Analysis of Micro and Macro Environmental Factors

This article analyzes the micro and macro environmental factors affecting the fruit juice industry in Australia, with a focus on Just Juice. It examines the customers, company, competitors, public, and intermediaries in the micro-environment, as well as the political, economic, cultural, technological, natural, and demographic factors in the macro-environment. Additionally, a SWOT analysis of Just Juice is provided.

Running Head: Marketing Principle
MARKETING PRINCIPLE

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Marketing Principle
Table of Contents
Analysis of micro and macro environmental factors.................................................................3
SWOT analysis...........................................................................................................................5
References..................................................................................................................................7

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Marketing Principle
Analysis of micro and macro environmental factors
Micro-environmental factors analysis
Customers
Australian consumers of fruit juice industry are the backbone of brand such, Just Juice. Near
about 80% of Australians suffer from many diseases as they do not consume fruits directly
and consumption of fruit juice can be considered as an effective alternative to this matter. Just
Juice is on the rank 7 in top 10 consumed fruit juice. This company is offering 99.9% pure
juice without added preservatives and this aspect may help them to increase their customer
base (Thedailydrinksco.com, 2019).
Company
Parent company is providing their best effort to market this brand and it can be seen that this
is one of the popular brands in Australia. The company has launched Just Juice in different
size of boxes to target customers from different age group. Top quality ingredients are being
used by this company to prepare Just Juice.
Competitors
Various fruit juice manufacturers of Australia such as Golden Circle Fruit Juice, Berri, Daily
Juice, Nudie, and others can be considered as potential competitors of Just Juice. These
companies are leading the fruit juice industry they produce similar products (Nour et al.
2017). Just Juice needs to launch best offers to beat these competitors.
Public
Public is supporting growth of fruit juice manufacturing industry and due to this reason, this
fruit juice is holding near about 40% of market share. As suggested by Sui et al. (2016), this
aspect is important for Just Juice as they may assume future growth of their customer base.
Intermediaries

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Marketing Principle
Fruit manufacturers mainly focus on offline distribution channel in Australia. Manufacturers
consider distributors as intermediaries. Just juice is available in supermarkets and local stores
as well.
Macro environmental factor analysis
Political
Australia is based on federal government system. According to Cockburn et al. (2018), stable
and safe political condition of Australia is supportive of business. Currently, this country is
facing criticism of UN and it may affect business of Just Juice in future.
Economic
Australia is considered as 13th largest economy of the world and economy has grown 2.4% in
2017. Company tax rate is 30% in Australia that can impact just juice by decreasing profit
level. Business investments and rate of inflation are expected to grow in this country. This
can increase market competition and impact on just juice.
Cultural
Australia can be considered as multiracial and multicultural. Every year mass immigration
takes place and it leads to cultural mix (Rees, Smith & Hall, 2016). Just Juice is liable to
prepare products as per preferences of people from different culture.
Technological
Australia is considered as technologically advanced country and adopting different innovative
technologies in recent times. Technological purchase has grown by 4% in 2019 that can
impact just juice. Developing and distribution of this product can be done by adopting
technological facilities of this country.
Natural

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Marketing Principle
Climate change and waste disposal are some major threats that this country is facing.
Different rules and laws are framed by government that impacts on marketing policies of just
juice.
Demographic
Demographic of Australians are affecting development of business strategies. It is the 55th
largest country in the world and people from different religion live together in this country.
Just Juice avoids biases while serving to their customers and they pay equal respect to all
kinds of Australian customers to maintain their market position.
SWOT analysis
Strength: quality of just juice is a major strength that helps this organization to gain attention
of a large number of customers. They offer 99.9% fruit juice and no other additional
preservatives are added. Moreover, products of this firm contain high vitamin C that
increases quality of products. Popularity of products of this brand is increasing that is
strength of this organization. As opined by Sui et al. (2016), customer loyalty helps an
organization to mitigate problems during a time of risk.
Weakness: Distribution of products is a major weakness of these products. Different
products need to be distributed through different channels like social sites, websites, and
other channels. Lack of proper channel is a major weakness of this company.
Threats: Among the major threats market competition is the most essential for this brand.
Different other supermarkets brand and other brands such as daily juice and Berri are major
competitors of this brand. These brands are currently leading market of this sector. Moreover,
other brands of large organizations like Coca Cola Amatil are also providing tough
competition to just juice. Fruit juice has been favored widely by Australians and thus
competition in procurement of raw materials has also increased.

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Marketing Principle
Opportunities: Good brand image is a can create a great opportunity for expansion of this
brand in future. In future, offering good products and maintenance of quality can help this
brand to flourish. Increasing trend of fruit juice consumption in Australia can impacts sales of
just juice brand.

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Marketing Principle
References
Cockburn, N., Lalloo, R., Schubert, L., & Ford, P. J. (2018). Beverage consumption in
Australian children. European journal of clinical nutrition, 72(3), 401. retrieved from:
https://www.nature.com/articles/s41430-017-0021-x
Nour, M., Sui, Z., Grech, A., Rangan, A., McGeechan, K., & Allman-Farinelli, M. (2017).
The fruit and vegetable intake of young Australian adults: A population perspective.
Public health nutrition, 20(14), 2499-2512.retrieved
from:https://pdfs.semanticscholar.org/fc55/d3c04063c0d846d38c347afc493d51a80cdf
.pdf
Rees, D. M., Smith, P., & Hall, J. (2016). A Multi‐sector Model of the Australian Economy.
Economic Record, 92(298), 374-408. retrieved
from:https://www.researchgate.net/profile/Daniel_Rees2/publication/
277194985_A_Multi-sector_Model_of_the_Australian_Economy/links/
5564537d08ae8c0cab3748fa/A-Multi-sector-Model-of-the-Australian-Economy.pdf
Sui, Z., Zheng, M., Zhang, M., & Rangan, A. (2016). Water and beverage consumption:
analysis of the Australian 2011–2012 National Nutrition and Physical Activity
Survey. Nutrients, 8(11), 678. retrieved from:https://www.mdpi.com/2072-
6643/8/11/678/pdf
Thedailydrinksco.com. (2019). Brands. Retrieved on 20th May 2019, from
<http://www.thedailydrinksco.com/just-juice/>