This market analysis is prepared to learn about the specific methodologies required to conduct a sound market analysis for a self-selected market segment. For this purpose, a hypothetical virtual business that serves as a gathering place for Australian breakfast or fresh bread lovers and bakeries has been created. To prove the profitably of this potential opportunity, influencing factors within the Australian baking industry as well as the ecommerce industry are researched.
According to Cravens (2000), it is essential to gain an understanding of the market to become market driven. Therefore, the first part of this analysis is often referred to as the PEST analysis, which identifies the external factors that influence the baking and ecommerce industry and thus change the size and composition of the market overtime.
The second part is concerned with obtaining internal information about the baking and ecommerce industry, its customers, suppliers, and direct and indirect competitors. The assessment of both the internal and external forces that drive the market, lead to the definition of the critical success factors for this virtual venture. A summary of the findings is then given through Porter′s model of market profitability to potentially serve as the basis for developing a market driven strategy for the virtual opportunity. Despite the high thread of substitute products, it is believed that the trend towards more convenience will make this business successful. With respect to the analysis provided and given that business partners are willing to cooperate, this business concept is considered a sound investment.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction
- Environment Analysis
- Macro Environment
- Economy
- Demographic, Sociological, and Cultural Influences
- Urbanization
- Convenience
- Food Consumption Trends
- Political and Legal Aspects
- Technological
- Natural Environment
- Macro Environment
- Industry Analysis
- Industry Review
- Geographic Segmentation
- Major Players
- Industry Size
- Product Life Cycle
- Customer Identification
- Customer Profile
- Customer Needs
- Supplier Relationship and Distribution Channel
- Supply Chain
- Selling Chain
- Industry Review
- Competition Analysis
- Direct Competition
- Indirect Competition
- Opportunities and Threats
- Critical Success Factors
- Summary
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this market analysis is to assess the viability of a hypothetical e-business model focused on delivering fresh bread and breakfast items in Australia. The analysis aims to justify the profitability of this venture by examining relevant aspects of the Australian baking industry and its online shopping environment.
- Analysis of the Australian baking industry and its online market.
- Identification of key external factors (macro-environment) influencing the industry.
- Assessment of competition (direct and indirect) within the market.
- Determination of critical success factors for the hypothetical e-business.
- Evaluation of the overall market potential and profitability of the proposed business model.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction: This chapter introduces a market analysis designed to evaluate the potential profitability of a hypothetical e-business focused on delivering fresh bread and breakfast items. It emphasizes the importance of market research in the success of new businesses, particularly within the rapidly evolving online marketplace. The analysis will investigate the Australian baking industry, its online environment, and the customer needs that this e-business aims to satisfy. The e-business model itself is described in detail in an appendix.
Environment Analysis: This section provides a PEST analysis of the macro-environment influencing the hypothetical breakfast delivery service. It examines economic factors, demographic trends (including urbanization, convenience, and food consumption habits), political and legal aspects, technological advancements, and the impact of the natural environment. This broad situational analysis provides a foundation for understanding the external forces shaping the market.
Industry Analysis: This chapter delves into a detailed analysis of the Australian baking industry, its size, growth, and composition. It explores typical marketing strategies and anticipates future industry changes. It also focuses on customer identification, profiling potential buyers and understanding their needs. The analysis extends to examining supplier relationships, distribution channels, supply chains, and selling chains, contributing to a comprehensive view of the industry’s inner workings.
Competition Analysis: This section analyzes both direct and indirect competitors within the market, assessing their strengths and weaknesses. It highlights opportunities and threats presented by the competitive landscape, providing insights into potential challenges and strategic advantages for the hypothetical e-business. This thorough assessment forms a key part of the overall market analysis.
Critical Success Factors: This chapter identifies the key factors essential for the success of the hypothetical virtual business. It builds upon the preceding analysis of the environment, industry, and competition to pinpoint the strategic elements required for achieving profitability and sustainable growth in this competitive market. This section likely incorporates elements of Porter's Five Forces model to further elucidate the competitive landscape and challenges.
Schlüsselwörter (Keywords)
Australian baking industry, e-business model, online grocery shopping, market analysis, PEST analysis, competition analysis, critical success factors, customer needs, convenience, food consumption trends, profitability, market segmentation.
Frequently Asked Questions: Australian E-Business Market Analysis for Fresh Bread and Breakfast Items
What is the purpose of this market analysis?
This market analysis assesses the viability and potential profitability of a hypothetical e-business delivering fresh bread and breakfast items in Australia. It examines the Australian baking industry and its online environment to justify the profitability of such a venture.
What key themes are explored in this analysis?
The analysis explores the Australian baking industry and its online market, key external factors (macro-environment) influencing the industry, direct and indirect competition, critical success factors for the e-business, and the overall market potential and profitability of the proposed business model.
What aspects of the macro-environment are considered?
The analysis includes a PEST analysis, examining economic factors, demographic trends (urbanization, convenience, food consumption habits), political and legal aspects, technological advancements, and the impact of the natural environment.
How is the Australian baking industry analyzed?
The analysis delves into the industry's size, growth, composition, typical marketing strategies, anticipated future changes, customer identification and needs, supplier relationships, distribution channels, supply chains, and selling chains.
How is competition analyzed?
The analysis assesses both direct and indirect competitors, their strengths and weaknesses, and identifies opportunities and threats within the competitive landscape. This includes considerations that may incorporate elements of Porter's Five Forces model.
What are the critical success factors for the e-business?
This analysis identifies the key factors essential for the success of the hypothetical e-business, building upon the environmental, industry, and competitive analyses to pinpoint strategic elements needed for profitability and sustainable growth.
What are the key chapters included in the analysis?
The analysis includes an Executive Summary, Introduction, Environment Analysis, Industry Analysis, Competition Analysis, Critical Success Factors, and a Summary. A detailed description of the e-business model is provided in an appendix (not included in this preview).
What keywords describe the topics covered?
Key terms include: Australian baking industry, e-business model, online grocery shopping, market analysis, PEST analysis, competition analysis, critical success factors, customer needs, convenience, food consumption trends, profitability, and market segmentation.
What is the overall objective of this document?
To provide a comprehensive market analysis to determine the feasibility and profitability of a new e-business focused on delivering fresh bread and breakfast items in the Australian market. This is achieved through a structured examination of various internal and external factors.
- Quote paper
- Dipl. Betriebswirtin, MBA Sandra Burgemeister (Author), 2003, Market analysis, Munich, GRIN Verlag, https://www.grin.com/document/9698
