Marketing Report Bokomo Foods Essay

3614 Words Nov 26th, 2014 15 Pages
1.0. A report presenting market data in order to inform a cereal company Bokomo Ltd. To consider whether to expand more in the United Kingdom market.

2.0 Executive summary.

This is a short report, containing marketing data on both the cereal market and a specific business, Bokomo UK. The data was obtained from secondary marketing research. Bokomo´s website was one of the main reference guide.
With the findings and analysis, it was recommended that Bokomo should expand their own brand products more in the UK.

The PEST analysis of the UK grocery industry included in this report was used to highlight the external factors that can affect Bokomo’s operation and interpret how these factors will influence Bokomo.
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Even though sales in this market have been stable, growth has been slow. Traditional breakfast habits have changed and people consume fewer cereals because of a busier lifestyle. Also increasing number of consumers skip breakfast. An increase in female workers has also had an impact on this, which is why competition for convenient options is growing more each time. An increasing number of people now look for easy and quick alternatives to sitting down and eating.

However, they expect to receive the same nutrients and healthy benefits with these convenient options. A growing number of women now pay special attention to what they are eating, checking the labeling, nutritional information and ingredients of each product. Increasingly, women have a greater concern with their weight and healthy eating.

Lately, the demand for children’s cereals has declined because of the sugar content it has. Cereal companies use marketing to their advantage and attract kids with unhealthy products. Their main source has been television adverts and most of the cereals for children have high sugar content with low nutritional value, a fact of which more parents are aware.

Apart from consumer concerns about health, they are also becoming more aware of the environment. In this specific market, many cereal companies now control their water use, energy use, waste produced, etc. Most of them also pay close attention to the packaging of the

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