Management Essentials || Assignment

MANAGEMENT

Contents
Introduction...........................................................................................................................................3
Value proposition and buying behaviour of Bounty Bags.....................................................................3
Micro environmental analysis................................................................................................................4
SWOT analysis..................................................................................................................................4
Macro environmental analysis...............................................................................................................5
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11

Introduction
The report brings out a discussion on evaluating the marketing theories and framework such
as micro and macro environmental analysis. These marketing tools have employed
appropriate research procedure to collect and use the data so that they company can use it to
make its marketing plan by deploying its resources in best possible ways. This assessment is
based on the environmental analysis of Bounty bags with the help of SWOT analysis, which
is a tool to analyse the strengths, opportunities, threats, and weaknesses. Furthermore, to
analyse the external environment and the factors, the report have used the Pestle analysis,
which includes economic factors, social factors, political factors, technological factors,
demographic factors, legal factors and environmental factors (Achinas, Horjus, Achinas, &
Euverink, 2019).
Bounty Bags is an Australian based company who wishes to expand in different markets and
nations to attain greater success and maximise the customer base to earn maximum profits.
Bounty bags has been supporting new parents while raining their kids. The way through
which people first engage with the bounty bags because of its level of trust maintained in the
market. The services available at the doorstep include baby services such as breast pumping
advices, medicines, and other baby services. The company also offer specialised
compounding services for newly born baby (Bounty, 2019).
Value proposition and buying behaviour of Bounty Bags
The bounty bags targets new and expecting mothers in community, who are around 30 years
and call for healthcare needs during and after pregnancy. These bounty Bags are being
distributed by the nurses and hospital staff to the pregnant women. The company avails home
& nursery, bath & health, preparing for the baby, wellbeing, accessories, food, nutrition, car
& travel, and maternity wear (Bounty, 2019). The bounty bags reach almost 80 percent of the

pregnant women at the time when they are receptive to the new data. As the value
proposition, the company distributes credible hospital environment availing advertising
partners with unique and compelling platform while connecting with sorting after the target
market without wasting it.
Micro environmental analysis
SWOT analysis
This tool used to identify weaknesses, opportunities, strengths, and threats. This tool is used
to capture the market by using the strengths to use the opportunities and finally overcome
weaknesses, and remove the threats (Bull et al., 2016).
Strengths Weaknesses
The brand reaches to pregnant women
22760 times.
The bounty bags has established magazines
such as Mother & baby, pregnancy life
&style, The pregnancy book, shopping 4
baby, the BaByCare book, and mother to be
bounty bag, which has helped new moms
(Bounty, 2019).
These bounty new Mother bag is delivered
to a mom when the baby is of hours through
hospitals (Gürel, & Tat, 2017).
The company also avail early trails, which
allow advertisements to access new parents,
which seek out information on the products
The company does not have extended form
of its brand, especially at international level.
The customers do not have loyalty towards
the bounty bags (Islam, & Mamun, 2017).
Limited experience in the pharmaceutical
industry, which is quite new in Australia.
Huge costs involved in training the staff and
also the amount of staff employed (Bull et
al., 2016).

(Islam, & Mamun, 2017).
Opportunities Threats
The information availed can provide high
value to antenatal waiting data and class
within hospitals.
Therefore, there is a greater opportunity for
content integration through advertisement
and promoting them through branding
segments.
With product sample and data, every
Bounty bag does have a copy of how
parents can lead with essential products and
parenting magazine.
Furthermore, the company is working with
the medical companies to produce such
medicine as customised to meet the wants of
the kid such as alcohol free, preservative
free, colour free, and easy to take for the
newly born baby.
The company is under threat of broken
down by metro established brands to ensure
cost effective and the targeted campaigns
with no wastage for the advertisers.
The company definitely suffers from several
local competitors, especially internet
websites, bloggers, and other social network
information provider (Yazdani et al., 2018).
Macro environmental analysis
This analysis demonstrates the impact of several factors such as demographic, economic,
environmental, cultural, and technological factors on bounty bag`s abilities to serve the target
market (Achinas, Horjus, Achinas, & Euverink, 2019).
Political factors-

