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Essay / Research Paper Abstract
This 11 page paper examines the market for a new low calories ice cream. The paper stars with a market analysis of current segments, sales, trends and projections. The target market is then identified. The last part of the paper considers how the product will be developed n order to ensure a good fit with the market. The bibliography cites 15 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TEnewice.rtf
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Unformatted sample text from the term paper:
market which they are launching the new product into, examining the market place the current make up of that market, the potential growth current competitors and the segment of the
market they can target. The product that is being developed for market here is assumed to be a new frozen dessert; a luxury low calorie ice-cream. In this example
the company will be one already producing ice creams for the luxury market and having distribution channels though both supermarkets as well as some products that are sold in corner
shops, with distribution channels across Europe. However the initial launch will be in the UK. We first need to look at the market in which the product will be
competing and the competitors as well as market projections. The ice-cream market is very competitive, if we consider Europe there is a fragmented market, with some countries have very different
practices from other, for example in the Finland Sweden and Denmark there are very high percentage rates for the take home market (Ice Cream Reporter, 2000).Whereas countries such as Greece
have a much lower take home percentage (Ice Cream Reporter, 2000). There are also different growth rates for the industry in the different countries, with countries such as the UK,
France, the Netherlands, Belgium and Denmark showing the high growth rates in the market with an increase of between 2% - 4% per annum in 1998 (Ice Cream Reporter, 2000).
This indicates the wide range of scenarios that the ice cream manufacturers have to develop a marketing and competitive stagy in order to deal with. Some markets are more mature
that others, some larger, and within Europe there are many cultural differences, and well as different levels of market maturity and expectations of the product, for example in the Italy
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