Developing Strategy in a Rapidly Changing Environment; the Case for Fresh Cut Produce Business, Part of BAkkavor Foods Group

Doyle, T (2009) Developing Strategy in a Rapidly Changing Environment; the Case for Fresh Cut Produce Business, Part of BAkkavor Foods Group. [Dissertation (University of Nottingham only)] (Unpublished)

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The objective of this management report is to evaluate through a multi perspectives

lens the strategic implications and decisions that are required to be made by the Fresh Cut

Produce (FCP) business, the largest single business within the Icelandic owned Bakkavör

Foods group.

Key influencing factors behind these decisions for FCP will centre upon the hyper

competition which exists within the grocery retail industry; this industry has dramatically

changed over the last 10 years, with market dominance being continually strengthened by

retailers such as Tesco and M&S resulting in considerable year on year financial


The forecast for the next 5 years again shows a considerable transformation in

relation to the terrain of the market, this transformation is influenced by factors such as global

economic downturn, rising input costs and overall recession resulting in lower consumer

confidence and a considerable reduction in the availability of disposal income, these factors

have resulted in a marked rise in the power of the discounter retailers such as ALDI and


The turbulence of the UK grocery retail market and the overall uncertainty within the

UK economy has required a dramatic fundamental change in strategic direction for FCP; the

explanation for and evaluation of this strategic change will be evaluated through a strategic

multi-perspective comparing the strengths and weaknesses of these different approaches.

Initially the document will introduce the background of the Bakkavör business and

the subsequent development of FCP. Secondly the evaluation of the structure within the UK

grocery retail market focusing specifically upon Tesco, Marks & Spencer’s, ALDI and NETTO

and their overall structure, conduct and performance of these companies.

The next stage of this document will evaluate perceived effects of UK recession on

consumer confidence and their spending habits, the results of which have been obtained

through an internet survey carried out on behalf of Bakkavör foods.

The analysis of the survey results and an interview with the Commercial Director,

are then overlaid with the outcome of the UK grocery retail findings will be used to provide

the backdrop for the implications and decisions that are to be made by FCP to ensure

sustainable business security and the continued competitive advantage over the supply base

from which it operates within.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 27 Aug 2009 07:22
Last Modified: 28 Dec 2017 19:25

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