Food Industry Is A Continuously On Demand Industry Marketing Essay

Food Industry Is A Continuously On Demand Industry Marketing Essay Introduction Food industry is a continuously on demand industry that people are always need and want. Some economists and analysts claim that food industry is one of the most proof to economic slowdown. This makes this industry a resilient, reliable and profitable industry. The products and foods that are part of the booming industry includes, confectioneries, health products, biscuits, kids foods, animal foods, crackers, bakeries, cakes, vegetables etc. The wide range of products available offers ample of opportunities for business in this line, growth and progress in line with the advancement of technology and new channel of marketing. Definition of Strategic analysis This includes an implementation of strategy and approaches after taking into consideration various factors i.e. internal and external that directly and indirectly affects the company. Strategic analysis will analyze and assess various forms of strategy after considering the threats potential opportunities etc that the company could exploit in order to succeed and remain relevant to customers. A proper action and steps towards strategic decision and analysis will enable the company view all the potentials and weaknesses within the company and therefore will ensure the positive move in the future. The PEST analysis A PEST analysis is a business measurement tool that assesses and analyzes the factors of. Political, Economic, Social and Technological which then translated to the proper implementation of strategic decisions prior the results of PEST analysis. Factors affecting the Food Industry (PEST Analysis) 1) Political factors Political factors are the factors that include government intervention and barriers in terms of tax/tariff that could benefits the citizen or the government. Apart form that, it also includes the policy and systems that government adopt in regards of business friendly particularly in food industry. The likes of importing policy, regulation and procedures, policy of taking over, merger and acquisition that could affect the constant supply of foods to the country etc are part of political factors. 2) Economic factors Economic factors include stability, income parity, income status, purchasing powers, exchange rate, unemployment rates, interest rates etc. This will certainly affect the decision and actions taken by the company economically. As food is part of necessity and demand by people around the world, as every needs food to survive and living, we could say the industry is not much sensitive on the economic change and volatility. 3) Social factors Social factors include the trends and patterns of demands which due to the cultures, nationality, religious etc. Brand awareness on a country might differ with each others, income distribution, age, demographic, preferences, local and global attitudes towards certain things are different. As for food industry, its known that local preferences will determine the acceptance of food products. The local taste and likes must be met and this will require the business and companies to understand the local market before embarking into the local ones. 4) Technological factors Technological factors really affect the production and effectiveness of the plant and operation. As for the food industry we are seeing the advancement and improvement in terms of technology employed in food industry that as a result improve the yield, making it more efficient and reliable. Product innovation and improvement is also produced with the help of new technology, systems or techniques, This will then help the companies to produce high quality and better food products in terms of taste, health ingredients, safety etc. SWOT analysis. SWOT is analysis of all the possible factors of strength, weaknesses, opportunities, and threats. As PEST are just a tool that addresses the external factors that potentially affect the business, the SWOT seems will give better result and pictures of how the company should react with the business environments and settings that include internal and external factors. The SWOT analysis of Krafts Food industry (the company under study) is performed after analyzing the factors both form external and internal. 1) Strengths 1. Large Market Share In terms of market share, Krafts Food has been in forefront leader in the cheese and biscuits segments. There are the worlds second largest food manufacturer behind nestle in the world but leader in certain part of the world including Northern America and Canada. The fact that have captured quite substantial portion of market share is because the aggressive mergers and acquisition that had taken place for many years since Krafts early inception years. The mergers and acquisition have made a bigger company and able to capture their rivals customer and market. 2. Brand loyalty The current Krafts brands include: Balance Bar, Oreo, Jell-O, Maxwell House, Mikado, Nabisco, Tang, Oscar Mayer, Twist, Snack Wells etc. 3. New technology As for Krafts Food, they have the new technology as they invented quite new products and taste with the help of technology. Plus they acquired many firms with already have technology in place. This could give them a competitive advantage over their competitors. 