Marketing Analysis of Broadsheet Company: Project 1 Report

This report provides a comprehensive marketing analysis of Broadsheet Company, an Australian online city guide. The analysis begins with an overview of the company, followed by an examination of marketing insights, industry dynamics, market conditions, and the micro-environment. A key component of the report is the application of a PESTLE analysis, which assesses the impact of political, economic, socio-cultural, technological, legal, and environmental factors on Broadsheet Company and its operations within the food and beverage industry. The report details how each macro-environmental factor influences the company's performance, profitability, and strategic decision-making. The report highlights the importance of understanding these external factors for the company's success and growth.

Macro Analysis

Table of Contents
INTRODUCTION...........................................................................................................................1
Overview of the given Company.................................................................................................1
PROJECT 1......................................................................................................................................1
Marketing Insight, Industry & Market and Micro Environment.................................................1
Pestle Analysis.............................................................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Macro analysis refers to the Pestle analysis which is related to the analysis of the macro
environmental factors in which company operates its business. It is one of the most popular
strategic analytical tools being used by marketers of the organization (Perera, 2017).
Present report will demonstrate about the marketing insight, industry, market and micro
environment. It will do analysis of macro environment of the given company with the help of
Pestle analysis.
Overview of the given Company
Broadsheet Company is an Australian Company which was founded by Nick Shelton in
year 2009. It is an online city guide website which contains news related to the food & beverage,
shopping, fashion, entertainment and art. It also covers the directory of bars, restaurants and
cafes.
PROJECT 1
Marketing Insight, Industry & Market and Micro Environment
Marketing Insight
Marketing insight refers to the ability of marketers to accurately understand the complex
marketing situations and problems. Marketing insight is a new concept in marketing field which
is considered to be an important for the purpose of making accurate decisions. Marketing insight
is not about finding data and analysis those data. It is done for the purpose of application of
thoughts and data in order to get the desired change. It can lead company to do innovation in the
field of marketing. Marketing insight also helps companies to gain customer satisfaction by
providing understanding related to the product or service development, marketing strategy and
campaign etc. It also helps marketers to get to know about the current and future trends deeply
which can lead companies to identify the opportunities to grow more (Kotler and et.al., 2015).
Industry and Market
INDUSTRY
An Industry is considered to be a group of manufacturing companies or businesses who
provide their customers similar kinds of products and services. Generally industry is the group of
all those businesses who work similar and provide same kind of products and services (Marshall,
2015).
MARKET
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Market refers to the place where buyers and sellers interact with each other in order to
conduct buying and selling activities. Thus, it can be called as marketplace too. Marketplace is
the one where company is able to provide the products with the help of sellers to the consumers
or buyers in order to fulfil the needs and wants of the customers (Moorman and et.al., 2019).
There is huge difference between industry and market, to which people got confuse between
these two important terminologies in the context of marketing.
INDUSTRY AND SECTORS
Industry is further classified into sector. Sector is said to be a large segment which is
slightly different from another segments, which categorized the businesses working under the
same industry (Rodan, 2016).
Example — Sectors under the food and beverage industry
Micro Environment
BUSINESS ENVIRONMENT
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(Illustration 1: Different Sectors under the F&B Industry
Source: Hospitality Food and Beverage Service, 2016)

Business environment is one of the most important concept in marketing. Every business
work under their own environment (Saleem, 2015). There are various kinds of factors and forces
in the environment where organization operate, which impact the business activities. These
factors and forces can or can't be controlled by the company. Thus, business environment can be
define as the combination of forces and factors which comes from the environment and may or
may not affect the business operations, activities, profitability and growth opportunities. There is
a interrelationship between business and its business environment because both of them affect
each other in many ways.
CLASSIFICATION OF BUSINESS ENVIRONMENT
There are two types of business environment in which business operates. Classification of
business environment are as follows -
Internal Business Environment — Internal environment is the combination of those forces and
factors which comes from the business internally (Dey, 2019). These factors and forces are under
the control of the business. That is the reason, impact of these factors are measured as the
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(Illustration 2: Business Environment
Source: Nature of Business Environment, 2019)

