Develop a Food Marketing Strategy driven by a Coherent Knowledge of Consumer Decision Making. You are required to focus on either a product (select one brand) in your selected industry sector that is underperforming (and needs to be repositioned) or a relatively new product with potential growth opportunities.
For any organization to be successful in the market there is need to have an understanding of what is taking place in the world around the business operations. Some of the factors that are in the surrounding of a particular organization determines the rate at which it will succeed in the days to come. Marketing should be the central point of concentration as it ensures that the products reach the customers and the organization make profit. In the 21st century, technology have been integrated into marketing which has changed the way companies reach out to customers as well as run internal affairs that are related to distributing products and services. The technological factors take into consideration the rate at which technology is advancing and how much integration does a company needs to have for a successful business regarding the realization of company goals (Ghauri, 2010). It would be an excellent opportunity for a company in the global perspective that offers food related products and services to enter the market both local and globally as long as they are in line with what is expected.
Daiwan is a company in the global market that offers products in food and beverages related fields ranging both fresh as well as canned food materials are distributed in the various parts of the globe. In its vision, Daiwan intends to reach customers that are located in different parts of the world. To achieve the goals, technology is one of the tools that will be used in marketing as research have shown that majority of the world population have access to the internet. Apart from technological application in the marketing it is important to consider marketing mix. The cost is the essentially sum a client pays for the food products whenever they go out for shopping. On the off chance that the cost exceed the apparent advantages for an individual, the apparent estimation of the offering will be low and it will be probably not going to be embraced, however in the event that the advantages are seen as more noteworthy than their costs, odds of trial and reception of the item is significantly more prominent. One of the marketing benefits that have been achieved through technological advancements is communication both internally and externally.
The heart of every marketing strategy that is used by an organization is the communication. One aspect of communication that is utilized is making the users aware of an existence of a product or a service in the market. Technological tools have been a development that links the organization to the stakeholders to make the management easy. The management of the organization needs to analyze the new technology to get the ideas about the various design issues related to offering technological services towards the meeting the needs of the customers as well as increase the profit margin levels. When an organization is informed on the emerging issues in the line of the product and services it produces, it makes it remain competitive. The information that should be greatly invested on is how the organization will utilize innovative ideas to bring changes in the use of technology to provide quality services in the market. Innovative ideas in this context aim at reducing the production cost and maximize profit through technology. If an organization is unable to adapt to the ongoing technological changes, then, it is destined to lag behind its competitors in the market. It is essential for the Daiwan to focus on specific factors such as cost and reliability which is related to technological elements of marketing in the company service provision (Rohani, Golbarg, and Mutasim, 2014).
The technological tools that are widely used to link the organization and the stakeholders include websites and mobile apps. With automation being one aspect of technology in an organization, marketing operations are moved from being manual and become digitized where an organization can post what they offer regarding product and services to websites and mobile apps (Doole and Robin, 2008). Ordering and payment processes have been made easy where the customers can request their products and services without necessarily moving from to the premises of the sellers.
Various technological tools can be used to achieve online marketing. One of the most common ways that are utilized by companies is the use of social media. Social media users are increasing on a daily basis due to the availability of devices that supports their functionality. Commonly used social media platforms in the 21st century that have shaped marketing to better levels of improvements include Facebook, WhatsApp, and Twitter (Petruzzellis, 2010). Companies can post their products on any of the platforms, and it can be shared easily with the others which makes communications more accessible. Next to social media, website ads play a critical role in the promotion of products. Website ads are pop-ups that are incorporated in the functionality of a website providing a description of particular goods and services offered by the organization. The effectiveness of the websites has been achieved due to the increased population that is using the website as a means of communication as well as research.
The printing press is a technological marketing strategy that is widely used by companies to market themselves. The printing press has come up with online platforms where readers can read their publications which set an allocation for the advertisements. Video and Audio recording have in the past couple of decades turned out to be advertising platforms. When releasing a particular media to the public through media playing sites such as sites, advertisements are included which features in the middle of an audio or video production. Email is another technological tool that is used for online marketing. Successful businesses in the world today have corporate emails that are used to contact users as well as employees in case there is an innovation (Chaffey, et al. 2009). Through, hangouts the when a customer has a question or an inquiry regarding a particular service or product, they can directly interact with the organization which enhances acceptability.
