Comprehensive Marketing Analysis and Recommendations for Airtasker

This report provides a comprehensive marketing analysis of Airtasker, an Australian company facilitating task outsourcing. It begins with an executive summary and introduction, followed by an overview of the company's background. The core of the report involves a detailed examination of the marketing environment, utilizing PESTLE and SWOT analyses to assess external and internal factors. The PESTLE analysis evaluates political, economic, social, technological, legal, and environmental influences, while the SWOT analysis identifies Airtasker's strengths, weaknesses, opportunities, and threats. Based on these analyses, the report offers recommendations for the target market, including segmentation strategies and the development of new products or services. Finally, a marketing mix strategy is proposed for the new services, providing a holistic view of Airtasker's marketing approach. The report aims to provide a clear understanding of Airtasker's current market position and potential growth strategies.

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Executive summary
Marketing management is the administrative discipline that emphasis on the real-world
application of marketing orientation, methods inside enterprises and business on managing the
company’s marketing wealth and actions. The findings of report show that internal as well as
external factors which show the opportunities and threats. The opportunities and threats allow the
business to attain high profit and deal with the risk respectively. SWOT-analysis helps in
analysing the strengths, weaknesses, opportunities and threats which helps in internal as well as
external analysis. The findings show that the company can make use of the strength to grab the
opportunities. After the analysis, the recommendations for the target market have been provided.
The findings are to adopt a multi-targeting strategy for the company and to bring the new product
in the market. In addition, marketing mix strategy for the new services has been discussed.

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Contents
Introduction......................................................................................................................................3
Background of company..............................................................................................................3
Marketing Environment...................................................................................................................4
PESTLE analysis.........................................................................................................................4
SWOT analysis............................................................................................................................6
Strengths..................................................................................................................................6
Weaknesses..............................................................................................................................7
Opportunities...........................................................................................................................7
Threats.....................................................................................................................................7
Recommendations............................................................................................................................9
Target market...............................................................................................................................9
Segments..................................................................................................................................9
Target market...........................................................................................................................9
New product or service..............................................................................................................10
Marketing mix...........................................................................................................................10
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
The report aims to conduct analyses of external as well as the internal environment with the
support of the diverse marketing tools. These tools comprise of PESTLE analysis tool which is
used for analysing the external environment in which company perform the business operations.
SWOT analysis tool has been used to assess the internal aspects that affect working. The
business that has been nominated for this plan is Airtasker which is a Sydney-based Australian
company that offers the online as well as the mobile marketplace that allows the user to
outsource their daily basis tasks to other companies. According to the external and internal
environment analysis, there is identification as well as a description of the target market and also
to develop new product or services for the company that they offer to their target market. The
company was founded in the year 2012 by entrepreneurs with the name of Tim Fung and
Jonathan by raising the fund AUD 3.5 million to date.
Background of the company
Airtasker is a trusted community platform that brings the hands to connect the people or
companies who want to outsource the tasks and also to determine local facilities that contribute
in connecting the persons who are willing to earn money as well as are ready to work (Airtasker,
2020). The company ensure that they can meet needs of the people for outsourcing the product
by indicating the budget. The team member successfully raised AUD 1.5 million two months
after launch and then they started growing it’s offering to cater to the entire businesses and
individuals (Airtasker, 2020).

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Marketing Environment
The terms marketing environment consists of the internal factors which include employees,
customers, shareholders, retailers and distributors. On the other hand, external factors include
political, social, legal, technological and many others (Armstrong, Adam, Denize and Kotler,
2014). For the analysis of Airtasker company market, the internal and external tools are
discussed.
PESTLE analysis
PESTLE analysis is a tool that is used to analyse and monitor outside aspects that can influence
working of organisation (Baker, 2014). The below given is the discussion of the PESTLE
analysis of Airtasker.
Political factors: - The political factors that can impact the employed of the business comprise a
alteration in rules and regulations by administration on Airtasker. Stability of the government is
protecting the company and offers opportunities. However, there is a possibility of the variations
in rules and regulations by the administration due to which company might find a high risk in the
labour market (Chernev, 2018).
Economic factors: - Economic factors that are required to be considered are the GDP of the
country, purchasing power and many other factors that reflect the economy. Talking about the
GDP of Australia, it is growing presently as it is registered as 1432.20 billion US dollars in year
2018 which shows 2.31% of world economy. In year 2017, the GDP of company was 1330.8
billion US which is quite less (Trading Economics, 2020). This rise in the economy of the
country is one of the major factors for Airtaker as the purchasing power of individuals in the
country improves. The purchasing power increase which means companies in Australia will

