Frozen food offer consumers convenience, but don’t have a reputation for great taste. The category’s sales have declined in nine of the last ten years. That trend has not stopped some of the players in “Big Food” (the giant companies like Kraft Heinz and B&G that dominate this market). These companies – and some upstarts like Amy’s Kitchen (which uses natural and organic ingredients with great success) are targeting millennials in an effort to revive sales. You can read more about this market in “Frozen Food Comes in From the Cold” (Bloomberg, October 27, 2016).
Review the marketing strategy planning process model in chapter 2. Give examples of each of the main elements (context, customers, company, competitors, SWOT, segmentation and targeting, differentiation and positioning, target market, product, place, promotion, and price) from that model that you see referenced in this article.