Marketing Assignment (see attachment for details) Essay

Marketing Assignment (see attachment for details) - Essay Example In order to achieve this marketers have to understand consumer preferences, what competitors are offering and how existing competitors compare with each other. Bread and breakfast market: The UK food and drink market has been growing steadily between 1997 and 2005 peaking in 2000-2001, but generally maintaining a growth rate of between 3.3% and 5.5%. The market size in 2005 according to the January 2006 Mintel report was â‚ ¤ 110,000 million with a growth rate of 3.3%. The market consists of a vast array of items such as bread, cereals, meats, poultry, eggs, milk, beverages, vegetable etc., which makes it unwieldy to be considered in a single marketing report. Therefore this report focuses on a segment of the food and drink market, the bread and breakfast market. The background information for this report is drawn from the Bread & Bakery Products. Market Report. 2001, offered as a free sample report by Key Note Ltd., although the character of the market in 2005 as gleaned from the latest available reports is summarised below. The year 2005 was good for the market with retail sales reaching â‚ ¤ 3.5 billion and grew at 2.5% over the previous year. Key Note reported that the market size was â‚ ¤ 2.8 billion in 2000. Thus the industry maintained an average growth rate of 5%. The industry as a whole was able to capitalise on consumer preferences such as fitness fads that made them avoid more starchy and fatty foods. In the UK, twelve million loaves of bread are consumed every day and 99% of households eat bread for breakfast and lunch in the form of sandwiches. France imports sliced wrapped bread from the UK. A subset of this market, the speciality breads - consisting of such as baguettes, focaccia, ciabatta, naan, pitta, rye breads, corn breads, organic breads and flavoured breads - is fast growing. Ethnic products such as pitta and naan account for 40% of the speciality bread market while