Various consumer-based businesses outline their operation according to the fast changing development of the marketplace. Economists recognize the market competition mainly on variety, affordability and quality of products. In addition, a plus factor is making products available at all times or occasions where a particular consumer demand surf in the marketplace, as well maintaining the advertisements for product promotions. The consumer leverage of firms that market highly-perishable food products are specifically different from other businesses that generally engages in consumable product marketing.
Like perishable goods producers and suppliers, the shelf-life technology in packaging, storing and distribution are highly critical in order to meet the demands of consumers and the prevailing market price. At this point and time, perishable goods also competes with “time and motion” in delivering to the market, in which maintaining the quality or freshness of product conforms to timing the right customers, price and schedule of delivery.
In the emerging approach to strategic marketing, e-commerce (electronic commerce) through the Internet and mobile communication has integrated Information Technology (IT) essentially for creating market linkages in buying-selling or trade-marketing of products.
The e-commerce can be also described as a cyber-marketing that link between the farm and marketplace, facilitating the business operation from the farm gates to market channels.
The approach of e-commerce in trading has totally “meddled out” the literal role of middlemen in marketing of goods, specifically the perishable products that must be applied with the process of shelf-life technology. This paper will examine and analyze the case of the organic perishable goods industry relating the business venture of Provide Commerce Incorporated (PCI) as a competing commercial enterprise in the marketing of organic perishable goods.
Methodology
The case study of Anthony Onwugbenu et al. , entitled: ‘Provide Commerce Inc: the Organic Perishable Goods Industry’ which was published by St. John’s University in 2005 will be used as the methodical review and main focus of examination, together with several data that depicts related findings will guide the overall analyses. Literature review Company background Based on its web site, Provide Commerce Inc. (PCI) was established in 1998 aiming to be a world renowned e-commerce company.
PCI believes in innovating an online business environment that envisions to “find a better way to do business”, referring to link production areas, producers and suppliers to the right consumers and marketplace. To enable selective marketing of perishable farm products, PCI created specific e-commerce stores, namely (1) ProFlowers. com for flowers and plants, (2) CherryMoonFarms. com for fresh fruits and premium meats, (3) SecretSpoon. com for distributing chocolate and other gourmet foods directly from suppliers, (4) Berries.
com for varieties of cake berries, and (5) RedEnvelope which was acquired in 2008 to cater for online-merchandize-cataloguing of garments, jewelries and accessories (1). A strategic multiple-product-marketing venture of PCI has “streamlined” the flow of supply chain by shortening the bottlenecks in distribution of goods from the farms to the market consumers. In other words, a “business model” in trading is undertaken by PCI through providing e-commerce “just in between” the suppliers and consumers, in which accordingly eliminating the “mediators” in retail marketing.
Moreover, PCI has established marketing-supply contract with cooperatives that acts as a “consolidator” in the supplying of varied farm products, of which PCI directly managed the marketing. The relationship is therefore “exclusivity of distributorship” by and between the cooperatives and PCI. Case overview Based on the case study of Onwugbenu et al. (2005), PCI has found the potentials of Internet technology in providing markets to farm producers.
The modality of expansion that started in 1998, after which ProFlowers. com has been established, has encouraged marketing of specifically categorized organic perishable products. However, as cited, the expansion in “newly diversified marketing” has drawn PCI’s top-level management to define what would be the category of organic perishable products. In addition, the categorization must be complemented with the findings on business-policy environment effective of organic product marketing (1).
Remember! This is just a sample.
You can get a custom paper by one of our expert writers.
Get your custom essay
Helping students since 2015
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download