Overview of Marketing Environmental Analysis

Running Head: MARKETING ENVIRONMENTAL ANALYSIS
MARKETING ENVIRONMENTAL ANALYSIS
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1MARKETING ENVIRONMENTAL ANALYSIS
Executive summary
Bounty Bags is a popular brand in Australian baby product industry. The company has a
dynamic range of product line but does not get enough market penetration. There are two major
reasons behind such situation, one is associated with high competitiveness and another is the lack
of marketing practice that Bounty Bags follows to survive and gain competitive edge in the
Australian market. This report investigates and evaluates all those situational analysis in the
Australian baby product market industry and at the same time provides strategies that can help
Bounty Bags in the long run.

2MARKETING ENVIRONMENTAL ANALYSIS
Table of Contents
Introduction......................................................................................................................................3
Analysis of external environment (DENPTC).................................................................................4
Demographic................................................................................................................................4
Economic.....................................................................................................................................4
Natural.........................................................................................................................................4
Political........................................................................................................................................5
Technological..............................................................................................................................5
Cultural........................................................................................................................................6
Analysis of internal environment.....................................................................................................6
The company...............................................................................................................................6
Porters five force analysis............................................................................................................7
Competitive rivalry..................................................................................................................7
Threat of substitutes.................................................................................................................7
Bargaining power of the customers.........................................................................................7
Bargaining power of the suppliers...........................................................................................8
Threat of new entrants.............................................................................................................8
SWOT/TOWS..................................................................................................................................9
Conclusion.....................................................................................................................................10
Reference.......................................................................................................................................12
Appendices....................................................................................................................................14
Appendix 1.................................................................................................................................14
Appendix 2.................................................................................................................................15
Appendix 3.................................................................................................................................16
Appendix 4.................................................................................................................................17

3MARKETING ENVIRONMENTAL ANALYSIS
Introduction
Bounty Bags is a well-known and one of the most trusted brand in the Australian market.
The company is not the same as the other business companies operated in the Australian market
rather it emphasises on the parents by providing support to their parents in their child raising
journey. It is can be stated that the organisation is dedicated to support the parents who are
expecting to have a child or children (bountyparents.com.au, 2020). Henceforth, a number of
different types of bags are provided to the customers for different type of uses. The bags can be
collected from most of the maternity hospitals and clinics in Australia. The parents can also buy
the bags through online purchasing. Basically, the organisation products all kind of baby
products from prams and carriers to the bath and health related baby items. In response to this,
the current report is going to emphasis on the market environment analysis of Bounty Bags.
Therefore, analysis over the external and internal environment of the industry is going to be
discussed in the report with DENPTC and SWOT framework.