Final Paper

Americans have been cooking less and less over the years. In 1998, 52% of American home meals required at least 30 minutes to cook. In 2018, that percentage had decreased to 37% according to certain sources.

Frozen food companies perceived this as a favorable market trend for them. But the marketing director of Ice2Heat, a frozen food company, worries that COVID-19 may change food consumption trends. Ice2Heat worries that many people will continue to work from home, which would give them more time to cook and reduce their frozen food consumption. Other trends such as those described in the links listed below are also raising questions.

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Ice2Heat is looking for a marketing consultant to help them analyze consumer behavior trends in a proper manner and recommend potential adjustments to their marketing and products, if needed.

Imagine that you are a marketing consultant who is invited to make a proposal. In your proposal, you are not expected to analyze food consumption or make recommendations: you are only expected to explain how you would analyze consumer behavior to make your recommendations (there is no need to present a budget in this proposal.)

Please present your proposal in approximately 2 to 4 pages, single-spaced (font arial 10 or 11 or similar.) Text only. Bullet-points are acceptable.

Articles of potential interest:

(you are not expected to summarize these articles and are not expected to analyze consumer trends, these articles are provided for reference only to support your essay)

Five Trends Defining the Food Industry Post-COVID

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