Marketing Promotion - Eastern Foods - Case Study Example

EASTERN FOODS Content Introduction ----------------------------------------------------------------------------------------------------3 Overview of the challenges----------------------------------------------------------------------------------4 1. Human resource management 2. Finance 3. Marketing 4. Operations Key issues in training ----------------------------------------------------------------------------------------6 Key issues in marketing promotion ------------------------------------------------------------------------8 Conclusion----------------------------------------------------------------------------------------------------10 Reference------------------------------------------------------------------------------------------------------11 Introduction Food is life sustaining. Our body needs food to sustain itself, to grow and to provide it with the energy to move around. However, how we view food is a factor that depends on a person s culture and the life experience as he/she grew up. Unfortunately we differ on our perception of food with Europe viewing it as a social process while the United State view it as just a commodity that need to be sold. Therefore the Eastern believe in the social aspect of the food that it brings people together hence is a bond builder. Therefore the paper will handle how the East uses food and how they manages their food sources, how they finance the system, the human resource they use to run the system and the key issues that faces its marketing and training. Therefore, the food sector needs a deliberate and a comprehensive policy to encourage and to support the people who invest in it. This is because just like the global food, the Eastern food industries also face challenges such as: i) the huge demand in the future; ii) How to conserve the soil, water and habitat; iii) Necessary improvement and the public health issues; and iv) strengthened farm and communities needed to improve livelihood. It has been a challenge implementing policies that lead to sustainability in the recent his due to the long structures that is created by the complexity of the demand and supply. Overview of the challenges Human resource management The complexity in advancement of technology calls for an increase in the need to train and managed personnel that deals with food related issues like chefs, farmers and hotel manager. Through such training, the workers learn the need and benefit of satisfaction that come with the quality services. The human resources have to be used in such a way that they are not misused but competently used to achieve sustainability in the food production and consumption. Human beings have rights that have to be protected at all cost and the process should only make us better in terms of food qualities that facilitate healthy living (Lumpkin, 2010). Therefore, to benefit all the stakeholders involved in the food processing and management, hence call for them to support a holistic approach that can be implemented to ensure the food supply chain function properly so that all the actors get involved and benefit from the trading process. Finance The global increase in the population continuously calls for more investment on food production to meet the demand of the consumers. Unfortunately the Eastern Market has been struggling financially since the great recession between 2008 and 2009. This has made the focus on the growth of the Eastern food to be minimal in 2015 compared to the previous year 2014.The consumer spending has gradually dropped and failed to pick up leading to a gap in taxes and with the rise of unemployment, the food issues has deteriorate (Frankel, n.d.). However the Eastern market is steel the center of the global food business and in fact most African countries will send the quality products to the Eastern market since the financial ability of the people means sales can fetch considerable amount. The good news is that the economy is slowly picking up and the food market is a basic need zone that is never easy to go wrong since no matter how financially constrained people maybe, they still have to consume almost the same amount of meals(Lumpkin, 2010, p.18). Marketing The marketing strategy has resulted to too many people in the Eastern part resolving to fast food due their serious advertisement and branding. The marketing proficiency has changed how the consumers view the market. Though majorly the advertisements are aimed at the children, some adults are caught in the trap and such unhealthy food have resulted to the overweight problems experienced in the East. The advertisement is considered to undermine the ability of the users to make noble judgment about his /her experience (LUMPKIN, 2010, p.23). At the same time the competitiveness in the Eastern market calls for advertisement so that one can gain the competitive advantages over other food producers and suppliers. Information is power, and only through marketing can someone let people know what he/she has to offer. However a great deal of the world market for food comes from the East where the demand is considerable and they can afford to pay relatively reasonable prices. Though the East has not fully healed from the past recession, their market is still considerably competitive and that call for intelligent involvement of the strength of marketing in the business venture (LUMPKIN, 2010, p.31). Operations Due to the bad food culture in the East, there has always been a campaign to encourage and increase the consumption of the local produce. Therefore to create a balance in the Eastern food industries, several pillar such as the environmental pillar, economic pillar, social pillar and environmental pillar has to be executed to allow continuation and create room for sustainability. First there is need to attract more farmers to join agriculture and localized the food produce. Operations such as promoting and sourcing for sustainable agricultural and fisheries product can be achieved through increasing the technical assistance to farmers by indirectly facilitating introduction of primary production guidelines. Therefore, it is vital to send the message of the importance of food production and the consumption and how it has help develop a cultural domain and a social relationship that is important for growth. Key issues in training The Eastern developing countries are also part of the millennium development goals that is whose part of mission is aimed at feeding the angry and making sure that there is enough food. However this food comes from agricultural activities hence there is a rampant investment in food production in the East and since technology has improved, farmers get trained to achieve the expectations. Intensive training is even need because the world has just come from a bad time when the population grew, the weather deteriorated and the global financial crisis pulled people back the millennium development goals plan. The growth in the world population and the restriction of the areas that is usable for farming due to urbanization call for advancement in technology in the food production process as the demand is high and cultivation space low. This has resulted to improvement in the farming technology to increase the output to match the ever rising demand. At the same time the advancement in technology led to the realization of the effect of the bad farming practice that was earlier practiced. Therefore, due to the global environmental