Situation Analysis, Porter’s 5 Forces Model, SWOT Assessment And Strategies Of Pine Technologies Limited

Political factor

This report presents the situation analysis through PESTEL and Porter’s five force model. It also demonstrates the SWOT assessment. It also evaluates the product lifecycle for the product of Pine Technologies Limited. Furthermore, it also depicts the strategy and tactics.

Situation Analysis

Political factor	Canada is a founding member of a united nation that is a strong country. Furthermore, there is political stability and low variation in regulation related to technology. Hence, it may favorably impact on Pine Technologies Limited in terms of launching the Drip2 or the Miller product (Menon, Bharadwaj, Adidam, & Edison, 2015).
The economic environment in Canada Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	In Canada, there is a free trade agreement with different nations. This agreement is beneficial for Pine Technologies Limited to make it easier to export the goods and services to benefit both industrialist and consumers in Canada and EU (Solomon, Dahl, White, Zaichkowsky, & Polegato, 2014).
The social environment in Canada	In Canada, there is a high shortage of proficient employees in different sectors in Canada. As a result, Pine Technologies Limited can unfavorably affect the growth of the company due to a shortage of skilled technicians (Baker, 2014).   The rate of online shopping is enhancing very promptly as well as young customers are highly using technology system for shopping online. This could favorably impact on revenue generated through Drip2 or the Miller product (Hansen, McDonald, & Mitchell, 2017).
Technological environment Canada	Canadians make a practice of technology for different purposes such as leisure, career, and education. This would favorably impact on Pine Technologies Limited as it focuses on the best technology for measurement of grains and liquids, as well as measuring wheat and bag fill (Jaworski, 2018).
Environmental issues in Canada	There are different environmental difficulties that Canada is facing in current times. For example, a high amount of air pollutants, climate change, acid rain, smog may impact on Canadians. This may unfavorably impact on the growth of Pine Technologies Limited (Hadjikhani, Lee, & Park, 2016).
Legal environment in Canada	In Canada, certain rights of workforces are protected by regulation in Canada. There is certain minimum standards employer that focuses on employees working hours, sick days, vacation, dismissal and minimum wages. This may favorably affect Pine Technologies Limited to attract skilled employees (Kiseleva, 2017).

Porter’s five force Model

Competitive Rivalry or Competition with Microsoft Corporation (Strong Force)

In powder, liquid and solids industries, competitive rivalry is high. Moderate switching cost has moderately affected the business of Pine Technologies Limited. For instance, customers and industrialist have a moderate tendency to move to another company. Although, such movement is not easy hence Pine Technologies Limited can upgrade their system for measuring wheat and bag fill. Furthermore, high aggressiveness of companies leads to a strong factor that significantly influences a company’s industry condition (Lusch, & Vargo, 2014). These grain filters and filtration technology companies are aggressive with reference to the rate of innovation and their marketing campaigns.  

Bargaining Power of Microsoft’s Customers/Buyers (Weak Force)

The low substitute availability demonstrates the complexity of accessing significant substitutes to Drip2 or the Miller product. For instance, consumers face complexities in addressing system for measuring wheat and bag fill that could be acquired by Pine Technologies Limited. This external factor exerts a week factor on Pine Technologies Limited and its industry atmosphere (Wensley, 2016).

Bargaining Power of Microsoft’s Suppliers (Moderate Force)

The moderate size, as well as the number of suppliers, make competent to them to impose a significant impact on the business of Pine Technologies Limited. For instance, some moderately amount of suppliers of Drip2 or the Miller product can alter their pricing. It may lead to potential changes in the prices of the company (Zeriti, Robson, Spyropoulou, & Leonidou, 2014).

The threat of Substitutes or Substitution (Weak Force)

The threat of substitute product is high in grain filters and filtration technology. Substitutes of measuring wheat and bag fill and measurement of grains and liquids tend to have lower performance as compared with existing products of Pine Technologies Limited. This external factor weakens the threat of substitute in against the corporation (Liu, & Chou, 2016). Furthermore, moderate switching cost may influence the customers to switch towards the substitute products.

