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1. Introduction

The business environment within which firms operate constantly changes; driven by factors such as politics, economic, social and technology. In order to for companies to remain profitable and sustainable in long-term it is vital that scans over the ntbusiness environme is undertaken on a regular basis. This discussion will apply the PESTLE frame upon a chosen Australian firm operating within the Commonwealth.

Company Background

Boost Juice is a retail outlet specialising in smoothies and juices, originally set up in Adelaide back in 2000. Nearly eighteen years on, the firm is now a recognisable brand in various foreign regions such as Bangladesh, Cambodia, Brunei, Chile, India, Estonia, Malaysia, Indonesia, Namibia, Singapore, New Zealand, Taiwan, South Africa, Thailand and UK. The Company successful expansion abroad is primarily attributed to its franchising strategies.

As of 2017, there were 467 retail outlets spread across Australia and other parts of the world. The Company saw immediate success, with nearly 175 stores opening throughout Australia in a manner of four years (Boostjuice.com.au, 2018). 

Industry Background

The Juice/smoothie bar industry in Australia has remained a lucrative business opportunity until date. The industry is still growing rapidly, with a constant 7.6% growth rate predicted in 2013-2018. The value of the industry is expected to reach around $ 404.4 million by the year 2018. Moreover, competition is fierce with nearly 100 businesses entities or brands operating within the market. Boost Juice is currently the market leader dominating 65% of sales share as pointed out in a report by IBIS World (2017).

2. PESTLE Analysis


The current political instability is a concern for businesses operating within Australia.The ongoing political crisis has seen leadership change four times in the last four years, with no prime minister being able to sustain office for more than a year.Several issues lie at the heart of the County’s political crisis. For example, the political journalists, poll-driven media, the politicians and the voting public itself. This suggests that the instability could continue for a long period; as these issues are at the core of Australian politics (Sharma, 2018).

In the case of Boost Juice,political instability could bring inconsistencies within distribution, sale and supply. It could also influence strategic decision and decision-making processes. Furthermore, it is likely to influence business continuity strategies, as a single strategic thrust may prove difficult to adopt in long-term (Aisen&Veiga, 2013). For example, the formation of new governments could bring changes to competition laws, which is likely to influence Boost Juice, considering that it is the largest player within the industry by big margin.The instability could also bring changes in international relations and diplomacy between Australia and other countries. If relations with countries within which Boost Juice operates is negatively affected, it could make business operations difficult in those regions. Political vendetta and boycott of Australian brands in such countries would drive sales to the ground.


Despite Australia’s chaotic political environment, the economy is extremely stable and resilient. It stands as an example of a developed nation that was unaffected by the global recession in 2007. Economic growth throughout the 2013-2017 period held stable at around 2.2%-2.6% per year. The continuous demand for resources such as iron ore, coal and LPG is believed to be the driving force behind this growth, complemented by the fact that Australia remains an attractive market for investment. The report by FocusEconomic predicts GDP growth to pick up in 2018 rising to 2.8% and 3% the following year (2018).




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