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ID number:911249
Published: 27.01.2010.
Language: English
Level: College/University
Literature: n/a
References: Not used

On a European vegetable market worth €55 billion in total and in addition to the strong growth in fresh foods, Bonduelle accounts for 30% of the European canned market (which it leads) and is ranked #2 in frozen vegetables with an 11% market share. The group has a workforce of 5,200 permanent staff in 22 countries and 28 industrial facilities.
Boasting a turnover of €1.25 billion, Bonduelle can calmly contemplate continuing growth and increasing profitability as the true indicator of expansion and independence for the company. The group has a clear strategy for the years to come: focus on all vegetables, using every possible technology, throughout Europe and everywhere in the world where new markets are emerging, via every channel and under every brand (own brands and retailer brands). In other words: vegetables in every form, at any time, for every budget. Bonduelle: vegetables on every plate across the world.
We as the management of the Bonduelle team decided to enter the business operations into new markets and new country, namely to the Irish market .To analyse the current situation in Ireland PESTEL analysis was needed. The use of PESTEL analysis can be seen effective for business and strategic planning, marketing planning, business and product development and research reports. PESTEL also ensures that company’s performance is aligned positively with the powerful forces of change that are affecting business environment.

2. Ireland
Overview of the Country The island of Ireland is located on the north-western edge of Europe. It is relatively small with a land area of 70, 282 (27,136sq.m) A Young, Growing Population Ireland has a population of 3.7 million, with the greatest concentration on the east and south coasts. Population density is 52 persons per, which is lower than the European average. Four out of every ten people are under the age of 25 years of age, a much higher proportion than in any other European country, and a statistic of great importance to companies relying on future availability of labour. With the growth of foreing investment and the growth of indigenous businesses, the Irish workforce has grown dramatically in recent years and is now regarded as one of the most technologically literate in Europe. A Powerful Economic Performer Among OEDC members, Ireland has had the fastest economic growing for the six years from 1994 to 2000, with an average increase of almost 9% compared to the European average of 2.5%. A rate of 7% or more is forecast for 2001. A Stable Environment The establishment of a consensual partnership for the managing the economy involving Government and Social Partners has contributed to moderate wage increases, progressive tax deductions and sustained job creation.

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