Marketing management Case Study Example | Topics and Well Written Essays - 1750 words

Marketing management - Case Study Example This product will offer an opportunity for people to be able to share the ice cream with dogs. Strategy The main strategy is to ensure that the ice cream is available in the market at ease. This will create customer loyalty towards the product. In addition, diversification of the product will reduce risks that might affect one product. It will also help to attract different customers who have different tastes of products. Another strategy is ensuring that the product satisfy the expectations of the customers. This will enable the product to remain competitive in the market. Tactics In order to get adequate profits from the market, the marketer will be expected to use different sales persons in order to reach customers from various regions. In addition, the cream will merge with ++++ ice cream parlour in the Bullring. This tactic will reduce the cost of distributing the cream. Once the product penetrates the market, it will become easier for the producer to distribute the product on i ts own. This tactic will also be able to reduce the price of the commodity in the market. This is because merging will help in lowering the breakeven price of the commodity therefore, creating a larger profit margin. Lower price of the product will therefore; attract customers who will be willing to test the product. Intense advertisement will also be a tactic that will play a major role in ensuring that the product penetrates the market. ... According to the data collected, the best way to segment the market the market is through the use of age and gender. In Birmingham city, women purchase dog food more than their men counterparts. As a result, they are to be the main target customers. Women are also associated with high consumption of chocolates. This behaviour will make these chocolates have an upper hand in the market as they can serve two purposes. Market can also be segmented through age. Old people mainly look for companionship from dogs. As a result, targeting these people to be potential buyers will be an important aspect that would increase the overall profits. This will be achieved through producing creams that are fit for old people i.e. not so sugary. In addition, advertisement of these creams should be targeting the old people. Location of the people is another tool to be used in segmenting the market. This involves pricing of the product according to geographical location and the level of competition in th at region. Customers who are near the source of the product will have an opportunity to purchase the product at a lower cost as the cost of distributing the product is low. In addition, market that is saturated with competitors will require price segmentation in order to attract customers to purchase the product. Use of price as a tool of segmentation should be well calculated. This is because many customers especially in Birmingham believe that cheap products are of low quality. Another method that will be used to segment the market is through product differentiation. This involves branding the products to make them unique. This will be important as the customers will be able to identify the product

Future of Food Supply Chain Essay Example | Topics and Well Written Essays - 1000 words

Future of Food Supply Chain - Essay Example n will collect more information and data from their suppliers, including the farmers, so that they can serve the internal demands related to risk assessment, strategic decision-making and the monitoring of progress towards future-looking targets (Mattoo, Mishra and Narain 56). The forces shaping the food supply chain, which will greatly influence the systems of the future, include dependency on ecosystem services, forest footprinting, and the production of greenhouse gases – irrespective of the fact that the different players within the supply chain will employ their methodologies across the varied business areas (Marsden, Banks and Bristow 426-427). Some of the companies that have been acting in ways that are similar to the outlook of the future food supply chain include LEAF and Landcare as well as commercial players like Unilever; these companies have been gathering information about the sustainable nature of their supply chains, which has helped them to make strategic deci sions (Fafchamps, Vargas-Hill and Minten 257). Farmers will need the information required to support the changes that will make their production more attractive in the market. Further, the end consumer will exercise more control over the production systems and the technologies of the producer, due to changes in preferences and lifestyles – among them the increasing demand for organic foods. The power of farmer groups and Land-management The flow of knowledge, on itself is not sufficient to ensure hat farmers and other players within the supply chain improve their output, efficiency in the use of resources and quality (Marsden, Banks and Bristow 426-427). Regulatory, cultural and organizational changes will become more necessary, in fostering the implementation and the maintenance of positive... This report approves that the future of the business of farmers will represent the outlook of the Farmer Field school movement, which offers training to farmers and allows them to experiment on their own farms, and then group together to chart the way forward for their farming outlook. Through the grouping of farmers into groups, there will be a more strategic realization of strategic partnerships between them and the companies that consume their produce. One example of such a strategic partnership is that of Unilever and its suppliers – the company has strategically positioned itself with the primary processor suppliers. Some agencies that are already studying the system applied to agriculture and their impacts include LCA. Irrespective of the fact that innovation in agriculture is difficult, the future outlook of the members of the supply chain will be more conscious of the changes of land use required.The different areas that will be explored at greater depths include food safety, water footprinting, social impacts, biodiversity, and legality. This essay makes a conclusion that world business and economics are changing swiftly, and that is calling for the constant improvement of the food supply chain. The changes anticipated in the future supply chain include improvements in information and knowledge flow, the increasing command of farmer groups and Land-management and innovating according to market needs. Many of the supply chain changes anticipated for the future are evident from the business of Wal-Mart, which uses IT to monitor its supply chain from the store to the farm.