(1 point = the lowest / 9 points = the highest)
Evaluation 2020 2025 1 Number and importance of suppliers
The small number of important suppliers increases the bargaining power of suppliers.
A lot of suppliers = 1 point
Only a few suppliers = 9 points
1 1
2 Availability of substitute products/services
The possibility of the company to switch to a substitute product decreases the bargaining power of suppliers.
Easily available = 1 point
Not available = 9 points
1 2
3 Importance of the buyer for suppliers
The less important the buyer is, the more the bargaining power of suppliers increases.
Major importance = 1 point
Minor importance = 9 points
3 2
4 Threat of supplier’s entry to the industry
The possibility of suppliers entering the industry increases the bargaining power of suppliers.
Low probability = 1 point
Strong probability = 9 points
5 3
5 Labour organisation within the industry
The effective organisation of labour, e.g. trade unions, increases the bargaining power of suppliers.
Poor organisation = 1 point
Effective organisation = 9 points
7 8
Total (out of 45): 17 16
Average score (Total/5): 3.40 3.20
Source: Own processing based on Keřkovský and Vykypěl - Strategické řízení: teorie pro praxi, 2006
105 Bargaining power of buyers
(1 point = the lowest / 9 points = the highest)
Evaluation 2020 2025 1 Number of important buyers
If a few major buyers generate a significant share of the turnover, their bargaining power is high.
A lot of minor buyers = 1 point
Few major buyers = 9 points
3 2
2 Buyer’s sensitivity to quality
Buyer’s high sensitivity to quality increases the bargaining power of buyers.
Low sensitivity = 1 point
High sensitivity = 9 points
5 7
3 Buyer’s switching costs
The bargaining power of buyers decreases with increasing switching costs.
High switching costs = 1 point
Low switching costs = 9 points
1 1
4 Threat of backward integration
The possibility that the buyer starts a business in the industry increases the bargaining power of buyers.
Low probability = 1 point
Strong probability = 9 points
1 2
5 Buyer’s profitability
The bargaining power of buyers increases as the buyer’s profitability decreases.
High profitability = 1 point
Low profitability = 9 points
5 4
Total (out of 45): 15 16
Average score (Total/5): 3.00 3.20
Source: Own processing based on Keřkovský and Vykypěl - Strategické řízení: teorie pro praxi, 2006
106 Threat of substitutes
(1 point = the lowest / 9 points = the highest)
Evaluation 2020 2025 1 Number of substitute products
The existence of substitute products increases the threat of substitute products.
No substitutes available = 1 point
A lot of substitutes available = 9 points
8 9
2 Threat of new substitute products
The probability of new substitute products emerging on the market increases the threat of substitute products.
Low probability = 1 point
Strong probability = 9 points
1 2
3 Development of prices of substitute products
The tendency of prices of substitute products to decrease increases the threat of substitute products.
Tendency to increase = 1 point
Tendency to decrease = 9 points
4 3
4 Development of substitute products
The enhancement of the characteristics of substitute products increases the threat of substitute products.
Deterioration = 1 point
Enhancement = 9 points
4 7
Total (out of 36): 17 19
Average score (Total/4): 4.25 4.75
Source: Own processing based on Keřkovský and Vykypěl - Strategické řízení: teorie pro praxi, 2006
107
The reduction of costs arising from increased production decreases the threat of new entrants.
High economies of scale = 1 point
Low economies of scale = 9 points
4 5
2 Capital intensity of the entry to the industry
The increasing capital intensity of the entry to the industry decreases the threat of new entrants.
High capital intensity = 1 point
Low capital intensity = 9 points
6 4
3 Accessibility of the distribution channels
The more limited access to the distribution channels is, the more the threat of new entrants decreases.
Limited access = 1 point
Facile access = 9 points
5 7
4 Necessity of specialised technologies, know-how, patents and licences when entering the industry
The absence of the necessity of specific technologies, know-how, patents and licences when entering the industry increases the threat of new entrants.
Necessity = 1 point
Absence of necessity = 9 points
3 5
5 Availability of material, power supply and labour force
If the material, power and labour force are readily available, the threat of new entrants increases.
Easy availability = 1 point
Limited availability = 9 points
7 8
6 Ability of already operating rivals to decrease costs and improve services after the new rivals’ entry
The high level of such ability decreases the threat of new entrants.
High level of ability = 1 point
Low level of ability = 9 points
3 4
108 7 Buyers’ loyalty based on product differentiation
The distinct differentiation of the product inspires loyalty in buyers and thus decreases the threat of new entrants.
Distinct differentiation = 1 point
Subtle differentiation = 9 points
7 4
8 Government policy
If the government encourages business to enter the industry by providing grants, anti-trust laws, etc., the threat of new entrants increases.
