EVALUATION OF THE POULTRY INDUSTRY BUSINESS USING SWOT AND PESTEL ANALYSIS

Abstract

This  study  examines  the  business  of  Ingham's  Group  Limited,  a  major  player  in Australia's poultry industry, using SWOT and PESTEL analysis. The SWOT analysis reveals Ingham's strengths including a strong industry reputation and diverse product range. However, weaknesses include reliance on domestic markets and high production costs.  Opportunities  include  growing  demand  for  healthy  products,  foreign  market development,   and   product   innovation.   Threats   include   intense   competition   and changing raw material costs. Political factors, such as international trade policies and health and food safety laws, significantly impact the company's operations. Economic factors, such as foreign exchange rates and global economic conditions, also influence financial  success.  Social  factors,  such  as  consumer preferences  for healthier products and demographic changes, also influence demand. Technological considerations include automation  technology  and  product  development.  Legal  considerations,  including animal  welfare,  health  and  safety,  and  environmental  legislation,  also  impact  the company's  business  plan.  Strategic  recommendations  include  product  diversification, market expansion, operational efficiency, branding, and sustainability commitment.