International Market Research of the British and Spanish Local and Organic Food Markets
Käyrä, Minna; Suomikallio, Sandra (2012)
HAAGA-HELIA ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012052910454
https://urn.fi/URN:NBN:fi:amk-2012052910454
Tiivistelmä
The purpose of this research paper is to present an overall view of the local and organic food markets in Spain and the UK. This research is mainly qualitative, but is also supported by some quantitative data, in order to provide a comprehensive situation analysis. To fulfill the research objectives and to answer the commissioned question, primary and secondary data collection methods were utilized.
The theoretical framework is based on international market research. The macro environment was examined with PEST analysis and the competitive environment with competitor roles. The SWOT analysis tool had a minor role in the framework by presenting key findings at the end of the report.
By the end of this research it was possible to determine that the most influential macro-environmental factors were social-cultural and technological ones in UK. It was also discovered that the UK’s organic market is quite developed, with many competitors and supermarkets dominating the organic market. Based on the results gotten from empirical part related to Spain, it was discovered that political-legal and social-cultural factors are the most important ones for a penetrating company. The competitive environment was found to possess quite a low level of competition but was still surprisingly diverse. According to the findings the authors were able to predict that the European organic food markets have strong potential; demand is probably going to exceed the supply of organic produce in the near future.
The theoretical framework is based on international market research. The macro environment was examined with PEST analysis and the competitive environment with competitor roles. The SWOT analysis tool had a minor role in the framework by presenting key findings at the end of the report.
By the end of this research it was possible to determine that the most influential macro-environmental factors were social-cultural and technological ones in UK. It was also discovered that the UK’s organic market is quite developed, with many competitors and supermarkets dominating the organic market. Based on the results gotten from empirical part related to Spain, it was discovered that political-legal and social-cultural factors are the most important ones for a penetrating company. The competitive environment was found to possess quite a low level of competition but was still surprisingly diverse. According to the findings the authors were able to predict that the European organic food markets have strong potential; demand is probably going to exceed the supply of organic produce in the near future.