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A few of the Essay and Assignment tackled on Food
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| | Marketing Communication assignment on Eliana’s Kitchen | | | This assignment meets the below given criteria –
You work for the new agency and have been asked to advise Eliana on the following issue, critically analysing academic/theoretical thinking…
• Regarding the concepts of opinion formers and opinion leaders, critically applying these concepts to Eliana’s Kitchen.
• Of buyer behaviour, identifying the 3 main influencers on Eliana’s Kitchen consumer buyer behaviour
• Behind brand positioning, identifying a relevant marketing communications message for Eliana’s Kitchen.
• Regarding quantitative and qualitative research and how ONE method of communication research can be used to develop the above message at Eliana’s Kitchen.
• Finally, you are to critically analyse ONE marketing communication tool and identify how you would integrate it with Point of Purchase material in the first year of Eliana’s Kitchen launch.
Eliana’s Kitchen is a reputed company, well known in the field of manufacturing organic baby foods. The company has grown well over the past few years and now wants to go for an expansion drive by launching new products that will make the children eat healthy food from a young age. The company wants to know the various marketing strategies and tools used in the marketing of organic baby food and the consumer behavior in the purchase of organic baby foods.
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| | Assignment on Blue Ocean Strategy and Business Ethics | | | There are various factors that contribute to the success of an organization. One of them is the management itself. Management could be of any process in the organization such as marketing, production, administration etc. There are various management theories developed by academicians as well as industry experts. Some of them deal with marketing issues in the organization, some of them deal with administration and some other on human resource and so on. Once in a few decades great works surface. The literary works change the ways the organizational operations are looked at. The literary works give a completely different perspective to the organizational processes and a new paradigm to the organizational management. Such great works or authors of those literary works go on influencing generations of researchers with their original path breaking ideas and approach. One such example is Peter Drucker, who gave a completely different perspective to the organizational activities. When Peter Drucker wrote his books the management practices had not grown to the level they are these days. Organizations were mostly hierarchical then. Decision making was mostly done by the top management. At such times. Peter Drucker gave the idea of decentralization (Robert Heller, 2001), which the organizations practice today. Another path breaking book is that of ‘Blue Ocean Strategy’ by Chan Kim and Renee Mauborgne (2005). This book talks about creating demand by providing value additions in a product or service. All the books on marketing talk about the ways to outsmart competition, surviving and making profits in highly competitive environment. The marketing management experts are kind of used to expecting competition and cannot visualize a situation where there is no competition and the market is as big as one reaches out to. The idea at first appears cynical until one reads the book by the authors . Blue Ocean strategy does not talk about going to a new geographical market rather it suggests to create a new market within the very competitive market one is expected to operate and survive. Organizations essentially thrive on customers’ money. The customer expects some kind of value addition to his or her life by consuming the product. The product may be essential to the customer or it may be of some value to him or her. If the organizations that promise value to the customer for the money the customer has paid behave either covertly or overtly unethical then the business loses the trust of customers. Not only that customers can become skeptical about a host of related businesses thus damaging the harmony in the market. It therefore becomes important that the companies need to realize their responsibility towards customers as well as its own employees. This calls for ethical behavior or practices from the organization. This paper discusses all the three management issues at length. The paper also discusses operations of the organization Petra Food Manufacturing Company, Kuwait, where the author of this paper works, in the light of the above theoretical discussions. The paper finally makes recommendations to Petra Food Company on the areas that need improvement. | | |
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| | Business plan on the expansion of Organic Bliss | | | Organic food Industry has been quite a buzzword in the present scenario. People worldwide are actively becoming aware of their growing need for eating healthy and thus transforming towards organic bend in their diet.
Researches exhibits that sale of organic products has gone up to 49% in conventional grocery stores and has even captured 3% of total organic sales in 2000, through direct markets such as farmers markets (Greene, 2000). Wherein, in Australia, the value organic production double in six years since 2000, its now position at 250A$ million, out of which 80$A million is exported. These figures without doubt reflects the promising opportunity of delving into the organic business.
Bradford (2008) reflects that the consumers of organic products might be motivated by concern for children, recovery from illness or other health issues but environmental health is also becoming a deciding factor for many consumers who don’t agree with the use of pesticides, fertilizers or many synthetic food additives.
Organic Bliss, a cafe cum store has been set up to meet these need of increasing scope of organic foods industry worldwide and particularly in Australia. The cafe will be dedicated to organic ingredients towards the social responsibility of sustainable development and make the world better place to live in. It will be abide by all the food laws in compliance with organic food certification to all its products and services.
This business plan will explore all the business chores that Organic business is supposed to follow in line in order to venture into this cafe and store set up. It will broadly cover the areas such as plan, marketing and advertising strategy, business model and finances.
