A Study of Market Segmentation for Uk Frozen Food Industry Essay

A Study Of Market part For UK Frozen Food Industry Abstract The objectives of this tarradiddle card argon to per image mart segmentation for a SME in the nipping solid feed atomic number 18na. The study could form a basis of segmentation textile for a SME like Eden produce, the framework once highly- cave ined from academic literature would help to undertake a market segmentation in the frozen fodder attention with applicable segmentation criteria which would form a basis of steering strategy for the company. In this Dissertation, the literature on Market air division is reviewed and relevant criteria for segmentation in an industry are understood.The typology from the literature identifying the variable quantitys for segmentation and relevant strategic tools for compendium of the sector is used to develop a framework for segmentation in the industry. The framework is applied to carry out a comminuted segmentation of the markets for frozen food, an analysis is carrie d out to go through the target markets and strategic tools used to identify the target markets. Along with the segmentation of the markets, an analysis of the results is carried out and recommendations are provided for strategic growth of the company. Contents Abstract3 Acknowledgements3Introduction3 rendering of the fellowships Issue3 Aims and Objectives of the Project3 Literature fall over3 Review of Academic Literature for Segmentation3 Market Segmentation3 exposition of Market Segmentation3 Segmentation system of logic3 The Segmenting-Targeting Framework3 Segmentation Variables3 Segmentation Criteria3 Academic literature3 Literature Review on segmentation in the food industry3 Portfolio Analysis3 Final Framework for addressing the Research Question3 Research Methodology3 Research Objectives3 Research Approach3 Research Strategy3 Ethical Issues in Data collection3Recommendations3 Implementation Issues3 little Reflection and mop up3 Review of take form Process3 Reflection and critical analysis of the process3 Limitations of the process3 Conclusion and discussion of results in an Academic context3 Bibliography3 arguing of parrys Page Table 1 little Breakdown of Frozen Food Products37 Table 2 Recommended Customers for EF49 Table 3. a Market Attractiveness for Segments49 Table 3. b Market Attractiveness for Segments50 Table 4Business Competitiveness Scores for Various Segments50 List of look-alikes Page Figure 1Market Share for frozen food34 Figure 2Frozen food market share by manufacturers36 Figure3Frozen food market share by products36 Figure4Comparison of market shares of products37 Figure5Market trends for desserts38 Figure6Convenience investment trust sales40 Figure7Convenience store market share40 Figure8Sales of Eden Farm by Market Segment41 Figure9Sales Trends in catering47 Figure10DPM Matrix49 Introduction The project report considers customer segmentation for the frozen food industry and evaluates the opportunities for targeted growth in the sector for Eden Farm, a UK chemical groupd distributor of frozen food. The retail food industry is dynamic in nature and is truly competitive for the distributors. However, growth opportunities exist in the sector when a thorough analysis is carried out and the targeted segments are evaluated. Hence, the study identifies growth strategies in the sector by using segmentation framework and relevant analysis. Definition of the Companys IssueEden Farm is a distributor of frozen food and chicken feed cream across UK with a strong base in the North East and Yorkshire. The companys prospect market is wholesale, cash and carry, symbol groups, CTNs, forecourts, autonomous supermarkets. At the moment, the company is trying to increase its market presence in various sub sectors of the market. The frozen food retail is represented by many an(prenominal) sub sectors and is composed of many market players. The calling on the whole is variable across sectors and the levels of peril and opportunities for each sub sector and product is variable in nature.