The marketing environment in which the company operates is a very stable environment. However, there are many decisions which a company need to take based on the marketing environment in which it operates (Cronin, Brady & Hult, 2000). The changes in the tax structure, the laws, demography, social background, cultural background etc. are very important areas which need to be studies so as to take a sound decision.
Political Environment: Australia is one of the safest destinations for investment. Bulla Foods started its business in Australia in 1910 and it has been more than two decades still the company is growing strong. However, the changes in any of the political scenarios affect the business but the company is being operative since last two decades even in the changing political environment (Kotler & Armstrong, 2013). The legal framework of the environment in which Bulla Foods operate is efficient and transparent. Australia has very efficient, educated and multi-lingual workforce (Juin, 2000).
Economic Factors: Australia has an attractive economy. The economy is stable and many of the multinational companies opt for Australia as the headquarter due to this. Even the currency exchange rate with respect to euros and dollars is very favorable (Armstrong, Kotler, Harker & Brennan, 2012). Stable economy means that the purchasing power of the people in Australia is quite good and hence it is profitable to operate in Australia. Stable government and stable economy goes hand in hand.
Social Factors: Bulla Foods is an indigenous company and hence the company is well versed with the social groups in Australia. Australia has a very favorable working environment as well and hence many people have migrated to Australia for working purposes (Hair, Wolfinbarger, Ortinau & Bush, 2010). Thus, it is inevitable to say that Australia has become a place with people belonging to varied social backgrounds. Hence there is a difference in taste preferences, contents in the food product, packaging preferences etc. Bulla Dairy food has been able to cater to all these people since last two decades and continue to do so. The company has changed it products according to the preferences of the people, but has always emerged as the favorite brand for dairy products (Manning, 2012).