INTRODUCTION
Globalisation and international businesses has enormously affected the world economy whilst becoming the pathway for a better desirable outcome for countries and nations. Globalisation encourages international partnership but extraordinary cognitive skill in risky decision-making required for domestic competitiveness.
In Australia, competition is one of the key priorities in Business strategies for long-term success. Thus to be competitive in the market, it is crucial for Malaysia Giant Company to study the Australian business external environmental factors. The three most relevant macro environmental factors that will affect Giants discussed below.

ECONOMIC FACTORS Businesses analyses economic factors and its determinants as they play a vital role in determining where an economy might move. These economic factors are not limited to economic phenomena such as tax policy, inflation and many more (Ho 2014). In February, Reserve Bank of Australia (2016) highlighted the economic growth in 2015 is a bit low on average compared to previous years. However, the Supermarket and the Grocery Market Revenue is projected to increase by 2.5% in 2015-16 (IBIS 2016) and 82% of the supermarket expected to get more earning (Delloite 2016). Since these factors affect Giant’s success, Giant should study the factors and draw strategic plans accordingly for a successful business.
Firstly, since there is a fierce competition in Australian supermarket and grocery Industry, a success of a new firm will be highly impacted, as market share will be shared among competitors whilst prices dropped as, more suppliers supplying closely substitute products. For instance, Aldi entered the industry and shared the profit and market share with competitors such as Coles and Woolworths. The existence of Aldi decreases the market share for Coles and Woolworths in 2015 to 39.5% and 33.4% respectively (IBIS 2016). In 2014, Woolworths and Coles engaged in a price competition where1 litre milk dropped to $1 and loaf of bread dropped to 85cents (Langley 2014). The fierce competition in the industry will certainly influence the success of Lidl and Giant if enters the market.
Secondly, real household disposable income projected to be fluctuating until 2021. This will ultimately affect consumers’ shopping behaviour (IBIS 2016) as consumers spend accordingly to their income. When disposable income drops, consumers aggregate demand falls, which will negatively affect the success of Giant. Yet this expected fluctuation in disposable income should motivate Giant to be strategic intelligence in correctly forecasting the future.

TECHNOLOGICAL FACTORS
Information Technology has become one of the key drivers for business success in Australia. It incorporates technological innovation, marketing, production, distribution, infrastructural advance and many more. The growth of internet promotes e-commerce, which causes domestic businesses to go beyond the geographical area internationally.
Digital marketing is one of the issues that will affect Giant’s success in Australian supermarket and grocery Industry. Delloite (2016) found that digital marketing expected to boost in-store sales by 40%. Technology is the main game changer yet cyber security destroys it all. The cyber-crime trend continued to rise in 2014 to 42.8 million by 48% from 2013, and the number of cyber criminals is expecting to rise in the future (Australian Cyber Security Centre 2015). This is a critical issue, which deals directly with consumer confidentiality. Damaging of consumer confidence purports consumers to leave to other supermarkets. Thus, Giant’s success without a secure system for online trading will be challenging.
Similarly, in Australia, consumers are digitally knowledge, which heavily determines their shopping habits. Being innovative and lead in technological advancement is the heart for a competitive advantage over the competitors. Firms will only yield better results in a fiercely competitive environment through pursuing new opportunities. Thus, Malaysia Giant needs to be innovative in both technological hardware and software to maintain growth and profit in the Australian market. SOCIAL FACTORS
Understanding the stakeholder’s needs is crucial in creating value for consumers. Businesses that manage to satisfy consumers’ needs over time endure fiercely competitive market unlike retailers that stays with traditional way of business.
Firstly, Consumer Preference will affect Giant’s success in the market. In 21st century Australia male shoppers, prefer speed, convenience and competence whereas female shoppers tend to be more on pricing, hygiene and high quality product (Mortimer and Clarke 2011). Recently, Australians highly demand for cheap private label products rather than brand products (IBIS2016). Therefore, launching of Giants house brand products at low prices will influence Giants success in Australian market.
Secondly, the expected rise in Australian population will affect Giants success. The strong growth in Aldi derived by an increase population growth in East growth and Australia Total population expected to be higher in the next five years (IBIS 2016). High population size leads to high market share which boost consumers’ aggregate demand and hence sales of the products. This high amount of sales will further increase revenue for businesses.

CONCLUSION
Since Australian Supermarket and Grocery industry is very competitive and challenging, studying the key business environmental factors such as economic, technological and social factors is essential for Giant’s success.
Australian economy however expected to be stable in the next 10 years where technology steady increases while consumers continue to determine the growth of supermarkets.
Since Giant (2016) Malaysia has their own house brand products at low prices with high reputation on retail sectors and successful online sales, there is a worthwhile opportunity for it to enter Australian market. Giant however must bring along brilliant strategies for business, customers and competitors as entering Australian market will be challenging where five major players to divide among the pie. Yet, creativity, innovation and satisfying customers need is the key for healthy growth.

REFERENCES
Australian Cyber Security Centre 2015, Threat Report, Australian Cyber Security Centre, viewed 1 April 2016, <https://www.acsc.gov.au/publications/ACSC_Threat_Report_2015.pdf>

Delloitte, 2016, Global Powers of Retailing 2016: Navigating the new digital divide, Delloite, Sydney, viewed 26 March 2016, <http://www2.deloitte.com/au/en/pages/consumer-business/articles/global-powers-of-retailing-2016.html>

Giant TMC Berhard, 2016, Giant, Accessed 31 March 2016, Selangor, <http://www.giant.com.my/about-us.aspx>

Ho, J.K.K. 2014, ‘Formulation of a Systemic PEST Analysis for Strategic Analysis’, European Academic Research, vol. 2, no. 5, pp. 6478-6492.

IBISWorld Australia 2016, Supermarkets and grocery stores market research report, Industry Report, February 2016, viewed 31 March 2016, IBISWorld.

Langley, S. 2014, Woolworths bread price war raises more concerns, Australian Food News, Melbourne, viewed 31 March 2016, <http://ausfoodnews.com.au/2014/09/29/woolworths-bread-price-war-raises-more-concerns.html>

Mortimer, G. and Clarke, P. 2011, ‘Supermarket consumers and gender differences relating to their perceived importance levels of store characteristics’, Journal of Retailing and Consumer Services, vol. 18, pp.575-585.

Reserve Bank of Australia 2016, Statement of Monetary Policy February 2016, Reserve Bank of Australia, 1448-5141, viewed 31 March 2016, <http://www.rba.gov.au/publications/smp/2016/feb/pdf/statement-on-monetary-policy-2016-02.pdf>