This paper will basically analyze the salient factors impacting the business environment of AZ sports during its expansion program that it will be pursuing in Australia. The company is currently operating in UK and is thinking to take its business globally to Australia. The paper will address to the President of the company by giving a deep insight into the environmental factors including the demographic profile, social cultural profile, legal and economic factors, trade, investment and current situation of the market.
The paper will also build a SWOT analysis in order to make it easier for the president to see the strengths, weaknesses, opportunities and threats that the company might face in its expansion plan in Australia. Methodology The data and facts that are used in the paper are taken from various literary sources including books, articles, and websites and from Australia’s sports commission. The introduction about the company has been taken up from the financial statement of AZ Sports financial statements and annual report.
Books on tourism have also been consulted in order to see what type of sports are the most famous and attractive in the region and thus which one of them possess potential opportunities for the company to start providing sports equipment for them. As far as the management and expansion theories are concerned, books on strategic expansion planning, entrepreneurship and management have been consulted in order to add technical theoretical content in the paper so that the conclusion that is derived is authenticated.
The recommendations part that has been added at the end of the paper is constructed from analysis of all of the information given above and also by analyzing what other companies have done while pursuing expansion plans in the same industry globally.
Introduction Being one of the top ten companies in the manufacturing of sports equipment in UK, AZ sports distinguishes itself from rest of the companies on the basis of consumer preferences, likes and dislikes rather then the competitive market characteristics that other companies follow.
AZ sports company has risen to the 8th level in UK by doubling its profits in the current year and the reason behind this success is the cutting edge technology that has been employed by the company in order to provide quality equipment to the customers that fit their preferences and also the longevity in customer retention along with the expansion plans for the business in order to serve the global markets (Schreiber, 1997).
The company is committed to serve as many consumers as possible and for this the company holds its existing consumers as its valuable assets and is always in touch with them to get feedback for the future and recommendations for improvement. Moreover, in order to serve as many customers, the company also plans to undergo global expansion plans and this report is also a part of the expansion plan that the company will pursue in Australia.
The mission of the company is subdivided into two parts that can be characterized as brand mission and corporate mission. When we talk about corporate mission we see that the company wants to see itself as the first truly virtual sports company and as far as the brand mission is concerned the company aims to become the most likely sports lifestyle company.
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