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Description

Oroton is a leading retailer of top brand accessories of the world and they operate at Australia. Their product ranges from wallets, bags, accessories, lingerie, apparel, jewelry etc. for both women and men. These items could also be used for gift purposes and that too both individual as well as corporate gifts. The company retails some of the biggest brands of the world such as Australia and New Zealand etc., which are globally acclaimed (Oroton company profile, 2009).
For the company to sustain long-term in the market and be profitable it needs to strategically plan out its business moves and for this, it is required to do an environmental analysis. Any kind of long-term strategic planning activity involves long-term and futuristic thinking. The focus of such strategic planning is not to predict the future but be aware of the external and internal situation and make a better decision. Study of the external environment equips a manager with awareness and does strategic business planning, so that losses could be avoided, product could be positioned and sold well, marketing communication is well planned and fruitful and a competitive advantage is achieved. It also enables a company to do an external analysis and find out what a business environment wants vis-à-vis that a firm actually offers (Hunger and Wheelen, 2001).