BUS710 Marketing: Comparative Analysis of Kogan and Goldstar

This presentation provides a comparative analysis of Kogan and Goldstar, contrasting their external factors and marketing strategies. It examines Kogan's diverse online retail approach against Goldstar's focus on shoe production, highlighting Kogan's higher sales figures in the Australian market. The analysis covers their organizational schemes, target market selections (China for Kogan, Australia for Goldstar), and psychographic segmentation. A detailed PESTLE analysis compares the political, economic, social, technological, legal, and environmental factors affecting both companies, including inflation rates, political stability, technological advancements, and legal considerations. Risk factors such as outdated strategies and environmental concerns are identified, followed by recommendations for improvement, including enhanced product packaging, technology implementation, and adherence to government policies. The presentation concludes by summarizing the key differences in their business management approaches.

Task 2- Marketing is an
international environment

Table of contents
 Competitive Frame of reference
 Comparative analysis
 Thesis
 Organizational Scheme
 Market selection of the companies
 PESTLE analysis of the companies
 Risk factors
 Recommendations
 Conclusion

Introduction
The presentation provides a comparative
analysis and the contrast of both the
companies about their external factors. It
focuses on giving an overview of the
strategies of both the companies.

Competitive Frame of reference
 The Kogan company deals with online retail section
 The company provides multiple services and products at a low
price to its consumers
 Products such as footwear, groceries, apparels and many more
 Goldstar shoes is a major producer of shoes in Nepal which offers
clothing, gear and athletic footwear
 Where Kogan Company is offering various products to its
customers, Goldstar is limited to its shoe product.

Kogan Company 1HFY18 Gross
Profit Mix 1HFY18 GROSS PROFIT MIX
Exclusive brands Global Brands Partner Brands Mobile Travel Insurance Other Income

Comparative analysis
 According to the statistics of Kogan, the company
has made 45.1% more sale in the Australian market
 The statistics of Goldstar shoes states that it made
30% more sale in the year 2017
 Thus, it is observed that Kogan made more profit
as compared to Goldstar shoes in the market.

Thesis
 The Kogan Company focuses on providing a high standard of
products that are reasonable as well as acceptable within the
market.
 Goldstar shoes not only offers its customers a high standard
and affordable cost but also durability.
 Kogan Company aims to provide best quality services and
satisfaction to its customers
 Goldstar ensures its customers with consistency and good
quality.

Organizational scheme
 The Kogan Company is dealing with an issue of the
traditional organizational structure which does not
match with the current business strategy
 Goldstar shoes have decided to implement advanced
designs as well as modern trends with the changing
business strategies
 Also, the company is focusing towards promoting the
home-made brands of Nepal

Market selection of the companies
 The primary target of the Kogan Company is to enter the
China Market
 Because of advancement in resources and technology
 Goldstar shoes aim to enter the market of Australia
 Due to the fact as Australia comprises of diverse traditions as
well as culture

Psychographic segmentation and
product range
 It involves the Division of the concerned market segments on
the basis of various personalities, traits, values, lifestyle and
interests of people.
 It helps in getting engaged in the concerned product design as
well as marketing in a focused manner.
 Gold star Shoes product ranges being used are men’s shoes,
women’s shoes and sports and travel shoes.
 The product range that are used for Kogan includes different
electronic appliances, audio, cameras and different electronic
products.
 The prices differ for each of the products used by both of
these countries.

PESTLE analysis of the companies
PESTEL analysis is carried out in order to find the external
factors that are affecting both the companies within the
market. Various factors such as the political, legal,
economic, social and environmental factors affecting the
organizations. The comparison of these factors of how it
puts an impact on the company’s growth will be discussed
further.

Economic factors
 Kogan Company determines the Inflation rate of China
and Gross Domestic Product
 The advantage of Kogan in China is the low cost of
labor
 Goldstar shoes depend upon the economic conditions
which offer athletic gear, footwear, and clothing
 The strength of Goldstar is providing the durable quality
as well as cheapest product