The Impact Of Frozen Food Items Towards The Market Trends Of Asian Countries Essay


According to a recent report from Future Market Insights, the demand for frozen and ready meals is expected to result in stable demand in the near future. However, given the global complications of cold chain manufacturing and the production of frozen foods, the report indicates that barriers to market growth persist.

According to the report, the global frozen food market will expand at a modest annual growth rate of 4.3%, with estimated income expected to exceed $ 47 billion. The Asia pacific frozen foods market is expected to be the fastest and fastest expansion in the forecasting period in terms of both production and sales. Consumers in the Asia Pacific region tend to be more inclined to frozen prepared meals for fresh meals due to easier reheating and thawing compared to cooking from the beginning.

Ready meals are a new trend in current market of Asian countries. This report concludes the impact of frozen food items towards the market trends of Asian countries. I had selected two countries for this study and compare the PEST factors.

Over View to the selected countries


Japan is the third largest economy in the world and has achieved remarkable growth in the second half of the 20th century after the end of World War II. His role in the international community is reasonable. This is an important donor country, the capital of the world and the source of credit. More than three quarters of the population live in a huge city that stretches across the coasts of four Japanese mountain forests. Japan’s rapid expansion after the war, fueled by the hugely successful auto electronics industry, spiraled out of control in the 1990s due to the accumulation of debt that was not addressed by the sequential government.

Japanese meals will reach 2% CAGR at the 2017 list price and will reach 2.1 trillion yen in 2022. This is because Japanese consumers are more likely to pursue the convenience of pursuing time and effort through their busy lifestyle. Households are expected to continue shrinking and households are expected to maintain a high rate of quota over the budget for all household types over the forecast period. Cooking at home has become affordable for modern consumers. Instead, consumers are giving a faster solution over the price.


Russia, the world’s largest power, tried to re-evaluate it as a world power after ten years of economic and political unrest in the Soviet Union. Huge natural resources, especially oil and gas revenues, helped Russia to overcome the 1998 economic meltdown, but the fall in oil prices in 2014 ended long-term prosperity. Gazprom, a state gas monopoly, still accounts for a large proportion of European needs. Since 2000, President Vladimir Putin, the dominant political figure in Russia, has stepped up his control of state agencies and the media, and has recently begun stressing intense nationalism and hostility towards the West.

In 2015, 10 million tons of frozen vegetables were sold in Russia, which was confirmed at this point, an increase of 3% over the previous level. The sanctions have caught fire among domestic Russian producers, improving the competitiveness and product range according to changing customs. However, most of the raw material supplies come from licensed countries, and foreign producers have a gap.

66% of all fish sold in Russia (except herring) are frozen and sold. From 2014 to 2015, the per capita consumption increased from 20.9 kg to 22 kg, which is still below the recommended level of Russian scientists (23.7 kg), so that fish is a promising growth area. In 2014, 68% of Russian frozen fish were imported before the sanctions.

PEST Analysis

PEST is stands for external political, economic, social and technical factors that typically affect business and performance. PEST, developed in 1967 by Francis Aguilar, a professor at Harcard University, can work alone or in combination with other tools such as Porter’s Five Forces and SWOT analysis to determine the perspective of the entire organization. PEST will help improve business decision-making and timing. Another benefit of the PEST analysis is that it allows predicting the future by looking at the current situation.

Political Environment

Government regulations and legal issues affect the ability of companies to make money and be successful, and this factor will examine how it will happen. Issues to be considered include taxation, copyright and property rights, political stability, trade regulation, social and environmental policies, labor law and safety regulations. Companies should consider their local and federal power structures and discuss how the expected power shift affects their business.

Japan Russia

There is no chance in the political arena, but in July a new policy must be implemented that can have a significant impact on the expansion of the instant food industry.

Japan has the constitutional monarchy as the current form of politics. The emperor, however, is a symbol of the ceremony and his power is very limited. It is defined by the constitution as a “unity and symbol of the people”. The prime minister holds elected members of parliament (Japanese parliament) and the power. Akihito is the current Japanese emperor. The Japanese prince Naruto is behind the throne.

Russia is the Supreme Presidential Union with the Civil Code system and the authority of the President. The power is split between the president and the prime minister. The prime minister is Dmitri Medvedev, but the current president can be elected for six years. President Vladimir Putin. The next presidential elections will take place in March 2018.

The most important national law is the constitution passed in 1993. The Russian Federation consists of 85 equal federations (republic, region, federal city, autonomous area). The system of public organization is determined by the general federal capital. All regions have Executive and Legislative and Executive Directors / Governors who are elected for a five-year term.

Economic Environment

This factor reviews external economic issues that can be met by the success of the business. These include economic growth, exchange rates, inflation and interest rates, economic stability, changes in expected resource and resource costs, unemployment, credit conditions and unemployment.

