Identified Environmental analysis and Competitive Advantages for Organizational Development


The main motive of the study is to present the planning and framework for organizational development from the perspective of an organizational consultant of some multinational corporations. In this document, the application of strategic thinking skills that an organization can implement for enhancing their business standard in the external market phenomenon. The study also analyses the factors that clearly describe the competitive advantage of that particular organization chosen for the study. 

Brief Overview of the organization

Vicinity Centres can be noted as one of the leading retail property groups in Australia that have diversified asset management platforms and invested around 24 billion dollars in retail assets under a single management platform (Seetharaman et al. 2017, p.57-73). There are around 63 shopping centers under the platform of Vicinity Centres and therefore became the second largest retail property management group in the country. The organization is also listed in the Australian Stock Exchange (VCX: ASX) and introduced the direct portfolio to around 60 shopping centers that include the DFO Brisbane Business (Wade & Griffiths, 2020, p.1-17).

External environmental analysis 

The external environmental analysis of the Vicinity Centres has been described below with the help of Porter’s Five Forces model. Porter’s five forces model has five exclusive nodes that are mentioned below 

Bargaining Power of the Buyers (High)

In the recent month of the post lockdown pandemic phase, customers are putting immense pressure on the Vicinity Centres as they are demanding the best product in the minimum price range (Bodolica, Spraggon & Shahid, 2018, p. 1-20). After the lockdown phase, the liquid money in the hands of the customers have also decreased and therefore they are decreasing their wholesome expenditure for meeting their daily needs.

Bargaining Power of Suppliers (High)

It can be understood that in the Australian retail supply market, all the companies have their targeted suppliers from they buy their products (Wilkinson, Antoniades & Halvitigala, 2018). Therefore, in the high market tension, it is a high risk for the Vicinity Centres that their revenue, as well as profit margins, can be decreased due to the dominant position of the suppliers. 

Threats of Substitutes (Moderate)

The threats of substitutes in the retail property management industry of Australia has not been observed to date in a very high range. Therefore, according to the market situation, Vicinity Centres has been trying to be service-oriented in the pandemic year rather than behaving like just product oriented to the customers (Sundin & Brown, 2017). The organization has also tried to enhance the switching cost of the customers simultaneously. 

Competitive Rivalry (Low)

It can be observed that competitive rivalry in the retail property management industry has been low specifically due to the pandemic phase that covered a huge timeframe in this year (Naidoo & Gasparatos, 2018, p.125-142). Therefore due to the low competitive actions in the market, Vicinity Centres has focused on building a sustainable differentiation and gaining competitive advantages through building scale through which organization will gain the strength to compete better. 

Threats of new entrants (High)

In Australia, there is a constant practice of bringing new innovative standards in the market by developing new products and services for customer satisfaction (Nash, 2019). The threats of new entrants are high because of the high standard of economies of scale and lower level of fixed cost per unit. 

Internal environmental analysis 

SWOT analysis of Vicinity Centres are described below





Vicinity Centres has been highly successful in attending and implementing the “Go To Market Strategies”, for the products and services (Dewsbury & Law, 2016, p.715-724). 

On the other hand, Vicinity Centres has also developed their strong channels in the distribution network expansion and free cash flow section.

The recent investment in the research and development for the company has been only 25.6$ million that is much less in contrast to the revenue and asset of the organization. 

The day’s inventory of Vicinity Centres is much lesser than the other competitors in the market 

The opportunities of Vicinity Centres in the post lockdown pandemic situation has been the enhancement in the differentiated pricing strategy in the new market. This will help the company in maintaining loyal customers with greater services. 

Opportunities to get into new environmental practices and opening up new business options after the government agreements sanctioned. 

The new Paris Agreement (2016) can be a threat to the Vicinity Centres and can hamper the subtle distribution of new product categories. 

Vicinity Centres has also faced different lawsuits and also faced continuous fluctuations in the market. 

Table 1: SWOT analysis model for Vicinity Centres

Articulation of the competitive advantage identified 

In case of the articulation of the competitive advantage identified, it can be noted that the 20 million dollars Vicinity Environmental Data System (EDS) infrastructure project has been one of the recognized as well as comprehensive applications by the organization in the recent years. The simultaneous intrigue between the technological systems and sustainability has blown out the ideas of strategic thinkers and innovators of the present era (Janda et al. 2017, p.349-358). Therefore, in this process, the advanced capability of reporting, controlling operational activities have aided the consultants and managers in predicting and gaining competitive advantage from the external market phenomenon. 

Diagnosis of the strength, weaknesses and future sustainability of the competitive advantage 

The strength, Weaknesses and future sustainability of competitive advantage of Vicinity Centers have been described in the table below



Future Sustainability 

The vast property asset of around 23 billion dollars and experiencing the merger between Federation Centres and Novion Property Group (Rashidfarokhi, Toivonen & Viitanen, 2018, p.51-63). 

Decreasing standard of the data ownership structure, along with the flexibility and developmental structures. The system before gaining the competitive advantage should be accessible in-house and therefore evolving the future business needs

The future sustainability can be assured with the unilateral easy access as well as multi-dimensional interactive analysis procedures. 

Table 2: Strength, Weaknesses and future sustainability of competitive advantage


In this research study, Vicinity Centres has been chosen, which is one of the recognized organizations in Australia and can be recognized as the leading retail property groups in the market. The external environmental analysis as well as the internal analysis of the Vicinity Centres will be described with the help of Porter’s Five Forces model and SWOT model. 


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Dewsbury, M., & Law, T 2016. Recent increases in the occurrence of condensation and mould within new Tasmanian housing. In 50th International Conference of the Architectural Science Association 2016 (pp. 715-724).

Janda, K. B., Rotmann, S., Bulut, M., & Lenannder, S 2017. Advances in green leases and green leasing: Evidence from Sweden, Australia, and the UK. In Proceedings of ECEEE Summer Study (Vol. 2, pp. 349-358). European Council for an Energy Efficient Economy (ECEEE).

Naidoo, M., & Gasparatos, A 2018. Corporate environmental sustainability in the retail sector: Drivers, strategies and performance measurement. Journal of Cleaner Production, 203, 125-142.

Nash, J 2019. Exploring how social media platforms influence fashion consumer decisions in the UK retail sector. Journal of Fashion Marketing and Management: An International Journal.

Rashidfarokhi, A., Toivonen, S., & Viitanen, K 2018. Sustainability reporting in the Nordic real estate companies: empirical evidence from Finland. International Journal of Strategic Property Management, 22(1), 51-63.

Seetharaman, A., Saravanan, A. S., Patwa, N., & Bey, J. M 2017. The Impact of Property Management Services on Tenants’ Satisfaction with Industrial Buildings. The Journal of Asian Finance, Economics and Business (JAFEB), 4(3), 57-73.

Sundin, H., & Brown, D. A 2017. Greening the black box: integrating the environment and management control systems. Accounting, Auditing & Accountability Journal.

Wade, B., & Griffiths, A 2020. Examining Best Practice Carbon Management within Australian organisations: cases from contrasting sectors. Australasian Journal of Environmental Management, 1-17.

Wilkinson, S., Antoniades, H., & Halvitigala, D 2018. The future of the Australian valuation profession. Property Management.


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