product market whereas, Tyson it's major competitor had 23.77% of the market share. Traditionally, Perdue targeted consumers who purchased primarily fresh poultry and then freeze at least 70% of these purchases. This group also accounts for 70% of the poultry consumers. The company's efforts were to market fresh poultry of highest quality. The industry trends and consumer preferences have changed due to rise in two income families and increase in disposable incomes. More and more companies are taking the opportunity of the growing demand for prepared and easy-to-cook meat products. In accordance, to the consumer needs, Perdue Farms has expanded their product line with value-added products. They also expanded their operations to put the company in better position to provide ready-to-eat poultry products.
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