Marketing Assessment Report: Progressive Company's Strategic Analysis

This report provides a comprehensive marketing analysis of Progressive Company, a furniture manufacturer. It begins with an introduction to marketing tools and their application in assessing a company's internal and external environments. The report delves into Progressive Company's value proposition and buying behavior, followed by a micro-environmental analysis. A detailed SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report then explores the external environment through a PESTLE analysis, examining political, social, economic, technological, legal, and environmental factors impacting the business. The analysis highlights key insights and potential strategies for Progressive Company to enhance its market position and navigate industry challenges. The report concludes with a summary of the findings and recommendations for future actions.

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Contents
Introduction...........................................................................................................................................4
Value proposition and buying behaviour...............................................................................................4
Micro environmental analysis................................................................................................................5
SWOT Analysis.................................................................................................................................5
External analysis....................................................................................................................................7
PESTLE Analysis..................................................................................................................................7
Conclusion...........................................................................................................................................12
References...........................................................................................................................................13

Introduction
The report brings out a discussion on marketing tools, which outlines the analysis on the basis
of internal environment and external analysis. Marketing tools is an effective way to examine
the company`s opportunities, strengths, and weaknesses and then identify the ways to
accomplish each of them. This marketing assessment comes up with SWOT analysis that will
analyse four elements such as opportunities, strengths, weaknesses, and threats so that
organisation can identify environmental analysis so that models can attain and identify
competitive advantage in industry (Gürel, & Tat, 2017).
PESTLE analysis is a framework that examine the influence of external marketing
environment on business. This framework aims to examine the “Progressive” and then
introduce new items with a series of portfolio (products) of company. The organisation has to
come up with collaborating with people to install, manufacture, store, design and delivering
loose furniture for the dealers that will support with a higher range of products that includes
direct, user interface, inventory management, delivery, and production.
Value proposition and buying behaviour
The selected organisation “Progressive Company” manufactures, designs, and installs several
furniture for next 25 years. The organisation can have huge group authorities to operate its
business for two separations, which shows corporate solution (Progressive Company, 2020).
The division of Progressive Company will include loose furniture parts at workplace, and
fitting of the projects to incorporate designs, construction, fittings, project management and
its accomplishment. Franchisee solution can deliver services for several companies, which
will programme rollouts installing, creating, and designing the furniture as programmed the
rollouts where we install, create, and design furniture for the largest Australian company. The
organisation’s ability in incepting and creating complete, which includes licensed trades that

will arrange necessary type for the building. The company can arrange, design, plan, and
render 3D projects where in-house teams of the organisation works with an aim to create
balanced explanation for space. The aesthetic explanation for individual and space, which are
needed to comply while delivering managed plan from the starting until the end where the
project is completed. It is important to note value proposition of organisation, which will add
value to company with operations in availing project making that will add value to
organisation`s logistics. It will include project management, large range, full layouts, custom
produced, and wide range of internal wall, floor coverings, electric data, and the mechanism
to assist of experience professionals.
Micro environmental analysis
The internal analysis will examine weaknesses, threats, opportunities, and strengths that is
committed to capture competitive advantage with the competitors to exploit opportunities in
such a way that an organisation can attain maximum effectiveness (Gürel, & Tat, 2017).
SWOT Analysis
SWOT analysis is a tool, through which an organisation can examine the strategic goals and
accomplish it through the identification of competitors in the industry (Dargahi, Darrudi, &
Zalvand, 2019).
SWOT Analysis of Progressive
Strengths Opportunities
Progressive provides more experience with
the integration of delivering programs with
the assistance of budget (Kordana, 2017).
Organisation has been designing the
corporate offices for last 25 years
Most importantly, expansion is one of the
most aspect of extending brands so that
global expansion can grab new markets.
The company can collaborate with IKEA in
terms of joint venture, acquisition or

(Progressive Company, 2020).
Organisation undertakes to widen the
related contracts insurance to engage in its
operations. Organisation design plans to
render 3D projects.
Organisation was efficient enough to
increase its customer base, which worked
with KIA, Coca-Cola, Monash University,
Hyundai, Commonwealth bank, and Telstra.
Currently, the company is the largest
dealership in Australia when it offers point-
to-point services (Venkatachalam, 2018).
merger.
Customers are aware regarding cost and
they must opt to fluctuating demand and
finally furnish it accordingly. The company
has to design low costing items where per
capita income is low (Raharja, 2017).
At the same time, the organisation lack
product offerings, which indicates the
company to extend and offer new products
such as kitchen furniture and home
appliances (Kordana, 2017).
Weaknesses Threats
One of the major distress is to maintain
negligible price with an aim to provide
maximum attributes to customers.
For every corporate business, company will
not be able to meet the ethical, controlling,
and manufacturing standards (Progressive
Company, 2020).
Company is not abled much to aim towards
fluctuating demand of clients. Moreover, the
company is not able to meet the changing
demand of customers. Now, the
organisation has been conducting its
The organisation has been facing catalogue
of varied brands, which spoils the brand
image of organisation.
Threat is associated with fluctuating policies
for law, which has bad impact on
organisational price. Increasing income for
expenditure trade with high price in
association, with the supply chain.

