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Market Intelligence

Executive Summary to Market Intelligence

This report is based on the market research and the priority needs of the founders of Transurban Group. Possible understanding is derived through the perception analysis of the founders. This research aims at analyzing the needs of the founders and the organization (Transurban Group) to maintain effective programs and strategies that can lead to business success. Through the understanding of the priority of needs, the perception of the individuals promotes effective factors that are necessary for the growth of the organization. PESTLE analysis and perception mapping are used to manage a relevant understanding of organizational needs. Market intelligence report of Transurban Group promotes relevant design that fulfils the needs of the market. Based on this report, the founders can analyze the required strategies and maintain their priorities to achieve successful outcomes in a competitive environment. The primary and secondary research offers several views through key themes of the report. Highly relevant themes are discussed with the founders to maintain important decisions for the effectiveness of the organization.

This report is based on both research methods to provide an effective understanding of the real factors. The secondary research approach is based on the limited articles wherein 6 peers reviewed articles and 3 non-peer-reviewed articles are used by the researcher. For the peer-reviewed articles, the RMIT Digital Library database and Proquest are used that promote the most suitable results wherein for non-peer-reviewed articles Google Scholar and RMIT Digital Library database is used. Internet searches are also used for better review and effective research findings. The primary research approach is based on inductive analysis to allow the founders to speak about real and perceptual ideas. Opinions and ideas of the founders are respected through the active listening approach. The founders of Transurban Group shared their perception and real ideas to manage the real findings.

The findings of this research include the comparison of individual priority themes (urbanization, sustainability, population growth, transport technology, and environment consideration). The priority of themes is identified through secondary research. It concludes that secondary research helps to analyze the themes in a better way for qualitative information. Different themes can help in identifying a suitable strategic marketing plan that can benefit the organization and help in achieving business success.

Table of Contents

Executive Summary.

PESTLE Analysis.

Political factors.

Economic factors.

Social factors.

Technological factors.

Environmental factors.

Legal factors.

Perceptual Maps.

Summary of Trends (Key findings)

Secondary Research.

Primary Research.

Summary Analysis of Research Themes.

References.

PESTLE Analysis of Market Intelligence Report

Transurban Group is an Infrastructure and Development based company that is established in Melbourne in 1996 (Transburn, 2019a; Transurban, 2020). It is popular in the world as the largest toll-road operators that provide safe and quick solutions through transport. Possible strength to the community is provided by the infrastructure development. Efficient roads and using technology promotes better customer experience and deliver real and lasting benefits to the communities and cities. Performance and infrastructure development leads to social and environmental issues (Transurban, 2018). The major purpose of the organization is to strengthen the communities through effective transport that leads to sustainable solutions offering transparency, value, choice, safety, and reliability (Transburn, 2019a).

PESTLE analysis is useful to understand the micro-environmental factors that affect the organization such as political, economic, social-cultural, technological, legal, and environmental. Through the detailed analysis of PESTLE factors, an understanding of the Transurban Group can be identified than can provide details about the competitive forces (Rastogi & Trivedi, 2016).

Political Factors

Political factors determine the profitability of the economy. Transurban Group is working in more than a dozen countries to provide effective transportation facilities to the society. Whereas diversified political environments in different countries can affect the investment and operations in the countries(Rastogi & Trivedi, 2016). Some of the factors that affect the organization are intellectual property protection, risk of military invasion, pricing regulations, favoured trading partners, political stability, level of corruption, bureaucracy in the country, legal framework, taxation policies in the countries, industrial safety and regulation policies, employee benefits policies, product labelling, workweek regulations, and wage legislation. Transurban Group contributes to the government inquiries and understands the potential implications (Transburn, 2019).

Economic Factors

The economic factors are based on the external factors of the organization based on products, services, and money. It directly affects the business through different variables presented in the global or local economy (Rastogi & Trivedi, 2016). The savings rate, inflation rate, interest rate, economic cycle, and foreign exchange rate affects the aggregate investment and aggregate demand in the country, type of economic system in the economy impacts the stability in the organization, interest rates, discretionary income, education level, unemployment rate, inflation rate, business cycle stage, labour costs and skill level of workforce in the industry affects the organization. Infrastructure quality and exchange rates in the economy impact the investment and capital raised by the company in the country. Favourable economies promote smart mobility in the economy that lowers the travel cost (Transurban, 2018).

Social factors

The social factors are based on community safety, social support, employment, income, and education of the individuals in an economy. Culture of the social impacts the organization through their behaviour, beliefs, and attitude (Rastogi & Trivedi, 2016). The understanding and culture of consumers design the marketing opportunities of the Transurban Group. The major factors behind the leadership approach of Transurban Group are demographics, class structure, skill level in the economy, education level, entrepreneurial skills, attitude, environmental consciousness, culture, and leisure interests of individuals. Transurban Group is focused on social inclusion to contribute to effective development in the communities (Transurban, 2018).

