Strategic analysis of Zip Co Limited in Australian market

This Bachelor’s thesis examines the strategic position of Zip Co Limited in the Australian Buy Now, Pay Later (BNPL) market. The study employs PEST analysis, Porter’s Five Forces, VRIO analysis, and Scenario Planning to assess the company’s internal strengths, such as innovation and brand recognition, alongside external challenges, including regulatory pressures and growing competition. Key findings highlight Zip Co’s need to address weaknesses in financial performance and customer trust while leveraging opportunities like market consolidation and AI-powered risk management. The thesis concludes with strategic recommendations aimed at enhancing Zip Co’s operational efficiency, strengthening its competitive edge, and ensuring sustainable growth in an evolving financial ecosystem.