Product Policy and Innovation Coursework

“Using at least two examples of new products/services, critically analyse how market research together with R&D can make a difference between success and failure.”

Nowaday with the development of Internet and online services, a lot of supermarkets launch their on the market of home delivery. In fact it’s a good way to increase their sells. So the concept in France is to do our puchase online on the supermarket website of our choice and to pay by card online and we are delivered at home the same day or the next day. But In Scottland, the principle is a little bit different because you have to go to the supermarket in order to realise your purchase and it is aslo at the check-out counter that you have to pay and after you can go out and wait your purchase at home. So in this study, I have decided to focused me on Iceland, a supermarket chain in the United Kingdom. Iceland primary product lines include frozen foods, such as frozen prepared meals and frozen végétales. The company approximately has a 1.8% share of the UK food market. Iceland began business in 1970. By 1995, the combined chain had 752 stores throughout the United Kingdom. In 1999, Iceland launched what it claimed to be the first nationwide, free, online grocery shopping service.

Swot

Key success factors

Forces/strengths : wellknown, promotions/price, nbre stores, forte présence sur le marché, differenciation, first free online grocery shopping service, the big food group, increase sales, bonus card, sponsorship, great place to work, innovative, fastes growing food retailer, strong sales grouwth, profit, good reputaion, great value, constant innovation, recognition, quality of its innovations, Customer numbers grow

Faiblesses/weaknesses : dark ages 2001-2004

PESTIE political, economic, sociological, technological, industry and ecological factors

Menaces/threats : competition, new entrant

Opportunités/opportunities : Internet,