Youve been hired as a consultant for a European food manufacturer, Micro-Snacking, which produces snacks.
Micro-Snacking is interested in obtaining information about the U.S. market along with other international market opportunities around the world for its products (snacks). As a college student, you have been effectively utilizing freely available online data for past consulting opportunities; hence, youve accepted this task at a relatively low consultation fee ($1,000).
Micro-Snacking has tasked you with conducting a comprehensive online search to obtain available secondary data that could be useful to you in writing your consulting report quickly and without going to the primary resources. Upon assuming the role, youve been provided by Micro-Snacking with the following reports as a starting point for your research:
IRI Worldwide (Links to an external site.),
Bord Bia Insights (Links to an external site.),
Nielsen (Links to an external site.),
Millennial Marketing (Links to an external site.).
Note: For this assignmen
t, identify and use at least two more sources in addition to those listed above.
Based on all the secondary research sources used in your analysis, write a concise
for the management team of the Micro-Snacking. Concentrate your report around the following areas/issues:
Identify and describe the current as well as projected trends in the snack food segment within the five global regions.
Provide a recommendation on what market or markets Micro-Snacking should introduce products into (consider current market saturation compared to projected growth trends).
Provide a consumer analysis overview and detailed description of the characteristics/profiles of all consumers in the market(s) you have identified.
Based on those profiles, provide a recommendation about which segments to target. Explain why you believe those segments offer the most compelling business opportunities.
Based on your market and segment recommendations, outline any potential risks and returns Micro-Snacking should consider before introducing its snack food segment.