1. Read following paragraph and explain the process this firm might go through to reach this specific marketing strategy - how and why this company reach to use this decision. Also explain results this firm may get from using this specific marketing strategy. In addition, recommend any modification of strategy based on SWOT analysis.
Bakery chain Tous Les Jours introduces two varieties of "Kim Yu-na bread,â named after the popular Korean figure skater. The flavors, chosen by Kim herself, are the sweet potato and cream bread, and the kaya bun. The company said that the proceeds will go to various charities selected by Kim. The bread will be sold nationwide.
â how this company reach to use this decision
they must go through this procedure to decide specific strategy "market situation evaluation â' SWOT analysis â' specifications of marketing objectives â' to choose marketing strategy(considering 4P's) â' to prepare action programs and budgets
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a. first step :market situation evaluation
tous les jours would have analyzed their market what really it is, what they face and so forth.
for example, nowadays young people like students tend to eat instant food (like bread) instead of meal more and more. as a result, the sales amounts of those kind of industry increase rapidly.
additionally, sociocultural trends are changing. that is, there happen to be some trends that regard social contribution or charity as their responsibility. they also might think they need to appeal the young generation who is main customers in that industry.
to sum up, marketing situation will be evaluated ahead of described specific strategy
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b. second step : SWOT analysis
â' what is strength
- tous les jours has a famous and popular brand name which can appeal the customer
- the customer thinks that company is good at customer service and has a clear circumstance.
- they have many retail outlets which spread out nationwide and so on
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â' what is weakness
- their price is a little bit more expensive than other local stores' because of franchise fee
- they have kind of unfamiliar name for korean people.
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â' what's opportunity
- customer's preference(need) is changing into instant food, especially young people.
- korean people think our food that is harvested in our agricultural areas is nutritive and safe.
- nowadays, social responsibility of the company is emphasized such as contributions, environment-friendly product and so on.
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â' what's threat
- there are many competitors like local stores and multinational stores.
- they can encounter food-polluted problem if they don't control their suppliers.
Clark, Donald N. "1. The Story of the Korean People." Culture and Customs of Korea. Santa
Farmers are either paid or allowed to keep bees, fruit trees, chickens and gardens. Some farmers can sell leftover produce at regional markets that are held annually. Farmers make out better than most urban workers during the lean years but they still struggle to survive. In North Korea barley, grains, corn, wheat and rice are the major food crops. They also raise potatoes, sweet potatoes, soybeans and other vegetables and tree fruits. Their industrial crops consists of flax, cotton and tobacco. Areas who are failing in crop raising are used for livestock raising. The sea is where North Koreans get most of their protein. The main sea life caught are shellfish, yellow-tail, pike, herring, pollack, sardines and mackerel.
of what they eat. Changing the public food system takes a lot of encouragement from the
...College students are the next generation of food consumers just starting to purchase and prepare their own food, setting purchasing habits that will follow them into their lives as they start their own careers. These habits will shape what food is in demand, and therefore what food is produced. Not only do college students hold financial power over the future economy, but they must make the decision of whether to become the next unhealthy generation, that will also indoctrinate their children to accept the level of food quality that is currently labeled as junk food as a standard level quality of food.
Like the human body, the ideas that will be discussed in this research paper revolve around food. Food is essential for the human body to function, grow, and survive. In addition to these physiological effects, food has developed culturural purposes, such as, for enjoyment, creation, and profit. The food industry in the United States has taken advantage of food’s purposes of enjoyment, creation, and profit. This advantageous behavior is done so in a way, that has altered the make-up of food; which consequently has altered food’s effect on the human body, no longer giving the human body optimal function, growth, and survival. Overall, the food industry and the alterations of food have not only negatively affected the animals and food used in production, but also the minds and physiology of consumers.
By the end of 1998 though, there was evidence of a crisis occurring. Customers and media pulled together to assist senior management partake in an internal audit to identify the problems and see if they could come to a solution. The purpose of this assignment is to construct a SWOT analysis, highlighting each of the strengths, weaknesses, opportunities and threats that were highlighted in the internal audit. The SWOT analysis is contained within the marketing plan and is the third step in the marketing planning process, coming after the Marketing audit and before any assumptions. (Joisce, Ted (2002), Marketing Planning Lecture Notes – 14/10/02, Mission, Objectives, Strategy, Tactics)
Borden, N. H. (1964), "The concept of the marketing mix", Journal of Advertising Research, Vol. 4 No. June, pp. 7-12.
specialty cakes, desserts and breads they make. Publix follows similar protocol in all of their
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Additionally, understood the strategy implementation, actions made by firms that carry out the formulated strategy, including strategic controls, organizational design, and leadership. environmental