MKT3026: Business Opportunity Report on Market Analysis and Trends

This report provides an in-depth analysis of business opportunities, focusing on market trends, innovation, and entrepreneurial practices within the UK market. It examines the importance of managing business opportunities, the role of innovation (including increment, disruptive, architectural, and radical innovations), and market segmentation strategies. The report uses the OLIO company as a case study, exploring its business expansion through the lens of market analysis and the PESTEL framework. The analysis covers political, economic, social, technological, environmental, and legal factors influencing business growth, particularly within the consumer staple market. It highlights the impact of mega trends, emerging trends, and the identification of business opportunities. The report also emphasizes how entrepreneurs can leverage market insights to develop and launch new products and services, with a focus on organic food and hygiene products to meet the increasing demand for health-conscious consumers. The report provides a comprehensive overview of market analysis and entrepreneurial strategies.

BUSINESS OPORTUNITY
REPORT

Executive summary
Business's opportunities helps in gaining competitive advantages and increasing in
market share and profit margin of company. Various opportunities are available in market that
firm can used to expand and grow its business's across nation. This report has analysed and
evaluated that the way innovation and new ideas are crucial in the growth and success of firm. It
also explains about recent trends in environment that firm can used to gain competitive
positioning.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Mega trends:.................................................................................................................................3
The importance of managing business Opportunities..................................................................3
Entrepreneurship practice and context.........................................................................................3
The innovation: type and sources................................................................................................3
STP...............................................................................................................................................4
PESTEL.......................................................................................................................................5
Various opportunities from emerging trends ..............................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Business opportunities is a term that promote individual to start and run a business by
making use of available opportunities for earning profit. Due to various health issues continuous
increase in demand of hygiene food and product in UK. Therefore, it provides opportunities to
many individual to open their on own business or self-employed themselves by introducing
organic food and hygiene products. This report covers about OLIO company that was established
in 2015 by Tessa Clarke and Saasha celestial -One for management of waste. It also explained
the way company expand its business by making use of available opportunities.
Mega trends:
It refers to various trends in environment that firm can uses in order to gain competitive
advantages in the market. OLIO company by identify recent trends is able to expand business's
and increases it profitability and sales volume.
The importance of managing business Opportunities
Business's opportunities plays important role in growth and expansion of business's
across nation so that are to be managed effectively so that OLIO company can gain competitive
advantages and increases its market share.
Entrepreneurship practice and context
Entrepreneurship practices refer to various activities related to manufacturing of products
and services in order to earn large profit margin by satisfy needs of customers in an effective
manner. They take risk and opportunities to take advantages of market in order to increases their
productivity and performance.
The innovation: type and sources
Innovation is classified into two dimensions market and technology that helps in brining
four innovation within firm to gain competitive positioning.
Increment innovation: In it existing technology is used to enhance value of products and
services.
Disruptive Innovation: New technology is used for current market.
Architectural Innovation: Using overall technology to take advantages in different market
conditions.
Radical Innovation: In it new and innovative technology is used to bring revolution in whole
industry.

STP
OLIO is planning to expand its market share and profitability by entering into customer
staple market as increase demand of organic food and hygienic products. It provides opportunity
to company to start its business by launching organic food and hygiene products to satisfy needs
of customers and enhance its profitability. Therefore, company in order to enhance sales of
organic products has analysis market condition and segment it to satisfy needs of customers
effectively (Aithal, 2016). Market segment refers to division of market in groups or segments
based on different characteristics so company in order expand its business choose a particular
market segment to attract people having similar interest, needs and wants. Company in order to
launch organic product classified market segment to satisfy needs of varied organic customers
group. Thus, various varied levels of organic customers are segmented on basis of
demographical, geographical, lifestyle and behavioural segmentation. The classification of
market segment of OLIO is as follows:
Demographical segmentation: It refers to classification of population on basis of age, gender,
occupation and education level of individual. OLIO operates its business in UK having
65,105,246 total population and is projected to growth continuous reaching 73 million by 2041.
UK has 40.29 % people that belong to 24-54 year age group thus company want to launch
organic product for younger generation (Eller and et.al., 2020). Younger generation of UK are
highly concerned about their health so company by launching organic and hygiene product range
is able to expand its market share and profitability.
Geographical segmentation: Classification on basis of area of location that means targeting
customers on basis of their location. OLIO is a small organization with limited capital and
resource so its planning to launch product in existing market to enhance its profitability. OLIO is
planning to target people of UK for launching of organic product.
Lifestyle segmentation: Due to Brexit consumers are less willing to spend on unnecessary thing
because of low income of people living in the society. But People living in UK like to eat healthy
and organic food in their diet to avoid various health issues. Thus, OLIO by identifying needs of
customers can motivate people to spend money in purchasing company products and services. It
can also use online sites to offer products and services as it ease to customer by delivering
products at their door steps.

