MKT101A Marketing Fundamentals: Situation Analysis for Uno Home Loans

This report presents a comprehensive marketing situation analysis for Uno Home Loans, an Australian digital mortgage service. It begins by outlining the company's background, including its funding, employee size, and unique online platform. The analysis then delves into the macroenvironment using the PESTLE framework, examining political, economic, social, technological, environmental, and legal factors influencing Uno Home Loans. The microenvironment is analyzed by assessing competitors, suppliers, staff, intermediaries, customers, and shareholders. Finally, a SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The report references various sources to support its findings, providing a thorough overview of the market landscape for Uno Home Loans. Desklib offers a wealth of similar assignments and study resources for students.

Assignment Name Student ID
Assignment Name
Student ID
21 Mar 2019
1 | P a g e

Assignment Name Student ID
Business background
In the present report, Talented Gen & Co. will provide marketing strategies to Uno home
loans. Uno home loan is one of the most exciting early stage property finance business in
Australia. It is a unique combination of online platforms and home loan specialists in the
mortgage industry (UNO Website). It provides transparency and efficiency in the finance
market for aspiring homeowners in Australia to find the right by themselves. This is
considered as Australia's first digital mortgage service which was launched in the finance
market in the mid of 2016. It has secured an investment of $25 million in funding from the
Westpac (majority shareholder). Since its launching, the company is growing by 30% each
day. Presently there are around 150 employees working in all of its departments. The
founder, as well as CEO of the company, is Vincent Turner who holds an experience of 15
years and has also built mortgage software which is being used by 90% of Australian banks.
The company opened a new and secured mode for home loans, unlike the traditional
mortgage broker or Banks (Mason, 2016).
PESTLE
Political: This housing finance company of Australia is well regulated by four big banks in
the nation. This facilitates Uno home loans with various home loan options for its loyal
customers.
Economical: With the never-ending economic fluctuation, Uno home loans have raised $25
million as its funding from the strategic backer Westpac. The CEO of the company aims to
serve at least 10% of the Australia mortgage customer service by the year 2028 (Yates, &
Yanotti, 2016).
Social: Uno Home loans have been observed to involve in socially responsive activities. It
provides a bright open space environment where people can think and come up with new
ideas for home loans. In addition to this, a mindfulness room is also provided for meditation
2 | P a g e

Assignment Name Student ID
or exercising. For example, Uno establishes “The Club” for gatherings, social events, and
meetings to discuss and implement topics like waste Management, health, and well-being of
employees, and efficient energy consumption.
Technological: Unlike traditional mortgage brokers, the company is providing the facility of
the online mortgage through a technology that is developed in Sydney. Furthermore, they use
the Fintech solution to reduce error and enhance efficiency (Blackburn, 2016).
Environmental: By incorporating technology for mortgaging, the company is consuming less
paper through online home loans. This is a clear reflective for contributing towards the
environment with their technology.
Legal: Uno Home loans have been following Australian laws and regulations from the
starting of its business, which helped in its successful growth and survival.
Analysis of Microenvironment
Competitors - The Company has a number of competitors who offer similar types of services
to Australian customers. Some of the leading home loan companies are Aussie home loans
and AMO home loans (Martin, Pawson, & van den Nouwelant, 2016).
Suppliers - The major banks in Australia support the financial requirement of the company,
which are its key suppliers.
Staff - Uno home loans have more than 150 efficient employees who not only have technical
expertise but also provide guidance to their customers. Furthermore, they involve the
employees in decision making and innovative solution, for achieving the organisational
objectives.
Intermediaries - The Company select qualified employees and ad hoc employees who work
as an agent to provide information to the client and qualifies them as candidate requiring
loans.
3 | P a g e

Assignment Name Student ID
Customers - Within three years of its establishment, it is able to make more than a thousand
customers.
Shareholder - Westpac is considered as a majority of the shareholders of Uno home loans,
which invested a total amount of $51.5 million for its start-up.
SWOT analysis
Strength
 Property finance is considered as an active mainstream industry in Australia.
 Effective regulatory framework my four major Australian Banks.
 First-time introduction of online home loan and mortgage facility.
Weakness
 Switching cost of the customers.
 Exciting offers provided by other competitive Banks and mortgage brokers
(Nicholson, Skelton, & Tarr, 2019).
Opportunity
 Increase in the penetration of housing finance in Australia brings the opportunity of
more client and liquidity of money to the company.
 Provision of one platform to search compare and settle a loan from 22 available
lenders. This potentially increases the market size for the company.
 The company have scope to merge with Australian Banking Association and in future,
they can bring foreign clients into business (Freebairn, 2018).
Threat
 The slowdown in Australian economic growth is an emerging threat to the company.
 The emergence of new competitors in the finance market is also another threat to the
company, because of which they need to maintain the competitive strategy.
 Fluctuation in the interest rates tends to delay customer urge to take loans.
4 | P a g e

Assignment Name Student ID
References:
Blackburn, T. (2016). New fintech platform empowers Australians to broker their home loan
online. Retrieved from https://unohomeloans.com.au/assets/downloads/uno-launch-
release.pdf on 21.03.2019.
Freebairn, P. (2018). Competition into the Australian Financial System. Policy Director, 29
Mar 2018. Retrieved from
http://www.ausbanking.org.au/images/uploads/ABA_Competition_into_Financial_Service
s.pdf on 21.03.2019.
Martin, C., Pawson, H., & van den Nouwelant, R. (2016). Housing policy and the housing
system in Australia: an overview. City Futures Research Centre, University of NSW
Australia. Retrieved from
https://shapingfutures.gla.ac.uk/wp-content/uploads/2016/09/Shaping-Housing-Futures-
Australia-background-paper.pdf on 21.03.2019.
Mason, Z. A. (2016). Online loans across state lines: protecting peer-to-peer lending through
the exportation doctrine. Geo. LJ, 105, 217. Retrieved from
https://georgetownlawjournal.org/articles/201/online-loans-across-state/pdf on 21.03.2019.
Nicholson, G., Skelton, R., & Tarr, J. A. (2019). An Exploratory Study of Regulatory Failure
in the Australian Home Mortgage Market. Journal of Consumer Affairs, 53(1), 126-166.
Retrieved from https://onlinelibrary.wiley.com/doi/pdf/10.1111/joca.12200 on 21.03.2019.
UNO Website. Retrieved from https://unohomeloans.com.au/ on 21.03.2019.
Yates, J., & Yanotti, M. (2016). Australia’s 25 years with a deregulated housing finance
system: looking back and looking forward. Milestones in European Housing Finance, 37-
53. Retrieved from
https://www.researchgate.net/profile/Maria_Yanotti/publication/290437497_Australia_s_2
5_Years_with_a_Deregulated_Housing_Finance_System_Looking_Back_and_Looking_F
5 | P a g e

Assignment Name Student ID
orward/links/569ed2c708ae21a56424ef83/Australia-s-25-Years-with-a-Deregulated-
Housing-Finance-System-Looking-Back-and-Looking-Forward.pdf on 21.03.2019.
6 | P a g e