Japan Russia

From 1868 began the economic development in the Meiji period. Meiji rulers accepted the concept of free market economy and adopted the form of liberal capitalism in Britain and North America. The Japanese studied abroad and Western scholars worked in Japan. Many companies were founded at that time. Japan is the most developed country in Asia. Japan is the third largest economy in the world, and total GDP in November 2017 is $ 4.9 trillion (Petroff, 2017). According to the World Bank, the Japanese economy will grow by 1.3% in 2018 and the 2019 (2018) growth rate will continue to be reduced to 0.8%. Japan is also the second largest economy in Asia. It is a member of G7, G20, APEC, ASEAN. Although the government works closely with industry, the economies are mixed. Automobiles, electronics, machine tools, steel, ships, chemicals, textiles and processed foods are among the most important Japanese industries. Russian economy, like the government,

It is very volatile and unpredictable. The Russian economy is heavily dependent

Crude oil prices. Great Depression of 2008 and serious.

The Russian Ministry of Economic Development forecasts optimistic GDP growth of about 0.7% per annum, but the central bank has a more negative outlook and expects a decline of 0.5% to 1% per annum. The inflation rate will increase in 2015 from 15.5% in 2015 to 7.2% in 2016, but is expected to rise to 8.2% in 2016.


Social factors analyze the demographic and cultural aspects of the enterprise market. These factors help companies identify consumer needs and drive purchase. Investigated are demography, population growth, age distribution, attitudes to work, trends in the labor market.

Japan Russia

In Japan, the first families and patriarchal families have been popular since the 8th century. If her husband had no children, her husband often had a small cell that allowed his offspring to lead the family and ensure their continuation.

The Japanese health care system offers medical services such as screening tests, prenatal care, control of infectious diseases, etc. Patients accept 30% of these expenses, while the government spends the remaining 70%. I will do it.

The Japanese education system played a central role in Japan’s economic recovery and rapid economic growth in the decades following the end of World War II. Education is compulsory in secondary education at primary and secondary level. Virtually every student will voluntarily go to the advanced intermediate level.

Sociocultural factors are considered important for the elderly. Russian nursing department. Different demographic factors, Examples, changes in lifestyle, population growth rate and age profile,

Social health and education level and, for example, life .It is closely related to advanced companies in this case of market segment.

Russia is the largest country in the world, the total area About 16 million square kilometers in contact with several countries, The population of about 144 million people,

Countries with long borders and distances, different climates and time zones, Infrastructure challenges, inequality in living standards


Technology issues affect the way an organization provides products and services to the marketplace. Specific issues that need to be reviewed include government spending on technology research, the current technology lifecycle, the role of the Internet and its changes, and the implications of potential changes in information technology. As with other factors, organizations need to understand how they affect the product’s user and their delivery, considering the generation change and associated technical expectations

Japan Russia

By September 2007, Japan had 27.7 million broadband lines, the world’s third largest broadband line after the US and China. 78.2% of Internet users in Japan use the Internet. The vast majority of Internet success in Japan has grown enormously as ADSL broadband technology. Other broadband services such as Fiber to the Home (FttH) also captivated Japan. In this report, we will look at the maturity of the broadband market, broadband broadband providers and access methods (cable modem, ADSL, FttH, broadband on the power line, wireless broadband, etc.).

Today, Russia is working to build a high – tech economy, but bureaucracy is stifling these attempts. However, the country does not give up trying and creates a special high-tech zone and a high-tech park. There are 37 areas each with several technical zones. For example, Innopolis is an example. Innopolis opens the way for an innovative project in the IT village with special economic zone and unique IT university


Comparison of Hofstede’s cultural dimensions and state between Japan and Russia

According to Geert Hofstede’s analysis, you can describe the culture of each country. These ideas were based on a large-scale research project on national cultural differences between subsidiaries of multinational corporations (IBM) in 64 countries. A survey was conducted on 23 elite countries, commercial aviation pilots in 23 countries, seniors in 15 countries and officials in 14 countries. Together, these studies have identified and verified four independent dimensions of difference in national culture, added later in the fifth dimension.

Indicator Japan Russia

Power Distance 54 93

Individualism 46 39

Uncertainty Avoidances 92 95

Masculinity 95 36

Long Term Orientation 88 81

Indulgence 42 20

Japan’s Lady meal is expected to reach 1.9 trillion yen in 2017, thanks to the continued support of busy consumers. As Japanese consumers lose time to cook at home, they continue to enjoy prepared meals as an option for lunch and dinner. The growth of convenience foods was largely confirmed by an increase in women in Japan, which had a strong demand for cooking time and effort. This trend has encouraged large manufacturers to launch new products for female consumers and contributed to overall meal growth in Japan during the evaluation period. Changes in population dynamics, such as an increase in one-person households, also led to an increase in meals in Japan. With urbanization, the size of households is shrinking year by year, and the proportion of workers in large cities is higher than in rural areas in Japan.

