FROZEN FOOD MANUFACTURER

Strategic Marketing - Frozen Food Manufacturer

Strategic Marketing - Frozen Food Manufacturer

Introduction

The company that I have selected for this research report is Iceland Foods. Iceland Foods is a United Kingdom and Republic of Ireland based supermarket chain. Malcolm Walker and some of his friends in 1970 started the first store of Iceland store. They had to pay a rent of £60 for a single month to make all this possible for them. In order to make Iceland foods work effectively and make its name in the frozen food industry Walker and his partner worked hard day and night. Walker succeeded to open 15 Iceland stores in North West and North Wales till 1975. The first freezer centre of the company was opened in Manchester in the year 1977. After continuous hard work and struggle Walker and his partner managed to open 81 Iceland Foods store in 1984, they even get themselves listed on the London Stock Exchange. In the year 1989, Iceland Foods managed to expand its operations by acquiring its biggest rival Bejam. Bejam at that time was almost three times the size of Iceland Foods so it was a huge success for the Iceland group. After that huge successful acquisition, Iceland managed to do wonders in the market of frozen foods (Cropp 2001, 189-203).

The primary products of Iceland foods involve frozen foods which are ready to eat, these frozen food menu include frozen vegetables and prepared meals. As far as the share in the food industry is concerned, Iceland currently holds around 1.8% of the total UK food market. Iceland food started its operations in Oswestry in 1970 to sell frozen food in loose. Iceland foods have developed itself into a fast growing and unique company which has more than 730 stores all over United Kingdom. Iceland offers a huge variety of frozen foods people who are associated with different cultures and religion. The extensive variety of frozen foods involves party food, BBQ, all sorts of frozen chicken, roasted food, chips, frozen vegetables, Italian foods, Indian foods, Chinese foods, desserts, frozen pizzas and many more food items.

The reason for choosing this company is that it has well spread network in United Kingdom and now it needs expand its current market. Iceland should expand its current market and move to America. The market for frozen foods in America is quite lucrative and since Iceland Foods is already an established brand so it won't face much of a problem when entering into the American food market. The consumers will also present no resistance in adapting to this brand of frozen foods as its brand image is quite good.

Task 1: Discuss Market Selection & your final destination country. Also include an Environmental Analysis.

Current Performance of the American Food Industry

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