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Boral is an Australian-owned company founded by David Craig, in March 1947 at Matraville on Sydney`s Botany Bay. Over seven decades, Boral has grown and evolved across various industries, including oil refining, gas supply, construction materials, building products and manufacturing in Australia, the USA, Europe and Asia. By June 2016, Boral had 8,334 full-time employees working across over 550 operating sites making A$4.3 billion sales. Boral produces and distributes a broad range of construction materials, including quarry products, cement, fly ash, pre-mix concrete and asphalt; and building products, including clay bricks and pavers, clay and concrete roof tiles, concrete masonry products, timber, plasterboard, and lightweight trim and siding. Boral primarily serves customers in the building and construction industries. Today, Boral has operations in 16 countries in Australasia, North America, Asia and the Middle East under three operating divisions: Boral Australia, the USG Boral joint venture and Boral USA.
During years of activities, Boral has developed very strong and concrete corporate values to guide their decision making and action. These values are Excellence, Integrity, Collaboration and Endurance. Boral defines its mission as to create sustainable solutions for a worldwide building and construction industry and their vision is “Build something great”. The main purpose of Boral is creating and delivering the best value for either of their stakeholders. Compromising with their strong vision and mission, Boral has won several awards such as “Road worker of the year” that demonstrate their outstanding on-site performance, including high quality production outcomes, consistently demonstrating safety awareness, a positive attitude, customer service, workmanship, strong leadership abilities, innovation, technical complexity.
DuluxGroup’s origins date back to 1918 when the foundations of the existing business were established in Sydney, Australia. DuluxGroup`s Australian and New Zealand paints and coatings businesses are leading marketers and manufacturers of premium branded decorative paints, texture coatings, protective coatings, industrial coatings, powder coatings, and woodcare coatings for the existing home, new housing, commercial construction, infrastructure and industrial markets. Its rich portfolio of premium brands includes Dulux, Cabot`s, Berger and British Paints. DuluxGroup is strongly driven by the demand for the maintenance and improvement of existing homes. Underpinned by an existing stock of approximately 10 million homes in Australia, of which about 70% are older than 20 years, this market accounts for two thirds of DuluxGroup revenue. Low interest rates, stable GDP growth and high house prices further reinforced the long term resilience of Australia market.
DuluxGroup is famous for its innovative products. The innovative ideas are emanated from customers and their own global knowledge. DuluxGroup heavily invest in manufacturing plants, where innovations are brought to life in products. Their quality assurance rigorously test products to ensure they are worthy of bearing the badge of their brands. Their extensive and effective sales network assist them to meet customers’ needs in store. Integration of those elements ensure a strong and sustainable competitive advantage, stable earnings, and compelling growth options. At the moment, DuluxGroup employs approximately 4,000 people in Australia, New Zealand, Papua New Guinea, South-East Asia and China.
Assessment 3: Business Analysis Report
This assignment gives you the opportunity to examine how companies operate in the business environment. Writing an effective business report is a necessary skill for communicating ideas in the business environment. The key to a good report is in-depth analysis of company and its environment to show the reader how the writer has interpreted the findings. The lecturer will select a number of B2B companies and you have to select only one of these companies and write your report. To write your report you only have to use secondary data. You find secondary data from library, company’s website and report, industry report, newspapers, management journals, trusted websites, etc. Your report should be 2500 words ± 10%. When analysing your selected B2B company, you should identify and select a specific business to business theory / theories as a foundation for your analysis. In your report, you have to address following issues:
• Introduce your chosen company, addressing the scale of their operations, past performance, the markets they operate in, and their product range. In your introduction, you must identify whether your company serves a business-to-business market or both business-to-consumer market and business-to-business market. You may need to use secondary data to develop a compelling introduction to your chosen firm. Use graphs, charts, and table if necessary.
• Identify your organisation’s most significant competitors. You have to outline the strengths and weaknesses of these competitors relative to your chosen company. Note you should analyse no more than three competitors for this section of your report.
• Identify and describe the target market for main products in your chosen company’s overall product range. In this section, you have to identify the major customers for your chosen company and provide a very short summary of who these customers are and what their main strengths are. Further, you need to identify the main suppliers for the selected products and identify their main strength. You do not need to analyses more than three products and one supplier and customer for each product.
• Identify and discuss the different types of secondary data your chosen company could use for marketing purposes of products you identified. Further, you have to explain what criteria you use to assess the quality of this information and its appropriateness for use in decision-making.
• For the three main products you identified in your chosen company, critically analyse their marketing mix (i.e. price, promotion, and place) using relevant theory.
• Identify two macro environmental trends that are relevant to your chosen company. Discuss how your chosen company can improve its marketing mix in view of the macro environmental trends you identified only for the three products you selected.