MKG721 Food Marketing Paper Editing and Proof Reading Service

MKG721 Food Marketing Paper Editing and Proof Reading Service

Figure 1. Statistics showing global food wastes

(Source: Fao.org. 2018)

Figure 2. Steps showing use of Hungry Giant Turbo dehydrator
(Source: Hungrygiantrecycling.com. 2018)

Environmental analysis:

The environmental analysis would study the impact of the issue of food waste and the resultant pollution on the different stakeholders like customers of the food marketing companies, employees and their investors. The following is the environmental analysis of food wastes:

Customers:

The food wastes have several impacts on the customers across nations including developed, emerging and underdeveloped nations. The food wastes result in emission of polluting gases which is equivalent to 3.3 billion tons of carbon pollutants (Nytimes.com. 2018). This immense amount of pollutants have devastating impacts on the health of the consumers (Aschemann-Witzel et al. 2015). The consumers living in the emerging and developed nations are able to obtain in spite of large scale of waste due to developed food markets in these countries which is capable of making immense amount of food products available to consumers. The poor nations are not able to supply their consumers with sufficient amount of food due to wastage and as a result the consumers living in these countries are compelled to consumer low quality food which would have been discarded in bins in the other two groups of nations. This consumption of inferior quality of food lead to nutritional deficiency in these poor consumers, thus leaving them susceptible to diseases. Thus, it can be inferred from the discussion that food wastes and the resultant pollution have devastating impacts on the consumer.

Figure 3. Statistics showing food wastes by regions at different stages

(Source: Nytimes.com. 2018)

Employees:

Wastage of food have negative effect on the employees working in the food industry all-round the globe. It can be interpreted from the two tables given below one form Canada and the other from Australia, the workforce in the food industry generate immense amount productivity and revenue. Thus, food wastage, the entire investment of energy and knowledge of employees goes to waste. Notarnicola et al. 2017 points out that the food industry is dependent on several other industries like IT and financial services. Thus, wastage of food also leads to wastage of productivity of employees of other industries as well.

Figure 4. Food manaufcturing revenue in Canada
(Source: Omafra.gov.on.ca. 2018

Figure 5. Table showing employment in Australia by industry
(Source: Aph.gov.au. 2018)

Distribution channels and suppliers:

Food wastage has negative impacts on the distribution channels and suppliers as well. This is because the suppliers of raw materials like fruits have to invest immense amount of capital to make these raw materials available to food processing companies. Thus, it can be inferred that wastage of food results in bulk capital the suppliers and distributor channels invest (Thyberg and Tonjes 2016).

Competitors:

The wastage of food has negative impacts of on the competitors. They have to spend the immense amount of capital to manufacture the same food products as their competitors. Thus, wastage of food results in the wastage of capital taxation the food companies invest to compete with their competitors.

Investors:

Wastage of food leads to wastage of capital investment thus reducing their ROI. This is because when the food companies discard bulk of their stock of materials and finished goods as waste, they are not able to utilise the stock to generate revenue. This results in these companies generating lower revenue and giving lower returns to investors. Thus, wastage of food have a negative impact on the investors

Figure 6. Cycle showing impact of food waste on investors
(Source: Author)

Media andgeneralpublic:

Media has to invest immense amount of capital to promote the food products. Thus, wastage of food products lead to wastage of the capital they invest. Food wastes result in immense pollution which prove detrimental to public health (Ravindran and Jaiswal 2016).

Market and customer analysis:

Hungry Giant Recycling Technology would be able to market its highly advanced dehydrator to the food companies situated in the USA. It can be pointed out that the major American food companies, its main customers have operations spanning across Asia, Europe and Australia. Thus, it can be inferred that these companies would acquire the hydrators in the overseas branches as well. Thus, customers of Hungry Giant would be food companies with its market spanning across the globe.

Objectives:

The following are the objectives which Hungry Giant would seek to achieve by marketing itshydratorproducts:

Note: The objectives mentioned above would be applicable as far as SMART analysis is concerned.

Target market:

The target markets for Hungry Giant dehydrators would be food processing companies in the US in the initial stage and overseas food companies in the long run. Demographically the target market of Hungry Giant would be divisible into food companies of varying sizes like multinational, regional and local food companies. The market of Hungry Giant would also be divisible psychographcially into two parts. The first half would consist of companies like Hilton Properties which have already adopted hydrators from the company, thus exhibiting their sustainable psychology. The second group would consist of companies which are either yet to adopt hydrators from Hungry Giant or are using hydrators by its competitors like Hitachi Zosen Inova (Hz-inova.com. 2018).