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| | Critique of the Advertisement campaign of Pepsi ‘Ye hai Youngistan Meri Jaan’ | | | The main purpose of conducting marketing campaigns is to target focus customer groups with an intention to create a need and desire to own the product the company is marketing. Marketing campaigns normally have the objectives of conveying some sort of value addition to customers. No marketing campaign can exist without specific objective and goals. Apart from having predefined objectives marketing campaigns also have customer target groups in focus while designing the advertising or marketing campaign. Advertising is just one component of the marketing campaign. Integrated marketing communications involve a whole set of activities such as selection of theme, selection of phrases, advertisement design and shoots, creating visual displays, selecting advertising media, displaying the advertisement in the selected media, time the advertisement is displayed etc. Pepsi India launched a path breaking marketing campaign in 2008 that proved most of the marketing experts wrong. The company dropped its celebrity brand ambassadors and instead opted for less known young cricket players and movie actors. The market campaign of Pepsi India, ‘Yeh Hai Youngistaan Meri Jaan’ was a huge success and was a first of its kind as it dropped icons like Sachin Tendulkar from the advertising campaign since he was not young enough to address the target audience. The campaign overcame the skepticism of market experts and was a huge success creating a niche market for itself. The advertisement set a trend in itself by having coined the term ‘Youngistaan’, which was adopted by many programs and extracurricular activities in university campuses and the internet. The paper critiques the above said advertisement campaign of Pepsi India on the basis of brand positioning, target audience, objectives, creative issues, media strategy and the use of marketing communication tools. The paper finally recommends Pepsi India not to ignore the older population and convey the message that the drink is also for those that are young at heart, in its marketing campaigns. | | |
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| | Essay on Work Life balance using a case study on Cadbury | | | – “Work a little less and go to the gym a little more. Do not put the thumbscrews to your employees – it will do no good. Punitive measures and threats are more likely to turn off or burn out your best workers than motivate them. When you turn up the heat, your best talent – the people you trained and groomed and who, therefore, have the most options – will be most likely to defect at the first opportunity. And that will likely increase your stress, not reduce it,”
This paper discusses the above statement with reference to OH&S and Worklife Balance
Looking at the current work life, it is clear that pressure and work load is increasing day by day. It is not only deteriorating employees’ work life but personal lives too. There are end numbers of problems that are faced by the employees of different organizations. This paper will through light on some basic concepts and issues of the commercial world. It will give an insight of the work arena. It covers the principles of work-life balance which has become a major issue in modern organizations. I will also cover a case study which will discover and provide a clear picture of work ethics of an organization. Therefore, this paper will present a complete view of the working environment of the employees. It will also have a critical overview of an organization on its assistance to its employees.
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| | External environment Audit of Mcdonalds | | | Given the fierce competition in the market, all firms try to outdo one another through various means. In such a scenario, the external environment has become very important. Companies are very much concerned about the factors outside their organisation that affect their functioning in the market. Any company existing in the market cannot afford to remain in isolation and is therefore, inevitably thoughtful about its external environment and forces. Hence, external environment analysis has become quite popular. This analysis assists an organisation in determining the factors that may affect an organisation and the manner or nature of that effect. It helps through various ways and is recommended to be undertaken regularly for maintaining competitiveness.
External environment analysis is also known as the Opportunities and Threats analysis. However, there are many variations in the nature of this analysis. Smith (2004) says that the external environment analysis in particular looks at supporters, competitors, opponents and other external impediments. He includes social, political and economic factors in other external impediments as they are likely to affect the organization from the outside. This analysis is also known as external environment audit. SWOT and PEST/ PESTEL analysis are also considered to be means to the external environment analysis of a company.
