Principles of Marketing: Bakkavor's Market Analysis and Strategies

This essay analyzes Bakkavor, an international food manufacturing company, focusing on its market operations and strategies. The assignment outlines a market analysis, including segmentation, targeting, and positioning (STP) for a new sandwich wrap product launch. The essay examines Bakkavor's current market presence in the UK, US, and China, along with its competitive landscape and the evolving consumer preferences, particularly in light of the COVID-19 pandemic. The analysis includes a review of the recommended marketing mix (product, place, promotion, and price) to increase sales. The essay also highlights the importance of geographical and behavioral segmentation, and how these strategies can be applied to the company's operations. The student assignment provides a detailed overview of marketing principles and their practical application within the food industry, emphasizing the importance of adapting to market changes and consumer behavior.