This encourages large manufacturers in Japan who are ready to launch products for this consumer segment, such as one-piece products for men and women. Due to the diversification of Japanese consumer types, the product type was flawed, but manufacturers expanded their product portfolio for different consumer groups. For example, large frozen pasta products are well accepted by male consumers. For health-conscious consumers, lunch boxes that reduce carbohydrates and vegetables, Japanese-style meals, etc. are also well received.

Application of Segmentation, Targeting and Positioning


Segmentation can be defined as subgroup of people or organization, sharing one or more characteristics that cause them to have similar product needs to satisfy. There are four bases of segmentation.

Process of Segmentation

  1. Identify the current and potential wants that exist in the market.
  2. Identify the characteristic that distinguish among the segments
  3. Determine who has each want. Final step is to estimate how much demand and potential sales each segment represents

Benefits of the Segmentation

  • Market segmentation is customer oriented. Marketer will identify the customer need and want then only decide if it is practical to develop marketing mix to satisfy those wants.
  • The management can respond to meet changing market demand.
  • Management can do a better marketing job.
  • Develop strong positions is special area in market segment.
  • Base of Segmenting Consumer Market
  • Geographic segmentation
  • Geographic segmentation calls for dividing the market into different geographical units. As the international market
  • Region wise
  • District wise
  • Demographic segmentation

Segmentation Base Criteria

Age Group Young / Older adults/adults

Gender Male/Female

Occupation Professionals/ biasness man/labours

Education School/ University/higher education

Family Size Couple only/ Small family/ Large family

Macoys house should concern about the female category mainly. Because females are the main segment that concerning on the foods hardly. They should aim the teenagers and professional people. Professionals need new taste as always.

Psychographic segmentation

Buyers are divided into different groups based on lifestyle, personality and social class. Macoys normally used for upper and middle class level people and who are willing to consume read meals garments for their busy life

Behavioural segmentation

Buyers are divided into groups basis of their knowledge, attitudes, uses to a product. Also, it’s economically price suitable for mid classes. So many marketers believe that behavior variables are the best starting point for building market segments.


Having identifying size and the growth potential of Macoys target segments and organizational objectives company decide full market coverage strategy is the best way to follow. It involves serving almost all customer groups that macoys type food products needed in both Russia and Japan.

Company has to clearly demonstrate how the real market leader behaves. Company need to position their brand as quality and revolution brand in the stiff market forces in the industry. To do that macoys have to do product launches, modifications and new introductions, greater distribution and etc.Because of our strategies we will be positioning top of the customers mind.


When properly positioned, the product becomes unique and users may consider it another advantage. A good position gives the product USP (unique sales proposition). In markets with many products and brands that offer similar benefits, brands and products are superior to other brands, so you cannot compete with higher prices. The advantage in the market makes it easier for the products and their companies to overcome bad times. A good position is a position that allows flexibility, expansion, distribution and promotion of goods and services.

Marketing Mix Implementation

The use of marketing mix is an excellent way to ensure that you place the right product in the right place. A marketing mix is an important tool that helps you understand what products or services can be offered and how to plan for successful product delivery. The marketing mix will most often run through the four P of marketing

Product – The Product should fit the task consumers want it for, it should work and it should be what the consumers are expecting to get.

  • Variety of foods
  • Design of the delivery
  • Sizes
  • Keep the natural color of the food
  • Quality
  • The customer services

Place – The product should be available from where your target consumer finds it easiest to shop. This may be in showroom, Mail Order or the more current option via e-commerce or an online shop.” Macoys” can get the advantage of the seasonal online promotions. They can introduce online shopping methods.

Price – The Product should always be seen as representing good value for money. This does not necessarily mean it should be the cheapest available; one of the main tenets of the marketing concept is that customers are usually happy to pay a little more for something that works really well for them.

Pricing strategy for the “Maacoys” – Competitor based pricing strategy.

Competitive bid pricing strategy – Situation that can match or better prices than the competitor.

Competitive advantage pricing strategy – “Macoys “ can give more quality and more featured products to the same prices that competitor conducting.

Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social Media are all key communication tools for an organization. These tools should be used to put across the organization’s message to the correct audiences in the manner they would most like to hear, whether it be informative or appealing to them .”Macoys” can do more online promotions and give seasonal offers to customers.


The most important factor for eating frozen food comes from the kitchen itself. Most women in the Western Region do not spend much time cooking, they choose foods that can be eaten immediately. In such a scenario, relatives continue to buy frozen foods and make the housewife’s request. Meanwhile, house cooks, chefs and other cooking experts cannot promote the use of frozen foods and continue to eat complicated cooked meals. Another factor in the global growth of the frozen food market is the busy working-class lifestyle. An active lifestyle has encouraged people to consume frozen foods every time they spend their free time. As the availability of frozen foods became easier, consumer buying patterns for food products were impacted and frozen foods were included in the daily list of consumer goods.

How to cite this essay: