(a) Identify the industry, product segments and value chain.

Industry: leading manufacturer/supplier and marketer in the frozen food industry in Australia.

Product segment:
- frozen savoury (meat pies, sausage rolls, cheese & spinach rolls, pastries and quiches), dessert and fruit products;
- frozen desserts (fruit pies, waffles, crumbles, crepes)
- frozen fruit (whole fruits, processed fruit products)
Core activities include: manufacture of frozen foods, marketing of frozen goods. [please expand]
Value chain: Manufacturer/supplier. Does not sell direct to consumers. Sells direct to retailers (supermarkets, cafes, sporting venues).

(b) What is the current life cycle position of the industry?

The frozen food supply manufacturing industry is at the mature stage of its life cycle.

This is evidenced by:
- The fact that the industry is dominated nationally by few (if any) large integrated entities. PFL has expand through acquisition and new product development;
- Organisational focus on efficiency and cost control. PFL has been seeking packaging innovation as demonstrated by the relocation of frozen fruit packaging operations from Silverwater NSW to Bairnsdale VIC. Furthermore, PFL has been seeking manufacturing efficiencies, with conversion costs improving as economies of scales are increasing from the investment in production capacity during the year;
- Customers becoming more knowledgeable, and not all products survive, therefore PFL demonstrated development of new products across all channels, including the new Four’N Twenty Angus range further demonstrate that the industry is at a mature stage.

(c) What type of organisation is PFL?

PFL is a leading manufacturer in Australia’s branded frozen food (savoury, desserts and fruit) industry. PFL do not sell direct to consumers, but rather to retails and foodservice outlets.
The two main