Governmental discouragement = 1 point
Governmental encouragement = 9 points
5 6
9 Development after the entry to the industry
The facility of leaving the industry after entering it increases the threat of new entrants.
Leaving is difficult = 1 point
Leaving is facile = 9 points
7 7
Total (out of 81): 47 50
Average score (Total/9): 5.22 5.56
Source: Own processing based on Keřkovský and Vykypěl - Strategické řízení: teorie pro praxi, 2006
109 Competitive rivalry
(1 point = the lowest / 9 points = the highest)
Evaluation 2020 2025 1 Number of competitors and their competitiveness
The significant number of competitors whose competitiveness is approximately the same level increases the rivalry within the industry.
Only a few competitors with approximately the same competitiveness = 1 point
Many competitors with approximately the same competitiveness
= 9 points
4 7
2 Industry growth
Slowly growing demand for a product increases the rivalry within the industry.
Rapidly growing demand = 1 point
Slowly growing demand = 9 points
2 6
3 Net assets/sales share – high fixed costs
High fixed costs imply the intensive use of capacities and the prices to decrease and thus to increase the rivalry within the industry.
Low fixed costs = 1 point
High fixed costs = 9 points
3 4
4 Costs of material
The higher the costs of material are, the more intense the rivalry within the industry is.
Low costs of material = 1 points
High costs of material = 9 points
3 2
5 Product differentiation
The less distinct product/service differentiation is, the more the rivalry within the industry increases.
High product/service differentiation = 1 point
Low product/service differentiation = 9 points
7 4
6 Competitor differentiation
The less distinct product differentiation is, the more the rivalry within the industry increases.
Low competitor differentiation = 1 point
High competitor differentiation = 9 points
3 5
110 7 Costs of leaving the industry
High costs of leaving the industry, e.g. concluded long-term contracts, outstanding loans, products in stock, investments, emotional connections, tradition, force a company to stay in the industry and thus increase the rivalry within the industry.
Low costs of leaving = 1 point
High costs of leaving = 9 points
2 2
8 Competition range
The more aspects the competition focuses on, the more the rivalry within the industry increases.
Competition focuses on 1 aspect = 1 point
Competition is complex = 9 points
3 6
9 Storage costs
The higher the storage costs are, the more intense the rivalry within the industry is.
Low storage costs = 1 point
High storage costs = 9 points
6 8
Total (out of 81): 33 44
Average score (Total/9): 3.67 4.89
Source: Own processing based on Keřkovský and Vykypěl - Strategické řízení: teorie pro praxi, 2006
111 Appendix 2 Questionnaire
English German
General demographics
1) Which category you identify yourself with?
Male
Female
Prefer not to say
2) Which category comprises your age?
15-24
3) Which of the following categories describes your current status?
4) What is your approximate yearly income?
5) Would you describe your dietary habits
Allgemeine Demographie
1) Mit welcher Kategorie identifizieren Sie sich?
Mann
Frau
Divers
2) Welche Kategorie umfasst Ihr Alter?
15-24
4) Wie viel ist Ihr ungefähres Jahreseinkommen?
112 as healthy?
yes
no
6) Do you follow any of the following diets? 7) How important is healthy nutrition for you?
very important
important
not that important
I don’t care
8) Have the COVID-19 pandemic increased the importance of healthy nutrition to you?
yes, significantly
yes, slightly
no, it stayed the same
no, it decreased
*9) If yes, in which direction? (open question)
6) Befolgen Sie eine der folgenden Diäten?
Vegetarisch
Ich befolge keine bestimmte Diät 7) Wie wichtig ist Ihnen eine gesunde Ernährung?
*9) Falls ja, in welchee Weise? (offene Frage)
10) Wie oft pro Woche frühstücken Sie?
0
113
1-2
3-5
6-7
11) What makes it difficult for you to have breakfast more often?
12) What are you looking for in your breakfast? (multiple options possible)
*13) What do you usually prefer to eat for breakfast? (open question)
Product category related
14) Which attributes influence your choice of cereals? (multiple options possible)
15) At which occasion do you eat cereals?
1-2
3-5
6-7
11) Was macht es Ihnen schwerer öfter zu frühstücken?
12) Wonach suchen Sie in Ihrem Frühstück?
13) Was essen Sie normalerweise am liebsten zum Frühstück? (offene Frage)
114
16) Do you have a preferred cereal brand to which you are loyal?
yes*
no
* Please name the brand:
17) Is the brand important for you in your decision making?
yes, significantly
yes, to a certain extend
no, it doesn’t influence my choice
no, it discourages me
18) Does product labelling influence your product choices?
yes, significantly
yes, to a certain extend
no, it doesn’t influence my choice
no, it discourages me
19) Is the eco-friendliness of muesli and its production important for you?
yes, significantly
yes, to a certain extend
no, it doesn’t influence my choice
no, I don’t pay attention to environmental protection
20) Who or what influences your choice of cereals? (multiple options possible)
social media
Andere:
15) Zu welcher Gelegenheit essen Sie Müsli? (mehrere Optionen möglich)
* Bitte nennen Sie die Getreidemarke:
17) Ist die Marke für Sie bei Ihrer
19) Ist Ihnen die Umweltfreundlichkeit der Getreideproduktion wichtig?
