External Environmental Analysis- Piink

This report analyzes the external marketing environmental factors affecting Piink, a trendy women's clothing store in Australia. It examines the strength, weakness, opportunities, and threats of the company, as well as the macro and micro environmental factors that impact the Australian garment industry.

Running head: EXTERNAL ENVIRONMENTAL ANALYSIS- PIINK
EXTERNAL ENVIRONMENTAL ANALYSIS- PIINK
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Executive Summary
“Piink” is an Australia-based designer clothing company which is situated at Keilor Road,
Victoria, near Melbourne. Piink is considered to be the trendiest and popular company of
Australia in terms of fashionable and stylish clothing catering only women. Piink offers a wide
range of variety of casual clothing, formal clothing, and accessories such as shoes, bags,
sunglasses, earrings and playsuits exclusively for women and girls. The brand is famous and
popular among the trendy, chic and millennial contemporary Australian women who are
conscious about their styles and the latest fashion trends in the global as well as local market.
The respective paper is a report of the clothing store Piink of Australia which analyses the
external marketing environmental factors that are affecting the company, the strength, weakness,
opportunities and threats of the mentioned company and what are the secondary as well as the
tertiary macro as well as micro environmental factors that affect the Australian garment
industries, specializing on the clothing store Piink.

Table of Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................3
Detailed External Environmental analysis of Piink Women’s Apparel Company.......................................6
Summary of Opportunities and threats of Piink...........................................................................................9
Conclusion.................................................................................................................................................10

An External Environmental Marketing Analysis on
Piink – An Australia based women’s clothing store
Introduction
The Company and Purpose
The respective paper is an external marketing environmental analysis of the Australian women’s
clothing company named Piink. “Piink” is an Australia-based designer clothing company which
is situated at Keilor Road, Victoria, near Melbourne (Piink.com.au .2003). Piink is considered to
be the trendiest and popular company of Australia in terms of fashionable and stylish clothing
catering only women. Piink offers a wide range of variety of casual clothing, formal clothing,
and accessories such as shoes, bags, sunglasses, earrings and playsuits exclusively for women
and girls. The brand is famous and popular among the trendy, chic and millennial contemporary
Australian women who are conscious about their styles and the latest fashion trends in the global
as well as local market (Piink.com.au .2003).
Significance of external marketing environmental analysis
External marketing environmental analysis is an analytical study of macro-environmental forces
and causes, including industry analysis and scrutiny of the competitors which are important
factors for the growth of an organization (Ashill and Jobber 2014). An organization produces
either goods or services which are required to be generated in the market for sale to earn profit.
However, before entering into the market with the product or service which the respective

organization is producing, it is required to look into certain factors that can affect their marketing
strategies and plans. An organization, before setting its feet in the market, needs to go through
certain market researches to understand the market conditions and judge whether the product or
service they would be offering would be accepted in the market or not. Macro environmental
sources are the economic, political, socio-political, socio-economical and behavioral factors of a
society that directly as well as indirectly influences the conduct, productivity and profitability of
the firm. Futuristic probability as well as possibilities are assumed or determined under the
factors of macro environmental sources (Ferdous, Herington and Merrilees 2013). Industry
analysis considers certain factors which have a direct link with the action as well as response of
the organization in the market. The competitors’ analysis of market environment, on the other
hand, researches and focuses on the behavior of the competitors and the peers of the organization
so that it can take necessary steps and actions to work accordingly (Kennedy 2016).
Overview
“Piink” is an Australia-based designer clothing company which is situated at Keilor Road,
Victoria, near Melbourne. Piink is considered to be the trendiest and popular company of
Australia in terms of fashionable and stylish clothing catering only women. Piink offers a wide
range of variety of casual clothing, formal clothing, and accessories such as shoes, bags,
sunglasses, earrings and playsuits exclusively for women and girls. The brand is famous and
popular among the trendy, chic and millennial contemporary Australian women who are
conscious about their styles and the latest fashion trends in the global as well as local market.
Specific Industry

The respective company named Piink is a women’s garment company which is popular for
providing Australian women trendy and fashionable clothes along with other trendy accessories
such as chic bags, sunglasses, shoes and earrings ranging from variety of price according to the
affordability of the customers.
Target Product
The women’s apparel company Piink exclusively designs dresses, ranging from formal, semi-
formal, casual to sports suits for women and adolescent girls along with designer accessories for
the fashion enthusiasts of Australia. The apparels or dresses belong to variety of cloth materials
ranging from cotton and silk to synthetic and fiber according to the needs and preferences of the
customers. Piink provides variety of collection of different styles and patterns of clothes
whichever is in fashion in the contemporary market with price that is near to the affordability of
the Australian women population.
Theoretical Framework
External Marketing Environment
External marketing environmental analysis is an analytical study of macro-environmental forces
and causes, including industry analysis and scrutiny of the competitors which are important
factors for the growth of an organization. External marketing environment analysis consists of
analysis and scrutiny of macro-environmental factors of the greater society, global industry
analysis and competitors’ analysis (Kennedy 2016). Futuristic probability as well as possibilities
are assumed or determined under the factors of macro environmental sources. Industry analysis
considers certain factors which have a direct link with the action as well as response of the
organization in the market. The competitors’ analysis of market environment, on the other hand,

researches and focuses on the behavior of the competitors and the peers of the organization so
that it can take necessary steps and actions to work accordingly.
Detailed External Environmental analysis of Piink Women’s Apparel
Company
Economic factors The women’s apparel store Piink of Australia is a company which
sells its products in an affordable price. Australia is known to be a
country with a strong financial foundation and infrastructure with
an emphasis on quality of life. Most of the Australians enjoy a
higher standard of living which makes Australia a financially
developed country with a GDP growth of 3% per year. Therefore, it
can be said that the market of Australia is comparatively developed
than other Asian countries with a rich resource availability.
Therefore, as far as economic and financial risks are concerned,
Piink, being an Australian brand, can be flexible with their pricing
strategies as most of the Australian population would be able to
afford the products it sells.

