Summary 1. Macro environment analysis: the major externals which affect company’s decision making, marketing strategy and performance. It includes: (1) Economic environment, the economic factors influence consumer behaviour. (2) Technological environment, externals in technology that affect company’s performance. (3) Political and legal environment, factors related to policy and law that influence company’s operation. (4) Cultural and social environment, consumers’ behaviour and life style that have effect on business.
2. Competitive situation analysis: wether a company is in free competition, oligopoly, monopolistic competition or monopoly market. To understand this …show more content…
(3) Competitive advantage
Boost is in a monopolistic competition with target market of young Australians. Although Boost is growing faster and bigger than its competitors, it still need to be aware of them. Boost’s greatest advantage is its friendly relationship with customers, including good service at the branch, fun web page targeting young buyers and the “Boost guarantee” which encourages customers to give feedbacks.
Company analysis (1) Mission statement
Objective 1: to become the leading company in juice bar industry;
Objective 2: to make Boost “a global phenomenon” (Boost juice bar 2011).
(2) Company resources a. Financial strength: Boost has its advantage in the low cost production and invention. It also has made an agreement with Riverside Company in which Riverside becomes Boost’s overseas investor. With Riverside’s Asian fund, Boost’s expansion into international market is fully supported. b. Production capability and flexibility: shortage in fruit supply due to nature disaster is a big threat to Boost’s production. Besides that, Boost’s production is very flexible that can suit all customers’ requirement. c.