Behavioural segmentation: UK has mix culture and tradition of four countries such as England,
Wales, Scotland and Northern Ireland that make its one of the unique tradition and customs.
OLIO by using tradition herb and ingredients with innovative services and infrastructure can
attract large customers to make purchase (Leonidou and Hultman, 2019). People of UK are very
much concerned of increasing obesity among people so company by producing organic and
healthy food can at affordable rates can attract large number of people.
Thus market segmentation helps in identification of target customers and helps in
enhancing sales and profitability by effectively satisfaction needs of customers. OLIO is
planning to enter into consumer staple market as these segment is growing faster despite
economic recession in country. Increasing health awareness among people also lead to growth of
business in the industry. It is targeting younger generation as well as older in order to launch
products for consumer staple market. Company is established at high streets and mall so that
every customer's can come and purchase various products of firm.
PESTEL
Consumer taste and preference changes continuous so company in order to expand its
market share and satisfy needs of customers effectively has to identify recent trends in
consumers staple market. OLIO has an opportunity to grow and survive in the market by analysis
various internal and external factors of environment. Thus, various trends in the economic or
social environment in which company operates can be explained through pestle analysis.
Pestle Analysis: It is an analytical tool that is used by company to gain competitive advantages
in the industry by identifying various factors such as policies of government, economic
condition, preference and beliefs of people, legal laws and environment in which company
operates its business (Nguyen, Karakas and Tatoglu, 2019). Thus, OLIO by identifying various
trend in Consumer staple market can enhance its profitability and market share.
Political Situations: It refers to policies and rule and regulation of government that impact on
smooth operation of business in the industry. OLIO is a small-medium enterprise with limited
resource and capital so due to political instability company sales have been adversely decreased
(Nyström and Gugenishvili, 2019). But free trade policy of government provide opportunities to
small-medium enterprise to expand their market share, sales and profitability by entering into
new market. Therefore, liberalization and globalization lead to growth and survival of small-

medium enterprise in the industry. Thus political factor provide opportunities to OLIO to expand
its market share by entering into new market attracting existing and new customers.
Economic Trends: It consists of various factors such as interest rate, level of employment and
disposable income of people living in the society. Companies sales and profitability is affected
by economic condition of country so company has to considered economic factor in order to gain
competitive advantages in the industry. Due to less employment and reduction in disposable
income of people in UK Consumers are less willing to spend large amount on purchase of
products and services. Therefore, it provides opportunities to various individual or entrepreneur
to start small-medium enterprise in order to satisfy needs of customers. OLIO company has an
opportunity to expand its sales and profitability by providing organic products at reasonable rates
to influence customers to prefer company products and services over other competitors. Thus,
economic factors helps in attracting large number of customers and increasing sales and
profitability of company.
Social Factor: Includes taste, preferences and belief, values and customs of people living in the
society that impact company sales and profitability. As every company is established to satisfied
needs of customers in effective manner for earning maximum profit. OLIO can easily identify
and adapt to social trends as it has close relationship with customers because of small operation
of business (Ram, 2018). People of UK are more concerned about health and safety due to rising
issue related to obesity thus providing opportunities to various individual to start business.
Individual can easily start their business with minimum capital and resource to satisfy needs of
people. Thus, OLIO has an opportunity to introduce organic food in its product range at
minimum cost to satisfy needs of customers in an effective manner.
Technological Factor: It includes factors such as level of technology and innovation in the
economy that offer various opportunities to small-medium enterprise to grow and expand its
business. Continuous change in technology and customers awareness about innovative products
and services to satisfy needs of customers has provide opportunities to company to grow in the
market. Due to digitalization many people like to purchase products and services through online
thus OSLI by offering its product range in its own website can provide ease and comfort to
customers by delivering products and services at their doorsteps. It can also use social media to
market its newly launched products as it attract large number of customers within limited time
and cost. OSLI by increase its presence in various social sites can immediate get feedback for

