Environmental Analysis of Flahavan's

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An Environmental Analysis for Flahavan’s Contents Company 2 Brands and Products 2 Market Share 2 Exports 2 Environmental Analysis 3 PEST Analysis 3 Political – Legal Environment 3 Economic 4 Socio-cultural 4 Technological 6 Natural Environment 6 SWOT Analysis 8 Strengths 8 Weaknesses 8 Opportunities 8 Threats 9 Porter’s Five Forces Model 10 The Power of Suppliers 10 The Power of Customers 10 The Threat of Substitutes 11 The Threat of New Entrants 11 The Degree of Rivalry 11 Conclusions and Recommendations 12 References 14 Company Flahavan’s is Ireland’s leading oat miller, producing a range of porridge and oat-based products for the retail market. It is a family company and has been operating for over 200 years. The sixth generation now run the business. It is located in the village of Kilmacthomas, near the cities of Waterford and Cork. Brands and Products Flahavan’s specialise mainly in porridge products, using its position as an Irish producer to help brand its products, while also positioning its various porridge oats at the premium end of the market. Flahavan’s Cereal Products 2011 Porridge | Ready to Eat Cereals | Snacks | Progress Oatlets | Crunchy Oats Raisins & Sultanas | Oaty Flapjacks | Jumbo Oatlets | Hi8 Muesli | | Porridge Oats with 20% added Bran | | | Oatbran | | | Pinhead Oatmeal | | | Organic Oats | | | Microwaveable Quick Oats | | | Quick Oats Portable Porridge | | | Microwaveable Quick Oats Sachets | | | Real Fruit Porridge | | | Source: Flahavan’s.com/Mintel 2011 Market Share The hot oats cereal category in Ireland is dominated by Flahavan’s with over 65% market share. (ShelfLife.ie, September 14th, 2010). In the convenience segment Flahavan’s has an 80% share, as well as a 73% share of the organic segment. (Marketing Age, Volume 4,

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