Technological factors

Technological factors vary with the industries that impact the infrastructure development and needs of the consumers. Through fast disrupting industries, transformation can be seen at a fast pace that establishes the changes in the economy (Rastogi & Trivedi, 2016). Transurban Group is affected by recent technological development as developed by the competitors. Smart technology is managed by the transportation companies to promote effective infrastructure. Technological impact on building roads and other infrastructure can be seen by the communities to ensure smart features. Cost structure in the transportation industry is changed with technological factors. It affects the rate of technological diffusion that impacts the value chain structure in the organization (Transburn, 2019; Transburn, 2018).

Environmental factors

Environmental factors affect the organization through climate change and recycling outcomes. Different countries follow different rules for organizations through their legal rules and regulations. Analysis of environmental standards helps to maintain operations in the economy (Rastogi & Trivedi, 2016). These factors are based on weather, climate change, laws related to environmental pollution, recycling, waste management policies, endangered species, air and water pollution, and attitude of the government towards renewable energy. In the field of transportation, infrastructure development impacts the environment through air pollution (Infrastructure Australia, 2019).

Legal factors

The legal framework of an economy impacts the business operations of the organization. Transurban Group is working in different countries that require the fulfilment of laws and regulations of each country (Rastogi & Trivedi, 2016). The protection of the intellectual property rights of the organization is a complex task that can promote higher competition. Discrimination laws, anti-trust laws, copyrights, consumer protection, and employment laws of an economic impact on the operations of the organization. The health and safety of employees are also based on specific laws in the nations (Transburn, 2019).

Table 1: PESTLE Analysis of Transurban Group

Micro-Environment Factors

Description

Political

· Political stability in the country’s economy

· Level of corruption

· Intellectual property protection

· Legal framework for contract enforcement

· Wage legislation

· Mandatory employee benefits

· Industrial safety regulations

· Tax rates(Transurban, 2018)

Economic

· Type of economic system in the economies that affects the business operations

· Government intervention in transportation

· Infrastructure quality

· Education level in the economy

· Economic growth rate

· Labour and productivity costs

· Inflation rate

· Exchange rates

· The efficiency of financial markets(Transurban, 2018)

Social

· Attitudes and behaviour of individuals

· The population of the economy

· The education level of the citizens

· Culture and power structure of the communities(Transburn, 2019a)

Technology

· Impact of value chain structure in the infrastructure and development industry

· Technological impact on the machinery and equipment

· Recent technological developments used for infrastructure

· Rate of technological diffusion

· Impact of the cost structure

Legal

· Discrimination law

· Anti-trust law

· Employment law

· Intellectual property rights

· Health and safety law(Transburn, 2019a)

Environmental

· Climate change

· Air and water pollution

· Attitudes of individuals towards renewable energy

· Recycling

· Waste management in the infrastructure industry

· Laws related to environment pollution

· The attitude of individuals towards ecological products(Transurban, 2018)

Perceptual Maps

Perceptual maps are effective for visual representation that reflects the perception of potential customers regarding specific attributes of the organization (Yumusak, Yilmaz & Gungordu, 2016). It is an effective technique that provides a visual display to the customers regarding the position of the brand, product line, product, or the company as compared to other competitors (Infrastructure Australia, 2019). Transurban Group is one of the largest operators of toll-roads that work effectively. Through designing and operating, it works quickly and with high quality. This company charges the fees of infrastructure development with a legal contract with state governments. The main operations of the company derive in the United States and Australia (Transurban, 2018).

The given perceptual map reflects upon the brand positioning of the infrastructure and development based companies in Australia. Different competitors of Transurban Group are presented on the map to analyze the most appropriate company in the market (Infrastructure Australia, 2019; Yumusak, Yilmaz & Gungordu, 2016). Quality and cost are considered as two major elements that are used for the market perception analysis. Transurban Group is providing a high competition to other companies through its high quality whereas Theiss Pty Ltd is considered with high quality and low-cost factors. The major competitors of Transurban Group are Theiss Pty Ltd, Lend Lease Group, Parkview Group, and BGC Group (Transburn, 2019).