business in other countries where it is not
able to maintain its level of standard in its
quality (SHTAL et al., 2018).
The wide range of items is not same in all
the countries that create various questions
on the efficiency, which expect increasing
cost.
External analysis
The analysis is based on striving to measure the impact of external factors that can affect the
business. For the external analysis, the organisation can undertake PESTLE analysis that
comes up with political factors, social factors, economic factors, legal factors, technological
factors, and the environmental factors as well (Venkatachalam, 2018). Most importantly, it is
a framework used by the marketers to analyse the macro-environmental factors affecting the
business. The feature of PESTLE Analysis will include availing of deep understanding of
company, removing threats, and derive ways to exploit opportunities (SHTAL et al., 2018).
PESTLE Analysis
Political factors-
The political stability acts an important factor, which can avail opportunities to Progressive
company. The company can operate in several nations if the legalities become important in
the implementation of rules and regulations. Freedom for business operations is quite liberal
in Australia. The authorities in Australia can improve the investment in capital goods and
services. However, the company is exposed to political risks, instable political conditions,
and the military provisions (Aderounmu, & Adepoju, 2019). The company is subject to

provisions if they establish it in nation like US of housing and urban development in action.
Emerging risks of brexit has affected the trade policies of all the countries. The affecting
factors include trading policies, government changes, regulatory bodies and taxation policies,
which affect the company`s to both political and economic stability, which can help it to
generate high profitability and sales. Furthermore, outlook for international brand and their
policies can determine the profits of the company. Progressive company will be affected by
instability and supply chain is another thing for foreign brand while operating markets
(Baumann, FitzHugh, & Wilson, 2017).
Social factors-
A per the industry analysis, it is seen that there are several driving force, which has increased
the travel and tourism amongst the younger generation. With the increase in the immigration
rate in Australia, it is seen that the corporate culture has been increasing with an aim to
provide them employment (Aderounmu, & Adepoju, 2019). Culture and people differs from
place to place where the organisation serves and creates strong local team with an aim to
understand in attitude (Baumann, FitzHugh, & Wilson, 2017). It is quite important to analyse
that Australia is a globalised nation and there are several MNCs who renew their offices very
often. The organisation has to formulate and change its way of presenting according to its
customers. The demand if the product will totally rely on lifestyle trends, purchasing pattern
and the brand image of the company. Progressive company has to understand social and
ethnic value of market and evaluate social trends affect the sales (Guardian, 2019).
Economic factors-
The demand for the Progressive Company will depend on the level of income. Here are some
economic indicators such as per capita income, PDI, inflation rate, and the inflation rate. It is
seen that Australia is the largest nation and it is anticipated that GDP will grow by 2 percent

every year (Economics down under, 2018). The inflation rate is nearly 1.5 percent. More than
40 percent of people in Australian population have sufficient PDI in Australia, which
indicates that the opportunity for kitchen appliances and home furniture can flourish. Per
capita income has been estimated at USD 32800 that can present dealing in retail stores,
which can definitely need the office infrastructure to deal with clients (CEIC, 2019).
(Source: TRADING ECONOMICS, 2019)
Purchasing power of Australian population from 2009-2019

(Source: Economics down under, 2018)
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
0
0.5
1
1.5
2
2.5
3
3.5
1.74
2.89
3.33
1.71
2.48 2.51
1.51
1.3
1.92
1.26
1.9
inflation rate
(Source: CPI inflation calculator, 2019)
Technological factors-
Australia has an advance technology based on innovation services for clients, where it is
evaluated that office must offer easy and comfortable especially when it has long working
hours. Most importantly, Progressive Company will have to provide such database of busy
people in Multinationals who definitely needs comfortable furniture that directly shows
advertisement as the technique to promote things. Australia is a well-known technological
development where the organisation can indulge the technology and make furniture (Åkesson
et al., 2016).
On the social platforms, the company must use DIYs as the advertisement medium after the
advent of internet. However, the company must offer personalised services to the clients as
social media has been realising so many DIYs that has increased the demand of the customers
to groom their office or house in an particular way only (Payne, Frow, & Eggert, 2017).

Legal factors-
Legal factor ensures that company has been working smoothly with the addressing of laws
and policies for company. Australia has a particular set of regulations and rules in regards to
labour laws, consumer laws, and faire trading laws, and wage system laws, which will finally
ensure that employees are not suffering from safety and health. Fair work act in 2009 ensures
that it is the core source of accomplishing the privacy data (Kowalik, & Tatar, 2017).
The company must ensure that the nation, it is entering that must have liberal policies. The
discrimination conducted is based on the disability, which would reflect minimum wage
systems and misconduct of behaviour because of diversity of the employees at the platform
(Baumann, FitzHugh, & Wilson, 2017). Some of the legal threats have emerged as important
due to hassles created in an inappropriate way. For analysing the similar situation, it is
important to note that IKEA has faced tipping for the last few year, which is caused due to
furniture (Kowalik, & Tatar, 2017).
Environmental factors-
With increasing globalisation and liberalisation, profit making is one of the important factor
that has affected the environmental factors in a negative way. The Progressive Company has
to control the dust and space as being generated after manufacturing the furniture items and
most importantly, they are easily disposable and degradable (Nazari, Liaghat, Akbari, &
Keshavarz, 2018). Organisation will make sure that the organisation can easily maintain zero-
waste management tools to accomplish effective outcomes among the customers
(Countryeconomy, 2019).
Conclusion
From the above discussion after analysing the report of “progressive company,” it is seen that
Australian technology has an advanced version, which has supported Progressive Company

to enhance the revenue and grab maximum customers. The above factors in the external
environment indicates that the company receives many favourable conditions, which has
assisted it to increase its revenue. Company will face several issues related to promotion of
wide range of products in different nations by availing sellers and other designers to promote
new furniture designs for the huge business creating a sense of huge customer base. The
organisation faces several issues in designing at low cost by using their software modelling,
which is important to foresee the markets in different nations.