Company Market Segmentation

Company backgroundThe company is a relatively new company known as Britannia which has been formed after the acquisition of another company ,BonBon Inc.The distribution was strengthened due to this takeover.The company mainly operates in the biscuits segment and aspires to be one of the greatest in the race.On the operations side it had made many conquests and it has also ventured into the dairy products segment.It aspires to be the biggest brands with the innovation it has introduced in their business strategy which includes adoption of new technological advances in their warehouse and product manufacturing segment.It has been one of the most deserved brands and has conducted highly successful campaigns for its products which have been judged by the likes of Ogilvy and Mather.Strategic missionNutrition is the basis of life sustaining activities and through our efforts we shall uphold the values and provide quality food to our stakeholders with innovation and continuous improvements in our value chain.The foreign economy targeted is India.The reasons are listed below:GDP growth consistently above 5%, thereby increasing the purchasing power of the populationIncrease in literacy rate (75% in 2011) arousing health consciousnessR&D activities resulting in the launch of