Assessing the Viability of Yates in the Australian Market

Running head: STRATEGIC MANAGEMENT
Strategic Management
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STRATEGIC MANAGEMENT1
Executive Summary
Yates was established in 1883 and was named after Arthur Yates, the founder. Since then the
company has been offering different assortment of horticulture based products and services in
the Australian Market. Furthermore, the company has been recognised in the as the best provider
of horticulture based products. Hence, the company has been able to sustain itself in the market
and gain profitability at the same time. The aim of the paper is to assess the external and internal
factors that affect the viability of operation of the company in Australia. Finally
recommendations have been presented that will be at increasing the revenue generated by the
company and to increase the awareness of the company in the Australia.

STRATEGIC MANAGEMENT2
Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................3
External environment.......................................................................................................................5
Internal factors.................................................................................................................................7
Recommendation and conclusion....................................................................................................9
REFERENCES..............................................................................................................................10

STRATEGIC MANAGEMENT3
Introduction
Yates has been established in the Australian market as company that specialises in the
supply of horticulture based products. The company was founded in 1883 and has developed
over the years by utilising their adept speciality in catering to the diverse needs of the Australians
in terms of offering them in term products and services that help the latter achieve excellence in
horticulture. The company has been recognised as the most trusted brand in horticulture supply
industry. Thus, the aim of the papers is to adjudge the internal and external conditions that
determine the viability of the operations of the company.
Background
The company has be named after the founder of the company, Arthur Yates. Arthur Yates
moved to New Zealand in 1879 and started a seed business with his brother. This event can be
seen as the beginning of journey of Yates (Yates.com.au, 2019). The latter moved to Sydney
with an aim of starting a business on his own. Yates started selling packaged seeds for gardeners
across Sydney that soon became popular across the whole country.
From the early days of operation of the company, they have taken pride in terms of
associating their products with the highest quality of possible which is deemed to be the reason
behind the success of the company. It has been almost 137 years since the company started its
operations (Yates.com.au, 2019). Still, the quality quotient is on the top of the list of priority of
the company. While the products offerings of the company have increased considerably, they
have been humble to stick to the root cause behind the success that the company has been
receiving form the Australian consumer community.