A Study of Market Segmentation for Uk Frozen Food Industry
A Study Of Market Segmentation For UK Frozen Food Industry
Abstract
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.
Contents
Abstract 3
Acknowledgements 3
Introduction 3
Definition of the Company’s Issue 3
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 Methodology 3
Research Objectives 3
Research Approach: 3
Research Strategy: 3
Ethical Issues in Data collection 3
Data Collection Methods 3
Research Procedure 3
Validity of strategic tools 3
Project Report 3
Company
Abstract
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.
Contents
Abstract 3
Acknowledgements 3
Introduction 3
Definition of the Company’s Issue 3
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 Methodology 3
Research Objectives 3
Research Approach: 3
Research Strategy: 3
Ethical Issues in Data collection 3
Data Collection Methods 3
Research Procedure 3
Validity of strategic tools 3
Project Report 3
Company
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).