Monash University MKF2801: Macro Analysis of Micro-Mobility Industry

This report provides a comprehensive macro-environmental analysis of the Australian micro-mobility industry, focusing on the launch of an electric scooter, Whirlee Gig. The analysis begins with an overview of the micro-mobility sector and its key components, followed by an in-depth examination of the industry's micro-environment, encompassing suppliers, competitors, customers, and marketing intermediaries. The core of the report centers on a PESTEL analysis of the macro-environment, evaluating political, economic, social, technological, environmental, and legal factors impacting the industry. The political analysis highlights Australia's stable environment and openness to business. Economic factors, including GDP growth and employment rates, are examined for their impact on consumer spending. Social factors, such as education levels and environmental awareness, are considered for their influence on the industry's growth. Technological advancements and environmental challenges are also assessed. Finally, the legal framework, including government policies, is explored. The report concludes by summarizing the industry's potential and offering insights for the startup company.

Running head: MACRO ANALYSIS REPORT
MACRO ANALYSIS REPORT
Name of the Student
Name of the University
Author Note

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Executive summary

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Introduction
The marketing world consists of various industries which are seen to have made a mark
all across the globe. Every industry is seen to have dependence on one way or the other however
is very different from one another as well. It has been seen that there is a presence of various
industries and different markets and is vital for one to understand the various parameters that
help a business thrive successfully in the market (Masucci, Brusoni & Cennamo, 2020). Thus, it
is important to first analyze the micro environment and then the macro environment of an
industry to determine how these factors might affect the business of an industry. This paper will
be focusing on the micro mobility industry in Australia and will be conducting a micro and
macro environment analysis of this industry for an Australian startup company that is planning to
launch an electric scooter named Whirlee Gig.
Discussion
Micro-mobility is mainly referred to the personal vehicle which carries one or two people
and the common examples of micro mobility are bicycles, electric bicycle, small electric cars and
also scooters (Madapur, Madangopal & Chandrashekar, 2020). Generally the small powered
vehicles run on batteries. Micro-mobility has become a blooming industry in recent times and it
has been see that majority of the people have been focusing on purchasing these products for
ethical consumption and for going green which will have the least environmental impacts.
Whirlee Gig is an electric scooter which an Australian startup company has been
planning to launch which falls under the micro-mobility industry. The Whirlee Gig is lightweight
and it is portable as it can be folded if one chooses to carry the scooter on a train or on the bus.

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The scooter has a very fast recharge time which is about 3 hours and the speed limit is 10kmh.
The company has been planning to launch the scooter and in order to do that it is first important
to assess the micro environment of the industry.
Micro-environment of the industry
Micro-environment are considered to be the elements or the factors in the immediate
environment of an organisation that has the potential to have an impact on the performance and
also the decision making process. The elements of the micro-environment of an industry include
the competitors, customers, publics, marketing intermediaries and the suppliers of an
organisation.
The suppliers of the micro-mobility industries main supply parts of scooters or cars that
are required and when it comes to electric vehicles it has been seen that they provide batteries
and often the chargers which is necessary for the manufacturing scooters. According to scholars,
the manufacturers of the micro-mobility industry provide their customers with a wide range of
products like electric cars, scooters and bicycles (Aasebø, 2019). It has been seen that there are
many wholesalers who are present in the industry that purchase the products from the
manufacturers and then sells them to the retailers who then promote the product and sell the
products to the customers. In recent times, it has been seen that many retailers that are present in
the automobile industry have been focusing on electric vehicles because of the huge demand
among the customers and are seen to mainly follow the store based format which is mainly
merchandise based where the scooters will be presented ins showrooms. According to scholars,
electric vehicles are seen to be in huge demand among people who are concerned about the
society and the environment and mainly young adults and teenagers (Dineshkumar et al, 2018).
The products that are presented by the micro-mobility industry is convenient as well as sufficient

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for young adults and teenagers as they are considered to be socially responsible and also they
generally do not need big cars which mainly cater to families.
Macro environment of the industry
Macro environment is considered to be a remote environment of an organisation which is
the external environment in which the company or an organisation exists. According to scholars,
analysis of the macro environment of a company is highly beneficial as it helps a business to
adapt to the changes that are constantly occurring in the environment and helps in identifying the
possible threats and opportunities that may have an impact on the overall industry and also that
are outside the control of the industry (Mose, 2016). Macro environment of an industry or firm is
usually analyzed with the help of PESTEL. PESTEL analysis will help in determining the factors
of the Australian micro mobility industry and they are the following:
Political
Australia is considered to be one of the safest and the most desired countries to live in.
According to scholars, Australia is a country which is politically stable and also is open to
foreign as well as local business which helps the country to being ideal when it comes to setting
up businesses and startups (Ahmed et al, 2017). Rafaty, (2018) states corruption in Australia is
very uncommon and generally people do not indulge in corruption in comparison to the rate of
corruption which is seen in other countries. It has been seen that Australia does not follow strict
governmental laws which hinders the operations of companies and industries and is rather seen
to be flexible which attracts many businesses to set up their business in the country. According to
scholars, Australia is one of the largest economies in the world and is seen to rank high in
various international comparisons like quality of life, human development, freedom of economy

