Business Strategy: External Environment Analysis for Cobb Lane Bakery

This report provides an in-depth external environment analysis for Cobb Lane Bakery, a Melbourne-based artisan bakery founded in 2012 by Matthew Forbes, which is considering relocation due to declining revenue. The analysis employs PESTEL and Porter's Five Forces frameworks to assess the political, economic, social, technological, environmental, and legal factors influencing the relocation's success, as well as the competitive forces within the industry. The report examines the bakery's current operations, including its wholesale supply to cafes and restaurants, and its supplementary income from market stalls and retail orders. The analysis aims to determine the viability of the relocation project, considering factors such as funding, location, and market competition, with the ultimate goal of increasing revenue and production. The report concludes that with proper analysis, the relocation can be successful and contribute to the company's growth.

Running head: INDUSTRY CONSULTING PROJECT
Industry Consulting Project
Name of the Student:
Name of the University:
Author note:

1INDUSTRY CONSULTING PROJECT
Introduction:
Cobb Lane, located in Melbourne, is an artisan bakery which was established in the year
2012 by Matthew Forbes. The products that are produced over here are carefully handcrafted
such that it adds up to the uniqueness of the bakery items. The bakery is well known for
supplying breads, cakes and pastries, donuts and sweets to the different restaurant and the cafes
and it is the main revenue collection method.
At present the company is planning to relocate as there certain issues that are resulting in
the decreased revenue collection of the organization. Hence a proper analysis is required for this
purpose to determine the chances of successful relocation. The concerns regarding the relocation
includes fund raising for the project, the viability of the project, the practical location for the
project and a few more.
For the successful implementation of a project, one of the most important aspect is the
understanding the conditions that are favorable for establishment of the company. The
environmental conditions consists of the social, political, technical, and ethical and few more
characteristics of the environment (Okada 2013). Before establishment of any company or
organization the analysis of environment is extremely important.
The following report discusses about the analysis of the environment before Cobb Lane is
expanded further with the help of the relocation. We will also discuss about the external
environmental factors that may affect the relocation with the help of the Macro-Environment
Analysis. For the Purpose of the Macro-Environment Analysis we will make use of the Porter’s 5
Forces and the PESTEL analysis tools (Lewis 2017). The report also provides a brief insight
regarding the Competitor analysis on this organization.

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Conclusion:
After the analysis of the entire scenario, it can be concluded that the Cobb Lane is one of
the renowned company in the confectionaries and is founded by one of the most renowned
person in this industry, Matthew Forbes. The macro environment analysis for the relocation of
the company has been done with the help of the PESTEL tool. The porter five forces method has
been used for the analysis of the company’s relocation as well. With the help of the Porter’s 5
force model, we have got a brief insight upon the threats that are prevailing in the organization
due to the different people related to the organization. PESTEL analysis that has been performed
is done gives us some of the ideas regarding the Political, Economic, Social, technological,
environmental and legal factors that may affect the process of the relocation in the organization.
Lastly we can conclude that with the proper analysis of the entire scenario relocation of the
company will be successful which in turn will help in the increment of the revenue and
production of the company.

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References:
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pestel-analysis/>.
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Lewis, R. (2017). Porter's Five Forces of competitive advantage.
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