Birds Eye and the U.K. Frozen Food Industry
General Foods Corporation was successfully manufacturing and marketing “Birds Eye” frozen food in the late 1920. They were also the original owners and incorporated in August 1938. By the 1940’s, a new owner, Unilever had a strong interested in the business and took over. He wanted to make this business innovative and profitable in the growing economy. There is couple of issues dealing with Birds Eye currently in the United Kingdom, which include market position and market shares. The industry was at 70 percent of the market share and over the years, the percentage decreased. In the 1960s, Birds Eye showed a decrease in market share and return of capital. The lack of sales was also a concerned for Birds Eye, which resulted negatively to their profit margin. Clearly, the frozen food industry is not growing as rapidly as its use to. They can regain there market share by evaluating and understanding different taste, style and trends of the consumer.
There was many opportunities that Birds Eye past up that they could have benefited from. They past up the opportunity to create their own label of frozen food and market it to consumers who have freezers in the household, and caterers. This can be an advantage for their competitor but a threat for Birds Eye. Another opportunity that they steered away from was home freezers, which affected a great deal in the frozen food market.
Among other leading firms striving to be the best, Birds Eye Foods Ltd. strived to be the leading provider of frozen foods in the growing market. By 1938, the company began their business in the United Kingdom. They have a strong brand name and recognition and have been a leader in the business for sometime. Birds Eye’s vision is providing the best products and raw material to consumers on a daily basis. The business will be successful on the demand of everyday products in the market and all over the world. This will help build the industry and help develop some of there main products. This industry as a whole will go all out to provide exceptional products and services to its consumers.
The company’s objective is to make their products more convenient. Birds Eye promotes consumer loyalty, value and recognition for their goods and services. The industry increased dramatically from its main products such as fruit and vegetables, fish, and meat....
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...me any obstacles. Being able to implement strategy is beneficial but expensive and very time consuming. Becoming a leader in the marketplace does not mean producing top end products but being able to keep producing high and better quality products. In addition, Birds Eye must continue providing exceptional customer service to their clients. Providing the best quality products should come with the best quality service. Having a strong brand name and recognition should also result in strong customer loyalty. Clients and employee satisfaction is the ultimate goal to Birds Eye. The employees at Birds Eye need to plan, monitor and evaluate at all time. This process should be done periodically and by any employees with the company. Customers come first; implementing a strategy where consumers are receiving the right product at the right time and at the right price will have a great impact to the company. As well as making sure the employees are treated right and working in an environment that they enjoy.
Strategic Implications: Strategic Implications: Managers at all levels need to posse’s strong communication, leadership and motivational skills at Birds Eye.
This paper will further address: For strategic drive to be successful on both levels, each level should begin to have an understanding of why things are done in certain ways and how their work impacts others within their system; Organizations need motivators to improve strategic direction of the system; and Performance towards strategic ...
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