Using an Appropriate Framework of Analysis, Briefly Summarize

THIS CASE STUDY IS forthcoming FOR YOU TO WRITE UP AS YOUR FIRST ASSIGNMENT IF YOU WISH. SEE expound OF ASSESSMENTS IN THIS MODULE STUDY GUIDE. Ready meal manufacturers alert to react to a changing marting environment CASE STUDY FOR backchat IN WEEK THREE It is often said that we are what we annihilate, but it can also be said that what is on our dinner party plates reflects the broader marketing environment. One big multifariousness in recent historic period has been the growing demand for pay back lively meals brought from a supermarket.Previously dismissed as unpalatable and a poor substitute for real cooking, their sales hurl gr admit rapidly in recent years in some western developed countries. An analysis of the reasons for the exploitation in the expeditious prepared meals indicates the do of broader factors in the market environment on the size of a particular market. The research company Mintel inform in 2007 that the market for puddle meals in the five large st European countries change magnitude by 5% amid 2006 and 2007 alone to reach 8. 4 billion.Moreoer, it predicted a further 18% gain to reach the 10 billion mark by 2011. In the UK, the market was worth a total of 2 billion, with a much high level of sales per head of population than in France or Germany. Intel predicted that in the midst of 2006 and 2011, UK wee meals sales would reach 3. 7 billion, with round a buttocks of all Brits likely to eat a have meal at least once a week. It seemed that the appetite for ready meals would grow more s embarrassedly in opposite European countries, for example Mintel predicted that by 2011, but 9% of Germans would eat a ready meal each week.What has set the growth in the ready meals market in recent years, and w here(predicate)fore should there be differences in market potential between countries? engineering science has played a big role in the growing film of ready meals. A report by the research body Leatherhead nutrition I nternational described how new techniques have allowed companies to develop ready meals which protect taste and texture, while still making them easy to use by the consumer. Furthermore, great advances in distribution management, in particular the se of breeding technology to control inventories, has allowed fresh, chilled ready meals to be quickly, effectively and efficiently distributed without the take on for freezing or added preservatives. The structure and values of society have contributed to the growth of the UK ready meal market, and may explain why growth here is greater than in France or Germany. Ready meals particularly appealed to single households, and those cellular families in which individual family members tend to eat at different times.Mintel reported that the tradition of family meals together remains stronger in many continental European countries than in the UK, which may help to explain the greater popularity of individual ready meals in the UK. Some social commentators have reported that young peck have lost the ability to cook creatively, as cookery has been lessen in importance in the school curriculum. Furthermore, many UK consumers no overnight feel a social taint attached to eating a ready meal, something which would be anathema to many people in France a country which takes great pride in its national cuisine.Any remaining stigma has been reduced by the number of celebrity chefs who have endorsed ready meals with their own brand image. The impact of the economic environment on sales of ready meals is slightly more ambiguous. As individuals grow richer, they can afford to purchase ready prepared foods, quite a than spend time and effort preparing it themselves. With a tempting range of ready meals now available, from duck a lorange to beef bourguignon, the consumer with money in his or her pocket depart be tempted to splash out on a ready meal, rather than stay at home with a quick jacket spud or pizza.Although rising in comes have been associated with rising consumption of ready meals, increased sales have also been attributed to a deteriorating economic environment. As deferral bit in the UK in 2008. The manufacturer Northern Foods a major supplier of ready prepared meals to Marks & Spencer reported resilient sales. It seemed that consumers were calling down from expensive restaurant meals to the alternative of relatively cheap, gourmet ready prepared meals. Of course, marketers should be more interested in predicting future effects f environmental change on consumption, rather than merely charting historical trends. So what do current trends hold for future sales of ready meals? The growing pressure on individuals available time, matched with long-term rising fluid incomes, pull up stakes doubtless continue to fuel the growth in UK ready meals sales. In a market that is in its maturity stage, more charge will need to be paid to competitive differentiation, and understanding the focussin g in which customers attribute value to a product.Many consumers have become progressively concerned about the health implications of the food they eat, and ready meal manufacturers will need to continue responding to such concerns. For example, they have responded with a range of low calorie meals, and addressed specific, sometimes transient, health fads, for example with respect to trans-fatty acids and izzard 3 supplements. Many consumers have also become concerned about the ecological environment, and some suppliers, such as Marks & Spencer, have incorporated sustainability agendas into their ready meals, for example by reducing packaging and sourcing supplies from sustainable sources.As other countries develop cellular household structures, with more professional, single people financial support alone, export opportunities may grow, and many companies in the sector have their eye set on the Chinese and Indian markets, among others. Case study review article questions 1. Usi ng an appropriate framework of analysis, briefly summarize the effects of change in the marketing environment on sales of ready meals. (60%) 2. cover the factors that might affect sales of ready meals in your country over the next five years. (40%)