Using an Appropriate Framework of Analysis, Briefly Summarize

THIS CASE chew over IS visible(prenominal) FOR YOU TO WRITE UP AS YOUR set-back ASSIGNMENT IF YOU WISH. SEE DETAILS OF ASSESSMENTS IN THIS MODULE STUDY GUIDE. define repast producers nimble to respond to a ever-changing market environment CASE STUDY FOR DISCUSSION IN WEEK tierce It is often said that we are what we decimate, but it can overly be said that what is on our dinner plates reflects the broader marketing environment. One big change in juvenile years has been the training read for score prepared meals brought from a supermarket.Previously dismissed as unpalatable and a woeful substitute for real cooking, their gross sales brook grown rapidly in new-fangled years in many a(prenominal) horse opera sprouted countries. An analysis of the reasons for the growth in the fix prepared meals indicates the do of broader factors in the market environment on the surface of a particular market. The explore friendship Mintel report in 2007 that the market for d raw meals in the five largest European countries change magnitude by 5% between 2006 and 2007 un amicable to reach 8. 4 billion.Moreover, it predicted a pass on 18% growth to reach the 10 billion mark by 2011. In the UK, the market was worth a derive of 2 billion, with a much high level of sales per head of population than in France or Germany. Intel predicted that between 2006 and 2011, UK limit meals sales would reach 3. 7 billion, with close to a quarter of all Brits in all probability to eat a put meal at least once a week. It seemed that the appetite for fudge meals would grow more than slowly in other European countries, for archetype Mintel predicted that by 2011, only 9% of Germans would eat a pretend meal each week.What has driven the growth in the warm meals market in recent years, and why should t here(predicate) be differences in market potential between countries? engineering has played a big affair in the growing take-up of fructify meals. A report by the research body Leatherhead Food Inter internal expound how new techniques hold up allowed companies to develop ready meals which preserve taste and texture, while slake making them easy to use by the consumer. Furthermore, great advances in distribution management, in particular the se of information engineering to control inventories, has allowed fresh, chilled ready meals to be chop-choply, efficaciously and efficiently distributed without the need for freezing or added preservatives. The structure and values of society live contributed to the growth of the UK ready meal market, and whitethorn explain why growth here is greater than in France or Germany. Ready meals particularly appealed to integrity households, and those cellular families in which individual family members tend to eat at different ms.Mintel reported that the tradition of family meals together remains stronger in many Continental European countries than in the UK, which may attend to to explain the greater popularity of individual ready meals in the UK. Some social commentators make water reported that young people bewilder lost the ability to cook creatively, as cookery has been reduced in sizeableness in the school curriculum. Furthermore, many UK consumers no longer feel a social stigma attached to eating a ready meal, something which would be anathema to many people in France a artless which takes great pride in its national cuisine.Any remaining stigma has been reduced by the number of celebrity chefs who move over 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 buy ready prepared foods, rather than spend time and effort preparing it themselves. With a tempting swan of ready meals now available, from duck a lorange to beef bourguignon, the consumer with cash in his or her pocket provide be tempted to splash out on a ready meal , rather than catch ones breath at home with a quick jacket potato or pizza.Although acclivitous incomes have been associated with lift consumption of ready meals, increased sales have also been connectd to a deteriorating economic environment. As recession 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 trading down from costly restaurant meals to the alternative of relatively cheap, epicurean ready prepared meals. Of course, marketers should be more interested in predicting prox 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 air pressure on individuals available time, matched with long-term rising disposable incomes, departing doubtless put out to fuel the growth in UK ready meals sales. In a market that is in its maturity s tage, more attention will need to be paid to free-enterprise(a) differentiation, and understanding the way in which customers attribute value to a product. more consumers have turn increasingly interested about the wellness implications of the food they eat, and ready meal manufacturers will need to continue responding to such(prenominal) concerns. For example, they have responded with a range of low large calorie meals, and addressed specific, sometimes transient, health fads, for example with respect to trans-fatty acids and Omega 3 supplements. Many consumers have also become concerned about the ecological environment, and some suppliers, such as Marks & Spencer, have bodied sustainability agendas into their ready meals, for example by trim back packaging and sourcing supplies from sustainable sources.As other countries develop cellular household structures, with more professional, single people living alone, export opportunities may grow, and many companies in the sector ha ve their eyes set on the Chinese and Indian markets, among others. Case study go over questions 1. Using an appropriate framework of analysis, briefly summarize the effects of change in the marketing environment on sales of ready meals. (60%) 2. Discuss the factors that might coin sales of ready meals in your nation over the next five years. (40%)