strengths (positive) and weaknesses (negative impact). Internal environment include following
factors such as — Mission, Vision, Core Values, Culture, Structure, Objectives, Goals and
Human resources etc.
External Business Environment — External environment is said to be the combination of those
factors and forces which comes from the outside of the business and affect its profitability and
performance. On these factors, business has either less control or no control (Nature of Business
Environment, 2019). That is the reason, impact of the factors of external environment are defined
as the opportunities (positive) and threats (Negative impact). On the basis of the factors, external
business environment are further classified into following categories -
Micro Business Environment refers to the combination of factors which affect the ability of
business to serve its customers. Factors of micro business environment are such as — Suppliers,
Consumers, Manufacturers, Retailers and Wholesalers. These factors affect the particular area of
the business.
Macro Business Environment can be defined as those combinations of factors which affect the
ability of business performance and survival of the organization. Example of the macro business
environment factors are Political, Economic, Socio-Cultural, Technological, Legal and
Environmental. These factors affect the whole organization (SHTAL and et.al., 2018).
MICRO ENVIRONMENT MAPPING
Following are the mapping of micro environment -
Suppliers — Supplier is considered to be the party of business who supplies raw materials and
another required resources to the company at cash or credit depend upon the relationship, they
both share with each other.
Manufacturers — Manufacturer is the person who involves in the process of converting the raw
materials into finished goods. They are considered to the employees of production department of
the company.
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Supplier Manufacturer Wholesaler Retailer Consumers

Wholesalers — Wholesaler is the intermediate of the company's distribution channel who buys
goods from the manufacturer and sells them to the retailers. Like this, wholesalers creates a link
between manufacturers and retailers in order to access to the customers. They usually sell the
products to the retailers on credits (Badylak, 2016).
Retailers — Retailer refers to those intermediate of the distribution channel who buys goods
from the wholesalers and sell them to the customers. Retailer is the one who reach to the
customers in order to achieve the objectives. They usually sell the customers for cash.
Customers — Customer is the party who buys the goods and services from the company for the
purpose of consume it. For the company, customers are very important. They do every business
activities for the purpose of making customers satisfied (Saleem, 2015).
Pestle Analysis
Pestle Analysis And It's Factors
Pestle analysis is a strategic framework tool which is being used by the organization to
analysis the impact of macro environmental factors on the industry which lead firm to get to
know about the impact on itself. It helps marketers to analysis and monitor the various external
environment factors which can affect the company's performance and profitability (SHTAL and
et.al., 2018). Pestle is considered to be an acronym of Political, Economic, Socio-Cultural,
Technological, Legal and Environmental. These are the factors of macro environment which is
related to the operations and activities of the business.
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Pestle Analysis Of Broadsheet Company
Broadsheet Company is working under the fresh Food box market which is the part of
food and beverage industry. Pestle analysis of the Broadsheet Company are as follows -
Political Factor — Political factor are those factor which determine the degree to which
government and its related intervene affect the industry as well as business. Instance of political
factors are political stability, governmental policy, government parties, taxation policy, trade
policy, foreign exchange policy and perception of government towards business etc. (Marketing
Theories — Pestle Analysis, 2018).
Change in taxation policy will affect the business profitability which lead to impact on
the development process of the industry. If Australian Government increase the tax rate, it will
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(Illustration 3: Factors of Macro Business Environment
Source: Marketing Theories – Pestle Analysis, 2018)

