Market Structure Analysis of Lend Lease Company (MKTG101)

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Marketing
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Table of Contents
Topic 2: Analyse the market structure of the Industry....................................................................3
1. The type of market structure.................................................................................................3
2. The market leaders and statistics..........................................................................................5
Topic 4: Demand and elasticity of product and services of the company in the market.................6
1. Product and services of the company...................................................................................6
2. Factors that affect the elasticity demand of the company........................................................6
References........................................................................................................................................7
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Topic 2: Analyse the market structure of the Industry
1. The type of market structure
The different market has a different type of market structures. Market structure is playing an
essential role for every industry which defines the main aspects of the industry in the market and
about the product and services that are offered by the Lend-Lease Company in the market. The
Lend-lease company is one of the biggest construction companies in the worldwide which also
engages in designing, developing, funding and in managing the property with infrastructure
assets. The company was found in Barangaroo in Australia.. There are 4 types of marketing
structure which are defined below:
 Perfect competition: it refers to the structure in which a large number of firms competes
with each other in the market by providing their quality of the services. Most of the
construction companies are considered as the market structure of the perfect competition
(Quick comics. 2019).
 Monopolistic competition: It refers to similar as the perfect competition in which a
large number of small firms compete with each other in the market but in this type of
structure the main objective of the company is to earn the profit by fulfilling the
satisfaction of the customer (Quick comics. 2019).
 Oligopoly: in oligopoly, the market structure refers to where low numbers of firms
compete with each other and create less competition in the market. In this most of the
companies are referred to compete with each other or collaborate. In this most of the
companies set their effective prices in the market to gain more profit in the market and in
this type of market structure only a few firms can dominate in the market for a long time.
 Monopoly: The monopoly refers to the market structure in which only single firms
control the market and develop its effective sustainability in the market for a long time
(Quick comics. 2019).
The Lend Lease company is one of the biggest companies in the construction and development
sector in the Australian market, and it has gained a large market share and effective growth in the
market. The Lend Lease Company is the type of perfect competition and monopoly market
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structure because it has a huge market share which can give tough and perfect competition for
the other construction companies in the market. On the other hand, it is monopolistic because it
is the largest firms which have to cover the overall market of Australia.
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2. The market leaders and statistics
The leaders of the company are:
1. Colin B. Carter: nonexecutive director of the company which manages the construction
project of the lend-lease company.
2. Phil. M. Coffey: nonexecutive director of the company which manages the construction,
developing and funding projects of the lend-lease company (Lend lease 2019)...
Statistic report:
(Figure 3: annual report of the lend-lease company)
(Source: lendlease.com, 2018)
It is analysed from the above figure that the Lend-Lease Company is continuously growing in
the Australian market and it can be analysed that the company has maintained sustainability in
the market (Lend lease 2019).
https://www.lendlease.com/-/media/llcom/investor-relations/presentations/2017/2017-lendlease-
annual-report--printable-version.ashx
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Topic 4: Demand and elasticity of product and services of the company in the
market
1. Product and services of the company
The Lend Lease Company is one of the biggest companies in constructions, developing and
funding sectors in the market. So it can be analysed that the product and services of this company
are already high in demand through which the company has developed its strong sustainability in
the market. The main motive of the company is to develop effective sustainability in the market
by providing its construction services and other products in the Australian market. The product
and services of the Lend-Lease Company are in elastic demand as the small changes of
company’s product lead to a dynamic change in the market and this lead to the high demand of
products and services of the company in the market sustainability (Gostkowski, 2018). The
company conducts several changes to create an impact in the market which also lead to tough
completion for other competitors (Lend lease 2019).
2. Factors that affect the elasticity demand of the company
Several factors affect the elasticity demand of the products and services of the company. These
essential factors are defined below:
1. Level of price: The first essential factor is the level of price, the price of the products and
services which are set by the company is by considering the competition in the Australian
market. Along with this, the price level is set by the company as per the demand of its
particular product in the market. So effective price is set by the company to develop
effective sustainability (Gostkowski, 2018).
2. Income level: The another essential factor of the LEND LEASE company is income
level, as it is one of the high market shares due to which it effectively maintain its
elasticity demand in the market with the help of brand name (Lend lease 2019).
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References
 Gostkowski, M. (2018). The elasticity of Consumer Demand: Estimation Using a
Quadratic Almost Ideal Demand System. Econometrics, 22(1), 68-78.
 Quickonomics. (2019). The Four Types of Market Structures - Retrieved from
https://quickonomics.com/market-structures/
 Lend-lease (2019). Annual reports Retrieved from
https://www.lendlease.com/-/media/llcom/investor-relations/presentations/2017/2017-
lendlease-annual-report--printable-version.ashx
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