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Uk Biscuit Market

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External Analysis of the UK Biscuit Market 1.1 Definition *and Growth *of the* UK Biscuit* Market Figure A: {draw:frame} Source: Data Monitor (2008, (a)) Furthermore, Mintel (2009, (a)) states how sales within the industry grew by 12.4% between 2007 and 2009, with both sweet and non-sweet biscuits contributing to theses impressive figures. Indeed, they also point out that the UK biscuit market is worth around £2.1 billion, so there is continuing evidence to suggest that the industry is consistently growing. *1.2 – Key Drivers of* the UK Biscuit Market Healthy eating is also an important issue for children because of the alarmingly high levels of obesity. Many schools have now banned vending machines and chocolate products …show more content…

Therefore, it is clear that there is a strong rivalry between firms in the market. 1.3.2 – SWOT Analysis A full SWOT analysis can be found in appendix 9, which brings together the findings of the report’s secondary research. 1.4 – Primary Research 1.4.1 - Definition of the research problem Further research was required to add further value to the understanding of the UK biscuit market. A greater understanding of buyer’s behaviour is needed, and this will help to identify the segments that exist within the market. 1.4.2 - Information required Who buys? By identifying the key roles within the buying decision, this will help create a greater understanding of a typical buying process in the UK biscuit market. Appendix 11 demonstrates the different roles involved in the buying process. What are their choice criteria? The various attributes a customer uses when evaluating products are known as choice criteria. It is a consumer’s choice criterion that provides the grounds for purchasing one brand over another. *When and Where* do they buy? Understanding when and where consumers buy, would ensure more accurate segmentation. For example, whether a customer purchase is based on habitual, or limited problem solving basis would help understand the buying process (Jobber & Fahy, 2006). An example of the questionnaire used can be found in appendix 12. 1.4.3 – Results 2.) Segmentation of

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