Pure Meats : The Road ahead

Submitted by:
Shivam Gaur PGP09234
Roadmap
Introduction Recommendations

Industry Analysis

Problem Definition

Customer segmentation
Situational analysis

Pure Meats has been a leader in beef distribution across USA but the recent entrance of a new competitor –
Gordon Meat company with its pre cooked meat has led to a decline in market share.
Industry Analysis
In 2001 Pure Meats captured 72% of the
market for beef distribution. With the entry
of Gordon meat company in 2002 , it has
steadily gained market share and in 2003 its
has captured 27% of the market with
majority of its customers been previous Pure
meat customers

Beef accounts for 78% of Pure Meat sales

Problem

Pure Meats needs to tackle the decline in market share in beef and diversify in its product offerings
In other to cater to the changing customer preferences
Customer segmentation
Current market share by customer segments
• While traditional grandmother segment has
been the major segment over the
years(50%), projected growth for this
segment is set to decline by 5%
• While busy moms segment is set for a 20%
growth for 2004-2009
Changing trends
There has been a marked shift in the type of meat being consumed by customer over the years. With Heart
disease rates on the rise customers have become more health conscious regarding the presense of
saturated fat in beef and have shifted to chicken instead
Recommendations
What is on your radar?

Marked shift to a reduction in beef distribution Tertiary

to chicken and other healthier alternatives
Secondary

Diversifying to new products like pre cooked

beef and chicken
Primary

Immediate attention to the excess Capacity

available keeping in mind that beef demand is
decreasing
Thanks
You can reach me at pgp09shivamg1@iimrohtak.ac.in