awareness, better and improvised farming techniques have to be employed at the present time to reduce chance of environmental degradation (Halleron, 2014, Pg 3). Therefore, to succeeding in the modern farming with the land being minimal and degraded calls for better training and technology use. Training is required right from the land preparation stage to the planting; weeding and harvesting. The fertilizers use is complex and call for better coordination during the farming process. Training is necessary since the modern farming technique is changing from the traditional farming method to a modern farming system where the cost and profit are the most important and the manager look a lot at the efficiency and the business or project management skills(Jordana,2015,Pg 21). There is also need to train the users of this food to be more supportive of the global fight for sustainability by living a healthy lifestyle and this can be hammered into consumer’s health through organizing educative campaigns and ensuring they access to relevant information that is consistent and reliable, easy to understand, interpret and free of misleading facts about the current situation (LUMPKIN, 2010, p.65). Various diseases affect the food products that we consume today and this call for training to counter the bad effect of the over 200 food diseases that if not treated can cause serious infections. Therefore train9ng about food safety help in prevention and control of communicable diseases. Training will also help the stakeholders create link through education, skill sharing, training and skill employment with a vision of creating employment and facilitating economic growth. The drop in the production potentials has also called for research and training on modern farming technique to improve production. This is where companies such as Bayer comes in to facilitate modernization of the farming techniques and revise the policy and change farming focus from commodity production to industrial focused farming (Halleron, 2014, Pg 3). According to Halleron (2014, Pg 3) training is needed to match the population growth that is expected to reach 9billion people in the year 2050.However modern farming techniques like breeding techniques, fertilizers, herbicide, pesticides and fungicides helping increase the production. However the users have to be trained to understand how to effectively use such materials to enhance productivity. Key issues in marketing promotion The marketing promotions especially the latest crops are aimed at increasing the local consumption of the local produce. Unfortunately the fast food industries have their way in the advertisement sector and dominate the media influencing and continue to build wrong food culture. However due to globalization, and considering the East as the main market for foodstuff, advertisement strategy has to be right and persuasive as possible to catch the consumers eye and incite a positive reaction (Barling, 2011, Pg. 34). The promotion strategy are also aimed at increasing the awareness on the importance of maintaining the food chain and at the same time encouraging and pushing for success entrepreneurship motives. The seller has to have a wide knowledge of what product he/she is promoting and determine the market and the target group wisely. However due to the competition in the Eastern market there has to be a given standard of quality of whatever you’re promoting to have a chance of successful promotion. A t the same time the type of promotion in respect to the location and taste of the potential buyers will determine the number of potential buyers getting information about the product (Jordana, 2015, Pg. 21). Marketing and promotion of product can some time suffer from what people call marketing myopia where the seller fail to focus on the consumer and only focus on the product hence in expert words it is considered a failure which in this case is failure to understand the scope of the business at hand. Product cycle is important issues in promoting a product since the usefulness vary with the position in the life cycle since each and every stage has a different promotion strategy they would like employed. The stage at which the lady introduces the product is determining the stimulated demand for the product. However, there is a period of growth which determines the benefit one enjoys from the marketing involved and will attract market oriented consumers. Market research is important though it is the most confusing and challenging procedure in determining the market and the target group. However a successful marketing of the food product calls for thorough market research to avoid unnecessary losses due to under supply, over supply or supply of goods that are irrelevant to that specific market at that particular time. Therefore the seller or the distributer of the food product in the Eastern market needs a viable market plan that is arrived at based on research of the various market characteristics (Barling, 2011, Pg. 34). Ethical aspect is also an important issue in the market promotion techniques. Therefore sellers need to accept the decision of the buyers, suppliers and other business stakeholder. The business need a corporate image hence needs to maintain it to have a marketing strategy that is continuously on it. All this should be done while targeting the opportunity to venture into the best deal possible given the chance especially due to change of maybe taste of preference by one of the key consumers. Finding a balance with the ever varying market demand in the food market is another key aspect that a smart seller or distributor can take advantage of to enjoy marketing and promotion in a volatile market like the big food market in most of the countries in the East. Therefore the person involve should at all-time be aware of the expectation so that we take the time to find solution. Therefore it is necessary that sellers identify with the market to approximate the demand and supply so that some balance is arrived at that is positive for both ends of the business. Conclusion The condition of the Eastern food is volatile and more strategies are being worked on to achieve the required sustainability and secure food supply. This is because of the importance of food to the human health the environment and the ever rising demand. Therefore, the challenges such as the financial issues and the human resource are meant to satisfy the need of the consumer. However, there are various research underway aimed at achieving the safety, security and the competition in the agricultural and food sectors and ensure the production, processing and consumption. Reference Birling, D. (2011). The challenges facing contemporary food systems: European policy and Governance pathways to sustainable food consumption and production. Agronomy, Environnement & Societies, 1(2), pp. 15-25. Frankel, A. Issues in Financial Institution Capital in Emerging Market Economies. SSRN Journal. doi:10.2139/ssrn.1030072 Halleron, R. (2014). EU policy on limiting modern farming methods to be reversed Call for. Agriland, 4(2), 5. Retrieved from http://www.agriland.ie/farming-news/author/richard/ Jordana, j. (2015). Traditional foods: challenges facing the European food industry. Sciencedirect.com. Retrieved 10 March 2015, from http://www.sciencedirect.com/science/article/pii/S0963996900000284 LUMPKIN, S. (2010). REGULATORY ISSUES RELATED TO FINANCIAL INNOVATION. OECD JOURNAL: FINANCIAL MARKET TRENDS, 2009(2), 1-31. DOI:10.1787/FMT-V2009-ART14-EN Read More