Summary of Trends (Key findings)

The major trends in the infrastructure and development industry are based on community engagement, customer experience, network planning, operations, development, and technology (Infrastructure Australia, 2019). Sustainable development is a need for all organizations to maintain effective outcomes. Consideration of health, safety, and environmental areas, the organization tends to reduce environmental impacts. The diverse cultural approach is followed by the Transurban Group to maximize opportunities and promote social inclusion. It is considered as an effective element for social development. The perceptual maps and PESTLE analysis provides an understanding of an effective organization that promotes renewable energy operations and encourage sustainable opportunities (Yumusak, Yilmaz & Gungordu, 2016). Technology and innovation emerge in the economy through electric and automated vehicles that approach towards a healthy and safe community. The PESTLE analysis provides an understanding of political, economic, social, technological, legal, and environmental factors. The analysis of micro-environmental factors helps to evaluate the risks and opportunities in the business that are necessary to be understood in the organization. Major political factors affecting Transurban Group are intellectual property protection, risk of military invasion, pricing regulations, favoured trading partners, political stability, level of corruption, and bureaucracy in the country (Transurban, 2019). Some economic factors that impact the organization in the external environment are savings rate, inflation rate, interest rate, economic cycle, and foreign exchange rate affects the aggregate investment and aggregate demand in the country.

The impact of social factors can be seen through the culture, beliefs, and education of the individuals in the society that supports the organization for better infrastructure and community development. Technology impacts the organization and its business operations through efficient use of resources and managing costs. The high quality of the service and products are provided by Transurban Group are a result of high technology (Yang & Shen, 2015). The legal environment is major support and barrier for the organization that possesses safety as well as risks in the organization. Some of the major laws are discrimination laws, anti-trust laws, copyrights, consumer protection, and employment laws which are necessary to be followed by the organization to maintain efficiency. Infrastructure and development impact the organization that resulted in environmental issues. To attain sustainability in the organization, the organization requires managing its operations by reducing environmental impact (Infrastructure Australia, 2019).

Secondary Research

Secondary research is considered as the existing information which is available through journal articles or similar documents (Yang & Shen, 2015). It is efficient for the research to summarize the information and maintain efficiency. Some of the examples of secondary research are new articles, textbooks, meta-analysis, encyclopedias, and review articles. The secondary research of the report is based on four major themes that define the external influences of the Transurban Group. These themes are based on urbanization, population growth, environmental consideration, and transport technology (Transurban, 2018). It represents the major external factors that can affect the organization and its business operations. The future of transport lies in transport technology through urbanization. Different articles provide an understanding of the key themes:

Table 2: Secondary resources themes

Articles/ Insights

1. Environmental considerations

2. Urbanization

3. Population growth

4. Transport technology

Ruparathna & Hewage (2015)

ü

ü

   

Wong, San Chan & Wadu (2016)

ü

ü

 

ü

Yang & Shen (2015)

 

ü

ü

 

De Schutter et al., (2018)

ü

 

ü

ü

Hong et al., (2016)

       

Kim, Sadatsafavi, Anderson & Bishop (2017)

 

ü

 

ü

Love, Smith, Simpson, Regan & Olatunji (2015)

 

ü

ü

ü

Ajayi (2015)

ü

ü

ü

ü

Brockmann, Brezinski & Erbe (2016)

 

ü

 

ü

Total

4

7

4

6

The identified themes provide an understanding of the infrastructure and development industry and their impact on the external forces. Different articles provide a detailed understanding of the environmental considerations, urbanization, population growth, and transport technology in the infrastructure and development industry (Hong et al., 2016; Love, Smith, Simpson, Regan & Olatunji, 2015). Six peers reviewed articles are used for the analysis that helps to identify the relationship between the key themes and micro-environmental factors. Through increased population, a need for urbanization is increasing which leads to better technological innovations while it impacts the environment. Through sustainable strategies, the Transurban Group can achieve successful business opportunities. Technological innovations can help to reduce the harmful impact on the environment and fulfil the needs of the increased population.

Primary Research

Primary research refers to a directly involved data collection process where the researcher identifies the relevant information for a particular problem through different sources such as survey, interview, observation, or feedback. It is an effective research approach that fulfils the needs of the research through relevant responses (Norris, Plonsky, Ross & Schoonen, 2015). Four interviews are conducted with the founder of the Transurban Group to identify the market response. The following table represents the themes and defined interviews:

Table 3: Primary research themes

Article/ Insights

1. Environmental considerations

2. Urbanization

3. Population growth

4. Transport technology

5. Sustainability

First interview

ü

 

ü

 

ü

Second interview

ü

ü

ü

ü

ü

Third interview

ü

ü

   

ü

Fourth interview

ü

ü

ü

ü

ü

Total

4

3

3

2

4

The interview was based on the research themes to analyze suitable strategies that can help the organization to promote sustainability. For the sustainable initiatives in the organization, environmental consideration is necessary to approach for societal development. Better population growth requires effective solutions that can lead to sustainable results and manage infrastructure development with environmental effectiveness (Hong et al., 2016; Love, et al., 2015).

