Marketing Report: An Analysis of Zagame Automotive Group (BUS123)

This report provides a comprehensive marketing analysis of the Zagame Automotive Group, a prominent Australian automotive retail organization representing various luxury brands such as Ferrari, Audi, and Lamborghini. The analysis begins with an overview of the company's background, including its locations, staff size, and commitment to customer service. It then delves into a market analysis, examining macroeconomic factors like currency exchange rates, technological advancements, and the political/legal landscape, including the impact of elections and environmental regulations. The report also includes a SWOT analysis, identifying Zagame's strengths (e.g., brand goodwill, service quality), weaknesses (e.g., high investment costs), opportunities (e.g., growing demand for premium cars), and threats (e.g., dealer competition, economic fluctuations). The analysis aims to provide insights into Zagame's market position and potential strategic directions.

Running Head: MARKETING 0
Marketing
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MARKETING 1
Table of Contents
Background of company..................................................................................................................2
Market Analysis...............................................................................................................................2
Porter Five Forces Analysis.........................................................................................................2
SWOT Analysis of Zagame Automotive group..............................................................................2

MARKETING 2
Background of company
Zagame Automotive Group is one of the official Victorian dealers for Ferrari, Audi,
Lamborghini, Lotus, Skoda as well as Alfa. The company is located at more than eight locations
with 300 staff. The company is awarded winning dealership as well as service centers that are
dedicated to delivering the exceptional customer service.
Market Analysis
Macro Factors
Economic factors: in the recent scenario, the currency exchanges rates against euro, dollars as
well as sterling are very favorable in the country Australia making an investment in cars create
an attractive option to the foreign clients who avoid losing vast amounts of money in their
exchange transaction against the Australian dollar. It gives new market to the company in an
effective manner.
Technology: Based on data in Zagame Automotive group, the technology in such sector is still at
nascent stage as well as most players are vying for the innovation that can enable them to garner
higher market share. The company have higher safeguard for IPR as well as other intellectual
property rights. Australia is one of the developed countries therefore; the updated technology in
the country is at fast pace which include internet that lower the service cost of the company in
Sales and Marketing.
Political/Legal: The election plays a vital role in the growth of automobile business. while
analyzing the Australia, the political and regulatory environment of the Australia is stable, open

MARKETING 3
as well as progressive. The country has transparent and efficient legal frameworks and the
government around the world are favoring low emission vehicle. The taxes on the luxury
vehicles as well as fuel guzzlers have grown higher after election. It increase cost to the company
as well that affected overall revenue of the company at greater level.
Seasonal: the law related to the environment friendliness are growing rigid in the country
therefore, the automobile industry need to focus upon low emission vehicles that does not affect
the environment t the certain extent. The fluctuation in the season does not affect the company at
greater leve. The car is required in every season. However, in the monsoon and winter, the
requirement of cars increases that created great revenue to the Zagame to the certain extent.
SWOT Analysis of Zagame Automotive group
Strengths
 The goodwill of the company make them competitive in the market
 It provide great and quick service to its consumers
 The company also offer manufacturer certified body repair as well as restoration that is
beyond sales and servicing
Weaknesses
 Huge investment done by the company
 Limit to targeting high level income people only
 Other dealers offer more services and discounts other than Zagame Automotive group.
Opportunities

MARKETING 4
 The people are switching to premium cars from economical cars
 With the growth in population it is expected that the demand for sports cars will increase
in the near future
 Growing concern for the environment pollution will attract the consumers towards the top
brands.
 Approximately 18 % growth women in the business industry rises the demand of car that
will provide new target segment for the company
Threats
 The competition among the dealer can be biggest threat for the company
 The fluctuation in the economy of the country will affect the profit margin of the
company.
 The high tax rate enhances the cost of the company.