Innovative technology gives an organization a chance to improve the efficiency of the employees and enhance the productivity towards accomplishing the goals of the organization. Employee serves the responsibility of ensuring an organization connects to the customers among other stakeholders. Technology is directly related to the performance of the employees as it improves on efficiency as well as reducing the gap that may be available for the organization and the customers. Concentrating on marketing about employees, technology provides communication channels such as emails and Skype which are essential when demonstrating features of a product to the customers as well as offering solutions to problems that are realized in the course of the functioning of a particular product without having to move from one geographical location to another. Also, the market is extensive, and it is essential for Daiwan to offer variety of technological services covering different age groups so that they can experience a sense of variety which is made to influence the users psychologically. For the employees to be in a position to produce products that fit a particular age group it is essential to have a product that is in line with the expectations of that particular age group. This speaks to the greater part of the interchanges that an advertiser may use in the commercial center to expand mindfulness about the item and its advantages to the objective section. Advancement has four particular components: publicizing, advertising, individual offering and deals advancement. Publicizing may incorporate utilizing forte bundling to exhibit items, using special items for your organization, or online promotions. A specific measure of hybrid happens when advancement utilizes the four chief components together. Deals staff regularly assume a noteworthy part in advancement of an item. To be always updated regarding the various changes that are taking place in the market, research can be conducted with the aid of technological tools which translates to the organization producing goods and services that are customer oriented. In addition, when research has been performed, the data can be analyzed and stored in information systems which improve on quality and speed.
For effective marketing to be achieved, the organization should take the product marketing as a project. Good project management gives a chance to an organization to come up with products and services that meets the standards of the market. Also, the products and services are tailored to meet the needs of the market as well as make the company remain competitive locally and internationally. Additionally, management practices gives work breakdown structures and assign responsibilities to the activities which are accomplished through timely and straightforward reporting system. Project management is important since it allows planning, scheduling and controlling. Planning in project management is process of preparing the various activities prior to commencement of the project activity. Project planning entails identifying the various activities that will be associated with a project. All the variables and constraints that are associated to a particular activity are identified at the planning stage. Project organization is also part of the planning as activities are identified how they will follow each other. The scope of the various activities are identified in the planning phase.
Employees in the marketing of food products are also stakeholders who cannot be left out. The employees are usually the representative of the organization to the community, customers and the government. When the employees do not meet the requirements regarding qualification and delivery of service, the product will suffer from incompetence in the long run. Food companies employ individuals and provide benefits to them to increase the productivity (Pojasek, 2007, p84). Also, through training sessions, the employees are taught how to study the market to change in accordance with the requirements. Therefore, there should be a strong cohesion that should be developed between the employees and the outside world.
Regarding stakeholders that need to be considered in the sustainability plan, customers are usually given priority. For any organization to prosper, customer product acceptance should be made part of the plan. Customers are usually the main source of income in an organization. When the customers differ on the taste and preference of the products available, an organization is forced to revisit their manufacturing and marketing strategies because it implies there are not return clients hence no future (Gao & Bansal, 2013, p246). The marketing team should Market regularly conduct surveys regarding customer satisfaction which gives them a chance to know what the customers are looking for. After the feasibility studies, the firm can improve on their interaction with the customers thus ending up meeting their needs. An organization is tasked with the responsibility of getting new customers now and then. Marketing strategies such as advertisements and giving discounts attract new customers easily, and this has been embraced by the firm. It, therefore, means that an organization will have a future.
The government in the food industry plays an important role in protecting its citizens from exploitation. In course of running of the firm, the government regulates the business of the products from through setting up of standards and ensuring that customers get the real value of the products. When a firm does not meet the required standards set by local and international bodies regarding their products, the government intervenes and it can result to its closure. Also, the government in the course of protecting the health of its citizens, there are licenses that must be issued to certify that whatever activities are carried out, meets the requirements. Market is subject to routine supervision by the government, which gives an assurance to the general public that what is being produced or the services offered are legal. On the other hand, the government regulates the amount of pollution that can be released to the environment. An organization should have a team of experts who ensures that their wastes released to the environment is in line with the guidelines provided by the government (Pearson, et al. 2014, p187). Being in line with the rules and regulation provides sustainability of the firm.
Chaffey, Dave, Fiona Ellis-Chadwick, Richard Mayer, and Kevin Johnston. Internet marketing: strategy, implementation and practice. Pearson Education, 2009.
Doole, Isobel, and Robin Lowe. International marketing strategy: analysis, development and implementation. Cengage Learning EMEA, 2008.
Gao, J. and Bansal, P., 2013. Instrumental and integrative logics in business sustainability. Journal of Business Ethics, 112(2), pp.241-255
Ghauri, Pervez N., and Philip R. Cateora. 2010. International Marketing, 3rd ed.
Pearson, D., Friel, S., & Lawrence, M. (2014). Building environmentally sustainable food systems on informed citizen choices: evidence from Australia. Biological agriculture & horticulture, 30(3), 183-197.
Petruzzellis, Luca. “Mobile phone choice: technology versus marketing. The brand effect in the Italian market.” European Journal of marketing 44, no. 5 (2010): 610-634.
Pojasek, R.B., 2007. A framework for business sustainability. Environmental Quality Management, 17(2), pp.81-88.
Rohani, Golbarg, and Mutasim Nour. 2014 “Techno-economical analysis of stand-alone hybrid renewable power system for Ras Musherib in the United Arab Emirates.” Energy 64: 828-841.
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