Ja, deutlich
Ja, bis zu einem gewissen Grad
Nein, es hat keinen Einfluss auf meine Wahl
115
references from friends, colleagues, family members, etc.,
other:
21) Is there something you miss in the current breakfast cereal offer?
yes*
no
* Please note what you miss:
22) Are you interested in trying new products?
yes, I´m eager to try
yes, from time to time
no, I wait until others try it
no, I stay with the products I know 23) Would you fancy the opportunity to have your personalised cereal mix?
yes, I would love to
yes, it would be nice to try
no, I´m satisfied with the available options
20) Wer oder was beeinflusst Ihre Getreideauswahl? (mehrere Optionen
21) Gibt es etwas, das Sie im aktuellen Frühstücksflockenangebot vermissen?
Ja*
Nein
* Bitte beachten Sie, was Sie vermissen:
22) Möchten Sie neue Produkte
Nein, ich bleibe bei den Produkten, die ich kenne
23) Möchten Sie die Möglichkeit haben, Ihre personalisierte Getreidemischung zu erhalten?
Ja, das würde ich gerne
Ja, es wäre schön, es zu versuchen
116
up to 9.90 €
more than 9.90 €
25) Where do you most likely buy your cereals? 27) If you have any additional comments, please feel free to share them! (open, optional question)
Nein, ich bin mit den verfügbaren Optionen zufrieden
Nein, ich möchte keine zusätzliche Zeit mit der Auswahl des
Frühstücks verbringen
24) Falls ja, wie viel sind Sie bereit, für den ca. 500 g Mix zu zahlen?
25) Wo kaufen Sie am wahrscheinlichsten Ihr Getreide?
Im Supermarkt
In einem kleinen Fachgeschäft
Online
seltener als einmal im Monat 27) Wenn Sie weitere Kommentare haben, können Sie diese gerne teilen! (offene, optionale Frage)
Source: Own processing of the questionnaire form for the primary research
117 Appendix 3 Interview Questions & Answers
1. Could you please describe yourself in terms of gender, age, family and working status, and income?
2. Would you describe your dietary habits as healthy? Do you follow any specific diet/diets?
3. How important is nutrition for you? Has the COVID-19 pandemic influenced its importance or your eating habits?
4. Could you please describe your breakfast routine?
5. Do you eat cereals/muesli/granola? What you are looking for in your choice?
Who/what influences it? How often and where do you buy it?
6. What are your opinions and thoughts on an opportunity to have a personalised cereal mix delivered to you according to your preferences? Will you be willing to try this option, and how much you will be willing to pay for it monthly?
Interviewee 1
1. NICOL
female, 25, living with partner, city dweller
student + intern, yearly income 10 - 12 000 €
2. Yeah, I think I eat almost vegan, so I eat meat, but only like once a month, and usually, I don't drink milk, or I don't eat eggs and cheese, but it's not strict, so it's the tendency, but it's not that I'm super strict with it and right now actually always between Carnival and Easter I don't eat sugar. So now I'm also without sugar completely.
3. Nutrition is quite important for me, and I think my habits changed a little bit during the pandemic because I eat more often. It's not that I eat more unhealthy or more healthy, but it's like more snacking in between, I think, but yeah, it didn't become more healthy or less healthy.
4. I breakfast every day, but I always breakfast very late because I have no appetite to do it earlier, so I usually breakfast between 10:00 and 12:00. And then I have a snack, and in the evening I have some bigger meal which is like a lunch plus dinner
118 together. My priority for breakfast is that I have a protein and something that really gives me vitamins and energy and nothing too heavy, nothing with a lot of sugar and but also sometimes of course if I feel like more carbs for example then I also eat it, so I don't restrict myself, but usually, I tend to have vitamins and protein.
Sometimes I like to have a sweet breakfast as you said, yoghurt, granola, muesli and fruits and sometimes I really just like bread with some salmon, spinach, whatever like in this direction, but it really depends on the day, so I don't plan it.
5. Yes, I do it multiple times a week for breakfast but sometimes also as a snack, sometimes even as dinner, like usually as a breakfast, but it's never impossible to have it at a different time.