There is not such barriers to the bounty bags operations, and it is a community outreaching
initiative where it can foster development and growth of family especially the child develop
and assisting the new moms in the days of challenges at the time of child`s development. The
organisation also aims to outreach to the indigenous population even when they live in
remote areas to support maternal cases in the western downs, aboriginals, or countrysides.
While entering into other markets, the company will have to the degree of liberal market, and
new legislations that can develop new strategies to make it more profitable. Most
importantly, bounty bags are distributed in the hospitals with products aiming at new stage of
life. These bags content comply with the WHO (World Health Organisation) guidelines
(Trading economies, 2019).
Economic factors-
Determining of economic indicators such as GDP, per capita income, personal disposable
income, and inflation rate are the major factors, which decide whether the bounty should
offer a certain group of people. Bounty bags is collected through GPs, Ultrasound Clinics,
Antenatal clinics, and Maternity hospitals as these are the mode of distribution. Australia is
seen as 13th largest economy in 2017 and the it is expected that the company will grow by 2
percent. From the Mercer Australia, the seasonal participation rates for 2020, which had
increased for male and female at 70 and 61 percent (Trading economies, 2019).

(Source: Focuseconomies, 2020)
The level of GDP is stable and it increases 2.2 percent economic growth. The unemployment
rate is 5.3 percent with the inflation rate of 1.8 percent. It is seen that highest PDI is received
by 40 percent of the household disposable incomes (Pack, 2020). In Australia, the average
per capita income is nearly USD 32759, which is almost equal to the USD 33604. This shows
the level indicates that the majority of people can afford the products of Bounty Bags
(Focuseconomies, 2020).
(Source: Focuseconomies, 2020)
Social factors-

Australia is multicultural and multiracial discussing immigration policy adopted the
citizenship of the country. Amongst the small population of 23 million in 2018. The feedback
engage with bounty bags as the trusted. Parents to be bags and other magazines reaches
women when a woman is pregnant and this new bag aims to reach new parents when the
baby is 48 hours old (Kunaratnam, Halaki, Wen, Baur, & Flood, 2018). The level of demand
depends on the three levels of social classes in Australia such as upper class, middle class,
and working class. Middle class is people does not have manual jobs and 20 percent of the
population identifying as the manual worker. Upper class undertakes to own expensive cars,
homes, and clothes but working class has become indebted, mannerism, sports participation,
and entertainment. Australia have higher emphasis on the higher education and focus on
institution of technical and further education. People with higher education will definitely
take care of services reflecting wealth and social status (Kukuh, Ciptomulyono, Putra, &
Suharyo, 2019).
Demographic factors-
Bounty bags can offer innovative mobile technology services to the clients so that it can
complement the professional health assistance to baby as well as mother. One can believe
future of pharmacy and the medical services are driven by sharing information and digital
health. The supply of the products will be relevant to the demographics aiming to act as one
stoppage for the all the needs of safety and health needs (Fresh Therapeutics compounding
pharmacy, 2019). For example- Aquamamma is specific maternal hydration with the health
range that will be stocked in availing easy alternative for the mothers who are looking to
provide intensive care regarding hydration needs (Kartomi, 2017).
Technological factors-

The bounty rewards maintains a database of 95000 highly engaged people. Members are
being rewarded to open advertising message with bounty rewards, which are bring converted
in vouchers availing incentives (Pack, 2020). Australia is well known for technological
innovations so it has to adopt frequent innovations as compared to other nations (Kartomi,
2017). The government funds is nearly 50 percent of total research and development
contributing to 40 percent. Therefore, bounty bags can use the social media platforms to
advertise its items and increase its sales. Moreover, the company must also convert its
magazines to the pdf and avail them on their websites. There was trouble in relation to
policies and research that falls towards research centres. University researchers should
struggle over the funding resources (Fresh Therapeutics compounding pharmacy, 2019).
Legal factors-
The most important element is to address policies and laws for the business. Australia has
quite fair trading laws, consumer laws, and competition laws. The fair work Act created in
2009, which is the main source of primary piece that governs employment while handling
personal data of the customers (Bohari, Hin, & Fuad, 2017). Moreover, the age of
discrimination and the disability in the discrimination shows the minimum wage system and
the greater needs for the organisations for the organisations to recycle are some of the recent
laws implied in Australia. For bounty bags, delivery staff of the company has to ensure that
they hand over the bags with extreme hygiene for which they can use sanitizers after every
delivery. The core elements for the formation of the contract that are acceptable and offerings
(Bohari, Hin, & Fuad, 2017).
Environmental factors-
With the emerging globalisation, it is seen that maintaining environmental factors have
become major challenge for the government. Although, a bag to the mum distribution, which

