Birds Eye looks to bring excitement to frozen food as it celebrates fish fingers' 60th anniversary.d

Birds Eye looks to bring excitement to frozen food as it celebrates fish fingers' 60th anniversary.d

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Birds Eye’s new strategy won’t work Evaluate of Birds Eye’s new strategy Writer: Yadi Hao 2:00-2:50 Introduction Since Birds Eye is the biggest brand of frozen food category, it wants to invest more money in frozen food industry. In this passage, I’m going to analysis different aspect to evaluate this strategy, including: 1. Analysis current situation of Birds Eye and the whole market. 2. What the whole market looks like in five years. 3. Evaluate Birds Eye’s current strategy 4. Give my own advise 5. Conclusion 6. Reference Analysis current situation of Birds Eye and the whole market. Birds Eye is the biggest brand on the frozen food category, so it’s threaten came from the power of buyers. According to reading material, the market of frozen food is shrinking, it’s declined by 1.5% per year. We know the best eight brands’ sales is 147 million in 2015, so assume their market share is 30%, the whole market has more than 4 billion dollars revenue. Hence, shrinking by 1.5% per year means 60 million dollars disappear from this industry every year. Buyers’ power is decreasing.
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  • Fall '16
  • Doc.Kelein
  • Frozen food industry, Birds Eye, Clarence Birdseye

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