Analysis of the development of prospect of premade food

Business school, Durham University, Durham, Britain

^* Corresponding author: pptx58@durham.ac.uk

Abstract

In recent years, pre-made food has become more and more popular in the market; thus, its revenues account for a huge part of the whole food market, especially in China, which accounts for one-third of the Asian food market. Therefore, the crux of this paper is to analyse the situation of the pre-made food industry and discover its market shares, product category and target population. Besides, this paper mainly focusses on Anjoy Foods Group Co., Ltd., which is a leading pre-made food enterprise in China, and finds its superior elements. Consequently, it shows that Anjoy Foods has excellent financing performance and multiple marketing methods to promote its product. At the final, this paper mentioned several suggestions that pre-made food merchants and the government can implement. For example, they can diversify products to satisfy more detailed requirements, improve technology to upgrade products’s taste and nutrition, and enhance food safety supervision to dispel customers’ concerns about food safety hazards.