Page 629 - The Case Lab Book

Case Rationale

This case study Charlie Bighams: The Future of the Ready Meal is a
teaching case providing some help and interpretation of the information
provided .

The ready meal industry is undergoing fundamental change which is
placing extreme pressure on existing business models. Entrepreneurship
and managed growth are under examination.

Charlie Bigham is an entrepreneur who has successfully grown his
business based upon a set of values that he has rigorously adhered to.

His industry has faced many threats for example, from the increasing
power of the supermarkets to the horse meat scandal. Throughout all
Charlie Bigham’s has not only survived but prospered. Partly this is due to
his values which he encapsulated in the following statements:

“I don't like to think of what we do as ready meals actually - I wanted to
make great food without any of the crap in it which you can cook quickly. I
love cooking from scratch, like a lot of people, but I'm busy, like a lot of

people.”