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Economic conditions

From the previous discussion and the discussion to come ahead, we will see that Australia has a lot of potential for the company to come and market its products with respect to demographic factors, trade and foreign policy, economic conditions, demographics, cultural/ social and from an investment point of view. The country has a craze for sports as already discussed above and this industry is not expected to come to a stagnant point because at the rate with which technology is advancing world over, new equipments and products are also coming into the market at the very same rate (Zion, 2005).

The participation of Australia in the international sporting events is maintaining rather increasing the interest of the general population for sports and thus the demand for sports equipment will always be there. By getting an experience from an international market like Australia, the company will have the opportunity to explore developing markets as well where other big players have not reached yet and the company can reap the advantages of being the first one in those markets. Threats As far as threats are concerned, the big players already operating in the market are the biggest threats to the company.

The competitive

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environment in the sports industry in Australia will serve as a barrier to entry for the company because the leading players in the market would try their level best not to let the company develop in Australia and cut their market share in an already competitive

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environment. With already operational massive marketing campaigns, market leaders have the capacity to increase their funding in the marketing campaigns in order to suppress the marketing campaign of the new entrant.

Also, although the government does encourage foreign investment in Australia but, it will definitely have some safety mechanism for its local manufacturing industry in shape of taxes and strict regulations that the company would have to follow. This will result in higher costs and the company will have to compete with other in the presence of all these factors. After the Swot Analysis we now come towards the environmental factors that would influence a great deal in the operations of the company in Australia. Socio/ Culture

As we have already seen that Australians have a craze for sporting events from the fact that it is the sports that make an Australian citizen an Australian, therefore it is evident that the socio culture environment of the country provides vast opportunities for the company to expand its business in the country (Zion, 2005). A concept that has been provided by the Australian institute of statistics is that the majority of population is fond of mating which means that both male and female mates, whether they are married or in other relationships do things together.

Same goes with the sporting events, whether it is watching sports on the television, going to sporting event or even playing sports. For example, every winter Australia conducts winter sports where people go to the cold regions of the country to participate in the event with their families and mates. This is the season where sports companies market their ice goggles, jackets, warm trousers, water resistant shoes, ice blades and many more items. Similarly every summer, people participate in water sports to find a retreat from the hot summers in Australia and therefore this also gives manufacturers to market their products.

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