Axis Mutual Fund

Introduction

In this competitive corporate scenario, it is integral for companies to track market opportunities and continuously expand their businesses in order to ensure long-term progression (Lo & Alena, 2018). In this quest, many organizations may tap new foreign markets to internationally expand their market operations and attain a sustainable competitive advantage in their industry. It is essential for these firms to analyze their market opportunities and their chances of succession in the targeted market. Furthermore, such companies should also develop a competitive market entry strategy after assessing the marketing, HR and technological policy considerations in the target market. This thoroughly developed international market analysis would enable the company to successfully operate in the prospective market (Shen, Puig & Paul, 2017). 

This report is primarily designed to discuss the competitive strategy of Axis Mutual Fund while entering the Australian Market. It also highlights the marketing, HRM, R&D and other corporate policy dynamics of the Australian market and mentions the most viable market entry strategy that Axis Mutual Fund should adapt in order to thrive in it’s targeted Australian market. 

Conclusion of SWOT Analysis (Assessment 2)

The SWOT analysis of Axis Mutual Fund showed that this company is one of the most out-performing asset management companies having a diversified portfolio of high return mutual fund schemes. The company operates with a customer-centric philosophy and ensures the provision of integrated end-to-end asset management solutions via a strong finance team on board (Bazaz, 2019). However, the fund house does not have an innovative approach in dealing with the fixed income transactions and also lacks disruptive technological innovations that tend to weaken the organization’s position internationally (Commonwealth Australia, 2017). Axis Mutual Fund has various opportunities to expand in the Australian market since the country possesses the largest asset management fund in the Asian market, which gives the company an opportunity to invest in a diversified pool of mutual funds and pension schemes in Australia (Tang, 2020). 

However, despite the opportunities, the company faces some potential threats that would jeopardize the company’s functioning in the Australian market. The company’s stance in the targeted market would be threatened by some outperforming MF companies in Australia like Ausbil Dexia, which employs innovative technologies and hence, acts as a potential barrier for entry for Axis Mutual Funds (Commonwealth Australia, 2017). The SWOT analysis of the Axis Mutual fund reveals that the company should devise an efficient market entry strategy that could enable the company to efficiently execute it’s objectives in the Australian market. 

Competitive Strategy Analysis 

When organizations venture into international markets, they endeavor to succeed in the new market by efficiently organizing their business operations. It is integral for the organization to devise a competitive operational strategy that would guide the objectives, goals, resources and policies of the firm in the presence of intense industrial rivalry. Hence, a competitive strategy analysis would determine the productivity of the company’s performance in the presence of it’s consequent rivals (Yan & Liu, 2017). The Axis Mutual Fund faces enormous competition from out-performing asset management groups like Macquarie Investment Management, which has enabled the company to formulate a powerful competitive strategy to enter the Australian market (Hurwood, 2020). Amidst the global crisis, the Axis Mutual Fund has centered it’s competitive strategy around a flexible operating model that leverages the use of disruptive technologies and focuses on long-term viability. The company should also focus on reinforcing their retirement fund schemes which are highly valued in Australia (PwC, 2020).