2) Weaknesses 1. Lack of Marketing Strategy and Launching New Products It is seen that Krafts Food is having difficulty in launching and producing new products and foods. Due to the fact that they have been expanding by the mode of acquiring and merging with other established companies, therefore their variety of new products are very limited. 2. Declining Sales and Demand from Europe and Western Part Krafts Food is now experiencing a decline demand and sales in western part as well as European countries. The competition with other rivals and the leading food manufacturer Nestle is very stiff, as European are more opt to prefer Nestle rather than Kraft in that region. They also face heavy competition in chocolate and baking powder manufacturer, as many big companies in Europe such as chocolates manufacturer from Switzerland, premium brands from Belgium and United Kingdom are more established than Cadbury of Krafts Food. 3) Opportunities 1. New categories, products (i.e., organic, health-focused) People are more concern on the health- focused products including foods. This is a very good opportunity for Krafts to embark in this lucrative segment as the potential fro growth is so huge. They could leverage on the existing plant that they have and enhance their R n D in that particular segment or even joint venture with other related health focused products. 2. International markets Krafts Food involved in international business and they have many plants that operates in various parts of the worlds. They could use this opportunity to expand in that particular region and surround to increase market share and capture the new untapped market surround the region. 3. Operates in many fast growing categories The company (Krafts Food) is offering various products of foods from many categories such ranging from biscuits, health focus products, animal foods, cheesy based foods, crackers, bread and cakes, floor, chocolates , drinks, etc. That will enable them to compete in diverse categories apart from lowering the risk of concentrating in just few products of foods. 4) Threats 1. Competition Stiff competition in food industry in global scale since they are operating in international arena. They operates in many parts of the world and have to compete with the local manufacturers as well. Some of them are really capable of offering products that meet local taste and preference. Example such as in Malaysia perspective where we see Jacobs of Malaysia or Julies Sdn Bhd competing with global brand of Krafts Food. They seem to understand more on the local preference than the global player in biscuits and cookies line of products. 2. Industry consolidation With the consolidation and mergers as well as acquisition exercised by other firms globally, Krafts Food is also feel the pressure to compete with such firms. The industry now becomes more constraint and tight in terms of number of players in the industry as well as market share among companies. 3. Volatile COGS over short run With the increasing cost of goods, every industry will be impacted and this will reflect the growth of the companies in the sector. In some ways, this could also resist and restraint the strategies and products differentiation, sales and marketing etc, of the companies in food industry. Definition of strategy formulation It is very crucial and essential for Krafts Managers and to form appropriate and effective strategies in order to sustain and survive in the long run. Especially in the global issues that impacting companies in the world, management team of Krafts should think of strategies and approach to tackle those issues as well as external and internal factors of Krafts companies. 1) Krafts Marketing Strategy Some of the very strategic decision in their marketing strategies, is that the company sponsored the Kraft Musical Revue, a two-hour musical variety show. Their international operation is supported by a policy that focuses on local tastes of foreign consumers. Kraft was a major supplier during World War II. They also enhanced the collaboration and joint efforts with government of US. This somehow create and indirect promotion and establishing their name in domestic as well as international arena. 2) Differentiation strategy Emerging markets: Growth in the confectionary market will largely take place in emerging markets. à ¢Ã¢â€š ¬Ã‚ ¢ Natural: Consumer demand for products that are free from artificial colors, flavors and additives and concern over the long term effects of artificial ingredients has driven growth in the confectionary industry. à ¢Ã¢â€š ¬Ã‚ ¢ Heritage and provenance: For chocolate manufacturers a key growth opportunity is for premiumization through either high quality country of origin (or even single estate) ingredients or by focusing on the quality of production methods. à ¢Ã¢â€š ¬Ã‚ ¢ Healthy and functional confectionery: Health continues to be a key innovation opportunity for confectionery managers in line with an ageing population and an obesity epidemic. Even if retailers develop the operational capabilities to manufacture and sell chocolate and gum based on these issues, they may not be perceived to have the brand credibility that are owned by more established confectionary manufacturers. A potential acquisition of this magnitude during a sluggish economic recovery implies Krafts commitment to grow its extend its brand in growing global markets while evaluating other products in its brand architecture. They also