means sampling campaigns in the bounty bags can deliver zero waste and it is cheaper than
the posting the sample directing to the target market. The company ensures that combination
of 100 percent accountable logistics, 75 percent market reach, and zero wastage means that
bounty can deliver cost effective results in a memorable way (Bell, Golley, & Magarey,
2016). The operations of bounty bags do not create any issue on the environmental basis as it
ensures that the products available to the newborn baby does not contain any plastic material.
EPA (Environmental Protection Act) establish items to ensure that it has environmental
impacts while considering the government decision making (Anderson, 2018).
Conclusion
While deciding the marketing mix of the company, it is seen that Bounty Bags has created
delighted expecting and new mothers. With the help of the hospitality distribution, bounty
bags are brought most updated hospital data based on health when babies come to the world.
There is an unprecedented reaching in trusted environment, which has been trusted and
approved by the health professionals. From the above discussion, it is seen that the company
has been receiving favourable conditions to expand with new items and expand into new
markets with positive legislations, laws, and suitable market conditions for the bounty bags.
Most appropriately, as a suggestion the company can invest in diversifying its product
portfolio in developed nations. Although, the company will face higher competition from
existing collaborates but still its door-to-door services directly to the hospitals to cater the
kids.

References
Achinas, S., Horjus, J., Achinas, V., & Euverink, G. J. W. (2019). A PESTLE Analysis of
Biofuels Energy Industry in Europe. Sustainability, 11(21), 5981.
Anderson, J. (2018). Implicit and explicit attitudes towards asylum seekers in Australia:
Demographic and ideological correlates. Australian Psychologist, 53(2), 181-191.
Bell, L. K., Golley, R. K., & Magarey, A. M. (2016). Dietary risk scores of toddlers are
associated with nutrient intakes and socio‐demographic factors, but not weight
status. Nutrition & dietetics, 73(1), 73-80.
Bohari, A. M., Hin, C. W., & Fuad, N. (2017). The competitiveness of halal food industry in
Malaysia: A SWOT-ICT analysis. Geografia-Malaysian Journal of Society and
Space, 9(1).
Bounty, (2019). Bounty Bags. Retrieved from: https://www.bountyparents.com.au/bounty-
bags/
Bull, J. W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., &
Carter-Silk, E. (2016). Strengths, Weaknesses, Opportunities and Threats: A SWOT
analysis of the ecosystem services framework. Ecosystem services, 17, 99-111.
Focuseconomies, (2020). Australia Economic Outlook. Retrieved from: https://www.focus-
economics.com/countries/australia
Fresh Therapeutics compounding pharmacy, (2019). Bounty Bags. Retrieved from:
https://www.freshtherapeutics.com.au/professional-services/baby-and-child-health/
bounty-bags/

Gürel, E., & Tat, M. (2017). SWOT analysis: a theoretical review. Journal of International
Social Research, 10(51).
Islam, F. R., & Mamun, K. A. (2017). Possibilities and challenges of implementing
renewable energy in the light of PESTLE & SWOT analyses for island countries.
In Smart Energy Grid Design for Island Countries (pp. 1-19). Springer, Cham.
Kartomi, M. (2017). From Agricultural Tool to Identity Symbol: Musical and Socio-Political
Change in the Pestle-and-Mortar Music of the Natuna Archipelago,
Indonesia. Ethnomusicology, 61(1), 87-114.
Kukuh, S. A., Ciptomulyono, U., Putra, N. I., & Suharyo, O. S. (2019). Navy ability
development strategy using SWOT analysis-interpretative structural modeling
(ISM). Strategic Management, 24(1), 30-40.
Kunaratnam, K., Halaki, M., Wen, L. M., Baur, L. A., & Flood, V. M. (2018). Mother–child
dietary behaviours and their observed associations with socio-demographic factors:
findings from the Healthy Beginnings Trial. British Journal of Nutrition, 119(4), 464-
471.
Pack, C., (2020). The Australian Economy and Financial Markets. Retrieved from:
https://www.rba.gov.au/chart-pack/pdf/chart-pack.pdf?v=2020-03-18-08-05-20
Trading economies, (2019). Australia - Economic Indicators. Retrieved from:
https://tradingeconomics.com/australia/indicators
Yazdani, M., Baker, G., DeGraaf, H., Henry, K., Hill, K., Kimber, B., ... & Nash, M. A.
(2018). First detection of Russian wheat aphid Diuraphis noxia Kurdjumov
(Hemiptera: Aphididae) in Australia: a major threat to cereal production. Austral
Entomology, 57(4), 410-417.