Trinity Bay SHS: Farmwall Business Management Feasibility Study

This report presents a feasibility study on Farmwall, an Australian agrifood-tech startup, focusing on the potential of social media integration to enhance its business operations. The study begins with an introduction highlighting the importance of social media for identifying customer needs and expanding market reach. It then provides an overview of Farmwall's current business environment, including its product, technology, and target market, followed by an analysis of the competitive landscape and business model. The report delves into marketing and sales strategies, production requirements, management, and intellectual property considerations. A SWOT, Porter's Five Forces, and PEST analysis are conducted to assess the internal and external factors influencing Farmwall's performance. The core of the report examines the feasibility of integrating social media platforms like Facebook, Instagram, and YouTube, offering a schedule for implementation and concluding with recommendations for maximizing customer engagement and revenue growth. The study emphasizes the importance of social media in attracting millennials, expanding market share, and maintaining a competitive edge in the Australian market.

Running head: BUSINESS MANAGEMENT AND FEASIBILITY STUDY
BUSINESS MANAGEMENT AND FEASIBILITY STUDY
Name of the student
Name of the university
Author note

1BUSINESS MANAGEMENT AND FEASIBILITY STUDY
Table of contents
Introduction......................................................................................................................................2
Current business environment.........................................................................................................2
Product and service......................................................................................................................2
Technology..................................................................................................................................3
Market environment.....................................................................................................................3
Competition.................................................................................................................................4
Business model............................................................................................................................4
Strategies and evaluation.................................................................................................................5
Marketing and sales strategies.........................................................................................................5
Production requirements..................................................................................................................6
Management and Personnel.............................................................................................................6
Intellectual property.........................................................................................................................6
Regulations......................................................................................................................................7
SWOT..........................................................................................................................................7
Porters’ Five forces......................................................................................................................8
PEST analysis..............................................................................................................................9
Feasibility of social media integration in the organization............................................................10
Social media integration schedule.................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................13

2BUSINESS MANAGEMENT AND FEASIBILITY STUDY
Introduction
Social media integration permits an organization in identifying the needs of the target
customers and establishing sound communication with the audience. On the other hand, the
social media strategies of an organization enables the same in drawing the attention of
prospective customers towards the propositions that are made by the venture. In this relation, the
research will conduct a feasibility study of Farmwall, which is an agrifood-tech startup in
Australia (Farmwall 2019). The lack of well-organized social media utilization restricted the
venture from expanding to new markets. The organization designs modernized prototypes of
urban farming technology with the expectation of creating fresh produce accessibility in the
different regions of its networking. However, the lack of well-organized social media marketing
strategies affected the capacity of the organization in drawing the attention of the customers. In
this relation, the research will conduct a feasibility analysis for the social media marketing
strategies for the organizational growth in Australia.
Current business environment
Product and service
The organization aimed at designing indoor vertical farms through the proper utilization
of aquaponic principles (Farmwall 2019). The major service propositions of the venture is related
to the development of urban farming solutions for underutilized space. The uniqueness of the
propositions permitted the venture in establishing a loyal customer base (Luo, Andreas and Li
2017). However, the absence of social media platforms affected the opportunities of the
organization in identifying the demand of the customers. The lack of proficient understanding of
the demand of the customers restricted the organizational capabilities of ringing forth
innovations in the line of micro-greens. Moreover, the lack of efficient communication between

3BUSINESS MANAGEMENT AND FEASIBILITY STUDY
the customers and the organization affected the rate of operations of the venture while retaining
the loyalty of the customers. It has been noticed that the organization aimed at attracting the
attention of the millennials, who prefer experience. The organization is encountering significant
issues in providing the expected experience to the millennials due to lack of communication and
specific knowledge of their preferences.
Technology
The organization utilized nature friendly technology with the purpose of emitting zero
wastes while cultivating the micro-greens (Mukherjee and Roy 2017). In this relation, the
organization followed the principles of Aquaponics, which is regarded as
the symbiotic cultivation of fishes and plants in a water system (Farmwall 2019). However, the
absence of social media integration affected the capability of the organization in identifying the
preferences of the target customers, specifically the millennials. The organization lacked in the
suitable utilization of
Market environment
The primary target market of the organization are the companies in the hospitality
industry of Australia. The organization supplied freshly cultivated micro-greens to the hotels and
restaurants directly based on the needs of the same (Behzadi et al. 2018). Therefore, in this
relation, the organization aimed at assessing the needs of the clients for success of the B2B
relations. On the other hand, the secondary target market of the organization are the residents of
Alphington, specifically the millennials (Farmwall 2019). However, the organization failed to
attract the attention of the target markets due to their lower presence in the social media
platforms. The organization aimed at providing the customers with fresh cultivations, which
provided a competitive edge to the venture. However, the absence of efficient social media

