Report on Brambles Limited: Business, Economics and Sustainability

This report provides a comprehensive analysis of Brambles Limited, an Australian Securities Exchange (ASX) listed company and a major player in supply chain logistics, focusing on its business and competitive environment. It identifies Brambles as operating in a market structure close to a monopoly, characterized by relatively inelastic demand for its products like pallets and containers. The report details the factors of production essential to Brambles, including land, labor, capital, enterprise, and technology, and examines the company's cost structure, highlighting the significance of variable costs. Furthermore, the report explores the macro business environment in Australia, assessing the impact of political, economic, and social factors on Brambles' operations, including inflation rates, GDP growth, unemployment, and currency exchange rates. Finally, it discusses Brambles' sustainability practices, emphasizing the strategies and activities aimed at achieving long-term environmental and social responsibility.

Running head: ECONOMICS
ECONOMICS
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Introduction to the business and general business environment......................................................2
Production cost and scale.................................................................................................................4
Macro Business environment..........................................................................................................4
Sustainability practice of the business.............................................................................................9
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

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Introduction to the business and general business environment
The purpose of this report is to provide overall description of the business and the
competitive business environment in which it operates. The company selected for this present
report is Brambles Limited. Brambles Limited is the holding organization of Brambles Group
and is an Australian Securities Exchange (ASX) listed company. Brambles limited is one of the
biggest provider of the supply chain logistics group that is based on pooling unit- load equipment
as well as other associated services (Christopher, 2016)This enterprise basically focuses on
outsourced management of crates, containers and pallets. This organization is located in Sydney,
Australia and is a kind of commercial &professional service business. This enterprise basically
serves customers in fast- moving consumer products, beverage, fresh produce and other
manufacturing industries, thereby counting numerous globe’s best brands among its consumers.
Most of its customers are located in the Sydney but they also provide service to the customers
across the globe through its website (Brambles, 2018). The business unit of Brambles is mainly
focused on enhancing customer’s engagement as well as measuring customer’s satisfaction level
in order to assure that its customer’s relationship continues to provide them competitive
advantage.
Some of the major competitors of Brambles Limited are Iron Mountain Incorporated,
ALGECO, Greystone Logistics Inc and so on. Iron Mountain Incorporated is an information and
storage management service companies that is located in Boston, USA (Brambles, 2018 ).
Algeco is the modular construction supplier and also manufactures modular structures and is
headquartered in France. Greystone Logistics Inc manufactures as well as retails plastic pallets
for different commercial applications and is headquartered in USA. All these competitors are

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more or less manufacturing similar products but are not serving similar customer base. The
competitive business environment in which this company operates is likely to be closer to
monopoly market structure. Monopoly refers to the market structure that is featured by single
seller selling unique goods in the market. In this type of market structure, the seller usually faces
no competition and is the sole retailer of products having no close substitute. The cost of
products of Brambles limited such as pallets, crates, containers are higher relative to average
income of the customers.
Since this company sells its products to the customers across the globe, it becomes
difficult for them to sell their high cost products to all customers. The demand curve facing the
firm is likely to be relatively inelastic. The price elasticity of demand curve that faces the firm
operating in the monopoly market determines whether marginal revenue attained by monopolist
is negative(inelastic demand) and positive(elastic demand) (Baumol & Blinder, 2015). This
relation is vital for profit maximizing manufacturing decision which involves equality between
marginal cost and marginal revenue. Since the products of this enterprise do not have such close
substitutes, the demand for the product does not vary much owing to change in product price.
However, this enterprise does not have elastic demand curve and thus is steeply sloping or
inelastic.
Mark up rule relates to the practice of pricing of a manufacturer with the market power in
which the organization charges fixed mark up over the marginal cost. A firm having market
powers do not choose the point on inelastic section of demand curve (Mankiw, 2014). As the
demand curve facing the monopoly firm is relatively inelastic, the mark up will be larger than
relatively elastic demand curve. This is shown in the diagram below:

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Production cost and scale
There are four factors of production that are mainly required for the business, which
involves- land, labor, capital and enterprise. For Brambles limited, these factors along with
advanced technologies are also considered as other factors of production. Land mainly involves
natural resources that are associated with natural resources that are utilized in production. Labor
involves all those work which the laborers perform at each level of enterprise (Mankiw, 2014).
Capital is generally made up of tools as well as machinery that are utilized for producing
products and service. Enterprise refers to the organization which has been created for the
commercial objective and business ventures. Technology is also considered as another factor that
helps in improving the process of production.
Land is considered to be fixed and thereby unlikely to vary much according to the total
amount of products manufactured or sold. On the other labor, capital are variable and hence
unlikely to increase with increased production and sale.
The cost structure of Brambles limited involves- sales revenue, transport cost, plant
operations, depreciation, net gains on PPE disposals, other operation expenditure, irrecoverable
pooling and equipment provision expenditure. The fixed cost are small relative to variable cost
as transport cost, other operation expenditure are variable cost while depreciation, equipment
leases are fixed cost. This entity’s optimal size is medium as it has near about 14000 thousands
employees in their branches.
Macro Business environment
Macro environment relates to the factors that are mainly external forces in activities of
organization and hence do not concern immediate environment. Macro environment are basically