various customer's and improve its self. Thus, it provides opportunities to company grow and
expand its business by removing various weakness and making use of available opportunities.
Environment Factor: This factors has come into issue during recent years only as resource in
the environment are limited, so they need to be protected by company for health and safety of
people living in the society. OSLI by minimizing its waste production and carbon footprint can
ensure health and safety of employees and people living in the organisation (Revellio and et.al.,
2020). Increasing awareness among people about various effect of company on environment
force them to take steps for protection of environment. Thus, OLIO by ensuring safety and
protection of environment can build strong brand image and enhance its sales of product and
services.
Legal Factor: It includes factors such as laws, regulation for safety and security of employees
such as discrimination law, equal wages law, working hour law and health and safety law.
Company have to ensure implementation of such law while operating its business in order to
protect itself from impose of penalty. OSLI has an opportunity to expand and established
business and introduce new product range by implementation legal laws while operating
function. It should also ensure health and safety of people to enhance motivation and loyalty of
employees to work effectively for achievement of organisational goals. It should also not
discriminate among people on the basis of gender, religion, caste for expansion and growth of
business in the industry.
Thus, it can be illustrated from above analysis that various trends in economic, social,
political, legal and environmental provide opportunities to individual to grow and expand its
business. People with limited capital and resource can establish business or introduce new
product by identifying various trends in the consumers staple industry and enhance their
profitability (Seles and et.al., 2018). It results in economic development and less employment
rate as more people are employing themselves by identifying trends in the economy of the
country.
Various opportunities from emerging trends
Individual by identifying various opportunities in the market can planned to start or
introduce innovative and new ideas to start business. Entrepreneur by making use of emerging
trends in customers taste, preference and technology can make use of available opportunities to

grow and expand their business in the industry. Company by making use of innovative
technology can satisfy needs of customers in effective manner thus able to achieve its objectives.
Various opportunities that company can use from emerging trends can be evaluated by analysing
internal capabilities and strength of company to gain competitive advantages in the market.
SWOT Analysis: It is tool that is used by firms to analysis its internal strength and capabilities
to take advantages of available opportunities in the industry for gaining competitive advantages
and expansion of business.
Strength: OLIO strength lies in specialized, uniqueness and quality of products and services of
company that it provide to its customers in order to maintain customers loyalty and satisfaction.
Another strength of company is its brand image to product innovative and creative products and
services at affordable prices to attract large number of customers. Thus, OLIO has opportunities
from emerging trends to launch qualitative organic food and hygiene product in its product range
to satisfy needs of health conscious people in the society (Supramaniam and et.al, 2018.).
Company well-established brand image to provide qualitative products at reasonable rates offer
opportunities to firm to attract large number of customers to prefer company product over other
competitors products. Thus, entrepreneur by identifying emerging trends and using their strength
or uniqueness can grow and expand their enterprise in the market.
Weaknesses: OLIO weaknesses lies in its availability of resource and capital to established and
run business smoothly as it is small-medium enterprises with limited resource. But OLIO has an
opportunity to reduce cost of production by bring economic of scale, using updated technology
to offer product to its customers. It can also enhance its resource and capital by providing
qualitative and innovative products and service to customer thus increasing profitability and sales
of company. It can use profit earned for purchasing resource and brand image to raise capital
from investor and other financial institute. Thus, OLIO by removing its weaknesses can gain
competitive advantages and expand its profitability and sales.
Threats: OLIO is a small-medium enterprise that is facing high competition from large
organisation as they have number of employee and resource for effectively performance of firm.
Company has to face immerse pressure and competition from large organisation as they provide
qualitative product and have well-established brand image in the industry. But due to recession
in UK in which OLIO operates its business people are less willing to spend high price from
quality products of company. Therefore, OLIO has an opportunity to increases its profitability

