External Marketing Environment An Analysis of Whitecrow Digital
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External Marketing Environment An Analysis of Whitecrow Digital


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  1. Provide a brief overview of the  organisation being analysed and the  broad market situation then a discussion  of the importance of conducting an environmental analysis.  
  2. Provide a brief explanation of each environment before applying it to your  organisation. 


Executive Summary 

Whitecrow digital is one of the key players in the digital marketing industry of Australia. The company which was formed in the year 2013. In a period of 4 years, the company has grown in the marketing space. A complete analysis in terms of Political, economic, social, legal and technological aspects has been done. The analysis showed that although Whitecrow digital has strengths in terms of skill sets and portfolio of customers, it still has to compete in an excessively competitive market.  To achieve this, Whitecrow has to get equipped with advanced technologies that are ahead of its competitors. 

Most companies offer similar services and this would mean that customers have far too many choices and the only way to ensure customer loyalty is by offering a different value proposition. A SWOT analysis of Whitecrow digital also shows that geographical diversification will help to minimize the risks and also improve its growth.



The purpose of this paper is to analyse the various forces in the external environment that affect the growth of a marketing company in Australia. Data for this analysis has been taken from secondary sources including books, journals and websites. The limitation in this sense is that primary research has not been conducted for Whitecrow digital. PESTLE analysis for the digital marketing company Whitecrow digital has been conducted followed by a SWOT analysis.

Case Background

Whitecrow Digital is a Digital marketing services company based out of Newcastle, Australia. The company specialises in Digital marketing which mainly includes SEO, designing websites and management of social media. Their product and services range includes the below:

  • Web design and development
  • Search engine optimisation
  • Search engine marketing
  • Social media marketing
  • Advertising
  • Email marketing
  • Content marketing

Their main target market is Sydney but they also have clients across other places in Australia.

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