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market orientation and customer orientation
the strength and weakness of market orientation
market orientation and customer orientation
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Launching new food product is more difficult than the marketing of an existing product. Usually companies focus on their ability and process (product orientation) in New Product Development but many scholar researches says that market orientation is a highly critical factor for new product success.
Some literatures have been studied and many success factors found out but some of them that were related to beverages were chosen. In the food industry, functional foods have the potential to add value to their business. Being healthy is one of the most important choice criteria, when consumers purchase food products. Many researchers believe that packaging is one of important factors in launch planning. Also there is evidence that successful firms evaluate new product or services in a formal market test and use customer feedback to further refine an innovative product or service. According to some marketing scholars, this is the fact that consumers are better informed and there’s more awareness about consumer rights and product requirements. Crawford and Di Benedetto (2011) describe that...
We have to know the methods that the marketers use to attract us, and also the factors that make us very confident when buying a specific food product .The article by kim severson “Be It Ever So Homespun, There’s Nothing Like Spin,” Discusses the food packaging issues which I believe are strong ways in misleading people. At the begging of this article, Severson writes about her experience with food and our confusing attraction to the products by their packaging. The part when Severson writes “Something made me uneasy when I dropped a box of organic koala crisp cereal in my shopping cart.” When we think about it, why was it
Individually, each of the sections are factors that contribute to influencing a consumer to purchase a product and collectively they are called the Four P’s of Marketing. Some product features and benefits that we have would be our consumer friendly packaging. All of our packaged meats, including sausages are sealed in vacuum sealed plastics, which not only prevents meats from spoiling but it also preserves freshness and in addition to this, many of our sausages are pre-seasoned meaning that it reduces the amount of work needed by the consumer. The price of our product is very fair as well, as a vast majority of our livestock is supplied through our own agribusiness side. This not only makes it cheaper for us to make the product due to lower labor and supply costs, but it also makes the product more cheaper and affordable for the consumer. Our promotion is currently done mainly through online advertisements or on the TV as these are the types of promotion that reach the most consumers, and we currently market our products to retailers and wholesalers with transportation mainly done through land travel in domestic
Many companies face challenges to make their products stand out due to globalisation especially in emerging markets, and expanding product portfolio from other businesses. The food industry not only has to develop innovative ideas for the growing population, but provide consistent high quality both in products and services (Dumovic, Knowles, 2008). The purpose of this academic essay is to critically analyse the importance of implementing, supporting, and driving factors to help Pars Food Ltd communicate, identify competitive advantage and differentiation, to meet long term aims, and strategies (Dumovic, Knowles, 2008).
In 2003, Palmer Jackson, Inc. created a new line of sports beverage called Green Ox. This beverage has some differences from other similar beverages, as it contains the benefits of antioxidants and it can compete in more than one category, such as sports drinks, vegetable juices, and antioxidant supplements. These are not the only advantages of Green Ox, because some reputable reports argue there is a strong link between using the vitamins and minerals that Green Ox has to reduce the risk of some specific types of cancers, and Green Ox will launch on a type of market that is growing to 15% per year. In order to ensure the success for Green Ox, the company has contracted with Marketing Studies Incorporated (MSI) to study the market and do some important researches. However, Palmer Jackson, Inc. faced one of the challenges that has been common when companies prepare to launch new products on the market. First, the company needed to determine the target audience, especially as we know the large variety of people who deal with this kind of product. Second, the company needed to think thoroughly about how it could position Green Ox with its benefits on consumers’ minds, as Green Ox has the capacity to compete in three different
The recent product, liquor filled chocolates is a viable business that can sell if it is implemented professionally. This recent innovation should be able to acquire attention from the market owing to its combination of selling products. Put simply, the liquor-filled chocolates are chocolates that contain alcohol. According to Novellino (2011), Chocolate-candy sales summed up to $16 billion in 2008 in the U.S. Furthermore, the statistics on alcohol reveals that liquor sales hit $19.9 billion in 2011. What does the statistics reveal about the product? This reveals that the market for the two products is present and combining them will result in a profitable business. This paper is a report on targeting and segmenting the new liquor filled chocolates as a potential business.
By changing the photos with lighting devices, picture editing, food staging for exaggeration, and celebrity endorsements, the food industry has been able to expand economically with their misrepresentations of the breakfast food. Consumers need to be more aware of what they are buying, and not just for the appearance of the box. Therefore, shoppers should do their research on a product before falling for the food business
Much less are they interested in ensuring the content sold to the public is nutritious. Rather, the implicit goal of such tactics employed by the food insdustry, in each of its component-sectors, is the creation of demand “by putting some products where you cannot miss them” (Nestle, 501). It is not just a simple matter of providing a supply of product to meet a demand—but the creation of demand for a certain product—that is a central goal of a profit-driven food
The second problem was solved by the brand is a simplification of choice. Every day consumer is faced with many similar products, and he just physically does not have time to compare all the annotations, the percentage composition, indications and specifications (f...
This article poses the question of will consumers turn to healthy snacks? In the article it talks about ways retailers can help consumers by providing health food options. Retailers are now packaging fruit in single serve containers to help with the growing health food trend. Retailers are doing things like planning events to host in store grain day, where the provide shoppers with samples of whole grain foods. This article would be a great read for anyone looking to learn more about the retail market and how they are assisting consumers in providing healthy snack options.
and compare to others. The have found tasting there product allows consumers to really enjoy the
We have come to the phase that allows Team A to apply the research tools and implement a market research plan. Team A will review various marketing research tools that are available for researchers to use such as secondary research, secondary on-line research, exploratory research, nondirective interviews, and the Likert scale. Our secondary research is showing that consumers are demanding healthier menu options. This market research implementation plan will develop several market research tools; including questionnaires’ and the Likert scale to verify if McDonald’s consumers genuinely want and will purchase healthier menu items.
Objectives for new product launch should be quantitative and qualitative. Qualitative objectives can consist of awareness of the brand, brand image, and position of the product. Differentiating a new product is very important. The product must stand out from competitive products on the market. It is a good idea to advertise at least three things that makes the product different from others. The objectives should be made using the SMART principles. Specific, Measurable, Achievable, Relevant and Time-sensitive. Marketing objectives should be initiated because it ensures a way to measure the progress of the new product and point out the things that need to be changed.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
This report outlines and analyses the consumer decision process encountered when purchasing biscuits in relation to primary market research completed targeting one particular demographic of the possible market. The purpose of market research is to ensure that a businesses focus is on producing a product that meets the needs and wants of consumers, therefore it is essential to identify a potential target market and create a product that is able to be successful at all stages of the consumer decision cycle (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146). The report will explore the effects within the biscuit industry of various external factors influencing their products. Political and legal regulations, socio-cultural trends, economic shifts and the natural environment all impact a consumer’s decision making process and in turn the necessary actions of the businesses. Additionally, there are various demographic, geographic, behavioural and psychographic traits and trends of the target market that are inextricably linked to the circumstances within a marketplace and are analysed (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146).
via promotional stalls and kiosks to create brand awareness and allow customers to first hand taste