Market Shares of Bakery Products in Switzerland's Health Care sector
As the client, Délifrance SA, noted, no market analysis had ever been carried out on the consumer behaviour of baked goods in the Swiss Healthcare sector. Such an analysis helps the client to pursue the right market strategy and, thus, to allocate resources in the right direction.
Bieri Michel, 2020
Bachelor Thesis, Délifrance SA
Betreuende Dozierende: Fabian Heimsch
Keywords: Regression Analysis, Prediction, Expertinterviews, Market Potetntials
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This Bachelor Thesis should not only provide an insight in the consumption of bakery products, it should also clarify the purchasing behaviour of the belonging institutes including the range of different products and its shares. However, the most important finding should be the market potential of the nationwide healthcare sector, consisting of both private and public hospitals and the retirement homes. Finally, to round up the gathered figures, the author will give some insights regarding trends in the afore mentioned market.
This Bachelor Thesis has two corner stones. On one hand there are statements from experts, which were gathered during seven expert interviews. These interviews should give the author a deeper insight into the industry and give the second method, the survey, a justification. On the other hand, as already mentioned, a survey will be conducted to obtain a broad view across the entire market. With those methods to gather primary data, the author should be able to give reliable and valid statements about the market potentials amongst the defined industry.
The regression analysis has shown that the market potential of bakery goods in Switzerland's healthcare sector is approximately 98 million, taking into account the standard error. At first glance, this figure appears to be quite high. However, if the size of the individual institutions, especially the hospitals, is taken into account, this figure is within the range of plausibility. More interesting is the distribution of the potentials among the type of institution. In particular, the hospital segment, with 51million, bears a higher potential than the old people's home and the nursing home with 47 million.This is also due to the size of the institutions, the number of nursing homes are, in contrast to the hospitals, high in number but low in size. Hospitals spend an average of CHF 120,000 on bakery products, while nursing homes spend CHF 35,000.00 on the same products. Additionally, it is shown that the regions with the highest potential also tend to be the largest cantons in terms of area. This is not surprising as these are also the most populous regions. Therefore Délifrance SA should focus its strategy on the hospitals.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation