1. What advertising and marketing communication suggestions can be made to assist McCain to build sales? Within its frozen food po 时'o lio of products, McCain faced considerable indirect competition from fresh food used for cooking

"from scratch." Increased consumer interest toward wholesome or natural foods appeared to decrease the sales of frozen food as consumers viewed the latter as less healthy. Moreover, consumer beliefs in the freshness and healthfulness of frozen food continued to decline.

The trend appeared even more confusing as one research firm projected the overall Canadian frozen food market declining by 4 percent over the next five years, (Ç) Sipa via AP Images while another saw the market growing by 2 percent per year.