Marketing tools assist the company

MKTG6002/MKT600
MARKETING

Contents
Introduction................................................................................................................................3
Value proposition and the purchasing behaviour of customers.................................................3
Micro environmental analysis....................................................................................................4
Internal analysis.........................................................................................................................4
SWOT analysis...........................................................................................................................4
Macro environmental analysis...................................................................................................6
PESTLE analysis........................................................................................................................6
Conclusion................................................................................................................................10
References................................................................................................................................11

Introduction
The report is based on the examination of the marketing framework and tools, which clearly
includes micro- environment and macro environmental analysis. Marketing tools assist the
company to accomplish organisational objectives. Marketing tools collect the information;
use it in an appropriate manner by deploying the resources and exploiting the best possible
alternative. This assessment conducts SWOT analysis of, which examines four elements such
as strengths, opportunities, threats, and weaknesses with an aim to analyse how an
organisation can use this model and attain competitive advantage in the industry. Moreover,
with an aim to analyse the external environment, the company will use Pestle analysis, which
covers several factors such as social factors, political factors, demographic factors, legal
factors, economic factors, and environmental factors.
For this report, Progressive Company has been selected and analysed with the marketing
tools such as SWOT analysis and PESTLE analysis. This aims to analyse whether the
company can expand its market to other nations and introduce new product in the series of
portfolio of Progressive Company. The company deals in partnering with other people to
design, store, install, manufacture, and deliver total loose furniture needs for the networked
dealers who will need high quality range of furniture. The company engages in completing
main turn fittings the projects to the dealership support when it can design, install, and design
furniture for Australia`s large companies. The company offer a range of services, which
include designing, manufacturing, direct end user interface, delivery, installation, and
inventory management (Progressive company, 2020).
Value proposition and the purchasing behaviour of customers
Progressive company manufactures, installs, and designs furniture for 25 years. The company
have the huge group of the authorities for two main separations named as authorization and

corporate solution. This business division covers supply, fixing the loose workplace furniture
and fit into projects by incorporating designs, project management, constructing, and fitting
to the accomplishment. Franchise solution can deliver total service for the various franchisee
companies that needs programmed rollouts as we design, install, and create furniture for
some of the biggest companies in nation like Australia.
The company`s ability to incept the building and complete it will include the licensed trades,
which will arrange the necessary permission for the building. One can arrange, provide, and
design plans and render 3D for the projects. The in-house team of the company works with an
aims in creating balanced and aesthetic explanations for the space and individuals needed to
deliver a managed plan from an initiative until the project is completed (Progressive
Company, 2020). The value proposition of the company adds to the strength of the company.
Other more related services that is included in project making is provided, which add value to
the company`s operations such as fully qualified trades, project management, full layouts,
large range and custom manufactured designs, internal wall, plumbing, electric data, floor
coverings, and mechanical with the assistance of experienced professionals (Progressive
company, 2020).
Micro environmental analysis
The tool is used to examine the weaknesses, strengths, threats, and opportunities, which is
used to capture competitive advantage over its competitors by exploiting the opportunities
and overcoming weaknesses with the help of strengths (Sanny, Simamora, Polla, & Atipa,
2018).
Internal analysis
SWOT analysis
Strengths

The company designs and creates offices for last 25 years.
The company avails greater experience by delivering projects on time and through budget
each time.
The company undertakes to cover all the related contracts insurance while engaging in
operations. The company also designs the plans to render 3D projects for the projects.
Progressive company is well known as the largest dealership network in Australia while
offering full point to point services (Gürel, & Tat, 2017).
The company has worked with RMIT University, KIA, Telstra, Coca-Cola, Commonwealth
banks, Monash university, Nissan, and Hyundai, which indicates that it maintains high level
of trust among the clients (Progressive company, 2020).
Weaknesses
One of the main distress is to keep cost negligible but also avail maximum quality to the
customers, which shows that every time the company is not to meet the expectation at
controlling standards (TechSci Research, 2019).
The organisation is not efficient enough to accomplish the changing demand of the clients.
Currently, the company has been working in other nations but it is not able to maintain all the
standards. The product portfolio is not replicated in various locations, which creates several
questions on its efficiency and also unexpected increasing of costs due to lack of portfolio
(Gaille, 2019).
Opportunities
The company must collaborate with other famous brands such as IKEA so that it can grab
several markets in the world. There is a huge population with unique solutions to the issue
related to space in India, which the company can target and focus on (Wu, 2020).