Marketing strategies:

1. Positioning:

Hungry Giant should position its dehydrator products as sustainable products capable of managing food wastes and recycling them. Thus, the company indirectly would enable food manufacturers to reduce their wastage and utilise more resources to boost their productivity. Similarly, the dehydrator would use low amount of fuel and give out less emissions. Thus, this would enable the industrial consumers to reduce and manage their waste more economically. These features would be the unique selling proposition of Hungry Giant.

2. Product/offering:

It can be recommended that Hungry Giant should promote the dehydrators to strengthen their brand image both in the US and overseas. The products would be shipped with appropriate package and labelling providing clear description of the product. The marketer should seek appropriate extensions from the industrial clients to make the dehydrators available to them. It can also be pointed that Hungry giant should conduct detailed primary and secondary market analysis before making strategies to market its products.

Optional additional product-related strategies for service-oriented offerings:

1. People:

Hungry Giant must develop a customer centric culture and train its staff to serve customers in a better. The staff must manage and satisfy customer expectations to ensure customer satisfaction and revenue generation for the company.

2. Process:

Hungry Giant should take into account needs of customers like their location and financial power while operating in the market. It should use systems like queuing systems to align manufacturing of dehydrators with customer expectations.

3. Physical evidence:

The store outlets of Hungry Giant should be spacious with separate spaces for product selling, customer services and payment systems. The outlets should have logo of the company in their front and throughout their layout. The staff should wear uniform with the company’s logo visible on it.

4. Price:

The pricing goals of Hungry Giant should aim to achieve to high margin of profit by securing high volume of sales among the food companies. The company should conduct thorough market research to forecast future demand which it can generate to sell large volume of sales. The pricing strategy which the company should be skimming pricing and provide high quality after-sales aftersales services to create value to its industrial customers. This would serve as a tactic which would allow Hungry Giant to maintain high base price for products.

5. Placement (distribution):

The following is the placement or the distribution strategy which Hungry Giant can follow:

5. Promotion/Marketing communications:

Marketing implementation:

The following is the action plan:

1. Aim-Marketing of dehydrators manufactured under the label of Hungry Giant
2. Target completion date- 365 working days from the start of promotion
3. Responsibility-The marketing department
4.Expenditure-$ 100000

Budget:

The budget of the marketing budget would stand on the amount of $100000. The following is to budget:

Evaluation and control:

Hungry Giant should evaluate and monitor its marketing of its dehydrators. It must evaluate the outcome on the grounds of financial, marketing and environmental outcomes achieved. It must take steps if the actual outcomes are below expectations.

References:

1. Aph.gov.au. 2018. Aph.gov.au. [online] Available at: https://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/pubs/rp/rp1718/Quick_Guides/EmployIndustry [Accessed 27 Sep. 2018].
2. Aschmann-Witzel, J., de Hooge, I., Amani, P., Bech-Larsen, T. and Oostindjer, M., 2015. Consumer-related food waste: causes and potential for action. Sustainability, 7(6), pp.6457-6477.
3. Fao.org. 2018. Fao.org. [online] Available at: http://www.fao.org/save-food/resources/keyfindings/en/ [Accessed 27 Sep. 2018].
4. Hungrygiantrecycling.com. 2018. Hungrygiantrecycling.com. [online] Available at: https://hungrygiantrecycling.com/the-machine/ [Accessed 27 Sep. 2018].
5. Hz-inova.com. 2018. Hz-inova.com. [online] Available at: http://www.hz-inova.com/cms/en/home/?page_id=11 [Accessed 27 Sep. 2018].
6. Notarnicola, B., Tassielli, G., Renzulli, P.A., Castellani, V. and Sala, S., 2017. Environmental impacts of food consumption in Europe. Journal of cleaner production, 140, pp.753-765.
7. .com. 2018. Nytimes.com. [online] Available at: https://www.nytimes.com/2017/12/12/climate/food-waste-emissions.html [Accessed 27 Sep. 2018].
8. Omafra.gov.on.ca. 2018. Food Industry Statistics. [online] Available at: http://www.omafra.gov.on.ca/english/stats/food/index.html [Accessed 27 Sep. 2018].
9. Ravindran, R. and Jaiswal, A.K., 2016. Exploitation of food industry waste for high-value products development. Trends in Biotechnology, 34(1), pp.58-69.
10. Thyberg, K.L. and Tonjes, D.J., 2016. Drivers of food waste and their implications for sustainable policy development. Resources, Conservation and Recycling, 106, pp.110-123.