increased their investments into key consumer trends in quick meals, health and wellness, snacking and premium products. These has reinforced the brand and presence of Krafts Food in the market they are operating in. With the Kraft innovation and new technology they have been successfully implementing an invention or creative idea that creates value to consumers. Krafts have been able to constantly adapt and anticipate their needs. With the help of innovation, they create new product platform as well as improving their product features. This applies to products, processes, packaging, ingredients, and more. It is well supported by various Kraft business units such as RD, consumer comments and feedback and public relations, etc. Kraft has its own strong Research, Development Quality team of who all have a important role in innovating and producing the new Kraft. They are continuously develops new products that broaden range of products and compete in new categories. For example, Bagel fuls, the first all in one bagel and Philadelphia cream cheese. 3) Focus strategy Kraft also introduced many of its products in foreign markets. The company name changed in 1976 to Kraft Inc. to enhance the companys focus on food processing and to more emphasizing with the internationally known Kraft trademark. Reorganization accompanied the name change the move toward a more centralized structure was formed by dividing the company into divisions according to specific markets or products. What is Corporate Level Strategy? Corporate strategy is a strategy that determines what businesses a company is in, should be in, or wants to be in, and what it wants to do with those businesses. Its based on the mission and goals of the organization and the roles that each business unit of the organization will play. The acquisition of Cadbury has significantly enhanced the strength of Kraft Foods in the confectionery sector enables Kraft Foods to take advantage of Cadburys product development capabilities. They believe that confectionery markets are consolidating and it is very important for Krafts to control of the supply chain and growing portfolio of their own retailer brands. In addition, they could also experience the increasing expansion of markets such as Brazil, China, and Russia as well as other parts of the new emerging markets such as India and Mexico. Global collaboration of Krafts Food In line with its sustainability strategy, Kraft Foods has selected six key areas in which it feels it can have the greatest impact. These are transportation/distribution, agricultural commodities, energy, water, waste, and packaging. They have formed various collaboration and joint ventures with their distributors, retailers, packagers, outsourcers and business partners to improve the efficiencies and effectiveness of these areas. In line with this effort, Kraft had reached an agreement to acquire Groupe Danones global biscuit business, snacks, cookies and crackers manufacturers. In competing at European biscuits portfolio, they (Kraft) had gone through the acquisition of brands like LU, Tuc, and Prince. As a result, Kraft also expanding and strengthening their footholds in China and other emerging markets as Malaysia and Indonesia They also hire the capable and good managers and directors in the emerging markets to oversee the operation and management. They are able to react faster to market changes and improving the revenues, operating income and cash flow. Brand Strategy of Krafts Food In todays very dynamics and complex business environment, the importance of brand and its reinforcement is one of the key areas of focus. The much bigger North Asian markets such as Japan also shows that long term significant further growth is potentially high. One example is to take a global concept and adapt it locally with consumers. For example, Oreo Krafts hot selling cookie in the US, and being produced less sweet to match consumers in China. Transform it into wafers and rolls to further connect with the way they eat their snacks. Oreo is now the no.1 biscuit brand in China and China is the no.2 Oreo market in the world after the US. Customers and stakeholders have evolved in respective to their needs and demands. In Asia, consumers are inclined towards having enough vitamins and minerals, and Krafts answers that by offering products that meet these needs. Tang Fruitrition is full with vitamins A, B, C and calcium. While in the US, where there is a high concern on obesity, Kraf ts offers and selling Sensible Solution products that features 100 calorie snacks (such as cookies and bars, puddings and crackers) to help people eat less with smaller portions, LiveActive cheese which popular of its s digestive health, and South Beach Living meals and snacks that are more like balanced diet meals with very great taste. Kraft wants to survive and expanding their presence in a positive way. With Kraft Foods being one of the largest food and beverage companies in the world, they need to understand such varied consumer preferences. Their portfolio is established to meet those needs, from snacks and premium foods, to convenience and health and wellness. As for countries like China, Russia, Brazil and ASEAN countries being biggest international markets for Kraft. They have created many products that are tailored to the needs of locals in order to please the customers and able to sustain successfully until