Strategic Management

Running head: STRATEGIC MANAGEMENT
Strategic Management
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1STRATEGIC MANAGEMENT
Executive summary
Post dates back centuries. It was developed in Britain and soon spread across various
countries. It was considered successful as it was the only way of communication of the
people across the large distances. The Australian Post company, public owned bank in now
privatised and operates in the highly competitive Australian Industry. The aim of the paper is
to carry asses the internal and external aspects of operations of the company. The
sustainability initiatives of the industry are under threats from digitalisation and
modernisation. Development of digital modes of communication is the threat to the industry.
The Australian Post is one of the mist successful postal companies operating in Australia,
however, it has hardly progressed. Thus, the latter should carry out market research,
incorporate digitalisation and promote the business in order to ensure a favourable future.

2STRATEGIC MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Macro analysis...........................................................................................................................3
Industry analysis.........................................................................................................................4
Porter’s 5 forces analysis...........................................................................................................5
Company analysis......................................................................................................................6
Competitor analysis....................................................................................................................7
Strategy analysis.........................................................................................................................8
Recommendations and conclusion.............................................................................................8
REFERENCES.........................................................................................................................10

3STRATEGIC MANAGEMENT
Introduction
It has been identified that the national post offices of countries were the medium of
transferring messages in the early days. The Royal mail of Britain has been recognised as one
of the first ever national post offices that were established (Daunton 2015). Since then many
national post offices were established. The national post offices soon became the sole
medium for transferring messages across longer distances (Chadwick 2017). This was before,
the establishment of telephones and telegram services. The industry dates back to 1526
(Amrina and Vilsi 2015). The industry has been subject too rapid privatisation with rise of e-
commerce and digital services. The Australian post was established in 1809 and the country
operated across the Sydney and Melbourne over a span of 900 km (Lannin et al 2013). As of
2008, the company served approximately over 60 million customers across the word and the
number of people that the company employed was nearly 36000 (Auspost.com.au 2019).
Apart from providing postal services, the company also provides similar services as
companies in the banking industry. The government of Australia have implemented a plan to
implement digitalisation by 2020 and electronic services are encouraged by the government
(Lilly 2016). The latter poses threats to the sustainability of the industry and that of the
Australian Post. The aim of the paper is to critically evaluate the external environment for
operation of the company, analysis of the company, the industry and the competitors and the
evaluation of the strategies that have been undertaken by the company to sustain themselves
in the industry that is deemed be changing at a rapid pace.
Macro analysis
The industry that the company is operating is threated to become extinct. The nature
of operation and the services that were offered by the industry were popular back in the day,
however, with modernisation, the nature of behaviour of the consumers have changed (Paço