Creating a market
A Bernard Matthews case study

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Page 6: Conclusion

Profit in business is often considered to be a reward for taking risks. Sometimes firms take risks even when the initial prospects do not look encouraging - they believe strongly in their product and the firm’s strengths and capabilities. The Bernard Matthews experience emphasises the value of a strong brand. Used prudently, the brand name enabled Bernard Matthews Plc to ‘umbrella’ product category development and develop its portfolio profitably.

Bernard Matthews | Creating a market