today. As part of branding strategy of Krafts they will continue enhancing and strengthening the products line, quality and high taste of Krafts Food products that differentiate them with their rivals and competitors. Conclusion Kraft vision is always to make today delicious. They make some of the best-known brands around the globe. Brands like Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand; Jacobs coffees; Milka chocolates; and LU biscuits. They managed to creating reliable, consistent growth. Thats what theyre doing at Kraft, and their strategies are focusing efforts on build a high-performing organization, reframe segment/ categories, exploit sales capabilities (by merging or acquisition etc) and drive down costs without compromising quality. As they have sustained for many years and continued progress and growth, it is an icon of strategic management organization. They have made wise decision in their sales and marketing strategies, policy on globalization, organization structure, channel distribution, strategic management, human resources etc that enable to gain competitive advantages over their ri vals. They are well ahead over their competitors in terms of market share, acceptance, product innovation, revenue, etc due to the fact that Kraft Food really understand factors and matters to sustain and excel in food industry and supported by strong business acumen and entrepreneurial spirit of Kraft organization. Sources of references Campbell D., Stonehouse G., Houston B., 2007, Business Strategy second edition Needle D., 2000., Business in Context An introduction to business and its environment, Thomson Learning, 3rd edition, London Jeffrey S., Caron H., 2008, 2004., Foundations in Strategic Management., Thomson Learning, USA Henry A., 2008., Understanding Strategic Management., Oxford University Press Inc., New York Tae Gu Lee., 2003., Business and Management., Muyokpub., Korea Woo Jung Kim.,2007.,Automotive Industry Strategy.,Suhakpub., Korea Jeffrey S., 2003., Strategic Management of Resources And Relationships; Concepts and cases., John Wiley Sons, Inc., 605 Third Avenue, New York 22.11.2005., Doubts remain over GM., retrieved on 29.04,2009 from http://news.bbc.co.uk/2/hi/business/4461168.stm Retrieved on 29.04,2009 from http://www.gm.com/vehicles/services/ Retrieved on 29.04,2009 from http://www.greencar.com/articles/chevrolet-silverado-mild-hybrid-pickup-offers-fuel-savings.php Retrieved on 29.04,2009 from http://cafe.daum.net/sewn/HKXp/61?docid=qV81|HKXp|61|20090227121252q=Strategy%20innovationsrchid=CCBqV81|HKXp|61|20090227121252 HaSong.http://www.globalinsight.com/Scripts/registrationForm.cfm?ID=5gclid=CKCZhdLn5pkCFZUvpAodnFAzQg http://blog.daum.net/e-monde/8840409 http://blog.daum.net/ilsan1004/17235465?srchid=BR1http%3A%2F%2Fblog.daum.net%2Filsan1004%2F17235465 Ji Hyun Cho., 10.03.2009., In future GM.,retrieved on 29.03.2009., From http://bbs2.agora.media.daum.net/gaia/do/kin/read?bbsId=K150articleId=524234 Retrieved on 25.04.2009 from http://findarticles.com/p/articles/mi_qa3913/is_200403/ai_n9404349/ www.daum.net/Kiasarang Retrieved on 25.04.2009 from http://www.cutter.com/research/2004/edge040302.html Retrieved on 29.04,2009 from http://en.wikipedia.org/wiki/Leadership Retrieved on 30.04,2009 from http://www.wxyz.com/news/local/story/UPDATED-New-Leadership-at-GM/FdKJNIzyPE-48KPOWbikcQ.cspx

Marketing Project Essay

Q: Conduct a household or market survey and report on the buying motive of consumers as regards price and quality, consumers being classified by age, sex and income given certain selected products. * Choose any five consumer durable products/services of high demand. (i.e., products with life span greater than 3 years.) FORMAT: * Main page (Name, Class, Year, Marketing Project) * Title (question) * Table of Contents * Explain buying motive and its types. * Introduction and information about each of the products chosen (only consumer durable objects; types are – medium expensive and very expensive). * Target group of customers for each product in brief. (Age; sex; income group etc.) * Must: Mention gender and age if product is bought a certain gender or age group only, along with reasoning for the same. * Form questionnaires with (10-15 questions) and do a survey with 10 customers. Make sure that the questions can be answered in sentences or provide statements with options. DO NOT use Yes/No questions. * Eg: What is the primary reason for which you buy this product? What other benefits do you derive from the product? Is the product convenient to use? Is the product safe? Is the product worth the value paid for realization? * Following the questionnaires, make a report for each and every product separately explaining the buying motive and reasons they buy it for. (1 page per product.) * Draw conclusions from the results of your questionnaires, graphs, reports, etc. * Depict graph (depending on any 5 criteria you have mentioned in your questionnaire in a bar diagram) for the number of consumers surveyed. * Add pictures and symbols throughout your presentation to add colour and life. * The project can be made using either MS PowerPoint or MS Word. Format of a Questionnaire: QUESTIONNAIRE TITLE ( Eg: Survey conducted to estimate buying motive of a product) (This survey is conducted by students of OOEHS for a marketing project. Kindly fill in the required details) Name: Location: (Start with your own questions.)

