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Micro and Macro Environment Factors Analysis

Added on - 08 Dec 2020

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REPORT
TABLE OF CONTENTSEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................2MAIN BODY...................................................................................................................................2Marketing situation.................................................................................................................2Micro- environment analysis of company..............................................................................3Macro-environment................................................................................................................4SWOT analysis.......................................................................................................................5Objectives and Issues.............................................................................................................6Marketing strategies...............................................................................................................7Segmentation, Targeting, differentiation and positioning......................................................7Marketing mix........................................................................................................................8CONCLUSION................................................................................................................................8REFERENCES..............................................................................................................................10
EXECUTIVE SUMMARYIn this report of Accent group limited company which is a retail industry it is aninvestment holding organisation.This companyowns and operates different footwear andapparel stores in Australia and New Zealand. Therefore, study about marketing situation andmarketing mix of Accent group limited is shown over here. The present report contains internaland external factors of the organisation. Hence, report shows strength and weaknesses of thecompany. Present report is about setting target market for the customers. From this report it hasbeen found that the cited company is making relevant efforts to improve themselves in terms ofmarketing and effectively combating with its contenders.1
INTRODUCTIONAccent group limited is a retail organisation which was founded in 1981 and is situated inWaterloo, Australia. This companyowns and operates different footwear and clothing stores inAustralia and New Zealand. It is known as regional leader in the retail distribution ofperformance and lifestyle footwear (About us,2018). This study is about marketing situation andmarketing mix of Accent group limited. Also, it will include micro environment and macroanalysis of the organisation. There will be SWOT analysis, marketing strategies, objective andissues of the organisation in this report. Also, Segmentation, Targeting, Differentiation andPositioning will be studied in this study.MAIN BODYMarketing situationThis is the situation in which Accent group limited includes research and analysis totarget market, competitors and business challenges. Therefore, organisation plans their strategiesaccording the dynamic situation of market.Accent group limited is doing a great job in onlinedelivery of their products and services and has grown their sales to a great extent(Orford, 2017.).Also, rival company are facing tough competition in the market which has increased a need ofinnovation in products. Thus, firm does not update their website on daily basis and this candecrease market share of the company.To bring improvement in their goods and services, they are introducing online option fortheir customers. Therefore, consumer can get updated information of product on their sites. Thefirm also has to face business challenges like similarity between goods with rival company wherecompetitors offer low price of the product to attain competitive advantage (Accent Group’sDaniel Agostinelli talks future strategy,2018). To overcome this situation Accent group limitedneeds to bring more innovation and creative idea so that more customers are willing to buy theirgoods and can perform better than rival firm. Organisation conduct market research beforeintroducing new product.2
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