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Operations Decision ECO550 Assignment 2 Lydia L. Brooks
February 16, 2014 Operations Decision Introduction There are countless low calorie microwavable food options in the market today that are available for purchase. As people experience a higher income, they can afford a better lifestyle than was previously accessible; therefore, people’s cooking style has changed. Instead of using traditional cooking methods, people now use microwaves to cook. With this microwave usage rise, a rise in microwavable food items has also occurred. With so many diverse products available it is so very easy to find and purchase a healthy choice of microwavable food. A low-calorie or healthy selection of diet choice is one that includes a good source of protein; in addition to containing a minimum of 3 grams of fiber (to satisfy), and also has no more than 600 milligrams of sodium (Zelman, n.d.).
Some of the manufacturer options are: Lean Cuisine and Healthy Choice. Both of them are major competitors in the frozen food market. Lean Cuisine, a part of Stouffer’s (which dates back to the 1920’s) was acquired by Nestlé 1981 and has since then expanded its market in the US, Canada and Australia. Lean Cuisine offers a wide variety of frozen foods and is one of the top choices for low calorie food (Nestle', n.d.).
Healthy Choice, manufactured by ConAgra, is another principal low calorie frozen food supplier. They are Lean Cuisine’s biggest competitor. The market segment is decided by three criteria which are the variables behavioralistic, psychographic and profile (Company history, n.d.) (Market segmentation, n.d.).
Behavioralistic segmentation variables are those that are pursued from product and buying patterns such as volume of purchase, brand loyalty, readiness to buy and frequency (to name a few) and may be judged to be the primary basis. This variable has

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