Using Breville Group Limited as the case company, answer these two parts:

PART 1

Briefly discuss the:

a. History of Breville Group Limited

b. Breville Group Limited's major activities

PART 2

Discuss the following aspects of Porter's Five Forces Analysis in relation to Breville Group Limited.

a. Rivalry among existing firms:

Concentration and balance of competition

• Explain how you arrived at the industry sector in which Breville Group Limited operates
• Research the industry characteristics of the industry sector you've identified above and explain "concentration and balance of competition"

b. Bargaining power of buyers:

• Switching costs
• Differentiation

The idea of this is to understand the nature and characteristics of the industry (industries) in which Breville operates. Concentrate on discussing the industry in which Breville operates, not Breville itself.

Use only the industry classification supplied by the stock exchange for your discussion (do not be distracted by other activities/industries in which the Breville Group Limited may be involved).