Strategic Management of Australia Post: Analysis and Recommendations

Running head: STRATEGIC MANAGEMENT
Strategic Management
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Executive Summary
The report has assisted in understanding and analyzing the strategic management aspects of
Australia Post Company in the competitive environment. The discussion on the internal as well
as external analysis of environment is suitable in identifying different threats, opportunities,
weaknesses and strengths that will be beneficial for the business to operate in such kind of
environment. Additionally, with the help of competitor’s analysis, the identification of the
competitors has been done which plays a vital role in understanding position of Australia Post in
contrast to other competitors. In the current scenario, the different companies are keen for
communicating and developing set of different corporate values which defines the process
through which the company operates. With the PESTEL, SWOT and Porter’s Five Forces
analysis, the different external along with internal aspects have been identified. Furthermore, the
segmentation, targeting and positioning of the company have been identified through which it
can be identified that customer-centric approach will be effective in meeting demands of
customers at lower price against the other competitors. Lastly, the strategic recommendations
have been provided wherein the company needs to incorporate the low pricing strategy for the
international expansion.

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Table of Contents
Introduction......................................................................................................................................4
Overview of Company.....................................................................................................................4
Industry Analysis -Porter’s Five Forces Model Analysis................................................................5
External Environment Analysis- PESTEL Analysis.......................................................................8
Internal Environment Analysis – SWOT Analysis and VRIO Analysis.......................................12
SWOT Analysis of Australia Post.............................................................................................12
VRIO Analysis...........................................................................................................................14
Competitor Analysis......................................................................................................................15
Value Chain Analysis....................................................................................................................17
Primary Activities......................................................................................................................17
Inbound Logistics..................................................................................................................17
Operations..............................................................................................................................17
Marketing and Sales..............................................................................................................18
Outbound Logistics................................................................................................................18
Services..................................................................................................................................18
Secondary Activities..................................................................................................................19
Infrastructure of Firm............................................................................................................19
Human Resource Management..............................................................................................19
Development in Technology..................................................................................................19

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Procurement...........................................................................................................................19
Segmentation, Targeting and Positioning of Australia Post..........................................................19
Core Competencies Analysis of Australia Post.............................................................................20
Analysis of Tangible and Intangible Resources of Australia Post................................................21
Weaknesses of Australia Post Company...................................................................................22
Current Strategies Adapted by Australia Post Company...............................................................22
Recommendations for Changes in Systems or Policies of Australia Post Company....................23
Conclusion.....................................................................................................................................24
References......................................................................................................................................26

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Introduction
In the present scenario of the complex corporate atmosphere, strategic management is the
key foundation for analyzing key decisions of the firm for managing the future challenges. In
addition, it plays the pioneer role in exploring the different kinds of opportunities and identifying
the different manners for reaching to those objectives in a suitable manner. Australian Post is the
respective company which will be used in the report for understanding the strategic management
of the company (Abdel-Basset, Mohamed and Smarandache 2018).
In this report, there will be discussion regarding the competitors, internal as well as
external environmental analysis with proper implementation of models which are apt in
understanding the nature of the environment in which the company operates. Proper
segmentation, targeting as well as positioning of the company needs to be done which will be
suitable for development of the corporate as well as business strategies through the assistance of
the Ansoff’s Matrix which will be apposite for understanding the future goals that can be helpful
for making the business suitable. Lastly, the strategic leadership of Australian Post will be
analyzed for providing the audience with the clear picture.
Overview of Company
Australian Post is one of the companies which is helpful in offering the postal services in
the Australian economy and in different other parts of the country outside Australia. It is
operating the business in the market as Australian Post Corporation. The company was
incorporated in the year 1809 in the month of 25th April and it is headquartered at Melbourne,
Australia (Auspost.com.au 2019). The entire company is succeeded by the government of

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Australia and falls under top 100 financial brands in entire Australia. The main activities which
are being performed by Australia Post includes the management of parcels as well as mails
which includes packaging, collection of the parcel as well as delivery.
Insurance and money related matters along with business-related solutions are provided
by the company which is inclusive of the solutions related to e-commerce that has made them the
top financial brands in the Australian economy. The company has 4400 post-offices along with
11.4 million delivery centers that are managed in various locations of the market of Australia.
The main mission of Australia Post Company comprises of the following aspects:
 Making the different customers, employees along with investors more successful
 Paying respect to the different associates along with performing well at same time
 Facilitating along with simplifying the customers lives
 Contributing towards making the world a better life
On the other hand, the vision of the Australia Post Company is to become the postal
service of Australia and the logistics company for the entire world as well. The statement is
simple,however, the company wants to be active in more than 200 countries as well as territories
wherein they can become the most suitable logistics company and gain strong presence and
become the favorite for the different customers in global market.
Industry Analysis -Porter’s Five Forces Model Analysis
In case of Australian Post Company, the respective model will be helpful for
understanding the situation of company in comparison to the other competitors.
Bargaining Power of Buyers