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Table of Contents
1 Introduction 1
2 External Environment 2
2.1 General Environment 2
2.1.1 Demographic 2
2.1.2 Socio-cultural 2
2.1.3 Political 3
2.1.4 Economic 3
2.1.5 Regulatory Climate & Technological Environment 4
2.2 Competitive Environment 4
2.2.1 Outlook 4
2.2.2 Competitors 5
2.2.3 Porter’s Five Forces Model 5
3 Internal Environment Analysis 8
3.1 Value Chain Analysis 8
3.1.1 Primary Activities 8
3.1.2 Support Activities 9
3.2 Firm Resources and Capabilities 9
3.2.1 Guaranteed quality 10
3.2.2 Thriving internal culture, expertly trained staff and industry savvy CEO 10
3.2.3 Purchasing power and extensive range 11
3.2.4 Research and Development Capabilities 11
3.2.5 Reputation, brand image and awareness. 11
3.3 SWOT Analysis 12
4 Recommendations 13
References 14
 
1 Introduction
Blackmores was Founded in the 1930s by Australia’s pioneering naturopath, Maurice Blackmores. The company’s goal is to shift the focus of the health system away from treating diseases to one that encourages people to accept responsibility for their own wellbeing (Blackmores Australia, 2010). It is a customer-focused company inspiring people to take control of, and invest in, their health and wellbeing. They are leaders in developing and marketing products and services that deliver a more natural approach to health, based on their expertise in vitamins, minerals, herbs and other nutrients (Blackmores Australia, 2010).
Blackmores’ industry is defined as the complementary pharmaceutical industry. Companies in this industry are mainly involved with the purchase of raw materials and the conversion of these raw materials into natural medication products which are then distributed through retail stores, pharmacies and chemists.
To take the year 2000, Australians paid nearly four times more for alternative therapies as they directly paid for pharmaceutical, reflecting a strong interest in alternative medicine as well as its greater cost. However the common belief that alternative medicines are harmless conflicts with ‘increasing medical reports of drug interactions with alternative medicines, side effects from herbal medicines,  and other problems such as contamination, adulteration, substitution, variable dosage, dubious quality control, and inappropriate labelling of alternative medicines.’ So apart from issues of efficacy and puff advertising, often concealed by misleading accounts of experimental evidence, there are issues of safety. There are also issues of waste of health resources (MacLennan, 2002).  
The aim of this study is to take the case of Blackmores against the realities of the external market and in terms of the facts of its internal management and at the same time to assess its internal resources and capabilities contributing to its ability to compete in the current economic situation. The study aims to identify Blackmores’ key capabilities in a competitive economic climate and to evaluate its prospects. The aim in making recommendations is to base comment on understanding of Blackmores within the alternative health care industry.

References
‘A natural source of income’ Pharmacy Trade 31-3-1999.
Baer, H.A. (2006) ‘The drive for legitimation in Australian naturopathy: Successes and dilemmas,’ Social本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。