Abstract
The ready-made and canned dishes market is a competitive market, worth a substantial ? 534 million. William Saurin, who is the main actor in this market, proposed a new merchandise as a recommendation, in order to improve the clarity and simplicity for the customer. In this assignment, we will look at William Saurin's recommendation for the canned ready-made dishes aisle, in depth. William Saurin made a recommendation to French distributors, in order to answer a major consumer expectation, which is to find products that require no preparation. Their organization is focused on the consumption circumstances, because according to a survey, "a homogeneous product cluster depending on how long they need to be prepared and when they are to be eaten" had been identified. Keeping in mind the survey results, the aisle was segmented into three areas according to the cooking time.
