Marketing Report: Comprehensive Situation Analysis of Green Share Car

This report provides a comprehensive situation analysis of Green Share Car, examining its value proposition, core brand value, and buyer behavior. It delves into the micro and macro environments impacting the company, including factors like suppliers, customers, competitors, and demographic, economic, natural, political, technological, and cultural aspects. A SWOT analysis is conducted to identify the company's strengths, weaknesses, opportunities, and threats, followed by a discussion of the strategies employed. The analysis highlights Green Share Car's unique concept of providing car rental services, its commitment to environmental sustainability, and its ability to attract customers through convenience and affordability. The report also acknowledges the challenges posed by competition and the potential impact of technological advancements and changing market dynamics. The conclusion summarizes the key findings and emphasizes the importance of adapting to the evolving business environment for continued success.

Situation Analysis
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
1. Discuss value proposition, core brand value and buyer behaviour of Green share car...........3
2. Analyse micro environment of company.................................................................................4
3. Analyse macro environment DENPTC...................................................................................5
4. SWOT analysis and strategies used.........................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
The era of globalization has transformed the business growth and development. It has
provided a platform and vast number of opportunities for growth. Also, the concept of marketing
has also changed. It has allowed organisation to expand in other market and attract more
customers. Besides that, strategies and plans are developed (Brnjas and Tripunoski, 2016).
However, it is necessary to analyse market condition so that effective decisions are taken. It
gives a brief insight about people needs, threats, etc. any change in macro and micro
environment directly impact on business operations. in this assignment it will be described about
value proposition, brand value and buyer behaviour of Green share car. Also, macro as well as
micro environment of company will be discussed. Moreover, SWOT analysis will be explained
along with some strategies.
TASK
1. Discuss value proposition, core brand value and buyer behaviour of Green share car
Here, the value proposition refers to any innovation within product that is offered by
company in the market. Green share car value proposition is based on various elements. They are
as follows
Environment – by offering car rental services company has taken a step to protect environment.
This are automatically saving ecosystem by providing car at rent to people.
Convenience- the services offered by Green share car is convenient enough as car rent by people
can be used anytime anywhere. This make it easy for people to avail services at 24*7 according
to their needs and convenience (Clarke, 2019).
No ownership- there is no ownership of car rent by people. They are only using it for their own
purpose. Thus, it makes easy for people to use car without any problem.
Flexibility- it is similar to convenience which means that it provides flexibility to people to avail
services at anytime, anyplace and anywhere.
Cheaper- the services offered by Green share car are quite cheaper than any other company. in
this way they have created value of their services. However, people are also attracted towards
their services.
Link to public transport – it is found that services offered by company is linked to public
transport. People can use it for going from one place to another. Moreover, it enables in
maintaining privacy as well.
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Core brand value – the core brand value state that feature or characteristic of product or service
which create brand value in the market. Here, Green share car brand value is rental car services
offered by them. Along with it, offering services at cheaper cost is result of creating a strong
brand value within industry (Garcia, 2017). As main concept is to save and protect environment
by providing car at rent to people. This uniqueness of service has created a unique brand value.
Buyer behaviour – it has been analysed that the buyer behaviour of consumer of Green share car
is positive. This is because they want to save income by not buying their own car. Furthermore,
they are highly aware about rise in pollution and other things. Therefore, they use company
services if they want to go out. Besides that, only those people use services who do want
convenience in traffic. Moreover, they want flexibility in transport.
2. Analyse micro environment of company
A business micro environment is its internal boundary in which they operate. They are also
related to it. So, any change in those factors affect on business. However, these factors can be
controlled. They are described as :
the company- the company internal factor are its employees, management, structure, etc. these
are some factors which can affect its operations. So, if structure, policy, management, are
changed then it will modify way of doing operation and delivering services. It will enforce
organisation to develop new structure, policy, therefore, it can affect on business operations.
Suppliers- they play a vital role within internal business environment. Suppliers provide effective
and high quality goods and services to people (Gürel and Tat, 2017). So, if there is change in
supplier than it will result in affecting growth and development. In this, third party can be
included in it for providing services.
Intermediaries- it is evaluated that this factor within micro environment of business can highly
impact on Green share car growth. But it is stated that is no intermediaries in this type of
business concept. Here, direct services are offered by business to its customers. On other hand, it
there is involvement of third party in it then it will result in decrease in revenue. Other than this,
quality of services may be degraded. This will led to customer complaints and decline in profits.
Customer- it has been analysed that the customer of company is having varied demographic
characteristics (Hollensen and Opresnik, 2019). They belong to different age, gender, income
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level, etc. usually working profession. Also, they are young people who want quick and high
quality services. Besides, needs of those is to different from others. The customer base of Green
share car is large. So, if there is any change in their needs it will highly affect on company profits
and revenue.
Competitors – it is analysed that there are many other competitors in this industry. They all are
also providing similar type of services to people at low cost. Apart from it, usually competitors
customer base is small but it has resulted in rise in competition. Furthermore, there are some
companies which is offering only taxi services. Also, they are providing services like car sharing.
Thus, it is stated that Green share car micro environment is stable and changes in it will
not affect to such a great extent. But there is rise in competition.
