GLOBAL BUSINESS MARKETING Executive summary In this report, the focus is to analyze the various types of factors that directly and indirectly impact the environmental factors of the country like Australia where the company wants to expand their business operations. The report represents all the factors related to the same. The report will start with an introduction of the Piñatex and provide details about its production, material, etc. the study will also describe about the Environmental variables that can affect the international marketing campaign in Australia and the environmental variables that may affect the international marketing campaign in Australia. At last recommendations and conclusion will be provided to summarize the entire solution. Introduction The aim of this report is to conduct an evaluation and analysis of the various types of environmental factors and variable related to the environment, economic, social, political, cultural, technological, and many other variables of Australia that may influence the business and marketing of Piñatex. I have been hired as a marketing manager of Ananas Anam in the United Kingdom. The CEO of my company Carmen Hijosa asks me to analyze the markets of Australia so that can expand their business to international markets (Markard, Raven, and Truffer, 2012). The Piñatex is made up of pineapple leaf fibers which are a branded natural and sustainable material. The product has helped the company to manufacture products using natural leathers and existing textiles. It is developed and manufactured by the company Ananas Anam. The aim and motive of the company is to provide and innovative, creative, sustainable and unique textile that helps in the development and growth of the social, cultural, ecological, factors of the company and country both (Clark et al, 2011). The objective behind this textile is to establish an economy by development of commercial and successful business plans that also tries to support the local farming communities of the country. There are various types of environmental factors that influence the company and its operations (Cavusgil et al, 2014). Environmental variable that can affect the international marketing campaign in Australia The focus of this report is to examine the various types of factor that indirectly impact the environmental factors of the country and the international marketing campaign for the company Ananas Anam like Australia where the company wants to explain their business operations. The report represents all the elements related to the macro factors like social, political, technological, legal, economic, environment, etc. (Zott, Amit, & Massa, 2011). The Piñatex and its production, material is from the pineapple leaf fiber which is natural and helps in the production of products that looks like leather products. There is a description on the Environmental variables that can affect the international marketing campaign in Australia. It is not easy for any company to easily establish the business in international market. It requires a good amount of research and studies before the expansion of business (Vargo, & Lusch, 2011). The environmental variable are related to the set of dynamics, values, culture, etc. that can affect the Piñatex marketing campaign in Australia. The Australia is a country whose people believe in innovation and sustainability (Waas, Verbruggen, & Wright, 2010). It is a prosperous and developed nation and well known for the health care, life expectancy, human development, quality of life, etc. there are various types of element that affect the decision making of a manager of Piñatex (Czinkota, Knight, Liesch, & Steen, 2010). For example taxation policy, trade barriers, demographic change, government policy, etc. the company has to analyze all types of factor before making any decision. The best part of Australian market is that they have high skilled laborers and professionals that can support this company in future to expand and grow their business operations (Baumgartner, 2011). The companies of Australia are enjoying a full fledge industries with all the equipments that are difficult to attain in any other countries. The focus of the government of the country is on the growth and development of the country through adopting effective measures and not on the other factors (Zhao, & Pan, 2015). The country is good in ⦁ Evaluation and material characterization ⦁ Solving of problem related to material, government, environment, investment, etc. ⦁ Experts and professionals are easily available (Daymon, & Holloway, 2010) Political factors The political factors are directly related to the political condition and government of Australia. It refers to the intervention of the government in the economy of the country (Wales, Gupta, & Mousa, 2013). It is related to what services and goods the government wants to provide to the people of Australia? Will they except Piñatex in their country? To want extent they accept it as a sustainable firm? What are the priorities of the government in their country? The impact of political decision in the country, the quality of infrastructure likes roads, railways, etc. (Lang et al, 2012). In Australia the federal government is divided among three that is the legislature, the executive and the judiciary. The advantages of political factors is- ⦁ The business in Australia of Piñatex has a high degree of certainty as it is a safe nation to invest. There is political stability, adaptability, transparency, effectiveness, etc. ⦁ The country transportation is one of the most effective transportation in the entire world ⦁ The legal framework is efficient and transparent ⦁ The political condition is stable (Voegtlin, Patzer, & Scherer, 2012) Economic factors The prices of the property are generally high that leads in high price of rental properties. There is a continuous capital growth in the country, he off plan set by the government related to the economic growth that is investment plans foreign investment plans, etc. are effective (Lepoutre, Justo, Terjesen, & Bosma, 2013). The country allows foreign countries to establish their business operations in Australia as between January 2002 to march 2003, 54 new companies had established their business organization in Australia (Deri, 2013). It is one of the beneficial points for Ananas Anam. The commercial property has low cost that means company can easily purchase a land. The exchange of currency is also an easy process and the cost of living is less expensive as compared to other large cities in the world. There is stability in the economic conditions of Australia (Yadav, 2010). Social factors There are various changes take place that directly or indirectly influence the social trends. It also affects the willingness and availability of the products. Social factors of Australia are not very rigid and the people are flexible and adopt changes if they are good. It will help Ananas Anam to campaign about the Piñatex (Wiek, Withycombe, & Redman, 2011). There are all types of class of people in Australia. The culture of Australia is very flexible providing opportunity to the new enterprises to enter into the country and its culture (Nicholls, 2010). Technological factors As there is innovation taking place in the development of Piñatex and the company is putting its effort in the manufacturing of sustainable leather and fabrics. It helps in the reduction of cost; bring innovation, creativeness and sustainability (Hall, Daneke, & Lenox, 2010). Environmental factors The environmental factors are related to the weather, climate, changes in the temperature, farming, tourism, etc. the country is very much concern about the issues related to the global warming and they are promotion awareness related to the same (Griggs et al, 2013). The government has passed a law related to the environment that is the Environment Protection Act of 1974 that has established and ensure the decision making of the government related to the killing, capturing, interfering, injuring, etc. (Dunning, 2014) Legal factors The legal factors are the laws and regulations in which any company can operates. These factors have direct impact on the working of the company. There are many acts and laws passed by the Australia government related to the sustainability and discrimination. The awareness related to the use of animal products has banned at many places of Australia (Hart, & Dowell, 2011). This is beneficial of Ananas Anam as the company itself support non use of animal products. They are trying to introduce natural and sustainable product in the markets of Australia. There are various types of issues in the Australia market related to the legal factors (Déri, 2013). Other emerging challenges faced in global business marketing The comparative consumer behavior used to change in the new markets so the company has to make good amount of research and they also have to analyze the internal and external environment of the other country. The comparative marketing strategy of other countries is also different form the home country (Coviello, McDougall, & Oviatt, 2011). Due to this, the company has to face challenges related to the consumer decision making, technology, government interventions, influence of culture and tradition, sustainable development and growth, etc. (Piekkari, Plakoyiannaki, & Welch, 2010) Conclusion The conclusion of this study is that the company Ananas Anam has taken ethical step to address the issues related to the production of leather using animal issues by manufacture products using natural leathers and existing textiles. It is developed and manufactured by the company Amanas Anam. The aim and motive of the company is to provide and innovative, creative, sustainable and unique textile that helps in the development and growth of the social, cultural, ecological, factors of the company and country both. The use of leather has become extremely common so the company thought to bring some innovation and ethics in the production of the leather. 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