Socio-cultural factors Australia is a country with diverse ethnicity. Australians are known
for their unique and colloquial language, grace and their style
statements. Most of the Australians, especially women, tend to
follow popular fashion through their apparels. With the advent of
multiculturalism and the least xenophobic attitude of Australians,
there has been subsequent effect on the fashion and style statements
in them too. Piink has the opportunity to experiment with its
clothes, patterns, styles and trend. The Australian market of
garments is flexible and ever evolving. In such a situation, Piink has
got every opportunity to be flexible with the designs of not only
clothes, but also the accessories they sell, such as sunglasses or
earrings, by adding certain unique and authentic earrings from
various countries to make their company more intriguing and
interesting for the customers as well as the prospective customers
(Wylie 2014).
Demographic Demographic or consumer behavior is one of the major macro-
environmental factors that has and will subsequently affect the
industries (garment industry in the mentioned case) of Australia.
Australia is known to be a country with a higher standard of living,
which is almost equal to the Western countries. Australian
population is known to be spendthrift and has an utmost desire to
remain fashionable at any situation (Walsh 2009).With the help of
globalization, the Australians have even started experimenting with

their clothes and attires. However, it has to be remembered that the
present demography of Australia are more sedentary than the
former generation due to technological advancement, lifestyle and
lack of exercise. Women in Australia tend to lead more sedentary
lives than the men of Australia. Therefore, the mentioned company
would note down the factors about the modifications they need to
make in the sizes and patterns of the clothes they are going to make.
The fashion which the women of Australia preferred 100 years ago
might not be the same for the women of the present generation.
Therefore, such factors should be kept in mind (Craik 2015).
Political/legal factors The political and legal framework of Australia is adequately
reliable, transparent with clarity and brevity, optimistic towards
international business relations and impartial when it comes to
competition. Therefore, Piink has been provided with a flexible and
a less difficult domain for propagating and functioning their
business at ease.
Technological factors It is observed that Piink company has already utilized the platform
of internet to propagate their products and reach their customers
(both functional as well as prospective) even at the most remotest
place. Australia is a country with advanced technological
infrastructure. With a class apart information and communication
technology, the businesses that are already functioning, such as
Piink, or is about to be started in Australia has the opportunity to

grow their business, enable increased efficiency and accuracy, with
a quick and swift service which can bring them goodwill and
reputation (Paul, Yeates and Cadle 2014).
Global factors Australians have been reported to be spending nearly $6.1 billion
on fashion throughout the year across globe. Australia is known to
be exporting approximately $6.1 billion of designer clothing
commodities which are received cordially from all over the world
(Walsh 2009). Demand for Australian fashion throughout the
world has turned colossal therefore, Australian government has
built fashion designing universities all around the country which
invites fashion studies enthusiast students from all around the world
to study there. However, it should not be forgotten that
globalization is one of the reasons for the fame and popularity of
Australian fashion brands and trends along with the pool of artistic
talents in the nation (Gillespie and Riddle 2015). Therefore, Piink
has the opportunity to establish their business globally by
increasing their business parameters or limitations and creating
demand in the global market for their products.
Summary of Opportunities and threats of Piink
Opportunities Threats
1. Pink has targeted a larger demography
of the market.
1. The rise of the raw materials which
Piink needs to produce their products

2. Piink has utilized exotic and creative
images of their products along with an
affordable price for each product
according to the market analysis to
attract customers.
are rising, therefore, cost incurred can
be heavy in the present market (Paul,
Yeates. and Cadle 2014).
2. With limited number of employees and
professionals, the company can work a
little less efficiently.
Conclusion
The respective paper concludes by delivering a report of the External marketing environmental
analysis of a women’s apparel company based on Australia named Piink. “Piink” is an Australia-
based designer clothing company which is situated at Keilor Road, Victoria, near Melbourne.
Piink is considered to be the trendiest and popular company of Australia in terms of fashionable
and stylish clothing catering only women. Piink offers a wide range of variety of casual clothing,
formal clothing, and accessories such as shoes, bags, sunglasses, earrings and playsuits
exclusively for women and girls. The paper analyses the macro-environmental factors that are
taken into account for conducting a market analysis along with the company’s opportunities and
threats with details and clarity.

References :
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Craik, J., 2015. Challenges for Australian fashion. Journal of Fashion Marketing and
Management, 19(1), pp.56-68.
Ferdous, A.S., Herington, C. and Merrilees, B., 2013. Developing an integrative model of
internal and external marketing. Journal of Strategic Marketing, 21(7), pp.637-649.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Kennedy, A.M., 2016. Macro-social marketing. Journal of Macromarketing, 36(3), pp.354-365.
Paul, D., Yeates, D. and Cadle, J. eds., 2014. Business analysis. BCS, The Chartered Institute for
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Piink.com.au .2003Available at: https://www.piink.com.au/
Walsh, S., 2009. Australian Fashion Directions–Getting it Right. Victorian Government
(TAFE)/ISS Institute/Fellowship.
Wylie, S.M., 2014. Fashion meets journalism: Mapping and evaluating Australian fashion
journalism (Doctoral dissertation, Queensland University of Technology).