lead company to pay high tax which will decrease the profitability of the firm and in case
government reduce the tax rate, it will lead to enhancement in the profitability which is directly
link to the organizational performance. Overall increase in taxation rate will lead to less
generation in the whole industry.
Economic Factor — Economic factor are those factor which affect the economic performance
and growth of the country which in turn affect the industry and business both. Employment rate,
foreign exchange rate, interest rate and inflation rate etc. are the example of economic factors.
Change in inflation rate in Australia will affect the business profitability. Due to increase
in inflation rate will lead to increase in products' prices by the company. This affect the demand
of the products offered by the company. This results in decrement in profitability. Decrease in
inflation rate will lead to increase in demand as products' prices decrease. This lead to
enhancement in the profitability of the Broadsheet Company. Overall change in inflation rate
will lead industry to suffer from great loss in demand as well as in profit too.
Socio-Cultural Factor — Socio-Cultural factor are those factor which affect the social life of the
consumers and this lead to impact the business performance as well as profitability. Illustration
of the socio-cultural factors are lifestyle of the customers, demographic structure of the country,
education level, wealth distribution, health consciousness, cultural attitudes & values, religion
and its related festivals etc.
Due to change in education level, Consumers are becoming health consciousness which
is affecting the Broadsheet Firm's performance and profitability. They are eating healthy foods
which includes the Foods. This lead company to earn more profitability as consumers are
demanding more Foods (Perera, 2017). Overall this industry will have more customers which
lead it to be at the boom which means industry will grow and earn more profits.
Technological Factor — Technological factor are those factor which is related to the
technological innovation and invention. There are various technological factors which may affect
the Broadsheet Company and food & beverage industry. Such technological factors are
innovation level, research and development, pace of technological change, technological
awareness and information & communication technologies etc.
There are various technological devices which is being used by the company for the
purpose of storing the fresh Foods. This lead to less of wastage of products and earning of more
profitability. Up-gradation of such devices required huge investment which lead to decrease in
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profitability of the Broadsheet Firm. Change in technological factors will lead to change in
industrial trends which will either shape the opportunities or threats for the companies working
under the industry.
Legal Factor — Legal factor are those factor which is related to the laws, rules, regulations,
guidelines and policies which is imposing by the government on the food and beverage industry
and company. Example of legal factors are contract legislation, consumers related legislation,
employment legislation, work health & safety legislation and data security & protection
legislation etc.
Change in employment legislation affects the human resource policy. Change in policy of
the organization will affect the performance of the employees in the organization. If this affect is
in favourable of the employee, they will help in improving the productivity of the organization
and in case, the affect is not in the favourable of employees, they will leave the organization
which lead company to bear costs which reduce the profitability of the Broadsheet Ltd. It is one
of the major factor whose impact on the industry has been seen as a whole. Change in laws will
lead to change in the policies of this industry which can affect the performance and revenue of
the all companies.
Environmental Factor — Environmental factor are those factor which is related to the
environment of the country. This factor is also affecting the business. Illustration of
environmental factors are climate, weather, wastage of materials & resources, waste management
and pollution level etc.
Change in weather will affect the company's activities which will lead to impact on the
profitability of the Broadsheet Company and whole industry too. During the rainy season,
Company's distribution network get slow which affect the supply pattern, this results in decrease
in profitability. During the summer and winter season, Company's distribution network get
strong which lead company to do supply of the products easily. This lead to increase in
profitability of the firm (SHTAL and et.al., 2018).
CONCLUSION
From the above study, it has been summarized that Marketing insight is becoming
popular slowly-slowly as it helps marketers to understand every marketing aspects deeply. This
is beneficial for the organization. Every organization has its own environment in which there are
various internal and external factors which affect the organization to the different extent.
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Analysis of such factors are very important task for the organization as it lead organization to get
to know about their strengths, weaknesses, opportunities and threats. Organization can't control
the impact of macro factors. Thus, company do Pestle analysis of macro environment which lead
firm to get to know about the negative and positive impact.
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REFERENCES
Books and Journals
Badylak, S.F., 2016. A scaffold immune microenvironment. Science. 352(6283). pp.298-298.
Dey, S., 2019. Business environment.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Marshall, A., 2015. Industry and trade. Vani Prakashan.
Moorman, C. and et.al., 2019. JM as a Marketplace of Ideas.
Perera, R., 2017. The PESTLE analysis. Nerdynaut.
Rodan, S.A., 2016. What is an Industry? An Empirical Investigation into Two Industry
Classification Schemes. In Academy of Management Proceedings. (Vol. 2016, No. 1, p.
14524). Briarcliff Manor, NY 10510: Academy of Management.
Saleem, S., 2015. BUSINESS ENVIRONMENT, 3/e. Pearson Education India.
SHTAL, T.V. and et.al., 2018. Methods of analysis of the external environment of business
activities. Revista ESPACIOS. 39(12).
Online
Marketing Theories — Pestle Analysis. 2018. [Online]. Available through:
<https://www.professionalacademy.com/blogs-and-advice/marketing-theories---pestel-
analysis>
Nature of Business Environment. 2019. [Online]. Available through:
<https://www.tutorhelpdesk.com/homeworkhelp/Management-/Nature-Of-Business-
Environment-Assignment-Help.html>
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