Professional Evidence: Geocon Campaign Report and PESTLE Analysis

This report presents a comprehensive campaign analysis for Canberra Geocon, a major property developer in Australia. The report includes an examination of industry and consumer trends, focusing on factors relevant to first-time homebuyers and the construction sector in Canberra. A PESTLE analysis is conducted, evaluating the political, economic, social, technological, legal, and environmental factors influencing Geocon's operations and market position. The analysis considers the impact of political instability, economic conditions, social trends, technological advancements, legal regulations, and environmental initiatives on the company's strategies and profitability. The report also discusses the impact of consumer behavior and preferences on Geocon's projects.

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Table of Contents
Industry and Consumer Trends.............................................................................................3
PESTLE analysis......................................................................................................................3
Political..................................................................................................................................3
Social......................................................................................................................................4
Technology.............................................................................................................................4
Legal.......................................................................................................................................4
Environment...........................................................................................................................4
References.................................................................................................................................6

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Industry and Consumer Trends
In a construction company, the more significant question is how a change impacts
their customers and their home purchase pattern. Technology is fast growing in current times.
It is important to understand if this affects consumer trends. Technology is useful in terms of
saving money and time. Innovation is the key to hold onto customers for a construction
company. Customers’ preferences have changed with time (Kingston et al., 2017). Modular
designs are the latest trend in home design. Prefabricated construction is also in the trend as it
is cost-efficient and saves both energy and time. Several parts of a home build offsite in
mass-production and afterward, it is assembled on the job site to complete the project. It is
usually cheaper for customers as they cannot control or compromise with materials prices.
Safety features are also in the trend now as people have become more aware of disasters and
accidents. Construction companies have to install basic safety features such as smoke
detectors, fire alarm, extinguisher, home automation locking system (Dusa et al.,2019).
Another significant change is seen in people who have been keener to perceive homes
and properties as investment opportunities. Of these, many people are willing to invest in
construction sites but at the same time the prices have gone up significantly. Therefore,
modular constructions have been the target of property investment. The recent trend also
shows that customers are no longer hiring a construction organization for both designs and
buildings. Green construction is also a key trend among consumers as the public is more
aware of the environment and renewable energy.
PESTLE analysis
Political
Several political factors impact Canberra Geocon’s sustainability in the market and its
profitability. Legal regulations and outline for heavy construction is one such factor.

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Corruption is also common in politics and it impacts a company’s chance of receiving license
and permits for construction (Semeniuk, 2019). Political stability is also important as it
creates a risk to start a new project.
Economic
Economic stability has an effect on the construction materials and its prices. It also
affects employment and optimizes or weakens the financial market. Demographic of the
population.
Social
Social structure also has a major impact on the organization. Culture amongst the
mass and their conscious attitude towards health and environment affect the company’s
projects and revenues. Entrepreneurship is essential as it helps the company to achieve more
accomplishments in the industry.
Technology
Technology has brought immense opportunities for the company to open more
prospects and attract potential customers. Lean construction technology is beneficial to
reduce waste as well as cost. Module and prefabrication technology for building homes has
been famous for the last few years which has opened numerous opportunities for investment
purposes. Diffusion and errors have drastically reduced because of computerized systems.
Legal
Consumer safety regulations along with e-commerce acts have been introduced. This
means people are aware of safety features in buildings and have demanded so (Dantas et al.,
2015). Discrimination act was introduced to decrease discrete behavior towards certain
groups and communities by the company. Employment law also impacts the company
directly by influencing recruitment policies.
Environment

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Initiatives have been taken to address climate change which has affected the
construction rules and policies in terms of reducing carbon footprints. Recycling of materials
is a mandatory policy for heavy construction.

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References
Dantas, M. E., Armesto, R. C. G., da Silva, C. R., & Shinzato, E. (2015). Geodiversidade e
análise da paisagem: uma abordagem teórico-metodológica. Terræ Didatica, 11(1), 4-
13.
Dusa, A., Dinkov, V., Baranovskiy, D., Quentin, E., Breck-McKye, J., Thiem, A., & Dusa,
M. A. (2019). Package ‘QCA’.
Kingston, O. B. D. M., Club, S. F. S., Art, L. R., & Joseph, C. (2017). Coming Up.
Semeniuk, T. A. (2019). Geoheritage in New South Wales—a reassessment of sites from the
register of the national estate. Australian Journal of Earth Sciences, 66(6), 793-802.