A Study of Market Segmentation for Uk Frozen Food Industry

Topics: Marketing, Market segmentation, Qualitative research Pages: 22 (7129 words) Published: September 6, 2010
A Study Of Market Segmentation For UK Frozen Food Industry

The objectives of this study are to perform market segmentation for a SME in the frozen food sector. The study could form a basis of segmentation framework for a SME like Eden Farm, the framework once developed from academic literature would help to undertake a market segmentation in the frozen food industry with relevant segmentation criteria which would form a basis of targeting strategy for the company. In this Dissertation, the literature on Market Segmentation is reviewed and relevant criteria for segmentation in an industry are understood. The typology from the literature identifying the variables for segmentation and relevant strategic tools for analysis of the sector is used to develop a framework for segmentation in the industry. The framework is applied to carry out a detailed segmentation of the markets for frozen food, an analysis is carried out to understand 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.

Definition of the Company’s Issue3
Aims and Objectives of the Project:3
Literature Review:3
Review of Academic Literature for Segmentation:3
Market Segmentation:3
Definition of Market Segmentation:3
Segmentation Logic:3
The Segmenting-Targeting Framework:3
Segmentation Variables:3
Segmentation Criteria:3
Academic literature:3
Literature Review on segmentation in the food industry:3
Portfolio Analysis:3
Final Framework for addressing the Research Question:3
Research Methodology3
Research Objectives3
Research Approach:3
Research Strategy:3
Ethical Issues in Data collection3
Data Collection Methods3
Research Procedure3
Validity of strategic tools3
Project Report3
Company Overview3
Review of the issue in a business context3
Methodology for Research3
Data Analysis3
Frozen Food Market Analysis3
Analysis on Convenience Market3
Analysis on Cash and Carry3
Significance for Eden Farm3
Analysis on Symbol Groups3
Symbol Groups to be targeted3
Analysis on Forecourts3
Contract Catering3
Target Customers for Eden Farm3
Market Attractiveness Criteria for the company:3
Business Competitiveness:3
Strategic Analysis for segment targeting:3
DPM Matrix:3
Implementation Issues:3
Critical Reflection and Conclusion:3
Review of Work Process:3
Reflection and critical analysis of the process:3
Limitations of the process:3
Conclusion and discussion of results in an Academic context:3 Bibliography3

List of Tables Page Table 1
Detailed 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 4
Business Competitiveness Scores for Various Segments50
List of Figures 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 store sales40
Figure7Convenience store market share40
Figure8Sales of Eden Farm by Market Segment41
Figure9Sales Trends in catering47
Figure10DPM Matrix49

The project report considers customer segmentation for the frozen food industry and evaluates the opportunities for targeted...

Bibliography: “The identification of individuals or organisations with similar characteristics that have significant implications for the determination of marketing strategy” (Jobber, 1998,p.171).
Segmentation Variables:
Segmentation variables are able to split the market into smaller sub sections wherein common characteristics of the sub groups are taken into account (Dibb et al, 1997)
Socio Economic Segmentation: Segmentation has also been carried out as per socio economic conditions like income, education, social status (Richard Wilson et al, 1996).
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