and sales by offering quality and hygiene product to customers at reasonable rates. Thus,
protecting itself from threats of increasing competition and gaining competitive position in the
industry.
Opportunities: Company has large number of opportunities to expands its business in existing
and new market sector by introducing organic and hygiene food in its product range. OLIO have
limited resource and capital but by effectively satisfying needs of customers can build strong
brand image (Von Geibler and et.al., 2018). Therefore, can easily raise huge amount of capital
from various investor to run and operate function of business smoothly. Company by offering its
product through various online sites and using social media to attract customers has opportunity
to expand its market share and profitability in the industry.
Another model that can be used to evaluate and analysis internal capabilities and strength
of company by making using emerging trends as an opportunities to expand market share of
company.
VRIO Framework: It is an analytical tool that is used by firm to evaluate its internal resource
and capabilities to gain competitive advantages by making use of available opportunities.
BASIS Value Rareness Imitability Organisation
Employees ✓
Technology ✓ ✓
Management ✓ ✓ ✓
Global presence ✓
Value: OLIO produce valuable products and services as it is planning to introduce organic and
hygiene food at affordable prices to attract large number of customers. Therefore, value of
product provide opportunities to company to enhance its sales and profitability.
Rareness: OLIO have limited presence in the market due to availability of less resource and
capital to run and operate business. But company has an opportunity to expand its business by
using social media and online sites to attract large number of customers within limited time and
cost.

Imitability: Technology and process of production of company can be easily imitated by
competitors in the market. Therefore, company by patent and copyright its technology and
process of production has opportunities to gain competitive position.
Organisation: Company has indefinite organisational structure and no definite way to
communicate with each other due to small number of employees. Thus, it helps company in
gaining opportunities quickly by identifying recent trends as no definite process is followed to
communicate. Manager can easily coordinate easy other work due to less number of employees
and strong relationship thus helps in bringing change and making use of opportunities.
CONCLUSION
From the above report it can be concluded that continuous innovation helps business in
gaining opportunities and competitive position in the market. It can also be explained that
customers trends and preference change continuously so company in order to expands its market
share has to identify such factors. Entrepreneur by identifying emerging trends has opportunities
to increases it sales and profitability by satisfying needs of customer beyond their expectancy. At
last, it can be concluded from above report that small-medium enterprise can grow and survive
its business by identifying recent trend in the industry.

REFERENCES
Books and journals
Aithal, P. S., 2016. Nanotechnology Innovations & Business Opportunities: A
Review. International Journal of Management, IT and Engineering.6(1), pp.182-204.
Eller, F. J. and et.al., 2020. Identifying business opportunities for sustainable development:
Longitudinal and experimental evidence contributing to the field of sustainable
entrepreneurship. Business Strategy and the Environment.
Leonidou, C. N. and Hultman, M., 2019. Global marketing in business-to-business contexts:
Challenges, developments, and opportunities.
Nguyen, P., Karakas, F. and Tatoglu, E., 2019. Matching Supply and Demand: Challenges and
Opportunities in Business-to-Business (B2B) Firms.
Nyström, A.G. and Gugenishvili, I., 2019. Business opportunities in 5G mobile technology.
Ram, U., 2018. “The Promised Land of Business Opportunities:” Liberal Post-Zionism in the
Glocal Age. In The New Israel (pp. 217-240). Routledge.
Revellio, F., and et.al., 2020. Business Opportunities for Sustainable Modular Product Designs.
Seles, B. M. R. P., and et.al., 2018. Business opportunities and challenges as the two sides of the
climate change: corporate responses and potential implications for big data
management towards a low carbon society. Journal of Cleaner Production. 189, pp.763-
774.
Supramaniam, S., and et.al, 2018. COO effect: business opportunities for Middle Eastern
entrepreneurs. Management Decision.
Von Geibler, J., and et.al., 2018. Identifying business opportunities for green innovations: A
quantitative foundation for accelerated micro-fuel cell diffusion in residential
buildings. Energy Reports. 4. pp.226-242.
1