Summary Analysis of Research Themes

The major need of the Transurban Group is to fulfil the growing needs of the population. Through innovative technology and sustainable initiatives, the organization can maintain effective operations in the infrastructure and development industry. Through PESTLE analysis several factors can be identified that can affect the organization and create a marketing problem. Transurban Group can hire disabled workers for social development and enhancing community engagement. It helps to motivate the employees and perform innovative techniques through diverse activities. For charging fees on toll roads, the organization can promote disabled workers that can promote their lifestyle and help them to manage urbanization based problems. The perceptual map provides an understanding of the competitors of the Transurban Group based on the quality and cost of the projects.

Through a perceptual map, it can be understood that the organization is leading in the industry and maintains effective outcomes that help in achieving sustainable results. The secondary research helps to prioritize the emerging themes in the infrastructure and development industry which can be managed by sustainable strategies. Six peer review and three non-peer review articles are used in the research to promote better understanding and managing priority. Primary research is based on the interviews held with the founders of Transurban Group. Different views are identified through an interview based on five themes. Sustainability is the major theme identified that promotes effective strategies and managing business operations. It can be concluded that to fulfil the needs of an increasing population, organizations require an innovative technology that can promote social inclusion rather than creating environmental issues. To achieve sustainability, organizations require customer satisfaction that is based on the better solutions for the environment and high demand of the consumers. New trends in transport focus on zero-emission vehicles, smart mobility, road user charging, and automated vehicles that require effective transportation facilities.

References for Market Intelligence Report

Ajayi, S. O., Oyedele, L. O., Bilal, M., Akinade, O. O., Alaka, H. A., Owolabi, H. A., & Kadiri, K. O. (2015). Waste effectiveness of the construction industry: Understanding the impediments and requisites for improvements. Resources, Conservation and Recycling102, 101-112.

Brockmann, C., Brezinski, H., & Erbe, A. (2016). Innovation in construction megaprojects. Journal of Construction Engineering and Management142(11), 04016059.

De Schutter, G., Lesage, K., Mechtcherine, V., Nerella, V. N., Habert, G., & Agusti-Juan, I. (2018). Vision of 3D printing with concrete—technical, economic and environmental potentials. Cement and Concrete Research112, 25-36.

Hong, J., Shen, G. Q., Guo, S., Xue, F., & Zheng, W. (2016). Energy use embodied in China׳ s construction industry: a multi-regional input–output analysis. Renewable and Sustainable Energy Reviews53, 1303-1312.

Infrastructure Australia. (2019). An assessment of Australia’s future infrastructure needs. Retrieved from: https://www.infrastructureaustralia.gov.au/sites/default/files/2019-08/Australian%20Infrastructure%20Audit%202019.pdf

Kim, A. A., Sadatsafavi, H., Anderson, S. D., & Bishop, P. (2017). Preparing for the future of transportation construction: Strategies for state transportation agencies. Journal of Management in Engineering33(3), 04016045.

Love, P. E., Smith, J., Simpson, I., Regan, M., & Olatunji, O. (2015). Understanding the landscape of overruns in transport infrastructure projects. Environment and Planning B: Planning and Design42(3), 490-509.

Norris, J. M., Plonsky, L., Ross, S. J., & Schoonen, R. (2015). Guidelines for reporting quantitative methods and results in primary research. Language Learning65(2), 470-476.

Rastogi, N.& Trivedi, M. K. (2016). PESTLE technique–a tool to identify external risks in construction projects. International Research Journal of Engineering and Technology (IRJET)3(1), 384-388.

Ruparathna, R., & Hewage, K. (2015). Sustainable procurement in the Canadian construction industry: current practices, drivers and opportunities. Journal of Cleaner Production109, 305-314.

Transurban (2018). Transurban Annual Report. Retrieved from: https://www.transurban.com/content/dam/investor-centre/04/2018-Annual-Report.pdf

Transurban (2019). Corporate report. Retrieved from: https://www.transurban.com/content/dam/investor-centre/04/2019-Corporate-Report.pdf

Transurban (2020). About us. Retrieved from: https://www.transurban.com/about-us

Wong, J. K. W., San Chan, J. K., & Wadu, M. J. (2016). Facilitating effective green procurement in construction projects: An empirical study of the enablers. Journal of cleaner Production135, 859-871.

Yang, R. J., & Shen, G. Q. (2015). Framework for stakeholder management in construction projects. Journal of Management in Engineering31(4), 04014064.

Yumusak, T, Yilmaz, K. G., & Gungordu, A. (2016). Perceptual maps of smart phones with multi-dimensional scaling analysis. International Journal of Research in Social Sciences6(5), 40-44.

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