I think that the price is not very important to me, so I really look at the ingredients and where they are coming from since I prefer buying the local produce. So no added sugar or just a little bit added sugar, not too fatty because sometimes mostly is also like fried or baked with a lot of oil and I think this is unnecessary. So usually, I just eat some oats and some linen seeds. But I think the packaging is also important for the first impression, but then the second thing would be the ingredients and really how the nutrition values are. I have no specific favourite brand, but I sometimes like Kellogg's. They have very unhealthy muesli, which I sometimes like, but it's nothing that I would buy every day and Seitenbacher which is a famous brand in Germany, and they have a lot of different muesli, and yeah, I really like it because the ingredients are natural. There's not added a lot of additional artificial stuff, so and yeah, they have very like a lot of different options.
So the brand is not that important for me; I go for nutrition and ingredients and also, of course, the taste in the end, but I miss something like protein option fitting my diet, so I think maybe if there was some extra vegan protein that would be great.
Also, labels like, for example, palm oil-free or something like that definitely helps to create trust in me buying this muesli. But it's not the first thing that I would see, so it's an additional nice to have, let's say. And speaking about media, So I think you know a lot of mainly in Instagram and social media, but I never bought any. Of course, I look at it, but it never triggered me so much that I would actually buy it; I think the most influential factor would be a friend saying like: “Nicole, you really
119 have to try this because...” I mean, in the news and social media, everything looks delicious on these photos, but you never really know if it's really that good, so I would probably listen more to friends and family.
6. Yeah, why not? Trying out is definitely an option, and I actually like to try new foods and snacks. I'm always up like I like to mix my muesli actually myself so I buy all the ingredients for it, and then I mix it up myself, and I don't like additional sugar for the daily muesli, of course, sometimes you want some chocolate muesli, then it's OK, but for breakfast, it's really not a good. When it comes to this tailor-made muesli that is already tailor-made, they are always very expensive, so I think that it really can be a limit for me if I see that it's too expensive but if I know the price is quite OK why not right? But usually, the barriers too high and discourage me from trying them out. I buy my cereals every two weeks, and I pay for them up to 4 EUR per 500 g, so monthly, I would pay up to 8 or 9 EUR.
Source: Own processing of the gathered data from the primary research
Interviewee 2
1. MAX
male, 26, single, living alone, city dweller
consultant, early income 40 - 50 000 €
2. That depends, but in general, I would say yes. It depends on the workload, but at least I'm trying to stay healthy at breakfast. I'm definitely lactose-free, and I'm trying to avoid meat during the week, so I’m flexitarian as well.
3. It is really important for me to eat healthily and keep good nutrition for myself. I think that it is close to what I have been doing before the pandemic because of work, I order a lot of food. Especially during the week, I wouldn’t consider it to be super healthy, but at least I know what ingredients are used in my meal and at the weekend I'm trying to cook by myself, so I don't think there is much impact due to COVID-19 on my habits and how important nutrition is for me.
4. I breakfast every morning, for me, that's like I can't go to work without breakfast.
120 For me, it's the most important meal of the day, so and I eat basically always the same in the morning - usually, it's vegan yoghurt, vanilla yoghurt, and there are some cereals in it with amaranth. And some fruits, mostly blueberries, bananas and apples. That's always about nutrition and taste for me, and it gives me routine.
5. I eat muesli mostly in the morning, but at weekends sometimes also as a snack like in the afternoon; thus, I need to buy them every week, and I am currently changing the brand. Muesli is definitely not a high involvement product for me, so it's rather like a daily product, and there would be no problem for me to switch the brand if there is a better product and maybe even cheaper.
I mean, at first sight, it's obvious that I’m influenced by packaging, but then, of course, I look for ingredients, if it is ecological, if they use healthy fat, I try to avoid a lot of calories and sugar as well. I don’t buy cereals, including animal products, and in general, my awareness about the ecology has been rising over the last couple of, I would say, two to three years and I began more and more concerned about ingredients and especially animal ingredients in food products.
But I'm missing something like a general indicator or scale which gives you can quickly check the ingredients and healthiness on a scale or parameter or something like that since when I’m getting off from work to the supermarket, I’m too tired to read like through that. It's like a shame, but I don't do it anymore after work, and it would really simplify my life if there would be some general guideline or scale or whatever, which makes it simpler for me to make a decision. I mean, in general, I miss not just the indicator about like the ecological factors, but also the ingredients like sugar and fat. I mean, we're discussing it in Europe, like this general scale on unhealthy products like a red if it's not healthy at all, yellow, green, something like
But I'm missing something like a general indicator or scale which gives you can quickly check the ingredients and healthiness on a scale or parameter or something like that since when I’m getting off from work to the supermarket, I’m too tired to read like through that. It's like a shame, but I don't do it anymore after work, and it would really simplify my life if there would be some general guideline or scale or whatever, which makes it simpler for me to make a decision. I mean, in general, I miss not just the indicator about like the ecological factors, but also the ingredients like sugar and fat. I mean, we're discussing it in Europe, like this general scale on unhealthy products like a red if it's not healthy at all, yellow, green, something like