Iceland

ICELAND Foods Ltd.

Iceland Foods knows that a bag of frozen peas is only as good at the freezer it's kept in. The company will sell you both from its chain of more than 700 grocery stores -- over 300 of which also sell home appliances -- in the UK. After a disastrous thaw into general groceries, the company has returned to its chilly roots in retailing frozen foods, most of which are private-label convenience foods with flat Ј1, Ј2, or Ј3 price tags. Its grocery stores also offer home delivery. Iceland Foods is returning about 150 failed conveneicne store locations to the traditional Iceland format. Iceland Foods was acquired by (interesting coincidence?) Icelandic firm Baugur in 2005.

Second Ave., Deeside Industrial Park

Deeside, CH5 2NW

GBR - Map

+44-1244-830100 (Phone)

+44-1244-814531 (Fax) Company website:

http://www.iceland.co.uk

Source: Google Finance

(http://finance.google.com/finance?cid=4153311 )

Management

Malcolm Walker Chairman and CEO

John Cordner Financial Director

Nick Canning Marketing Director

Number of Employees: 18801

Basic Financial Information

Company Type - Subsidiary of Baugur UK

Fiscal Year-End - March

Top Competitors

ASDA Marks & Spencer Tesco

Annual Sales 26,800.0 13,564.1 68,701.3

Employees -- 65,000 237,024

Market Cap ($ mil.) 0.0 0.0 0.0

Source: Hoovers

http://www.hoovers.com/iceland-foods/--ID__134548,ticker__--/free-co-fin-factsheet.xhtml

SWOT Analysis

Strengths Weakness

* Convenience Store (14% increase in sales)

* E-Commerce (2nd Largest Market Share after Tesco)

* Efficient Home delivery system * No unique products

* Price is relatively high

* No. of products

Opportunities Threats

* Home delivery - Growing Market

* Customer Service

* Frozen Food Specialist * Competitors ability to duplicate products

* Availability of substitutes with competitors

* Low Price Competitors available (e.g. TESCO, ASDA)

TOWS Matrix

Tows Matrix - ICELAND Foods Ltd. Strengths Weaknesses

Dealer