Blackmores ltd.

Overview
Blackmores ltd is a leading Australian supplements company. The company advocates for
natural health through its operations. Blackmores prides itself in its longstanding heritage
towards sustainability in natural health and contemporary medicine products dating eight
decades ago. The company allows consumer to not only be proud of their health and nutritional
value but also advocates for healthy leaving practices. Specifically, it works with various
Healthworks Organization in availing various products ranges in its stores. The company has
focused on creating shared value to itself and its market. Its broad products ranges are certified
by various food and drug agencies. The government mandates to regulate both dietary
ingredients and finished dietary supplement products. Additionally, its founder, Maurice
Blackmores pushed for adoption of contemporary medicine by championing for dietary
supplement health and education across the country. This has allowed for commercialization and
better innovation in manufacturing and distribution of nutritional supplements and ingredient
directly (Collyer, 2017). There is prohibition in marketing products that are adulterated. It means
that the involved firms are responsible for evaluating the safety and labeling of their
commodities before marketing to make sure that they are by the regulations set by drug and food
regulatory bodies.
Contemporary medicine and commercialization
Blackmores has a long-term commitment to sustainability. As responsible corporate citizens, the
company has steered the course on environment sustainable practices. The packaging is ensured
to be recyclable and also use of decaying material. Besides, they also ensure that clients are able
to repurpose their drug storage containers. Blackmores Ltd. has frontier Australia’s supplement
industry in research and health delivery (Blackmores Ltd., 2021). It developed its online business
to help meet current trends in marketing.The founder, Maurice Blackmore, had a key knowledge
and vision on how to link healthy people and a healthy planet. It is through his shared vision that
the company sustains its practices. The company advocates for a healthy vibrant nation. A well-
balanced, healthy diet with a package of essential nutrients is vital in preventing possible health
problems, maintain the healthy weight and provide energy to a child as well as a senior person
(Martinez & McDonald, 2021). It launched the innovative Vegan Omega-3 Oil. The current
dietary guidelines advocate that one should follow a healthy eating pattern across their lifespan.
This includes the choice of foods and beverages. The company products help maintain a healthy
body weight, supporting nutrient adequacy and reducing the risks of chronic diseases. This
practice has become very popular among many people in the modern society. This allows the
company to lead the industry in developing new products trends that are sustainable. The
company is sure to sustain quality and safety assurance in its product lines. The company that
produces these items are supposed to deal with labeling and packaging as required by the law
(Pardo et al., 2019). The company acknowledges that there are many to probiotics in the market,
but one can distinguish them using different labels on their container. The business works with
various community initiatives to not only train workers but also manage its community-based
initiatives. The Blackmores Institute through its partnership with Tsinghua University is involved
in mental health wellness in women through its Green Paper publication.
Strategy evaluation

Blackmores ltd. is an established Australian company majoring in the manufacturing,

distribution, and marketing of some of its proprietary supplementary drugs. The company has a
valuation of over $1 billion due to its high reputation and continued researches in contemporary
medicine. The company markets vitamin, herbal, mineral supplements and natural skin and hair
treatment products in Australia, New Zealand and south east Asia (Blackmores Ltd., 2021). The
company also deals in active dietary regimen, line of natural beauty and aromatherapy products.
As an international entity, it has to take into account of the risks faced in exploring foreign
markets with their products. They have to be flexible with their business model because they are
unfamiliar with the market and always be ready for abrupt changes in the new international
market. The paper will examine the macro-environment under which the company operates. This
will have a direct impact on the company as a player in natural health and preventive medicine.
The Pestel analysis will help us understand the business risks and threats faced while trying to
bring their brand into the international markets.
The macro-environment factors are defined by the five porter forces of business strategy:
Political, economic, social, technological, environmental & legal factors. The company started
off as a naturopathic college to production of contemporary medicine that are not only regulated
by drug agencies but also have profitability levels to the healthcare industry. The drug passes
through a chain of supply to reach the patient that is from the manufacturer through
intermediaries to retails. The company has a strong influence to determine the pricing and
accessibility of the drugs. They also possess authority over the quality of the products regarding
efficacy and effectiveness (Pardo et al., 2019). The supplementary drugs industries develop and
produce products that help treat a variety of diseases, thus saving millions of lives and promoting
the recovery of people suffering from different diseases and illnesses. This has led to more
productive lives in most individuals and society at large. The drug industries develop drugs that
treat every type of emerging condition. For example; Parkinson’s disease amongst other lifestyle
diseases.
PESTEL analysis
The PESTEL analysis takes into account the external business factors that will affect a company
either positively or negatively. The business will have to face new laws that they are not familiar
with because the situation is not uniform all across the globe. There are no uniform legal or
political situations across the world so the company will need to analyze the market and see how
best it could adapt to the same.
Political factors
Blackmores ltd operates various divisions and stores across Australia, Asia and New
Zealand. Each of these countries exposes the company to a different political climate. The
company is forced to diversify the systematic risks of the political environment. The political
environment will be a boast or threat to the company opening its stores in various markets. This
will also influence the favored trading partners as well as intellectual property protection
(Collyer, 2017).). In case of political instability, the business will have higher risks that it may
not be able to shoulder. The disruptions will affect the support needed for the business to thrive.
It would involve disruption of the supply chain and distribution network on the business,
therefore, cutting off the business from its parent supplier in Australia.
Economic Factors
Economic factors are pertinent to decision on business strategy. Blackmores ltd pays
close attentions to the economic status of the market it explores. The economic environment will
influence the viability of the business and how the markets behave and how much profit and
growth the business gains from the environment. Economic factors such as growth rate, inflation
& industry's economic indicators such as consumer spending will influence the location of
company stores. The company is located in developing parts of the world including Singapore,
Japan, Malaysia and India (Collyer, 2017). These are critical indicators of growth to the business.
Several economic factors accompany the existence of supplementary drug companies. They
employ a large population of people to work in all aspects. This helps in boosting individuals'
status for them to meet the basic need, health care costs and improve their nutritional and health
status. The revenue collected by governments from the large company helps in developing health
centers, reducing the cost of health services and the price of the drugs.
Social factors
Socio- cultural factors have a major role to play in the running of the business. This has
influence on the attitude towards the products, labor force and management of the businesses in
the international market. Blackmores ltd just like any other foreign company studies social and
cultural environment of the potential market. This is indicative of socio imperative norms of
business in the markets. Such as its aromatherapy products that are highly demanded in South
east Asia due to the market’s appreciation of aromatics (Blackmores Ltd., 2021). The culture of
the foreign company will influence the company's diversity programs, instrumental in the labor
market. The company created a leadership program to help build awareness of the cultural
structure of the markets. The women culture in the company has been instrumental in shaping the
company’s ethos. The company uses such as program to pick its leaders from different cultures.
They champion for innovations as well as an all-inclusive work force. This also helps in building
networks across the regions of the market. The natural health and supplementary drug industries
need to be ready to embrace changes and trends in markets to boost sales. The company
launched the ModernParenting Consumer Growth platform that’s sort to help pregnant mothers
in the new journey of parenthood. This educated mothers on what it pertains during and after
their pregnancy as the nutritional requirement for their children (Barnes et al., 2019).

