PEST Analysis for Byron Bay Cookie Company in Singapore

RUNNING HEAD: PEST ANALYSIS
Marketing

PEST ANALYSIS 1
Executive summary
The report focuses on the important aspect of international business. It suggests that
Byron Bay Cookie is a multinational company based in Australian. The PEST analysis suggests
that all the macro-environment factors will benefit Byron Bay Cookie Company with its own
aspects. It is assessed that none of the factors are offering threat to the company. However, these
are developing some sort of advantages and opportunities for the company. Thus, to fully utilize
these advantages, possible recommendations are given with respect to each macro environment
factor. It also provides specific figures and graphs in relation to these factors.

PEST ANALYSIS 2
Contents
Introduction......................................................................................................................................3
Company overview..........................................................................................................................3
Country overview............................................................................................................................4
PEST Analysis.................................................................................................................................4
Conclusion.......................................................................................................................................8
Recommendations............................................................................................................................8
Bibliography..................................................................................................................................10
Appendices....................................................................................................................................14

PEST ANALYSIS 3
Introduction
The research report is prepared for the title ‘Marketing’. It involves the various activities
undertaken by the company for the promotion of a product/service. It is the ability to influence
the customers with respect to product (Jobber, 2012). It includes activities such as advertising
and personal selling. It is one of the important aspects of the selling process because it involves
dealing with the customers. It is analyzed that choosing the right platform for marketing is very
essential as it can directly affect the sale of the product and company’s overall profit (Kotler,
2015).
The first section provides brief information about the ‘Byron Bay Cookie Company’ and
‘Singapore’. The body section provides detailed information about the economic, political, social
and technological factors of Singapore. It also comprises of the possible threats and opportunity
that will emerge for the Byron Bay Cookie Company due to analysis of these factors. The last
section provides effective and practical recommendations for the Byron Bay Cookie company to
overcome the possible threats and exploit the potential opportunities. The key purpose of the
report is to pour light on the major aspect of international marketing. It also provides an
opportunity to upgrade the knowledge based on the given title.
Company overview
Byron Bay Cookie Company is an Australian company founded in the year 1990.
‘Maggie Miles’ and ‘Gary Lines’ founded it. It has a market in 40 countries including England.
In the global world, it has also won several awards for its high quality and unique taste cookies.
It has won two silver and one bronze medal in the ‘Australia fine food award category’. In the
production process, it mainly relies on using locally sourced ingredients (Not A Trace , 2013).
It is mainly engaged in selling cookies of multiple varieties. These are gluten-free and soft
textured. Despite physical stores, it also operates via digital channels including Instagram
(Instagram , 2019). It is also represented by figure 1 given in appendices. It has annual
revenue of around $4 million (Stafford , 2013). It sells around 60 million cookies annually
(Han , 2013). It is analyzed that with the passing years, Byron Bay Company is reaching to