TRADITIONAL ANALYSIS

Traditional Analysis

[Writer`s Name]

Table of Contents

Introduction1

Iceland Foods1

Stakeholder Analysis3

Environmental and Organizational Audit4

Sector4

Competition5

Customers5

Company Positioning6

Strategic Plan7

Alternative Strategies8

Identification and Evaluation of Resource Requirements9

Roles and Responsibilities for Strategy Implementation11

References13

Traditional Analysis

Introduction

In the traditional analysis of Food and Beverage Industry, Frozen food products are often overlooked, which includes all types of meat and seafood. Nevertheless, frozen food should not be overlooked because they are increasingly integrating consumption. In the local market, the consumption of the frozen food is unquestionably proliferating, as gradually extending the varieties and types of products offered. In addition, sales of frozen foods are considered a good preview of the consumption trend of families with income scales medium to high. This report focuses primarily on Iceland, the UK based frozen-food retailer. Ready to eat meals and pizza account for the largest single segment of the frozen- food markets - slightly over 40%. The key market driver for frozen food sales remains convenience. The average consumer household has two wage earners and the ability to purchase and prepare a ready to eat meal quickly at home without a lengthy preparation time continues to be a high priority in the developed world. This market is only to likely to expand with the extension into emerging markets such as China.

Iceland Foods

Iceland is one of the supermarket chain stores in the Republic of Ireland and United Kingdom. Frozen foods, which includes frozen, ready to made meals and frozen vegetables are the primary product lines of the company. The company holds almost 1.8% market share of UK food market. Iceland opened its first store selling loose frozen food in Oswestry in 1970 and has since grown into a unique, fast growing company with more than 730 shops throughout the UK. The company offers a very wide range of frozen foods for people of all religions and cultures. The wide range of products includes BBQ, party food, roasted food, and all sorts of frozen chicken, frozen vegetables, chips, Chinese foods, Indian foods, Italian foods, frozen pizzas, desserts and many more Pettigrew, 1992, 83).

Background of the Study There is a very tough competition in the business world today. Be it any industry, the companies try their level best to provide their customers and employees, with a maximum amount of satisfaction. The study is based on UK's leading frozen foods company Iceland Foods. The work has been done in order to keep the company remain in an advantageous position and deliver satisfactory returns to its stakeholder.

Current Business Context of the Company In recent years, Iceland has shown itself to be a nimble and responsive player among UK supermarkets and the launch of its Internet shopping service is no exception. It is an attractive area to exploit: 5 per cent of all retail in Europe is now home-based and a potential market, worth between pounds 5 billion and pounds 9 billion, is up for grabs. It is no surprise that Iceland's advertising strategy for its home shopping brands will again use extensive direct mail and door-drop advertising - these media are ideal ...