Technological factors
Technology and innovation have been disrupting markets across the world. The
transportation industry is one case example. The firm not only examines the pace at which the
industry responds to advancements but also analyses ways in which it would cope with the
changes and stay profitable. New drug options in the industry comes from capital intensive
research in drug development. This has influenced modern medicine as well as the cost structure
of drugs in the market. The company has developed a series of researches on contemporary
medicine such as aromatherapy. It has used its various publications to sensitize scientists for
more advances in contemporary medicine for holistic well being of humans. Blackmores
Institute signed MoUs with leading universities in Asia including Malaysian Pharmaceutical
Society, Taylors university and the National University of Malaysia (UKM) and to further its
researches in various fields of contemporary medicine (Blackmores Ltd., 2021).
Environmental & legal factors
Blackmores ltd operate in different parts of the world and in doing so the company gains
a competitive edge in various laws, regulations, and procedures. This helps maintain legal
compliance in various countries. Government regulations and policies have a significant impact
on the performance of the business, observing environmental conservation policies like waste
disposal, integration of renewable energy, recycling, and biodegradable material are considered
acceptable in the societal context. Therefore, the business established precedence in majority of
its mainstream markets. As its caused disturbance in the health industry, it helped ensure policies
are established to sustain its business in the new markets (Pardo et al., 2019). Researches in the
company continue to capitalize on how legal provisions impact business performance positively.
For instance, the Australian government policies may protect businesses by regulating
competition and pricing. Innovation can be used to fasten the growth of the business. However,
some businesses, for instance, small ventures, are significantly affected by innovations and
proprietary compliance of the industry and the high capital needed for such researches.
Conclusion
It is very critical for Blackmores ltd to examine the microenvironment factors to
determine the viability of its business in the new markets. Essentially, its operations in the
foreign markets are influences by various factors beyond the business' control. The company's
competitiveness is sustained by the important factors in the international markets. This not only
influence it’s corporate strategy but also its profitability in the region and industry. Blackmores
ltd has helped advance modern science and contemporary medicine. The company uses its
platform to advice for the use of nutritional supplements and herbal medicines to help support
immune function. Its founder Maurice Blackmores strengthened his belief in natural health by
steering the company towards modern science eight decades ago. His legacy lives on through its
chairman Marcus Blackmores who continues to establish principles of holistic approach to health
and well being passed down from his father. The company has been awarded numerous awards
towards its achievement in sustaining its operations over the decades. It won the sustainability
Advantage program for its environmental achievements. The company has led numerous
companies in various recognition with its CEO Christine winning the CEO of the year and being
the first woman to win the prestigious award in 2015. It continues to set precedence in its
industry with the vast year of operations helping advocate for women’s inclusivity in the
corporate world and health matters.
 References
Barnes, L., Barclay, L., McCaffery, K., & Aslani, P. (2019). Australian women's health literacy
and complex decision-making to use complementary medicines in pregnancy and
lactation–a qualitative investigation. Advances in Integrative Medicine, 6, S66.
Blackmores Ltd. (2021). Company information: Heritage & history.
https://www.blackmores.com.au/about-us/company-information/heritage-and-timeline
Collyer, F. (2017). The corporatisation and commercialisation of CAM. In The Mainstreaming
of Complementary and Alternative Medicine (pp. 81-100). Routledge.
Martinez, N., & McDonald, B. (2021). A study into the fatty acid content of selected veterinary
diets, supplements and fish oil capsules in Australia. Veterinary Dermatology, 32(3),
256-e69.
Pardo, B., Kilmer, B., & Huang, W. (2019). Contemporary Asian Drug Policy.