Likaifu

Executive summary

This article is about the situational analysis for the marketing environments of Noel Jones. It is divided into five parts:

Firstly is the business definition and internal environment. It will show the background of Noel and introduce the internal environment of Noel. Following is Macro environment analysis. In this part the whole environment will be analyzed by using PEST analysis system. Thirdly is industry analysis based on Porter's five force system this part will show the challenge from different ways and after that SWOT analysis will clearly explain the company's opportunity. At the end some critical success factors of Noel will be listed.

Table of content

Introduction…………………………………………………………………………3

Business definition and internal environment………………………………..3

Macro environment analysis

Political factor…………………………………………………….…….……..4

Economic factor………………………………………………….….………..4

Social – cultural factor………………………………………….….………..5

Technological factor…………………………………………….….………..5

Industry analysis

Bargaining power of suppliers…………………………….………………6

Bargaining power of buyers……………………………….……………….6

Threat of new entrants…………………………………….…………..…….7

Threat of substitutes…………………………………….………….……….7

Threat from competitors……………………………………..….….………8

SWOT analysis…………………………………………………………..…………8

Critical success factors……………………………………………….….……....9

Reference lists……………………………………………………….….….……..10

Introduction

Noel Jones Real Estate was founded in 1977 at the place of Glen Iris, currently the company had grown to a medium sized one with 9 independently owned offices covering the cities of Berwick, Borrondara, Glen Eira, Monash, Stonnington and Whitehorse. The business is primarily finding clients who are owner occupiers looking to sell and customers are owner occupiers and investors who are looking to purchase a property. However the company is under a bad situation including marketing methodology, differentiation strategy, brand recognition and other competitors' pressure from the market.

In the following parts this article will discuss both external and internal environments for Noel in order to help the company to make the better decision to achieve their goal. It will be divided into several parts. Firstly is the business