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and political rights. This will help Whirlee Gig be launched successfully in the country as it can
be seen that political environment is stable which has encourages new business and there are
several businesses that thrive in Australia which include the micro-mobility industry which is
gaining prominence in the Australian market.
Economic
Australia is considered to have a strong economy and it has been seen that the growth
rates in terms of economy in the country in comparison to majority of the OECD countries are
high. According to scholars, Australia has very low risk when it comes to economy as the
country boasts a consistent strong and fruitful growth in the GDP rate, which is 2.9% annual
change, interest rates in the country are stable and there is high rate of employment which makes
the country economically viable (Data.worldbank.org., 2019). It has been seen that the
employment rate in the major cities in Australia is high and there are relative low percentage of
people who are unemployed in the country and there are many applications from all across the
globe where people migrate to Australia in search of jobs in order to enjoy the quality of life and
high standard of living which shows the economic stability of the country as well as the people
(Beer et al, 2016). This is seen to be favorable for the startup company that has been planning to
launch the electric scooter Whirlee Gig as people in the country are seen to be economically
stable and can afford purchasing the scooter which will be beneficial for them and will help the
company in generating positive revenues.
Social
The social environment of Australia is seen to be very positive and fruitful especially for
the establishment of new companies and organisations. It has been seen that the people in

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Australia are well educated and there are various numbers of private and public universities
which shows the level of educated people in the country. According to scholars, the people in
Australia are very hard working which is the reason for the development of several industries in
the country (Moffitt, 2017). The hard working nature of the people in the country alongside the
education derived from prestigious universities, the country has created many talented employees
who contribute highly to the industries. The high level of education also proves that the people of
Australia are well aware of social issues like climate change and global warming which has been
having a huge impact on the environment as well as the society. Majority of the people thus in
the country are responsible citizens and have been focusing on making positive contribution to
the industry that has led to the rise in micro-mobility industry in Australia where people have
been purchasing electric vehicles and scooters to ensure they are taking steps to make positive
impacts on the country. This will help the startup company to successfully launch their product
in the Australian market.
Technological
The people in Australia have been incorporating the use of technology and it has been
seen that majority of the people are well equipped with new technologies that are introduced in
the market. According to reports, Australia has been focusing on research and development
where they have been trying to come up with new technology and manufacture products and it
has been seen that about 26% was spent by the manufacturing businesses and about 29% were
spent by professional scientific and technological services industry in the research and
development which shows that the country does focus on new technology in the market
(Abs.gov.au., 2019). This will help the Australia startup company launch the electric scooter in
the market as it can be seen that Australia does emphasizes on innovation and new technology.

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Environment
Australia faces several environmental challenges that have been affecting several
industries that operate in the country and has also been affecting the environment negatively.
Climate change is one of the major challenges that Australia has been facing currently that has
been having negative impacts on the aquatic and marine life and also contributing to pollution
(Wernberg et al, 2016). However, it has been seen that there are various other factors that have
been contributing to the rise in different environmental challenges like operations in several
industries that have been contributing to environmental challenges like inefficient waste
management and also air pollution (Shand et al, 2017). These environmental challenges are one
of the major reasons that people of the country are trying to commute ethically and ensure that
they do not contribute to the rise in the pollution levels. These are the major reasons that micro-
mobility industries have been flourishing in the country as there is an increased demand in
vehicles that help in reducing the carbon footprint which paves way for environmental issues as
majority of the pollution that occurs are generated by the cars. Thus, the Australian startup
company will be able to successfully launch their electronic scooter in the Australian market.
Legal
The Australian government has introduced several policies and regulations that need to
be followed by every organisation that operates in the country both local and foreign. One of the
major policies that have been introduced by the government of Australia is the Environmental
Sustainability Policy that focuses on management issues like use of energy, emissions of
greenhouse gases, suppliers, materials that are used and also products (Wei, Wei & Western,
2017). The micro mobility industry in the country abides by all the laws and has become a huge

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success within a few years of time as it has helped in contributing to reduce the environmental
issues that have been generated by the operations of industries and also by the manufactured
products. Thus, it will be helpful for the Australian startup company to launch their electric
scooter in the market which will help in gaining the attention of people and make them purchase
the product in order to be socially responsible and also help them operate ethically by complying
with the rules and regulation set by the government
Conclusion
From the above analysis, it can be seen that the micro mobility in Australia is a
flourishing industry and has the potential to grow and develop more which will lead to the
companies in competing with well-established companies in the market. The micro mobility
industry in Australia and the environment is seen to be successful, favourable and in huge
demand which will help the Australia startup company to launch their electric scooter, Whirlee
Gig in the market and from the analysis it can be seen that the scooter has the potential to do in
the Australian market which will help in the growth and development of the startup company in
the near future.

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