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the forces that indirectly impacts the organization’s working condition as well as operation.
These factors are generally uncontrollable and thus the organization is incapable as well as
powerless of exercising any kind of control over them. The macro environment involves trends
in inflation, GDP (Gross Domestic Product), employment, monetary policy and fiscal policy. In
addition to this, macro environment is also associated to common business cycle as opposed to
specific business sector performance (Mankiw, 2014) The macro environment where the
organization or industry operates affects its performance and hence the total amount of influence
is based on how much the enterprise is dependent on health of economy (Makri & Papadatos,
2014). It also largely impacts the consumers directly, thereby impacting their willingness a well
as ability to spend. Moreover, the business monitors the reactions of consumers to broad macro
economic environment.
There are several factors in Australia’s macro-environment which affects the manager’s
decision of the company. Demographic change, tax changes, trade barriers, new laws and
changes in government policy are the examples of macro change (Taylor et al, 2014). All these
macro environmental factors also impact the business operations of Brambles Limited. These
macro environmental factors that influence this business are explained below;
Political environment of Australia- Political environment relates to stability of political
environment and political parties attitudes. This generally manifest in specific nation’s
government influence on the policies of tax or their involvement in the trading agreements. The
Australian economy is the liberal –capitalistic democracy where the states interferes substantially
in this nation through different roles. For example, the parliament also decides in setting up
importation taxes that is aimed in protecting the economy or the environmental protection laws
that is aimed at protecting natural heritage of this nation.

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Australia has been considered as one of the safe destinations for investment. This country's
political as well as regulatory environment has been open, stable and progressive and thereby
provides investors with high level of confidence as well as certainty. This nation’s strength as
one of the investment destination mainly stems, in part, from the political system which has been
analyzed as being largely effective in response to policy direction and economic challenges. The
adaptability of the government policy of Australia with respect to variation in this nation has
been ranked in top two countries. Likewise, effectiveness as well as transparency of government
have also been rated highly. The benefit to Brambles Limited of the stable environment in
politics flows right through the bottom line. Australia mainly host the rising economy that is-
stable political business environment, skilled and multi-lingual labor force, competitive cost base
and strategic time zone. However, these factors mainly provide sophisticated market as well as
proper environment and thus enable Brambles to drive technology and innovation.
The economy of Australia has experienced more or less stable economic growth after the
recessionary period. It has been estimated by the IMF that the GDP growth rate of Australia was
2.2% in the year 2017from the previous years. GDP (Gross Domestic Product) is one of the
basic macroeconomic indicators that are used for measuring the health of the nation. Still this
economy continued to be mainly driven by business but the households as well as consumer
industry struggle amidst low growth in wages.
The inflation rate refers to the rate in which the price level of products and service
increases and consequently decreases the consumers purchasing power of this nation’s currency
(Argy & Nevile, 2016). The inflation level in Australia has been more or less stable even though
it fluctuated over the last few years. In the last year, the inflation level in this country has been
near about 1.9% while wages increased by 2.1%. The inflation rate was below the target rate of

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RBA (Reserve Bank of Australia) and hence the consumers purchasing power also increased
over the past few years. However, increase in purchasing power increased the profit margin of
the Brambles limited over the past few years.
Figure 1: Australia’s inflation rate
Source: (tradingeconomics.com 2018)
The unemployment rate refers to the share of workforce which is jobless with respect to
total population of the nation. This macroeconomic indicator has been considered as one of the
lagging indicators of the nation. According the figures reveled by the ABS (Australian Bureau of
Statistics) reveals that the unemployment rate in Australia has been quite low ad ranges from
5.4% to 6.1% over the last five years (Argy & Nevile, 2016). Moreover, it has been reported by
ABS that the underemployed people of this country increased at high rate. This in turn benefitted
Brambles Limited to hire skilled laborers in business and improve the productivity in business.
The Australia economy is now at the expansionary phase and this positively influenced the
Brambles in improving their business operations.

