Swinburne University: BUS30009 Easy Eddy External Environment Report

This report, prepared for the BUS30009 Industry Consulting Project at Swinburne University, analyzes the external environment surrounding the Easy Eddy modular paddle board, designed by Artech Modular Paddle Sports (MPS). The report aims to assess the viability of introducing Easy Eddy into the Australian market. It employs PESTEL analysis, Porter's 5 Forces model, and competitor analysis to evaluate political, economic, social, technological, environmental, and legal factors, as well as competitive pressures within the Stand Up Paddle (SUP) industry. Key findings from the PESTEL analysis highlight Australia's favorable economic and social conditions, including a love for outdoor activities and growing demand for sustainable products. The report also examines the competitive landscape, identifying potential threats and opportunities. The analysis includes the threat of new entrants, competitor rivalry, bargaining power of suppliers and buyers. The report concludes with recommendations for Easy Eddy to maintain its competitive advantages and succeed in the Australian market. The project is designed to aid in the fundraising for production of Easy Eddy paddle board.