The paper “ Business Model for EasyJuicy - Market Analysis, Unique Value Proposition, Product and Service Solutions” is an impressive example of a case study on business. This analysis is based on a reflection about a business model and an evaluation of the feasibility of the business of selling a special type of orange juicer that shall be introduced to the market under the brand name EasyJuicy. This is a product that offers fast orange squeezing without the need for cutting or peeling the oranges and can be used in homes and café s.
The reflection, analysis, and evaluation of the business model is based on the core components of a business model which are as follows: (1) customer value proposition; (2) market segment; (3) revenue model; (4) growth model; and (5) the capabilities of the business. OpportunityOpportunities for start-up ventures are created as a result of an entrepreneur identifying a specific need and devising an innovative, viable and profitable means of meeting the need (George & Bock, 2012, p. 31). In this business model, it can be seen that the opportunity for launching a business venture that sells EasyJuicy, the new and innovative orange juicer, arises from a situation in the market where there is a need for a small juicer that is both efficient and innovative.
Whereas there are many individuals who would like to make orange juice in their homes fast and without the need to cut or peel their fruit, they lack a machine that is affordable and can fulfill this function. It is not within households only that there exists the need for such a machine; small cafes which act as vendors of orange juice are also in need of such a machine.
For such cafes, although there are several alternatives, most of the commercial machines are expensive and this is an inconvenience to them. This new machine will solve this problem since it will enable users to make orange juice from oranges pretty fast and without the need to peel or cut the fruit. The size of the market for orange juicers can be well understood when one considers the overall size for the market for home appliances. According to Statista (2014), this is a multi-billion dollar market with 583 million appliances being sold globally in 2013.
The market segment for juicers falls under two major categories: commercial and domestic users. Commercial users are small-sized cafes who act as vendors of fresh orange juice. Although there are different types of such vendors, including large-scale outfits such as supermarkets and restaurant chains, only small-sized cafes will be targeted by EasyJuicy. Domestic users include all individuals who make and consume fresh orange juice in their homes. Market AnalysisGenerally, the outlook of the market for home appliances remains positive.
For example, according to research by Krause Fund Research (2014, p. 1), it is expected that the market for home appliances will become concentrated in the near future. This will be important in shaping the strategies that will be adopted for marketing EasyJuicy. Several trends are shaping the market for home appliances in general and that for kitchen appliances in particular. However, one notable trend according to Intertek (2009, p. 4) is the growing demand for smart products. Smart products can be defined as appliances that have been specially manufactured so that they consume less energy when in use and are more ergonomic to users (Intertek, 2009, p.
5). Since the demand for such products has been rising in the recent past and manufacturers and retailers have responded to the rising demand, this is a trend that will shape the industry for a considerable length of time.