Macro Environment Nutripower Is a Essay

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Moreover, considering that the country has a tradition in consuming cereal products due to its agricultural background and preoccupation for healthy lifestyle, the technology adopted by a market entrant should also allow for flexibility in terms of receipts or changing health requirements from both the customer and the authorities.

Political (legal)

General food safety requirements refer to the health and hygiene of the food handlers, their food handling skills and knowledge, the control parameters for receipt, storage, processing, display, packaging, transportation, disposal and recall of food. Food safety is considered essential and the standards are even higher for vulnerable persons or persons with special nutrition needs (e.g. diabetes). Therefore, the required investment in food safety measures and maintenance in proper conditions of a production facility is substantial, such a business being not only costly, but also bureaucratic. Because the consumer's safety being considered essential, the authorities tend to over-control all activities in the food industry.

The Parents Jury, an online network of parents, grandparents and guardians in the country has started to attract more and more attention upon them and therefore gain increased lobby power. This network's goal is to improve the food and physical activity environment of Australian children. Nowadays, some of their main discussion issues concern the extent to which the food products are health for their children and not only for children, but also adults and people with special nutrition needs. This movement would be an indicator for a health food opportunity investment.

Conclusion

The macro-environmental analysis points difficult market entry and growth conditions due to strong competition of already established companies. Moreover, the volatility of raw material supply due to natural factors and the low raw material prices in neighbouring countries implies that the logistic would include imports and therefore it would be a complex system.

On the other hand, the Australian consumers are changing their habits towards a more healthy eating behaviour due to increased awareness on issues such as obesity and poor nutrition from childhood. Also, the bio products mania is increasing concern about healthy eating as well, which creates favourable conditions for a food provider addressing these concerns.

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A healthy-eating breakfast cereal provider would also have the support of authorities and parents lobby group, which are significantly worried about the poor eating habits of the future Australian generations. Such a product could be a successful idea.

Reference list:

Australian Bureau of Statistics (ABS). 2009. More de Facto Relationships, Women Still do Most Housework, More Energy use at Home. ABS (Media Release) - Australian Social Trends: www.abs.gov.au

Australian Government Intergenerational Report (IGR). 2004. Australia's Demographic Challenges: http://demographics.treasury.gov.au/content/_download/australias_demographic_challenges/html/adc-intro.asp

Department of Agriculture, Fisheries and Forestry (DAFF). 2006. Australian Food Statistics 2006: www.daff.gov.au

Heritage.org, retrieved Jun 2009: http://www.heritage.org/Index/

IMF -- International Monetary Fund, retrieved Jun 2009: http://www.imf.org/external/

IMF -- International Monetary Fund. 2009. World Economic Outlook -- Crisis and Recovery. World Economic and Financial Surveys: http://www.imf.org/external/pubs/ft/weo/2009/01/pdf/text.pdf

Parliament of Australia. 2006. Overweight and Obesity in Australia.

http://www.aph.gov.au/library/INTGUIDE/sp/obesity.htm

The Economist. 2008. Liveability Ranking:

http://www.economist.com/markets/rankings/displaystory.cfm?story_id=11116839

The Economist. 2005. The Economist Intelligence Unit's Quality-of-Life Index. http://www.economist.com/media/pdf/QUALITY_OF_LIFE.PDF

UNPD -- United Nations Development Programme. 2008. Human Development Report: http://hdrstats.undp.org/countries/data_sheets/cty_ds_AUS.html

The HDI is a composite index that includes both economic and social variables. It combines information from three dimensions: standard of living -- through GDP per capita in purchasing power parity (PPP) in $U.S.; a country's level of knowledge -- given by adult literacy and the combined gross enrolment ratio for primary, secondary and tertiary schools; and life longevity/healthiness -- indicated by life expectancy at birth.

The Economist Intelligence Unit's liveability rating quantifies the challenges that might be presented to an individual's lifestyle in 140 cities worldwide. Each city is assigned a score for over 30 qualitative and quantitative factors across five broad categories: stability, health care, culture and environment, education, and infrastructure......

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