Birds Eye Scandal

IntroductionMy name is Kevin Chen and I am a senior consultant of the Boston Consulting firm. Per the request of the A/S Dansk Minox, a food products manufacturer, I am preparing this analysis to identify the existing problems within the business of A/S Dansk Minox and provide possible recommendations. As a consultant, I will present the analysis without bias and for the best benefits of A/S Dansk Minox. In the following analysis, I am going to answer the following question: Should A/S Dansk Minox bring the new product, complete meal, to the market?Company backgroundThis case is set in Denmark in 1967 when the "boom" in consumer food products was just beginning more working mothers, more disposable income, more choices in convenience food

Another scandal case appeared for IKEA in 2013. In fact, IKEA removed from the sale in fifteen European countries frozen meatballs, sold in packs of one kilo, as they would contain horse’s meat, according to the results of a test carried out in the Czech Republic. They tried to reassure the community in doing a DNA to prove their transparency. Finally, after this ethical challenge, IKEA’s supply chain management might significantly improve as the organization. In fact, it was not their first alimentary scandal case. (Reuters,

Have you ever been in a rush, low on cash, and looking for something to eat so you didn’t really have a choice but to grab a burger with fries at your local fast food place? Have you ever paused or stopped to think about where the burger really came from, or the process that went in to be made? The Food Inc documentary investigates and exposes the American industrial production of meat, grains, and vegetables. Robert Kenner the producer of the film makes allegations in this film and he explores how food industries are deliberately hiding how and where it is our food is coming from. He emphasizes that we should find out where our food comes from and why is it that the food industry does not want us to know. Food Inc. does not only uses compelling images, such as hundreds of baby chickens being raised in spaces where they do not see an inch of sunlight, it also includes the speeches and stories of farmers, families, government officials, and victims of the food industry. The four current problems facing today’s food industry are the reformed usage of the false advertisement within the labeling of products , mistreatment of farmed animals, and the harmful chemical in our meats. The documentary Food Inc uses very persuasive tactics that demonstrates strong elements of pathos, ethos, and logos make an effective appeal, while uncovering the dark side of the food industry.

5.Can turn the obstacle of lack of appeal of frozen dog food into an asset in advertising

Fast and processed food consumers are passive victims of food industry franchises. Such consumers usually purchase these food items, without questioning the cost or the origin. None of us ever stop to think how fresh or hygienic the food is. Does the processing procedure decrease the nutritive value of the food? Were chemicals used in the growing of it and if so is the food then dangerous? Would the food item be cheaper if the advertising, transportation, and packaging costs were excluded? ("Pleasures of Eating - Wendell Berry | Center for Ecoliteracy"). Industry consumers have no inkling the conditions under which these foods were produced; no idea of the type of farms, techniques or impediments that the

Approximately ten thousand processed food products are introduced every year in the United States. The Food and Drug Administration does not require flavor companies to disclose the ingredients other additives so long as all the chemicals are considered by the agency to be GRAS (Generally Regarded As Safe)” (Schlosser 122-125). With the use of flavor add-ins the fast food industry is been able to make their food cheaper to re-create the same taste we are used to. The author use of logos in the novel only allows for the facts to be stated and

The government’s role in the food industry seems as if it is to protect the reputations of these companies instead of the well-being of its workers and consumers. This statement is made clear in the “What’s In Meat” chapter

The main problem out of the horsemeat scandal around Europe, according to specialists, (SOURCE) is not the threat to human health but more an issue of business ‘insecurity, as even major brands such as Nestlé, Burger King and Findus fail to meet the high standards their consumers expect by selling different products than those specified in the labels and promotion of their brands (SOURCE). Other problem is the lack of efficient traceability along the complex supply chain for meat, where unscrupulous vendors substitute beef for horsemeat taking advantage of the lowest price and the fact that so many intermediates involved in the process does not make it easy to find a single responsible.

Ice-Fili’s marketing approach and product distribution could be seen as weaknesses in the company’s primary activities. In 2001 the firm started its first TV marketing campaign years after competitor’s advertised through the media outlets. To date Ice-Fili is still very inexperienced and far lacking of marketing strategies deployed by Western competitors such as Unilever and Nestle. Not only does Ice-Fili need to market more fiercely against competitors within industry, it must also compete against other consumables such as beverages and snacks. Another weakness is the distribution that is handed over to several distribution companies. There is a much higher chance (twice as likely) to find products of its biggest competitor Nestlé than those of Ice-Fili. Another detriment is how ice cream is viewed socially. Currently ice cream is primarily an impulse purchase. If Ice-Fili can change this outlook, it would result in an enormous

Sales Growth: The increase in sales over a specific period of time, often calculated ‎annually.‎

Due to high levels of rivalry in the food industry there is always an incentive to be innovative and continuously improve. There is also always the chance that any differentiation could be copied by competitors. Therefore, innovation remains a huge part of CPK’s

Authors Khullar, Barlett and Steele, Singer, and Hurst in Food Matters, argue many valid and important points previously discussed. Singer suggests that “competition in the marketplace” has a higher cost in the lives of the animals, so that their “flesh” can be provided to the consumer at a lower cost, and I agree because people can cause a strain with product demands (Singer 179). It’s easier to believe that chickens, cows, and pigs live on Old Macdonald’s happy farm than

Frozen food division (FFD) is the key contributor to Giant Consumer Product 's (GCP) profits which have successfully grown over the past 30 years. The company has two main products lines, Italian frozen dinner “ DinardoTM”, and organic frozen foods “Natural mealsTM ”. However, recently FFD has encountered a shortfall in sales volume and

Result: a more consolidated meat industry comprising of companies with sophisticated manufacturing and marketing skills, stronger financial positions, and a focus on building value added brands and market share. The race was thus on for new ideas and promotional support to achieve industry leadership. If Om was to remain on top as one of the leading brands, then investments would be needed on promotion and advertisement as well as in research and development. There was a dire need to align the products with consumer trends and satisfy the target audience’s want for products that were faster and easier to use.

On the other hand Picard´s vertically integrated supply chain and close geographical location to the current distribution network is considered a significant advantage. Furthermore UK consumers are the one of the largest frozen food buyers globally and Picard has a leading home delivery channel already established in 6 countries from online and telephone orders. It is therefore concluded that the UK is an attractive proposition for Picard.