MKT101A - Harris Real Estate: Situational Analysis & Marketing

This situational analysis report examines Harris Real Estate, an award-winning Australian residential company, focusing on its business background, competitive landscape, and micro and macro environments. The competitor analysis highlights Destin Beach Rentals, assessing its strengths and weaknesses. The micro-environment analysis employs a SWOT framework, identifying Harris Real Estate's strengths, weaknesses, opportunities, and threats. The macro-environment analysis utilizes a PESTLE framework, considering political, economic, social, technological, legal, and environmental factors impacting the company. The report also outlines the company's 4Ps (Product, Price, Place, Promotion) providing a comprehensive overview of the company's strategic positioning and market dynamics. Desklib offers similar solved assignments and past papers for students.

Situational Analysis Report

Table of Contents
Business background...................................................................................................................3
Competitors analysis....................................................................................................................3
Evaluating micro and macro analysis of chosen company..........................................................3
REFERENCES................................................................................................................................5

Business background
Harris Real estate is the company that used have work by selling or renting of the
property and this company is the award- winning Australian residential company. It used to
provide the best property and have better management in the real estate agency (Harris Real
Estate, 2022). The company used to have unique contemporary styles as people are more
connecting with them and this helps them to have better profitability.
Competitors analysis
The great competitors of the Harris real estate is Destin Beach Rentals. This competitor is
the company that used to operate in the Real Estate Industry that used to have some employees
and have better revenues. The strengths and weaknesses of the competitor is as described below:
Strengths:
1. It earns better revenues in the market.
2. Employees are skilled and well- trained.
Weaknesses:
1. It used to face lots of competition in the market.
2. Not have the target customers.
Evaluating micro and macro analysis of chosen company
SWOT analysis: Micro environment of the company
Strengths
This business includes the less risky
investment.
The value multiples overtimes that help Harris
to grow in the market Ceil, (2018).
Weaknesses
The weakness that the company face is that
they do not have the liquid asset.
As when it comes to transfer of ownership it is
very difficult to transfer the ownership.
Opportunities
As there is the global demand of the property
so it will help the company to grow more.
There are new areas that used to have great
potential in order to expand in the market.
Threats
The threat the company may face is the
economic recession in the country.
The biggest threat is having competition with
the other real estate agencies.
4 P of company
P's Description

Product /services The company used to provide better services to
their customers by selling or renting properties
to people.
Price The prices are reasonable which helps the
company to grow in the market Nandonde,
(2019).
Place In the market of Australia the company used to
provide its services.
Promotion By using the online and offline mode of
marketing the company used to do promotion.
PESTLE analysis: Macro environment of the company
Factors Description
Political Factors There may be risk of military invasion and thus
it increases the level of corruption. These are
the political factor that can have impact on
company.
Economic Factors The company must focus on the labour costs
and productivity as this can impact on firm.
Social Factors As there are changes in the needs and wants of
customers, so they must sell the property
accordingly Whittemore, (2022).
Technological Factors As there are continuous changes in technology
so the company must use the best technology
to operate in the market.
Legal Factors They must also focus on the anti- trust law as
this helps them to have better selling.
Environmental Factors This includes the climatic changes that is

flood, drought, earthquake, etc. so these factors
must also be considered by company to operate
well in the market.
REFERENCES
Books and journals
Ceil, C. (2018). Exploring Internal and External Environment to Find Recommendations for
Tarmac. Available at SSRN 3520576.
Nandonde, F. A. (2019). A PESTLE analysis of international retailing in the East African
Community. Global Business and Organizational Excellence. 38(4). 54-61.
Whittemore, D. (2022). Anticipating the next recession: What should corporate real estate do to
prepare?. Corporate Real Estate Journal. 11(4). 302-313.
Online references
Harris Real Estate. 2022. [Online]. Available through
<https://www.facebook.com/harrisrealestate/>