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Figure 2 : Unemployment rate in Australia
Source: (tradingeconomics.com 2018)
Currency rate refers to the rate at which one currency is being exchanged for another
one. From the graph below, it can be seen that the AUD/USD exchange rate has declined over
the last five years. Depreciation in exchange rate reduced the export price and hence this
benefitted Brambles over the past few years. On the other hand, it made the imported goods of
this nation highly expensive. As a result, Brambles benefitted from the decline in exchange rate
during these years.
Over the coming years, the overall macroeconomic conditions faced by this organization are
likely to more favorable. The economic growth of Australia will increase and the inflation as
well as unemployment will also be lower, which in turn will further improve the business
environment in this nation. This in turn will also improve the business operations and financial
performance of Brambles limited.
As this nation is now at expansionary phase, it can be predicted that it will again enter
into recessionary phase in future as per business cycle. During that period, the demand will likely
to decrease even if the products are normal. The economic climate of the nations in which

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Brambles customers stay is likely to highlight well on sales in the business in the coming years.
Furthermore, skill shortages might occur as the employment of Australia is forecasted to increase
in future. Thus, Brambles might face several issues regarding getting access to labor, land ,
capital and other factors of production. This in turn is likely to adversely impact the future
operating cost of this business. If Brambles exports its products to other nations, then
depreciation in exchange rate will make the exports cheaper and hence this firm will attain
benefit.
Sustainability practice of the business
Brambles Limited defines sustainability as strategies as well as activities this Group
usually adopts relative to the business environment, ethics, employees and the whole community.
The sustainability framework of this company mainly focuses on the activities in three important
areas: Better Communities, Better Planet and Better Business. Through innovative logistics as
well as operation networks this company reduces its environmental footprint relative to the
utilization of resources, waste and emission (Boudreau, Chen & Huber, 2008). This enterprise
believes that it makes huge contribution to the sustainable business practices. Moreover, it also
aims to implement sustainability in the process it makes business as well as the value proposition
it provides to its customers, shareholders and workers. The business framework of this enterprise
effectively combines sharing and circular economies. In the last year, Brambles network
circulated near about 590 million reusable platforms through the system of near around 500,000
customers in more than 60 supply chains across the globe. Each time its customers select this
company’s “share and reuse” solutions, the carbon emission gets reduced, saves raw material and
waste is also avoided. “Share and reuse” facilitates the organization to move their products cost

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efficiently ad safely through several points inn supply chain and thus reduces environmental
effects of one use packaging.
This company takes into account environmental stewardship corporate value and thus
commits in environmental sustainability as well as driving efficiency in its supply chains Recall
serve and CHEP. The production process involves recycling and reusing of wood in order to
produce pallets and also recycling into other use such as- fuel. There are some other kinds of
wood pallets which still remains in landfills (Seidel et al., 2010). In this case, CHEP avoids this
issue by properly maintaining assets ownership and enforcing control system to assure that
pallets are well – recovered and materials are also reused into other purpose. In addition to this,
CHEP is also responsible lumber sourcing policy mainly supports natural resource
replenishment. Few recent evidences reflects that utilization of CHEP pallets in products
distribution reduces environmental impact of customers. CHEP and Recall however considers
safety effect of its goods and services. It also reduces the impact of their production operations
on environment, prevents pollution and also improves environmental performance (Brambles
2018 ). Thus, Brambles Limited mainly considers environment, safety and health on every
decision that concerns the project development, selection of appropriate suppliers and
manufacture of new goods and services. However, this company commits to achieve “Zero
Harm” for improving customer’s safety as well as health by conducting R&D (Research and
Development).
From the above facts, it can be said that the production procedure of Brambles Limited
generates positive externalities. Externalities usually occur when manufacturing or consuming
one product causes effect on the third parties. Third parties involve individuals, enterprise,
owner, resource who do not have direct relation to transaction. Externality is of two kinds-

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positive and negative. Positive externality refers to the benefit which the third party enjoys
owing to economic transaction. This type of externalities usually occurs when there is positive
profit on both private as well as social level. In this case, R&D conducted by Brambles Limited
is considered as positive externality. This in turn enhances profits of the organization and
improves its performance. Positive production externality is the positive impact which originates
due to production of products and service (Reisman, 2013). In case of Brambles, positive
production externality occurs when use of supply chains helps in reducing environmental affect.
This is explained in the diagram below:
Figure 3: Positive Production Externality
Source: (Mankiw, 2014)
The above figure reflects that equilibrium point occurs when MSC (Marginal Social
Cost) becomes equal to MPC (Marginal Private Cost) where P*is the equilibrium price and Q* is
the equilibrium quantity (Taussig, 2013). The positive externality occurs when MPC lies above