Easy Eddy: External Environment Analysis and Marketing Strategy

Running Head: Easy Eddy
Easy Eddy
Report
System04104
9/10/2019

Easy Eddy
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Introduction
Easy Eddy is a three-piece manufacturer of paddle board (SUP) that is designed to meet the
needs of convenience and performance. The company is known for its quality manufacturing
and distribution of its quality paddleboard products. This report analyses various external
environmental factors of the company that affect the distribution of Easy Eddy in Australian
market. This report also evaluates the marketing strategy through analysing the marketing
objectives and brand strategy of Easy Eddy.
External Environment Analysis
External environment analysis has been done in through three different methods that include
PESTEL Analysis to analyse macro environmental factors, 3I’s model has been used for
competitor Analysis, and Porter’s five forces model for Competitive Forces. The report also
includes various opportunities and threats for the Easy-Eddy in Australian market. This part
of this report also evaluates the future strategies of Easy Eddy that will help the company to
stay competitive in the market.
PESTEL Analysis
The Company needs to follow the rules and regulations related to paddles boarding and
should care for the safety of people. The increasing net disposable income of Australian
people attracts the retailers in the market. The current disposable income of Australian people
is AUD $48,632 per year. The people spend huge amount on toys and adventures activities,
which is reportedly, noted a hike of 39% in the market of sports goods (Statista, 2016). These
all factors help the company to establish itself in the country and attract people towards the
paddleboard (Ruhanen, Whitford, and McLennan, 2015). However, the open culture and fun
mood of people provide best market for the company. Manufactures best and quality products
with the help of latest technology (Asscoiation and Travel, 2017).
The sustainability in the market and approach of people towards the sports and healthy life
Easy Eddy can promote its product among people because Australian people find this product
more appealing in such scenario in the market. Overall the people in Australia are very aware
about their health and they give more favours to various sports activities and adventures
activities to stay healthy and fit in their life. The attitude of people to enjoy outdoors and stay

Easy Eddy
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healthy is a great opportunity for the company to increase its market share in the sports
sectors and distribute its product through the sports equipment stores.
(Source: Schram, Hing, and Climstein, 2016)
Industry Forces
The industry forces include five forces that analyse the impact of these forces on business
organisation. The threat of new entrants in the market is moderate because of the low
customer loyalty (Reynolds and Nancy, 2012). People generally change their paddleboard
when they see next best thing. The rivalry in this industry is also moderate. The paddleboard
market in 2015 was AUD $6.94 billion and it is expected to reach AUD $14.7 billion in 2020
(Statista, 2016). The threat of new entrants in the market is very high because large number
of manufactures can easily enter in the sports equipment market. Therefore, the big issues for
the company are entry of paddle board manufacturers in the market. The bargaining power of
buyers is high as buyer can jump to another product if they found at low cost or something
new in the products.