4BUSINESS MANAGEMENT AND FEASIBILITY STUDY
presence affected the developments in the product and service offerings in accordance to the
preferences of the customers. The dynamic and unique propositions of the organization permitted
the venture in withholding the sustainable position of the same in the different markets.
Competition
The organization encounters a lower level of competition in the Australian markets as
there are very few organizations that are into the industry. However, the organization face stiff
competition due to the simplicity of the Aquaponics technologies which might be initiated by the
residents (Rankin et al. 2016). On the other hand, the absence of efficient social media presence
also affected the rate of operations of the venture while addressing the experience related needs
of the millennials. The absence of efficient social media strategies in the organization and the
interruptions in the social media presence affected the market share of the venture while
operating in the Australian markets. It has been noticed that more than 93% of the millennials in
Australia are active Facebook users and about 47.2% of the millennials are active in Instagram
(Behzadi et al. 2018). However, the lower presence of the organization in the social media
platforms restricted the capability of the organization in stimulating the competitive edge in the
markets.
Business model
Key Partners
 Stakeholder
s
 Shareholder
s
 Owners
 Managers
 Suppliers
 Corporate
business
Key Activities
 Developing
agri-business
 Promotional
activities
through
social media
channels like
Facebook,
Instagram
Value Proposition
 Developing a
range of
micro-
greenery in
adherence to
the needs of
the
customers
 Fresh
Customer
Relationships
 Continuous
communica
tion with
the
customers
through
different
Customer
Segments
 Companies
in the
Hospitality
industry of
Australia
(B2B)
 Millennials

5BUSINESS MANAGEMENT AND FEASIBILITY STUDY
houses and Youtube cultivations
through zero
wastes and
emissions
social
media
platforms
 Heeding to
customer
feedbacks
for
continuous
developmen
t of the
practices
in
Alphington
(B2C)
between the
age of 24-
40 years of
age and are
active in
different
social
media
platforms
like
Facebook,
Twitter and
Instagram
Key Resources
 Support by
the
government
 Eco-friendly
technologies
 Sponsorships
from the
different
events
Channels
 Social
media
platforms
like
Facebook,
Twitter and
Instagram
Cost Structure
 Taxation
 Employee remuneration
 Cost of operations
Revenue Streams
 Sales.
 Government support
Strategies and evaluation
Marketing and sales strategies
The enhancing market popularity of the company relied on different offline campaigns
for community engagement. In order to ensure high sales rate, Farmwall has started supplying to
restaurants and cafes (Farmwall, 2019). However, the absence of social media platforms like
Youtube, Twitter, Instagram and Facebook affected the capability of the organization in

6BUSINESS MANAGEMENT AND FEASIBILITY STUDY
continuing with a strong market base. On the other hand, the absence of active participation in
different socially cohesive programs restricted the capability of increasing brand awareness
among the customers. Rankin et al. (2016) opined that the social media platforms permits an
organization in targeting a wider market while maximizing the involvement of the community
stakeholders. Therefore, the social media platforms would permit the organization in maximizing
the scope of sales and expansion in the different global economies.
Production requirements
The lack of social media integration in the organization affected the performance of the
venture. Therefore, the integration with different social media platforms would permit the
venture in identifying the demand of the customers and evaluating the feedbacks that are
presented by the same while operating in the different markets for boosting the production units.
On the other hand, the social media platforms would permit the organization in calculating the
total demand that is being faced by the same for managing the inventories.
Management and Personnel
The different alterations in the social media platforms would permit the management in
developing the performance while modifying the propositions and maintaining
interconnectedness with the employees. On the other hand, the management would also consider
the use of social media platforms with the objective of identifying the resource based needs of
the organization while acting in accordance to the demand of the customers.
Intellectual property
Copyright is being considered as the form of intellectual property that helps to maintain
the authenticity as well as originality of the work. In order to maintain its individuality in the