The threat of New Entrants or New Entry (Moderate Force)

The high expenses are required for adopting grain filters and filtration technology as the threat of new entrants is moderate in this industry. But, moderate cost of developing the business demonstrates the considerable chance for new entrants in order to get the attainment in powder, liquid and solids industries (Lockrey, 2015)

Strength, Weakness, Opportunities, and Threats

Strength Ease of handling Robustness to sterilization Superior protection of the product Cost-Effective at high volumes	Opportunities Reduce development time Validations of Process Footprint optimization Recyclability Reinvest in both human and financial company resources
Weakness Costlier at the low volume Low flexibility to change Larger carbon footprints Longer development time Capital intensive	Threats Technology obsolescence Competition Sourcing Reclassification of material (Dixon, Martinez, & Martin, 2015).

Research and Development – 

In this phase, risks are taken for investing in the innovation of technology. By purposefully leading research and development with respect to most promising projects, Pine Technologies Limited may slowly work their way with respect to the beta version of innovative technologies (Hunt, 2015).

Ascent Phase – 

This phase focuses on timeframe from product invention to the aspect at which expenses are fully recovered. Drip product is currently target high-end customers and also continuously growing in industrial sector and corporate business. At this junction, the goal is to demonstrate the rapid growth and distribution of the leverage and get the competitive benefits of having a unique product (Krush, Agnihotri, & Trainor, 2016).  

The economic environment in Canada

Maturity Stage 

When the innovation becomes accepted by customers as well as competitors penetrate into the market, then supply may start to outstrip demand. Miller is readily available to all the people at reasonable prices and so this comes in the maturity phase of the product life cycle. The company needs to do more research and advertisement to keep getting stable revenue from this product. At this phase, return starts to slow, as the concept becomes normalized (Chng, Shih, Rodgers, & Song, 2015).

Decline (or Decay) Phase 

The final stage is when the potential and utility value in selling and producing the product begins reducing. This reducing reaches the point of the zero-sum game in which margins are no longer processed (Hunt, 2015).

Segmentation

Pine Technologies Limited can segment the customer into two bases such as demographic and geographic basis.

Geographic	Drip2	Miller
Nation, area and Zone	Drip 2 is a part of diverse technology of company. It is sold in many countries like USA, CANADA, UK, Germany and Hong Kong.	Miller is also sold by the company in these countries however, on a larger scale due to the price of the product/
Concentration, Town and Metro Size	Not significant	Not significant
Demographic
Gender, Age, Family Size, Religion, Race, Nationality	Not significant	Not significant
Income
Psychographic
Personality, Social Class and Lifestyle	Upper Class	Middle and Lower Class
Behaviour
Occasions	Not significant	Not significant
User Status, Benefits, Loyalty Status, Attitude	This aspect needs to be significant as the products are suitable only to the techno based customers and corporate who are looking for superior quality products. Moreover, loyalty will also come from customer and attitude is also significant so that customer will keep coming to the company.	The advantage should be additional than the satisfaction of consumer and the menu items delivered by company needs to be of durable quality as only this will make the customer satisfied. In this also, attitude is important.

Demographic segmentation

In the powder, liquid and solids industries, Pine Technologies Limited will segment both customer and industrial businesses to sell their Drip2 or the Miller product. For instance, the Miller product has a low price bracket and hence it would focus on customer driven, marketing, and technology-driven manufacturing. But, at the same time, the Drip2 product has the high price brackets hence it would target high-end customers (Krush, Agnihotri, & Trainor, 2016). Thus, in such case, the segmentation will be done as per the income of customers.

Geographic segmentation

Geographic segmentation categorizes different target customer as per geographical boundaries. In this way, Pine Technologies Limited will segment different geographical areas of Canada. This would lead to understanding the preference, needs, and interests of customers and aids in expansion of business in different geographical areas (Chng, Shih, Rodgers, & Song, 2015).

Recommendation with Rationale

Pine Technologies Limited can use integrated marketing communication strategy for persuading the customers towards their brand. Email marketing is an effective marketing channel where a company can meet with the target at the personal level. It would support the company to improve their revenue and uplifting customer base in both international as well as domestic level.

The company can use also public relation to introduce the customer-centric products as well as services and these would be endorsed via mass media and significant message (Zeriti, Robson, Spyropoulou, & Leonidou, 2014). The choice of developing public relation is feasible as it would aid to gain the expected objectives as well as competitive benefits in the targeted areas.

Pine Technologies Limited can use personal selling where it can design specific products as well as services according to the niche demand of market so that demand for Drip2 or the Miller product could be improved. This type of advertisement is taking more time but significant to directly target the customer for selling the products and services (Wensley, 2016).

