspect which are useful in making 7Ps which are
explained briefly down below:
Product: While considering the excessive demand of the product in the market the
company uses product as their brand face for the company. There are different product which are
made by Bullitt Group such as CAT mobile phones to connect with the world, Equipments which
are useful in connecting various technology in the network. All this product which is offered by
the company are well known and familiar by the consumers across the world.
Price: This refers to how the product reaches to the end users and what is the final price
for the commodity. The quality as well as features decide the price of the product which is

offered by the company. The product which are offered by Bullitt Group are highly affordable
which help them to attract more customers.
Place: This refers how the product is supplied to the user effectively and in time because
this develop the brand image in the minds of the customers (Amankwah-Amoah 2019). In the
context of Bullitt Group provide there product to every possible store and location and they also
have very effective supply chain which help them to render services effectively.
Promotion: Bullitt group use both promotion techniques which include print as well as
electronic media to capture larger audience. The company have done wide range of promotion
activities as this help them to grow faster and make profit.
People: This marketing factor refers to all the employees who are working in Bullitt
Group organizations. Staff or employees play vital role in holding out healthy customer
relationships. Employees who involved in product development, promotions, sales and customer
services are the few important personnel in case of the organisation.
Process: This refers to the services which are offered by the organisation. The Bullitt
group uses multilevel channel of distribution as this help in capturing larger market share
effectively.
Physical evidence: The physical evidence for the company is to layout, staff and their
product. They change there layout as the environment changes.
CONCLUSION
As per the above mentioned report, it has been concluded that audit of internal as well as
external is essential as it help in reducing the risk which is present in the market. Along with this,
the PESTLE analyses is done to know the external environment which help in understanding the
market for offering better services to the customers. Beside this SWOT analyses have been taken
into account as this provide insight of strength and weakness as this assist in improving the brand
image of the company.

REFERENCES
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