CHAPTER 1: Executive Summary
To begin with, the aim of this project was to investigate the level of market penetration for a company that wishes to enter the marmalade/jam market in Austria. Thus, task involved the four project team members to have a better understanding of the structure of the market. In order to do so qualitative and quantitative research was carried out, by the usage of personal knowledge personal relations, and internet.
Moreover, the reader can find chapters presenting production figures and details of the ultimate holding companies, including: (Outcomes and Performance Measures; Activities/Technologies of the product; Current market share of the product; Overall goals of the product).
Here we come to realisation of the fact that the market is dominated primarily by one major company. Also, general background information is stated, including: economy, population, geography and climate of the country. For those who wish to understand what decision were being aided by which findings, and who are making these decisions, detailed information is found in the purpose of the report chapter. Within the over evaluation part and methodology, the reader can learn that the market is brand oriented with an increasing demand and market value. The given information is analyzed by team members through various meetings.
All of the information that has been collected and analysed has enabled the project team to develop approximate market penetration levels for this sector. To generate an overall market penetration figure for Austria, the results need to be combined with details of consumer purchases.
In conclusion, we ...