Marketing Audit for ACS Property Services - Strategic Analysis

This report presents a strategic business unit analysis of ACS Property Services, an Australia-based washing and cleaning service provider. The analysis includes internal and external assessments, utilizing data from credible websites and academic journals. It covers the company's overview, internal analysis, market structure, VRIO analysis, micro and macro environment analysis, SWOT analysis, and Porter's Five Forces analysis. The report identifies the company's competitive advantages and its position in the Australian market, focusing on its customer-centric approach, technological investments, environmental initiatives, and certifications. Key clients and suppliers are mentioned, along with an evaluation of the company's strengths, weaknesses, opportunities, and threats in the competitive landscape.

Running head: ACS PROPERTY SERVICES: ANALYSIS
Name of the student
Name of the university
Author Note

1ACS PROPERTY SERVICES: ANALYSIS
Executive Summary
The respective paper is a strategic business unit of the organization ACS Property Services,
which is Australia based washing and cleaning service that provides premium cleaning, washing
and maintenance assistance to private and public properties. The purpose of the paper is to find
out the internal and external analysis of the company with the help of data, information and
reports from authentic website and academic journals. The paper focuses on the company’s
internal analysis including macro and micro analysis, market size analysis and SWOT analysis.
The key outcome of the paper is the internal and external condition and competitive advantage of
the company in Australian market.

2ACS PROPERTY SERVICES: ANALYSIS
Table of Contents
Introduction.................................................................................................................................................3
Discussion...................................................................................................................................................3
Company Overview.................................................................................................................................3
Internal company analysis.......................................................................................................................4
Competency of the company...............................................................................................................4
Market Structure and Position.............................................................................................................4
VRIO Analysis of the company...................................................................................................................5
Micro Environment Analysis...................................................................................................................6
SWOT Analysis of the Company............................................................................................................7
Porter’s Five forces Analysis of the Company..........................................................................................15
Macro environment analysis..................................................................................................................16
PEST Analysis of the Company............................................................................................................16
Conclusion.................................................................................................................................................18

3ACS PROPERTY SERVICES: ANALYSIS
Introduction
The respective paper is a strategic business unit of the organization ACS Property
Services, which is Australia based washing and cleaning service that provides premium cleaning,
washing and maintenance assistance to companies, household complexes, warehouses and farms.
Some of the most customary services of ACS property services include ground maintenance, fire
damage repair, graffiti removal, environmental audit, water damage recovery, pest control and
maintenance of parks and recreational places. A strategic business unit of an organization is an
internal and external analysis of the respective organization. Micro environment, macro
environment, SWOT analysis and internal analysis are the parts and phases of a marketing audit
of a particular organization. A marketing audit or a company is a report that talks about the
credibility, threat, strengths and opportunities of the company in the local as well as global
competitive business market. The paper focuses on the company’s marketing audit which
includes internal analysis including macro and micro analysis, market size analysis and SWOT
analysis comprehensively in order to provide a deep introspection about the company and its
credibility and position in the local Australian market as well as in the global international
market.
Discussion
Company Overview
The company ACS Property Services is an Australian company which provides services
such as washing, cleaning, hygiene services, pest control and maintenance of properties which
include buildings, complexes, corporations, parks and recreations, farms and hospitals. The

4ACS PROPERTY SERVICES: ANALYSIS
company ACS Property Services is committed to improve their services continually and provide
their premium services by updating their staff and employees within as well as outside their
company. The company has newly introduced an online portal which provides the customers and
stakeholders of the company with transparency in the activities of the company that simplifies
reporting, capturing and making every on-site information available to their clients without any
concealment. The company proudly declares its victory of “triple certification” in 2008. The
company is committed to provide premium services with the introduction of the new, latest and
best technologies in their work and performance (Acspropertyservices.com.au.2019).
Internal company analysis
Competency of the company
Throughout Australia, ACS Property Services provides more than 350 corporate sites and
properties with cleaning, washing and maintenance services which vary from size to the specific
requirements of each client. ACS Property Services has a massive and extensive list of long term
clients including Shelford Girl’s Grammar School in Caulfield who has received optimum and
premium services from the respective company and has been satisfied. The other competitors of
ACS Property Services are Orbit Cleaning Services Australia and Clean Australia Service.
However, it has been introspected and found out that even though there are a plethora of cleaning
services in Australia, ACS Property Services provide multilayered and multi-tasking facilities to
their clients with innovations that are appreciated by all (Acspropertyservices.com.au.2019).
Market Structure and Position
The commercial cleaning services of Australia have grown over the past five years
exponentially. The revenue of the respective industry has been speculated to grow annually at

5ACS PROPERTY SERVICES: ANALYSIS
4.1% over the five years, through 2018-2019 to $12.1billion. The reasons for the growth of such
cleaning services exponentially throughout the country are outsourcing trends and growing
number of businesses and enterprises across the economy with a great boom of industrialization
all over the country. The company ACS Property Services is in a credible position in the
Australian market and the reasons for its success are ability to effectively communicate and
negotiate, compete with production techniques that add to the company’s competitive advantage
(Ibisworld.com.au.2019).
VRIO Analysis of the company
Valuable? Rare? Costly to
imitate?
Exploited by
organization?
Competitive
implication?
Firm
performance?
Technologica
l capabilities
yes yes yes yes Significant
competitive
advantage
Average
Customer
focus
Yes No No Yes Temporary
competitive
advantage
Average
Brand
recognition
Yes No Yes Yes Significant
competitive
advantage
Above
average
Effective
marketing
Yes No Yes Yes Permanent
competitive
advantage
Above
average
Strong Yes No Yes Yes Long term Average

