Environmental, Market, and Consumer Analysis of DL Packaged Food

Requirements:

Produce an electronic poster (equivalent to an A1-sized physical poster or a using a maximum of 6 PowerPoint Slides) that in response to the following brief:

Packaged food – An environmental, market and consumer analysis

With respect to the ‘Packaged Food’ market in the UK, develop an analysis of the external marketing environment, the packaged food market itself – or a sub-sector of this that you feel is particularly relevant and interesting (e.g. frozen foods, savoury snacks, desserts, etc.) – and the different types of consumers within it, that could be used to inform and underpin a marketing plan for the launch of a new product (not a service) brand in this market. You are not required to develop the full marketing plan for the launch of a new product in this particular group assignment, but rather to undertake and produce an analysis that would provide a foundation for this later. Specifically, you are required to present an analysis of the following:

1. The external macro-environment; i.e. those factors that are external to the market itself and may affect all organisations that operate within it, in some way. For this you should apply a PESTLE framework to structure your analysis, identify key trends, themes and highlight opportunities and threats for an new organization wishing to launch a new product/brand into this market.
2. The external micro-environment; i.e. those factors that characterise and determine the competitive situation within the market itself. For this you should apply a 5-forces analysis to analyse the nature and intensity of the competitive situation within the market, and identify key organisations that will influence the success or otherwise of a new entrant into the market, such as key competitors, suppliers and intermediaries for the distribution of these kinds of products).
3. Segmentation; i.e. the key segments of the consumers that exist in the market. For this you should aim to identity and profile at least THREE distinct segments of the consumers that exist within the market, providing a detailed profile of each, and applying a range of segmentation variables to do this (as will be covered in the module)
4. Targeting; i.e. which segment of consumers you would choose to focus if you were to launch a new product/brand in this market. For this you should apply recognised criteria for evaluating and selecting target markets (as will be covered in the course), and as much data/information/evidence as you can, to make, explain and justify your selection.

write a brief analysis on the five key points in the document.