Entrepreneurship - 107123

Case Study Cranfield Superstore Part 2: Industry and Market Analysis

In order to understand grocery retail industry in the UK and her potential customer
base, Maya carries out her initial research through internet. This research will allow
her to evaluate the market for this potential business.

Initially she finds out about the competitors, customers, target market, geography,
demographics etc, she goes through some of the available statistics and visualizes
the data. Then she applies the Porter’s 5 forces and PESTLE analysis. It will help
her to identify the main factors and trends, affecting related businesses. Then she
proceeds with searching for competitors’ share and number of available customers,
where she finds out that not entire UK will be her market but she can start from the
Campus, Employees and students will be her first target, after winning them she can
expend further

She found a lot of information and decided to put them into Porter’s 5 and PESTEL
analysis charts / models which allowed her to short and views. That enabled her to
quickly understand and share the same with others as well. After these analysis she
understood that her target market would be Employees and students at the campus
first, later on she can expend to counties and finally to entire Great Britain, but it
should remain sustainable.

Three main takeaways for Maya were.

1. Low cost startup but should be attractive.
2. Knowledge about the grocery industry such as retail, supply chain,
commercial properties etc is pre-requisite.
3. Market demand exists exact numbers to be determined cautiously.