Market Analysis for Wood Fired Pizza at Farm in Duluth, Minnesota

Market Analyses

INTRODUCTION
A market analysis may be defined as the study of attractiveness and the dynamics of a
target market of a target market within a special industry. It is also known as documented
investigation that is used in drafting the planning activities, decision makings, expansion of
business enterprises and in many aspects of the company (Benney and Xu, 2017). This project
report covers macro and micro environmental factors, research segmentation and the target
market selection. The project report is on Wood fired pizza at farm located in Duluth, Minnesota.
It was founded by John Beaton and Emily Beaton in 2017, they have also participated in various
business courses and mentorship programmes. This project was funded by John and Emily with
an initial amount of $40000 that covers construction of the pizza oven, architectural fee,
marketing and business consulting. This report was chosen to analysis the Strength and
Weaknesses along with the PESTEL analysis.
TASK
SWOT analysis
It is considered as a method that is used to evaluate internal and external factors that
affect or influence the objective/goal of the organization. It is the method by which a company
can evaluate its capability to execute a plan or to achieve the key objective. SWOT analysis
enables a manager to assess all the factors that affects the performance as well as the barriers that
come across in attaining the goal (Lu and Weng, 2018). SWOT is categorized into two
Environment that is Internal and External. The Strengths and Weaknesses came under the head
of Internal and Opportunities & Threats are in External Environment.
STRENGTH
1. it hosts weekly pizza nights to the
customers throughout the growing
season and every pizza sold with the
ingredients that are freshly picked.
2. buy from the good local producer direct
to the farm.
WEAKNESSES
1. This report analyse the weakness of
Wood fired pizza at farm which
includes the cleanliness of the farm.
2. It does not creates a favourable
environment to the customers in rainy
season.
OPPORTUNITIES THREATS

1. Because of the larger scalability it gets
the produces and
2. It may take the advantage by offering
lower prices to the customers with
different taste.
1. The change in the customer's taste
becomes a very challenging threat to
the food industry.
2. There are various competitors that
provides same product with some
different features.
PESTEL Analysis
This Analysis may be defined as a strategic framework that is used to breakdown the
opportunities and risks of the external environment into Political, Economic, Social,
Technological, Environmental, and Legal factors. This analysis is used in drafting the Corporate
Strategic Planning and to assess the advantages as well as disadvantages of the organization. It is
the extension of PEST, as it includes additional assessment of both Environmental and Legal
factors that directly or indirectly impact the business in attaining the objectives of the
organization.
 Political Factors- It is actions/impact of political condition or government that affect the
business directly or indirectly. Government may impose corporation tax which will
impact on net profitability and stability of the company (Laudien and Daxböck, 2017). In
this project it allows the pizza at farm to expand its operations regionally as well as
internationally because there are various rules and regulations that helps in expansion of
the enterprise. It will help in gaining new customers which results in making high profits.
 Economic factors- It comprise of tax rates,inflation rates,policies,wages that indirectly
influence the investment value. It consist of all the economic factors which impact on the
consumer habits that affect the company's performance. These are beyond the company's
control either for a micro or macro business enterprise. This project consist of an
elevation in the cost of essentials because of the higher inflation rates. There are some
policies related to wages that are in favour of the workers which results in increasing the
investment value. Yet they cannot be controlled but some anticipation can be done in
order to eliminates the risk involved in the business operations.