Analysis of Australia Post's Macro-Environment, Competitors, Industry, and Strategy

Strategic management

EXECUTIVE SUMMARY
Australia Post is one of the iconic postal service providers in Australia. The Australian Postal
Corporation (Australia Post) is considered as a Government Business Enterprise (GBE), engaged
in offering regulated monopoly service to deliver letters. It also offers parcel delivery and other
related services alongside based commercially. The present study aims to conduct the analysis of
macro-environment, competitors, industry, company and strategy of Australia Post. The study is
based on critically analyzing Australia Post’s competitors, strategies, and the industry wherein it
operates. After analyzing all aspects, the study put forth recommendations to the company to
gain a sustainable competitive advantage and commendable success in the postal industry. The
study shows that Australia Post is the leading postal service provider in Australia, it has made
best use of its resources, competencies and capabilities; however is lately losing shares in the
market. The study reflects that the company should consider provided recommendations to
leverage its capabilities and earn a better market share.

Table of Contents
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Macro Environmental Analysis...................................................................................................4
Industry Analysis.........................................................................................................................4
Analysis of Australian Post.........................................................................................................4
Competitive threats to the Australian Post..................................................................................4
Strategies of Australian Post........................................................................................................4
Recommendation.........................................................................................................................4
Conclusion.......................................................................................................................................4

INTRODUCTION
Australian Postal Corporation is the government owned company, engaged in providing the
postal services in Australia. By 2008, the customer base of the company was very significant and
serving around one million customers every day. In the era when as e-commerce started to take
place in the market, the growth of the company began to fall. The company started facing several
issues as the new and innovative technique started in the communication industry. With this
aspect, communication by email, mobile phones, text messages, and others are the example,
which creates a problem for the Australian Post. The present study shows the several aspects
related to the Australian post, such as macro environmental analysis, life cycle of the industry,
strategies of company, competitive threat and other elements.
MAIN BODY
Macro Environmental Analysis
Macro-environmental factors are the factors that create an impact on the decision making of the
company, and it influences the strategies, planning and the performance of the company. With
this aspects, the macro environmental factors that creates dramatic impact on the Australia Post
include economic factors, Political Factors, technological change, Social, Legal elements, and
environmental factors (Herrera, 2016).
Australian Post Corporation is owned by the government and its operations and activities are
conducted commercially. The economic growth of the company reduced, because of the several
factors. The main issue is the reduction of requirement for the primary function of the company,
delivering mail/post to the public. Further, the profit of the company generated through the travel
service of the company, which consist of international money transfer and travel service also
impacted by the inflation and exchange rate. Due to the change in lifestyle and consumers, leads
the Australian post in order to catch the e-commerce market development and make an effort to
stay in the current consumer market (Tussyadiah, 2016). The company is realigning its strategies
and planning to become a partner for e-commerce market of Australia. The enhancement and the
development of the technologies in the communication sector, has significantly reduced the