Consumers are aware and cost conscious where they can opt changing demand and furnish
them accordingly. Nations where per capita is low can be offered low costing items. For
example- there is a competitive advantage if it comes to establish in China and India where it
is a better option to promote green markets.
The company lacks product portfolio with limited offering, which it should extend towards
Home appliances, and kitchen furniture. Furthermore, there is an increasing number of eco-
friendly items and trends these days (TechSci Research, 2019). This can assist the growth
strategy for IKEA.
Threats
The company faces issuing of using the catalogue of other brands, which in return spoils the
image of the company.
Fluctuating government tax policies and laws can have bad effect on price of organisation`s
products. Increasing disposable proceeds will lead the consumers to trade with high price in
supply chain (Gaille, 2019).
Macro environmental analysis
This analysis strives to examine the impact of external factors, which affect the business. For
this analysis, the company will undertake PESTLE analysis, which will determine social
factors, political factors, economic factors, demographic factors, technological factors, legal
factors, and nature factors (Hudrasyah, Briantono, Fatima, & Rahadi, 2019).
PESTLE analysis
Political factors-
This factor includes government policies; trading policies, regulatory bodies, and government
change affect the business transactions. The political forces of Australia leads to the

economic and political stability, which means it, can generate higher sales and profitability.
Government`s outlook for the international brands and the policies determine the revenues of
the company. Political instability can interrupt business regulations. It will lead to supply
chain interference and Red tape is another worry for the foreign brands on the part of
operating in markets (Pestle analysis, 2019).
Economic factors-
Before determining theso level of demand and supply and its impact on company`s revenue.
Some of the important indicators are GDP, per capita income, personal disposable income,
and inflation rate (Hudrasyah, Briantono, Fatima, & Rahadi, 2019). From the data collected,
it is seen that nation is the 13th largest nation in the world and it is expected that GDP will
grow by 2.2 percent every year on an average. The inflation rate remains 1.5 2.5 percent of
inflation rate. Nearly 40 percent of the people in Australia are able to earn their personal
disposable income. Per capita income is estimated at USD 32800, which represent that
business people dealing in retail stores and other items will definably need office
infrastructure for running their business (Wiley, 2017).

(Source: Statista, 2020)
(Source: CEIC, 2020)
Demographic factors
The demand of this product and service totally depend on the lifestyle trends, brand image,
and the purchasing pattern. The company can overcome different demands and perception in
emerging market. The company has to formulate different items for different corporate
culture and make sure that it satisfy the demand of the households too by offering them
appropriate set of homes and kitchen appliances (Grunt, & Brzozowska, 2016).
Social factors
It is important to note that Australia has every MNC branch established due to liberal
government policies for FDI (Foreign direct investment) and increasing demand for civilised
goods. Australia also has large number of immigrants, which has led to globalisation. It is
significant to understand the social and ethnic values of the market place. The organisation
can be under fire if it photoshop womenfolk pictures out of directory of Saudi Arabia or

either eliminate lesbian couple from the magazine. Progressive company must know and
analyse the social trends affecting directly the sales (Grunt, & Brzozowska, 2016).
Technological factors
With the advancement of technology and innovation services for the clients, it is seen that
furniture in office must be very easy and comfortable because of long working hours. The
company will need to maintain database of engaged people and customers that are more
frequent, which shows that word of mouth is an technique of advertising. Australia is well
known for its technological advancements so the company can indulge technology while
making furniture (Qiu, Kollmann, & Mudambi, 2017).
The progressive Company can use DIY as the preferred choice for several customers but with
the advent of internet and other social media. It is quite too foolish to say that the customers
cannot learn and do not have any knowledge regarding furniture of their office. The company
must advertisement through DIYs on online platforms especially YouTube (Pestle analysis,
2019).
Legal factors-
It is important factor, which determines whether the company can work smoothly by
addressing the policies and laws for the organisation. Australia has a set of rules and
regulations regarding human rights, labour laws, competition laws, consumer laws and fair
trading laws, which can ensure that the labour people are not exploited as it may lead to
higher suffering in terms of health and safety (Gong, Rong, & Wang, 2019). The company
has to imply fair work act in 2009 that is the core source of maintaining privacy of data. The
discrimination conducted on the basis of disability reflecting minimum wage system and
misbehaviour due to diversity of employees at a single platform in the company. Legal

threats have become prominent because of hassles being created inappropriately. IKEA has
been facing tipping over the last few years caused due to furniture (Lubis et al., 2018).
Environmental factors.
It is one of the influential factor on the company because with the growing globalisation and
liberalisation, it is quite difficult to manage the space and control dust generated during
manufacturing of furniture items. The company will make surer that the company maintains
zero waste management technique also with an accomplishment of giving effective results
among the customers. EPA (environment protection Act) will enforce the companies to
comply with the environmental laws and regulations (Islam, & Mamun, 2017).
Conclusion
The discussion carries out after analysing the above report, it is evaluated that technology
plays an important role in generating maximum revenue and catching maximum customers.
For example- it can come up with specialised technology allowing the designs for low costs
items, using the modelling software is another important thing to foresee the mistakes.
Furthermore, the company should create well designed items so that it can reduce the issues
related to assembly mistakes. This symbolises that the company will face sever issues in
expanding its business in different nations by providing them sellers as the retailers and other
designers who can promote new furniture designs for the big business who actually needs to
build a greater customer base. Furthermore, organisation has to capitalize in operations in
attracting the retailers.

References
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https://www.ceicdata.com/en/indicator/australia/gdp-per-capita
Gaille, B., (2019). 17 Australian Furniture Industry Statistics, Trends & Analysis. Retrieved
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analysis/
Gong, Q., Rong, L., & Wang, H. (2019). China’s Manufacturing Strategy Choice: An
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