Examine the effects of the impact of human activity on soil

In the context of living in the modern world the environment is very important to study and maintain. As technology advances the world we live in is changing, but sometimes these changes are disturbing the balance of nature that has been well established for thousands of years. The effect that we are having on soil is often very detrimental; erosion is an ever-present problem all across the globe. I aim to investigate the impact that human activity has had on soil, and evaluate solutions to the problem. Initially it is important to look at what can be damaged and what the risk is to soils. The main threats include erosion, acidification, pollution, compaction, organic matter loss and salinisation. The increasing amounts of fertilizers and other chemicals applied to soils since World War II, has caused great concern over soil pollution. The application of fertilizers containing the primary nutrients, nitrogen, phosphorus, and potassium, doesn't lead to soil pollution, the application of trace elements does. Sulfur from industrial wastes has polluted soils in the past. Read this Ch. 22 Respiratory System When lead arsenate was used on crops this had deadly effects but this is now outlawed due to these. The application of pesticides also leads to short-term soil pollution. Ploughing was once a major erosion-causing problem. The way it used to be carried out was known as clean cultivation, which left the topsoils exposed to all natural erosive problems. This was done by the use of the moldboard plow by farmers, now replaced by better ploughs, which leave a litter layer on the surface to prevent erosion. Irrigation is the artificial watering of land to sustain plant growth. This happens across the globe in areas where the water budget is below the required amount. In dry areas, such as the southwestern United States, irrigation must be maintained from the time a crop is planted. In 1800 about 8. 1 million hectares (about 20 million acres) were under irrigation, a figure that has risen to more than 222 million hectares (550 million acres) today. Irrigation, however, can waterlog soil, or increase a soil's salinity to the point where crops are damaged or ruined. The irrigation of arid lands often leads to pollution with salts. This problem is now jeopardizing about one-third of the world's irrigated land. About a third of all soils in England and Wales have been identified as being at risk from water erosion. Another careless error of human kind is to let overgrazing to occur. Overgrazing, which in time can change grassland to desert, can be seen causing great problems in the USA. The dustbowl effect is evidence of this. It is believed by some historians that soil erosion has been an underlying cause in various population shifts and the fall of certain civilizations. Ruins of towns and cities have been found in arid regions such as the deserts of Mesopotamia, which shows that agriculture was once widespread in the surrounding territory. To remedy these problems we have to act fast. In protecting soil we have to consider not only the land but also the land use and the pressures on it, and then find the correct balance of how to help both the land and people. Often without the money coming in from industry and farmers the land that we need to conserve would have gone to waste anyway and there money is preserving it already. Farmers have been looking for solutions for centuries, and in the Middle Ages in Britain and to present day crop rotation was a possible solution. This is where through different seasons different crops were used, and sometimes the field was left bare to recuperate. In modern rotation systems soil-building plants are used. These crops hold and protect the plants during growth, and also when mixed in to the ground provide much needed nutrients. Special methods for erosion control include contour farming, where the farmer follows the contours of sloping lands, and ditches and terraces are constructed to reduce the runoff of water. This is particularly useful in areas with high precipitation. Another soil-conservation method is the use of strip-cropping. This is the use of alternate strips of crop and fallow land. This method is valuable for control of wind erosion on semiarid lands that need to lie crop-free for efficient crop production. Without human activities, losses of soil through erosion would in most areas probably be balanced by the formation of new soil. On new land a layer of vegetation protects the soil. When new industry is formed in an area the protective canopy of trees that would shield the ground from a lot of rainfall is destroyed which greatly speeds up erosion of certain kinds of soils. Erosion is less severe with crops such as wheat, which cover the ground evenly, than with crops such as corn and tobacco, which grow in rows and have bare spaces. When ramblers go out in the countryside they cause another problem, trampling. Through repeated trampling the ground gets ruined and so do the plants, until walkers use alternate paths and also eventually ruin those as well. These methods are all very effective in combating erosion. They are split into five categories, revegetation, erosion control, crop management, run-off control and soil reclamation. The latter is done through drainage. I believe the easiest of these to use is good crop management. This would mean a well-stratified plan to the use of the land b the farmer. It is the cheapest to do, as no alterations to the land are required. It can be done globally but in poorer areas there may be too much pressure to maintain this. At Kinder Scout in England revegetation has been a successful move, replacing plants where walkers had trampled them. The conclusion I am making is that for every soil where human problems have had a diverse effect, it will be a different solution required. There is no standard answer, and farmers, walkers and industrialists need to come up with their own.

The Fast Food Industry Is A Multi Billion Dollar Industry

` The fast-food industry is a multi-billion dollar industry that has generated about 200 billion U.S. dollars just in 2013 alone. This industry employs approximately four million people across the country with 83% of U.S. consumers dining at fast-food restaurants at least once a week. The word â€Å"fast-food† made its addition to the Merriam-Webster dictionary during the early 1950’s. The fast-food industry’s (also known as Quick Service Restaurants) modern system of fast-food franchising is said to have begun in the 1930’s. These franchises focus on executing high-volume, low-cost, and high-speed products. Many American fast-food companies are franchised in over 100 countries in today’s society. There are numerous different types of fast-food restaurants like on-premises restaurants; drive-thrus; take-out; and cafeterias/buffets. 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