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MARKETING AND STRATEGY - Organic food One of the most significant forces in changing consumer needs that current marketers face are the ever increasing environmental
they believe that it is healthier for them. Soil Association (2008) site list 10 reasons to eat organic food that is shown in Table 1. Customer Preference Identification
are strongly focused on the most important meal of the day ? the breakfast. Our marketing plan presents a survey of the organic food market in The Netherlands and
Forrest Author: Daniel Walsh Table of Content 1 INTRODUCTION 5 2 PROCEDURE 6 3 FINDINGS 7 3.1 Task 1 7 3.1.1 Marketing Concept 7 3.1.1.1 The Marketing Concept 7 3.1.2
restaurants have adopted value pricing as a direct response to saturated markets 4.0 Marketing Strategy Organic Movements strives to be the premier provider of fast
Submitted by rikkiparsons on December 6, 2007
Category: Business
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One of the most significant forces in changing consumer needs that current marketers face are the ever increasing environmental issues that people are becoming aware of. Consumers are interested in how goods are produced,especially in the food market where there is the increasing issue of labour exploitation and genetic modification. This has gained a lot of momentum in recent years with the growth of the Organic sector and Fair Trade' products.
In 2004, the retail market for organic products in the UK was worth an estimated £1.213 billion, and 11% increase on 2003, (Soil Association's Organic Market Report, 2005). This notion is backed up by Mintel, "In most of the consumer research we carry out around a quarter of consumers are concerned about green matters, seek out fair trade products or healthy ranges of foods. That is a substantial proportion of the customer base of any food retailer and so cannot be ignored" (UK retail briefing-Household goods focus, 2006).
Genetically Modified & Organic Food
A genetically modified (GM) food is a food product that has been developed by having specific genes inserted into it to gain a desirable quality. The first GM food to hit the shelves were GM tomatoes which appeared in 1996 in British supermarkets, however, it was not until 1999 that the public scare hit. In a recent survey, one third of people said they would never buy any food that had been genetically modified. This figure is up by four percent in three years, quite a significant amount (attitudes toward ethical foods UK- Mintel, 2006). This provides an opportunity for marketers operating in the food sector, for example a business could promote itself as environmentally aware by claiming they sell only non-GM produce. This would give them the advantage of reassuring worried consumers whilst providing them with the upper hand against firms who do sell GM foods. Another benefit is that there are a large proportion of middle and upper class...
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