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contact the Airtaker for outsourcing their employees that contribute to high employment in the
nation. Thus, the increase in economy of country leads to the occasion for company as they can
expand the business in the different regions of Airtasker.
Social factors: - Social factors that influence the working include modification in taste and
preference of the client towards the company. In present environment, it has been found that the
need for outsourcing their operations is rising (David, 2011). This is the reason Airtasker
company provide the facilities related to a wide range of operations which include deliveries,
cleaning, gardening and cleaning and many others. In this creative world, Airtasker has a wide
range of opportunities for the activities in Sydney such as photography, graphic designing and
many others for which the companies need people which is easy to get from Airtasker.
Technological factors: - The technological factors that are required to be considered include up-
gradation and change in technology. The up-gradation in the technology is allowing companies
to outsource their task to get it done in an effective manner (Dawson, 2014). Companies don’t
make the high investment for purchasing the software or any technology due to which they need
to outsource their specialist employees which helps them to get the work done in low budget.
Thus, technology leads to high opportunities for the Airtasker Company.
Legal factors: - Legal factors are considered as one of the major factors which include the rules
for the industry that affect the company (Frynas and Mellahi, 2015). Airtasker Company ensures
that they perform all the legal obligations in which they form the proper contact with the
companies irrespective of the company who is outsourcing the work or receiving the work.
Airtasker provides the guidance to get the work done in the legal manner in which they ensure
that legal deal is done.

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Environmental factors: - The environmental aspects that can impact the working of the
Airtasker business. These factors comprise the safety and protection of the environment which is
possible with the effective implementation of the environmental act (Ho, 2014). The act which is
followed by the company is the protection of the Environment operations Act 1997 (POEO Act).
This act contributes in protecting the environment and legislation administered by the EPA.
SWOT analysis
SWOT analysis is a strategic planning technique which is majorly used to provide support the
organisation in evaluating strengths, weaknesses, opportunities and threats which is linked with
the business competition (Grant, 2016). The analysis of SWOT includes both internal as well as
the external factors as strengths and weaknesses are internal examination along with this, threats
and occasions are exterior analysis.
Strengths
 Leading provider of task-based services: - Airtasker biggest strength is that it is the
foremost provider of task-based facilities in the market of Australia. The company has
1.2 million operators and this is the way they generated $75 million in the salaried tasks
in the year 2016.
 Provide specialist employees: - Company provides the specialist employees whose
performance is avail by the company and accordingly the labour charges the amount that
the company pay for every task. The connection between the employees and company is
possible with the help of the web-based requests controlled or managed by stage
corporate. In addition to this, the labours are preserved by company being the self-
governing contractors and absence of normal employment claims which consist of sick

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leave, minimum wages, annual leave and access to workers’ compensation (Ma and
Yang, 2018).
Weaknesses
 Bias in favour of job-poster: - The biggest weakness of the company is to manage the
dispute settlement system as they become the bias by favouring the job poster (Allen,
2015). The company seems to be more troubled with comforting the job poster about
absence of rise in recruiting the work through their stage.
 Weak labour market: - The labour market of Australia is very weak that is one of the
weaknesses for the Airtasker. The workers who are associated with the company are
dealing with the issue of the unsatisfactory bargaining location of the labours who
already face, under the very weak total condition of the labour market.
Opportunities
 Expansion of business: - Airtasker Company needs to enlarge the business in dissimilar
areas of Australia. Currently, company is falling in SME and deals in Sydney market only
but now they need to expand the business and spread their business in different markets
of Australia and also in other countries outside the borders.
 Bring new product or service: - The demands of the employees are increasing by the
companies are increasing for which they outsource (Minter, 2017). Similarly, Airtasker
Company should bring some new products and services in the market as they have the
wide opportunity to earn high profits.

