Bulla Ice Cream: Creamy Classics- Vanilla- 2LAustralia is amongst those countries who are the biggest consumers of ice cream due to high levels of income and high temperature (Euro monitor International, 2014).SWOT Analysis:SWOT is an advantageous tool to analyse the internal and external environment of an organisation (Kotler & Keller, 2012, p.48). It monitors the micro as well as macro factors which affects the profitability of an entity. Same is in the case of any product. SWOT analysis of Bulla ice cream is as follows:Strengths of Bulla: A well-known brand of Regal Cream Products Pty Ltd 100% Australian based business-owned and has been run by same three families for 5 generations Wholesome and authentic product Situated in the middle of the low-priced conventional brands such as Peters and the finest gourmet brands such as ConnoisseurWeaknesses: Dependence on perishable product Stiff competition Local product- major presence in Australia onlyOpportunities: Targeting adults as 50+ are more inclined towards Peters Mini baby boom since 2007 ensures more opportunities Declining market share of major competitor- Peters Possibilities of expansion in Asia-Pacific regionThreats: Maintaining good quality and timely processes in a perishable category in a major challenge Increasing costs Cattle diseases Swelling competitionPESTLE Analysis: PESTLE analysis is done to analyse the macro environment of an organisation or any product. It helps to recognise and analyse the industry situation as a whole (Kotler & Keller, 2012). PESTLE for Bulla ice cream is as follows:Political factors: Political stability- a prerequisite for profitable business Tax policies- influence prices and costs Governmental laws and regulations Government agencies, pressure groups, interest groupsEconomic factors: Inflation- increasing costs Competition- makes things harder Changes in disposable income of consumers- Bulla needs to pay more attention to its pricesSocio-cultural factors: Demographic changes such as population growth, population structure Health conscious consumers- problems such as obesity Price-sensitive consumers- more price elastic demand Cultural factors- taste, preferences, religion, traditions, customsTechnological factors: R&D activities- up gradation of product to be competitive Quality improvements- while keeping the original product Methods adopted for efficient production- to reduce costs and increase profitsEnvironmental factors: Weather- longer summer, more sales Climate changes- intense changes due to pollution and global warming Geographical position- profitable business of ice cream in warm locationsLegal factors: Consumer laws Health and safety lawsPorters Five Forces: As Michael E. Porter (2008) has mentioned, industry structure determines competition and profitability. The industry structure of Bulla ice cream is comprised of the following forces:1. Rivalry among existing competitors: As in case of Bulla, there is a strong degree of competition. Peters, Magnum, Blue Ribbon, Connoisseur and Peters are some of the competitors.2. Threat of new entrants: More entrants can join the market as summers are expected to be hotter and drier than 2013/14 (Euro monitor International, 2014). Consumption of ice cream is positively correlated with climate. Growing number of children in Australia can be another factor.3. Threat of substitute products: Many- Plain fat free yoghurt, milk, frozen fruits, shakes, other ice cream flavours such as honeycomb and burnt Fig are some of the possible alternatives of vanilla ice cream.4. Bargaining power of suppliers: It is low because many suppliers are competing to provide raw materials to different producers of ice cream. Moreover, if the ice cream is distributed via small shops, they will order less and their bargaining power will be low. However, the bargaining power of supermarkets is high as they can store larger amounts of ice cream.5. Bargaining power of buyers: It is high because there are many alternatives and Bullas prices are higher than some brands. Consumers are seeking more flavour options such as Salted Caramel, Burnt Fig and Honeycomb and Sticky Date. Moreover, pack sizes, formerly led by 2L and 4L, are progressively being characterised by 1L board tubs. Hence, the Bulla 2 L vanilla can lose its customers. References:Kotler, P & Keller, KL 2012, Marketing management, 14th edn, Pearson Prentice Hall, Upper Saddle River, N.J.Passport, 2014, Ice Cream in Australia, Euromonitor International 2015, viewed at 08/02/2015, http://www.portal.euromonitor.com.ezlibproxy.unisa.edu.au/portal/analysis/tabPorter ME, 2008, The Five Competitive Forces That Shape Strategy, COMPETITIVE STRATEGY, viewed at 8/02/2015, https://hbr.org/2008/01/the-five-competitive-forces-that-shape-strategy