The company can use different social media channels like Twitter, Facebook, Snapchat and Instagram. Therefore, Pine Technologies Limited will use this channel as it is cheaper and effective. It also makes competent to the company for improving their customer base. Thus, the company can attain their marketing revenue goal in an effective way (Kiseleva, 2017).

The social environment in Canada

Positioning Statement

• Pine Technologies Limited would generate the favorable image amid customers by improving the extent of services and facilitating the added value for customers as they can pay a high rate for measuring the grain and liquids(Kerin, Hartley, Clements, Bonifacio, 2015). 
• The company would also create a unique image among the customers by launching new products with high quality for customers who wants filler technology in a different region of Canada(Baker, 2014).
• To increase revenue by using innovative technology by 25% in the upcoming 6 months
• To gain market share through economical pricing strategy by 35% in 3 months periods
• To boost customer demand by using integrated marketing channels by 40% in 2 months
• To increase the return on investment by considering online channels by 30% in 1 month

Pine Technologies Limited can use a social media platform to endorse the products and services. This could be also beneficial for gaining market share. There are different channels of social media such as Instagram, Twitter, Facebook and Snapchat that could be used for attracting customers. This platform would be used as it is cheaper and helps to create the customer base. It would aid to generate sustainable growth and development. This would lead to boost customer demand and increases the revenue of the company (Hadjikhani, Lee, & Park, 2016). In addition, undifferentiating targeting marketing strategy would be used to cover all market through one marketing mix channel. This would be beneficial to target the market in an effective manner (Jaworski, 2018).  

Tactics (Based on Objectives and Strategies)

Product

Pine Technologies Limited uses the best technology to measure wheat and bag fill, integrated with scales to weigh. This product aids to get the competitive benefits and attain the objectives of the company. With the expansion, the company gradually focuses more on the filler applications services with the controlled sensors into the procedures. This would lead to influence the customers towards the Drip2 or the Miller product of Pine Technologies Limited. In contrast to this, the company can focus on filler application management as well as global procedure services (Hansen, McDonald, & Mitchell, 2017). It can also provide effective technical support services to increase the market share of the company.

Place/Distribution

Pine Technologies Limited website will enable the customers to access the valuable data regarding the product of the company. To increase the revenue by 25% in 6 months, the company need to expand their places of distribution and move to the emerging countries as well as the Asian regions with the help of various online channels. The website is a convenient method to interact with targeted clients in around the world. Online channel can be also used to sell the products and services of the company in minimum time (Hadjikhani, Lee, & Park, 2016).

Promotion

Advertising creates a primary role in endorsing the Drip2 or the Miller product of Pine Technologies Limited. For instance, the corporation advertises through print media, online media, and trendy news websites. Moreover, gaining market share by 35% in the period of 3 months is only possible when the company used digital marketing tools based on SEO, social media, KPI and many more. In contrast to this, direct marketing is used to make communication between the industrialist and customers, and company. It could be highly practiced in developing new product among existing customers (Lusch, & Vargo, 2014). For example, Pine Technologies Limited may send emails regarding new products to a company that already use their product.

Sales promotion is also practiced for gaining the share of the company in powder, liquid and solids industries. For instance, free trails and discounts are provided to influence more consumers for some of the products like Drip2 or the Miller product. Furthermore, personal selling could be implemented in a manner to identify the requirement of particular customers like those in local markets (Menon, Bharadwaj, Adidam, & Edison, 2015). These communication tactics could be applied for increasing the revenue of the company. Customer demand can also be boosted by 40% in 2 months, if the company use all these above-mentioned integrated channels. In addition, this will also increase the return on investment as these online channels give the company as cost advantage with the expansion of their reach and reliability.

Technological environment Canada

Price

An economical pricing strategy can be developed at the bare minimum to develop a small profit. Pine Technologies Limited can decline the promotional as well as marketing expenses. The key to using this pricing strategy is to sell at a higher amount of products and services at lower rates. It would be beneficial for gaining competitive benefits at low rate however this company may face complexity in selling products at lower rates to stay in business (Lockrey, 2015).

From the above discussion, it can be concluded that situational analysis is used to assess the situation of Canadian country. It can be summarised that porter five force model is implemented to evaluate the condition of the industry. SWOT assessment is executed by Pine Technologies Limited to assess the strength, weakness, opportunities, and threats. Moreover, the life cycle is implemented to address the different phases of product development. Segmentation is used to segregate the customers on the basis of demographic and geographic basis. The marketing mix is used as tactics in Pine Technologies Limited. 

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