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Threats
 Competition: - Airtasker Company might find the risk of high competition shortly from
the upcoming entrepreneurs in the market of Sydney. In addition to this, many companies
provide outsourcing services which will affect Airtasker Company.
 Risk related to pay, security to labours: - Airtasker Company ensures that they can
maintain the security for the employees and provide them benefit (Hammond, 2012).
However, the biggest risk that is associated is that the business model shows the
possibility of threat related to pay, safety and fairness which include Airtasker workers.
TOWS Analysis
External
Opportunities
(S-O) and (W-O)
Threats
(S-T) and (W-T)
 Airtakser is considered as the
leading company who is
offering the task-based services
due to which they can grab the
opportunity of expanding the
business.
 The company provide the
specialist employees for getting
the work done which helps them
in either bringing the new
product or service in the market.
This strategy is considered as
one of the effective strategies
that adapt the opportunities and
to earn high profits.
 The strength of the company to be the
leading provider of task-based service
can lead to the threat of competition.
The growth in the business will
attract other companies to expand
their business.
 Airtasker provides the specialist
employees and they make sure to
form the connection. However, there
is a threat to the employees for
payment, security, and many other
things.

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 The weakness of being bias and
takes the decision will work as
one of the major barriers in
grabbing the opportunity of
expanding the business in the
entire areas of Australia and
even outside the borders.
 The weak labour market is a
weakness which will affect the
company is introduction of a
new product or service.
 The weakness of being bias in the
favour of job-poster will leads to
increase in the threat of competition.
The competition level increases due
to the tough competition in the
market.
 The weak labour market leads to the
risk related to the pay, security to the
labours and many other factors. Thus,
weakness will affect and leads to
threats.
Recommendations
Target market
Airtasker Company needs to decide the target market to which they will provide the services for
getting the high revenue. The below given are the recommendations for the target market: -
Segments
Airtasker Company makes use of segmentation for targeting the customers who are present in the
Sydney market. 4 major segments can be used by the company. In this, it is recommended to the
company to consider the 3 segments which include demographics in which the target to the
company and customers with the age group of 18-25 years, including male and female with the
occupation of business. In addition, geographic segmentation should be considered in which the
customer who should be targeted needs to be within Australia and outside the boundaries
(Dawson, 2014). Behavioural segmentation needs to be considering which include the behaviour,
social status and many other elements of the customers who are targeted.
Target market
The strategy that has been recommended to the company is a multi-segment strategy of targeting
for offering the services to the customers. Airtasker Company should target all the three

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segments which include geographic, behavioural and demographic segmentation. This will be
the primary target market to which the company will provide the services. The major target of
the company should be on companies who are task-based and willing to get the work done
(Frynas and Mellahi, 2015). Further, it connects with the community people who are looking for
a job and want the work.
New product or service
According to the analysis, the new service has been suggested to the company in which they will
provide household service facilities to the women of Australia. In the current era, most of the
women are working and due to which they don't get enough time to do the household jobs due to
which the task-based work should include the household services considered the growing need of
the women for the made. This will help them to maintain equality among both the genders and
also to avail the high revenue in Sydney. The company should add the different section of the
household task in their mobile apps which will help customers to easily access the services. Also,
the company will be able to provide the jobs to the female or male who can do the household
work.
Marketing mix
The marketing mix is one of the essential tools that help the business to set the strategies for the
company in the market. Airtasker Company should apply the marketing mix strategies which are
given below: -
 Product strategy: - Product that the business is offering is providing the employees for
the different types of the task performed by the companies (Grant, 2016). Adding to this,
the new service recommended to the company is a household facility for which the

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company should keep in contact with the different employees who can perform the act of
household activities.
 Pricing strategy: - Price is one of the essential element of any sort of work due to which
Airtasker should ensure that for the household service the employees are getting the
proper pay with the security. The payment done by the company is effective and there
should not be any barrier in making payment.
 Place strategy: - Place strategy in case of the company will be the way through which
they distribute their products in the market (Sulaiman and Syahrivar, 2018). The
company has an app and website through which they can connect with the companies
who are looking to get the task done (Baker, 2014). Thus, it is suggested that household
services section should be included in-app and website.
 Promotion strategy: - Airtasker Company should make use of the different promotional
tool for promoting the products in the market. The promotion is recommended to be done
with the help of online channels, advertisement and many others.