6ACS PROPERTY SERVICES: ANALYSIS
distribution
capability
competitive
advantage
Micro Environment Analysis
The micro environment of a market all the factors in the respective market that affects
business strategy, decision making and performance. In the decision making process of a
respective organization, it is important to develop a macro and a micro environmental analysis
(McDONALD 2016). Micro environmental factors necessary for the analysis of the respective
company includes customers, suppliers, competitors, employees, shareholders and media which
revolve around the company and can influence the whereabouts and decision making processes
of the respective company. Micro environmental elements of ACS Property Services include:
Customers: The clients and customers of ACS Property Services have been reliable and
consistent towards the services of ACS Property Services. ACS Property Services has proudly
won many new contacts and achieved highly esteemed contract renewals in their operational
duration. Some of the company’s most trusted and consistent clients include Active Display,
Sholem College, Worksafe, Waverly BMW, Independence Australia, Brilliant Lighting and
Shelford Girls’ Grammar school (Acspropertyservices.com.au.2019).
Suppliers: ACS Property Services had appointed a professional test and tag company in order to
deliver their test and tag services in order to meet and minimize risks and casualties of any kind
at the sites of the clients and customers. For instance, the ACS Quality Assurance system had
been appointing the respective mentioned client to ensure full electrical and other safety

7ACS PROPERTY SERVICES: ANALYSIS
measures to the sites of the clients. Such suppliers have increased the credibility and the
genuineness of the company and have added to competitive advantage of the enterprise.
Employees: The employees of ACS Property services have been performing outstandingly with
proper training sessions, knowledge sharing systems, monetary as well as non-monetary
incentives and other motivational tactics. The company has been successful in producing the
most productive and progressive employees. The online training programs and induction systems
with the help of digital portals and tools have helped not only in saving time and resources, but
also optimizing the talent, dexterity and capabilities of the company
(Acspropertyservices.com.au.2019).
SWOT Analysis of the Company
One of the most important models of micro environmental analysis of a particular
company is SWOT Analysis, which is Strength, Weakness, Opportunities and Threats analysis of
a particular company which focuses on the internal and micro factors of the company and how
can it affect the company in terms of business, revenue, reputation and goodwill (Blockeel et al.
2016). SWOT analysis of ACS Property Services has been provided hereafter.
Strengths
1. Customer centrism: The company ACS
Property Services of Australia is
committed towards customer
experience and satisfaction and is also
committed to provide the customers
and clients with remarkable, premium
Weaknesses
1. Cleaning work means low pay,
compressed schedules and high work
intensity. Such intense physical
pressure on the workers as well as
freelance workers who work under the
company might face troubles, however,

8ACS PROPERTY SERVICES: ANALYSIS
and ultimate services which is fast,
convenient and sustainable as well as
eco-friendly and client friendly. The
company has its diligent and dedicated
team of quality management and
customer care who toil relentlessly to
bring the best to the customers and is
ready for any kind of assistance or
support to their customers with the help
of digital as well as manual portals. The
company also possesses an emergency
team which works according to the
urgent needs and emergency of the
clients, who are ready to help at any
hour of the day keeping themselves
flexible and open to all kinds of
physical as well as psycho-social
challenges. The company has a phone
support service that helps the customers
receive any kind of assistance via a
phone call which is convenient and
credible. Advocating for the customers
is the central theme and objective of the
such problems are not been noted down
or met with by the respective company,
which can affect the company
performance.
2. Since the industry in the mentioned
sector is highly competitive, therefore,
the company would have been taking
up more competitive strategies and
more powerful financial measures in
order to survive and thrive in the
competitive world of business in
Australia.

9ACS PROPERTY SERVICES: ANALYSIS
company.
2. The company has been committed to a
continued investment in smarter
technological solutions for their
operations and functions. The company
has introduced a digital portal which is
an online ACS management portal that
helps the customers stay connected
with the company as well as keeping an
up to date news of the functioning and
whereabouts of the company easily and
quickly without much effort. The
company is innovative and its
important priority is investment in their
operations and functions in order to
optimize as well as maximize their
services for the sake of satisfaction of
their customers. The real time system
portal allows the company to view staff
timing and attendance tracking, long
help desk calls and extra service
requests, real time on-the-sight
happening reports and news,

10ACS PROPERTY SERVICES: ANALYSIS
inspections of quality assurance with
inclusion of different quality
parameters, test and tag audits and on-
sight photographic documentation.
3. The company allows and facilitates
transitions. The company helps or
assists the other property services
companies in the transition process and
has the ability to come out and evaluate
the premises of the other company
using their own proven approach. The
company understands the needs of the
respective contracted company during
the initial stages of the contract. The
company is productive enough to
guarantee their work and performance
in the respective contract.
4. ACS property services is an
environmental friendly and
environmentally informed and
motivated company, often called as
“green company”. The company has
been promoting environmental

11ACS PROPERTY SERVICES: ANALYSIS
concerns and is committed to reduce
their environmental footprint in their
business functions and operations. The
company has taken the responsibility to
source sustainable and chemical free
environmental friendly products and
also purchasing less power intensive
equipment. In order to reduce carbon
footprint from their functions and
operations, the company has allocated
their suppliers with tasks of identifying
new technologies to execute it
effectively.
5. The company ACS Property Services
Australia is certified three times. The
company is has identified, realized and
recognized the importance of safety,
quality outcomes, the environmental
concerns and sustainability. Such
factors have immensely helped the
customers of the company to be
confident and trust the company. As the
company is committed solemnly and