The paper "Situation Analysis for Canberra Gardening Company " is a great example of a marketing case study. The situation analysis for this assessment is about Canberra Gardening Company based in Canberra, Australia. Canberra Gardening Company is a company that offers various services including garden refuse removal, lawn mowing, tree lopping, plant pruning, fertilising and watering plants and lawns and some basic landscaping services. The company at being the leading garden services provider within the next ten years from its inception. In this assessment, a solid analysis of the uncontrollable environment, major market competitors, type of competitors, as well as an understanding of the consumer behaviour trends in the entire gardening industry in Canberra.
Further geo-demographic data about Canberra will be provided to be able to decide on the location for this business. The second part of the assessment will carry out a marketing strategy that Canberra Gardening Company will use to start the gardening business in Canberra (Australian food statistics 2012-2013). Industry Analysis In Australia, the gardening part of the economy is under the Nursery and Gardening Industry that is represented by a body referred to as the Nursery and Gardening Industry, NSW and ACT ltd (NGINA).
Companies are expected to obtain membership with the representative body The industry provides services such as training, consultations and technical support among others to companies, government departments and consultants. The industry has experienced extensive and progressive growth from 2015 to 2016 and the statistics on revenue, annual growth, employment and business stand at $ 3bn, 3.1 %, 22,080 and 11,459 respectively (Australian food statistics 2012-2013). The implication is that the gardening industry is thriving well and this provides a good avenue for other similar business to start and flourish.
The businesses in the industry have continued to grow to meet the growing demand from the income rich and time-poor households. Another demand for industry services is the private companies and multi-unit households. It is through these market segments that the industry has experienced extensive growth and a steady industry revenue growth for over the years (Budget 2016 -2017). Factors of Uncontrollable Environment Political and Legal factors Australia is under the Commonwealth realm and has two territories including the Australian Capital Territory (ACT) and Northern Territory (NT).
With favourable and stable political will in Australia, it is safe to make an investment in the country (Australian food statistics 2012-2013). Australia has an open, progressive, stable ad environment and provides the investors with a high degree of certainty and confidence. The effectiveness and the transparency of the government have received high ratings together with the government flexibility and adaptability to changes in the economy. The legal framework is transparent, efficient and open making people gave trust with the judicial systems.
Australia is the host to growing economies, stable political and business environment, well – educated, skilled and multilingual workforce. This, therefore, makes Australia a competitive cost base and a strategic time zone for businesses. With this kind of an environment, it drives many MNCs as well as innovation and technology. Economic Factors The Australian economy is ranked thirteenth largest country in the world which makes it a very prosperous country to venture in. The country’ s national performance is high in terms of political rights, public education, human development, health care, quality of life, economic freedom and protection of civil liberties and political rights.
The ACT economy has been reforming after the difficulties years that were experienced under the Commonwealth Government job cuts. However, this has seen the increase of the private sector jobs and the economic growth is expected to be trending at 2.5 % for the year 2016 to 2017 and the future (Budget 2016 -2017). The resurrection of the economy has been augmented by the pickup in the labour market and any company wishing to venture in Australia can enjoy the exemplar labour market.
The international tourism which provides a market for major services were worth more than $ 200 million last year. In monetary terms, Australia is ranked fifth as the country with the most traded dollar currency.
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