3. Analyse macro environment DENPTC
The macro environment is a boundary in which business exits and operate. In this there are
many factors that directly impact on its operations. These factors can not be controlled by
business (Marais, du Plessis and Saayman, 2017). However, any change in those factor impact
on business growth. Similarly, for Green share car as well the factors are defined as :
Demographic- here, the elements included in it are age, gender, class, etc. of people. In Australia
people demographics are wide. There are many working professionals as well. However, as
Green share car focus on those who are not having car. Besides, any change in demographics
will impact on company operation in negative way.
Economic – it is a factor which is related to change in economic condition nation. Here, in
includes, GDP, income level, interest rate, etc. which directly impact on business growth. In
Australia its economic growth is stable and GDP increases at moderate rate. Alongside, service
sector highly contributes in GDP of nation. Thus, any change in this factor will affect on Green
share car. They can easily expand into other markets and attract more customers. But with
decline in economic growth company revenue will decrease as well.
Natural – in this there are those factors related to change in environmental laws, policies, CSR
practices, etc. In Australia there are strict laws and regulations followed by organisation.
Moreover, any change in natural factor such as rise in pollution will enforce government to
change laws (Outmazgin and Soffer, 2016). So, it will directly impact in negative way on Green
share car growth as they provide rental car services. It will force them to use electronic cars and
contribute more in CSR practices. Therefore, their growth will be affected in negative way.
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Political – As name depicts the political factor is considered as major in macro environment. The
change in political condition, government of nation affect business growth. In Australia there is
stability in political condition. The government is elected every five years. Moreover, country
trade laws are not changed continuously. So, Green share car any change in political factor will
have a moderate affect on organisation growth. They might have to make changes in their
business concept.
Technological – it is related to technological advancement and use of advance and upgraded
technology within a country. Australia is a developed nation and most of people uses advance
and high tech technology. Alongside, any technological advancement is easily adopted by
people. However, as Green share car business offer car rent services online therefore any change
in this factor will have positive impact on company growth. It will allow them to increase
customer base and improve customer experience as well (Van Velsen, 2017)
Cultural – they consist of change in cultural factors such as people needs, lifestyle, ethics and
values, etc. In Australia people are living a high quality lifestyle. They follow Christianity
religion. Moreover, people adopt any change in culture easily. Thus, this factor will impact on
Green share car growth in positive way. As business concept is unique so people social status
will increase.
Therefore, there are some factors which will enable in growth of Green share car . For
example – technology, economic, demographic.
4. SWOT analysis and strategies used
The SWOT analysis is a framework which is used to analyse internal environment of
organisation. It describe strength and weakness along with opportunity and threat which is as
follows :
Strengths
The company is having a unique concept which is providing of car according to need of people.
It follows concept of green environment through which they have created a large customer base.
Quick booking of car at cheap cost (Wilkes, 2017).
A strong brand value and clean reputation and image of company in the market.
High contribution in CSR practices in order to protect environment.
Weakness
Low profit margin
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Stiff competition from other competitors in the market
Opportunity
To expand in new market and cities and attracting more customers and generating revenue
The company can expand at global level.
Green share car can offer new services along with car rent that is accommodation.
They can use driverless cars in offering of car rental services.
By offering discount and other offers company can attract more customers.
Threat
The use of electric vehicle as taxis and cars in future
There might be rise in pollution due to use of cars (Brnjas and Tripunoski, 2016)
Moreover, use of electric vehicle in public transport by government of Australia
There can be increase in competition in this sector due to new entrants
Ease in laws and regulations of entry and exit in this business
CONCLUSION
From above it is summarised that in business environment there are many certain factors
which directly impact on operations. These factors are similar for all companies. However, value
proposition is created by Environment, Convenience, No ownership, Flexibility, Cheap, etc. the
buyer behaviour is positive about environment. Any change in internal factor such as
competitors, customers, and other will affect on Green share car operations. There are some
factors in macro environment as well like natural, technological, etc. the change in economic
factor will affect on Green share car. Also, negative impact on growth of company will be due to
natural, political, etc. the strength of company is strong brand value , High contribution in CSR ,
weakness is low profit margin, opportunity is expansion in other market and threat is use of
electric car.
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REFERENCES
Books and journals
Brnjas, Z. and Tripunoski, I., 2016. Situational analysis in the function of developing company
competitive advantage. Bulletin of economic research, pp.134-153.
Clarke, A.E., 2019. Situating Grounded Theory and Situational Analysis in Interpretive
Qualitative Inquiry. The SAGE Handbook of Current Developments in Grounded Theory,
p.1.
Garcia, L.S., 2017. The Golf and Beach Club in Northern Philippines: A Situational Analysis. St.
Theresa Journal of Humanities and Social Sciences, 3(1).
Gürel, E. and Tat, M., 2017. SWOT analysis: a theoretical review. Journal of International
Social Research, 10(51).
Hollensen, S. and Opresnik, M.O., 2019. Situational Analysis in the Marketing Planning
Process. World Scientific Book Chapters, pp.43-138.
Marais, M., du Plessis, E. and Saayman, M., 2017. Critical success factors of a business tourism
destination: Supply side analysis. Acta Commercii, 17(1), pp.1-12.
Outmazgin, N. and Soffer, P., 2016. A process mining-based analysis of business process work-
arounds. Software & Systems Modeling, 15(2), pp.309-323.
Van Velsen, J., 2017. The extended-case method and situational analysis. In The craft of social
anthropology (pp. 129-150). Routledge.
Wilkes, M., 2017. A situational analysis of Chinese managers’ personal value systems (PVS)
and their influence on employee commitment (Doctoral dissertation, Heriot-Watt
University).
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