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| | Marketing strategy for Allanasons Ltd for entry into Australian market | | | This report is written to demonstrate a marketing strategy for Allanasons Limited to enter into Australian market through its product of fruit pulp. Allanasons Limited is an Indian company which was incorporated in 1865. It possesses a well diversified product range and is particularly strong in the product segments of Halal meat, Coffee, Fruits and Vegetables and Marine products. The company has the long term strategy of exporting its frozen fruits and vegetables in the markets of UK, USA and Australia. Frozen fruits market in Australia is growing at a rapid pace and thus it has been identified as a primary target for exporting fruit pulp. Fruit pulp will first be exported to three major states in Australia i.e. Victoria, New South Wales and Queensland and after a period of 2 years expansion will be done in other parts of Australia. The primary target market of fruit pulp has been identified as university students, vulnerable groups like infants and pregnant ladies and health conscious people. The product will first be distributed to Convenience stores and Take away food outlets near the target market areas and once the product is popular, it will be introduced in major supermarkets like Coles and Woolworths. Coles and Woolworths have been identified as the major competitors and their strengths and weaknesses have been closely studied. Several marketing communication tools like mobile promotion teams, branded merchandise, point of sale display material and product specific pamphlets have been chosen to create an initial awareness about the product. November 2008 has been found to be a suitable month for launching of fruit pulp in Australian market and Planning budget suggests that the project will start to generate profits from the fourth month of its launch. Six months would be an ideal time period after which fruit pulp can be introduced in major supermarkets to compete with housebrands of Coles and Woolworths. | | |
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| | New Venture Strategy assignment on McDonalds | | | When an organization starts a new venture in an alien country, the success or failure of the venture depends upon many factors. Some may be internal to the organization and some of the reasons may be external to the organization. Internal reasons could be organizational architecture with power centre at the top management, insufficient capital to sustain initial failures etc. External factors to the organization that contribute to the success or failure of the venture could be political, cultural, religious, demographic and the availability of technology and resources. The organization may have a successful business in its home country over the years. However, the success of its international venture cannot be taken for granted. McDonald’s successfully ventured into conservative Chinese market by carefully studying the environmental influence for a few years. It is currently flourishing in niche market segment of China. The paper recommends McDonald’s to enter the in-line fast food segment, which is currently dominated by KFC taking into consideration vast market potential of China.
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| | Report on identification analysis of Operational management issues at workplace and recommendations for improvement | | | The importance of the proper Operations Management in solving current problems faced by my uncle’s restaurant business is highlighted. The main problem is the inflexibility in the management of the restaurant operation system. The presence of my uncle during daily operations of the restaurant makes a huge impact on the level of staff performance as well as the profitability of the restaurant daily business. This study introduces the background of the restaurant as well as highlights the main problems issues for discussions, followed by an introduction to the methodology involved. Finally, a solution for each problem is presened. It is strongly believed that this study can enhance the restaurant’s operations management and overcome its inflexibility situation thus improved the staff performance and returns of the business.
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| | Report recommending a new store design for Celtic Organic Wholefoods | | | Most of the retail industry caters to customers directly through its outlets unlike some business to business industries. Several factors influence the decisions of customers to buy from a particular outlet. Some of the factors are ease of shopping, proper ambience and the availability of additional products or services that are not directly offered by the store. There are many store design types such as straight floor plan, diagonal floor plan, geometric floor plan, angular floor plan and mixed floor plan. Each of the layouts has its own advantages and disadvantages. Each of the floor plans are suited to particular type of product showcasing and selling Celtic Organic Wholefoods is a retail food chain company that offers organic products such as bakery items, grains, dairy products, organic vegetables and fruits etc. This report provides a distinct floor plan for Celtic Organic Wholefoods in view of the perishable and non-perishable products that would be showcased in the new store. The proposed design would also have spaces for nursery and coffee shop managed by third party companies in order to enhance customers’ shopping experience. This report recommends Celtic Organic Wholefoods to incorporate the proposed store design to enhance customers’ shopping experience as well as to improve business revenues for the company. | | |
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| | Starbucks Case study | | | This case study is based on Starbucks and provides answer to the above 2 questions. | | |
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| | Strategic case study on Target | | | Current success is attributable to many aspects of Target, most of which stem from its strong reputation as a place to buy a wide variety of quality, fashionable goods at discount prices. Target has garnered this reputation by building a strong rapport with its customers and through its partnerships with other respectable groups. As well, Target’s continued desire to help communities has helped build and strengthen relations with its clientele. A weak point for Target is its position in the market. One major reason for this weakness lies in the overall structure of the company. Frankly, it is currently not capable of reaching out to certain customers (specifically suburban and rural) simply because of its size. This being said, Target is in a great position because it is big enough to chip away at Wal-Mart’s market share and compete strongly with other members of the various industries Target is a part of (Kroger, Safeway, etc.). Opportunities for Target to grow are many. For example, delving more into the retail food industry, investing more into on-site gas stations, increasing its prominence in bridal registry and to open up more partnerships with other companies are all ways for Target to grow. All of the potentials have to bear in mind the overall objective of bringing more customers into the store and having those customers come back often. The frequent customer is relatively rare at Target, especially when compared to Wal-Mart and this needs to change. | | |
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| | Strategic marketing plan on Green eggs company | | | The purpose of this Strategic Marketing Plan is to assess both the internal organisational capabilities, as well as external environmental factors that are likely to impact on the Greens free range egg business currently, and in the future. Green Eggs’ marketing problem is essentially the ability to sell value-added eggs profitably. They also want to be able to provide a product offering that is unique, differentiated, and superior in the market, thus providing a competitive advantage for their business. Their problem at present is that their brand is relatively unknown in the market, and they don’t have a wide-spread distribution network in place to grow their business. | | |
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