7BUSINESS MANAGEMENT AND FEASIBILITY STUDY
market, the product formula will be granted from Australian patent and Trademark office. The
patent will be renewed on 30th Aug, 2022.
Regulations
The Privacy Act 1988, will be followed by company for adhering to the ethical
standpoints of safeguarding the information that is being shared by the customers (Bennett and
Raab 2017). The imposition of the act by the Australian government is based on the purpose of
making the company liable for the information that is passed on to the same by the customers
through different channels, mostly social media.
SWOT
Strength Weakness
 Unique business model
 Developing strong awareness among
the target audience
 Social media is a cost effective
measure for advertising
 Competitive edge among the existing
players
 Social cohesiveness
 Lack of community engagement
 Lack of proper funding
 Lack of social media integration
Opportunities Threats
 People have become concerned about
the healthy food practices
 Advertisements through Facebook
 Lack of community acceptance
 High degradability of the propositions
due to climate changes
 Negative publicity in the social media

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 Utilizing Instagram to demonstrate the
organization’s propositions to the
target market
channels
 Growing threat of new entrants
(Created by author)
Porters’ Five forces
Factor Analysis
Bargaining power of the customers (High) Lower social media presence of the
organization has affected the rate of
inclusiveness of the organization while
building social cohesiveness, providing the
customers with huge range of options to
switch
Bargaining power of the suppliers (High) Lesser numbers of suppliers in the market
minimized the bargaining power of suppliers
Threats from substitute products (Low) None of the organizations have introduced
agrifood-tech initiative
Existing rivalry (High) Farmwall has entered with the uniqueness in
their propositions. However, the organization
face stiff competition among the existing
players in the market due to lower social
media presence in the markets
Threats from new entrants (High) Increasing concerns for healthy food habits
(Created by author)

9BUSINESS MANAGEMENT AND FEASIBILITY STUDY
PEST analysis
Situation Analysis
Political  Stable political situation in Australia
can help to develop the business
through lower taxation rates and lower
government indulgence
Economic  Economic situation in Australia is
getting improved that can help to
ensure the availability of investors.
 Developing economic situation and
higher rate of disposable income in the
economy would support the
organization in improving the rate of
operations while expanding in the
Australian markets
Social  People food habit towards healthy
food is getting transformed. On the
other hand, the millennials prefer
quality and experience over price.
 However, the lack of efficient social
cohesiveness of the organization
might affect the market share and the
volume of sales among the customers

10BUSINESS MANAGEMENT AND FEASIBILITY STUDY
Technological  Around 93% of the Australian
population are active in Facebook and
47.2% in Instagram. Therefore, the
organizational potency of developing
awareness through a range of social
media platforms like Facebook,
Instagram and Youtube would enable
the venture in gaining the attention of
the prospective buyers.
(Created by author)
Feasibility of social media integration in the organization
Social media integration through the utilization of the different channels like Facebook,
Instagram and Youtube would enable the organization in maximizing the scope of awareness
among the target customers, the millennials and the hospitality groups. The social media
integration of the organization would also enable the venture in minimizing the operational costs
relating to advertising, with the objective of gaining a competitive edge in the Australian
economy. The higher amount of awareness among the target customers would support the
organization in maximizing the sales revenue. Therefore, through the feasibility study that was
conducted in the previous sections it might be stated that the organization must initiate social
media integration through the utilization of channels like Facebook, Instagram and Youtube for
maximzing the involvement of the customers in the developmental process of the venture.

11BUSINESS MANAGEMENT AND FEASIBILITY STUDY
Social media integration schedule
Activities 1st to
3rd
Week
4th to
10th
week
11th to
13th
Week
14th to
17th
Week
18th to
21st
Week
22nd
to 23rd
Week
24th
Week
Identifying the urgency
for the social media
integration

Planning for social media
integration
 
Consultation with the
stakeholders

Prototyping   
Feasibility checking   
Budgeting  
Integration with social
media platforms

Monitoring and
controlling operations
 
Conclusion
Therefore, it can be concluded that with the effective concept of integrating with different
social media platforms like Facebook, Twitter and Instagram would enable Farmwall in
introducing its strong existence in the market. On the other hand, the social media strategies of