The report is based upon gluten free market where the business for the organisation is analysed with the help of various tasks:
- Key issues for managing marketing operations
- Various tools and techniques that are used by the marketing managers
- Importance, mechanism and control for marketing management
- Key trends in the marketing management
This report is about the marketing of gluten free products cause there is a significance need of marketing because whenever a new products or services are going to launch in the market that requires to inform the targeted people who really need that product. Marketing is a tool to introduce a goods and service among the potential buyers who required that product, and to accomplish the consider task it has several activities which aid to meet the objective to generate demand (Vazquez–Roque and et. al., 2013). This report is based on gluten free market which has a position in the United Kingdom, the major reason of these kinds of product requirement is the health of people. There are so many people have food allergies, so when they diagnosed the health issue they desired to live a healthy lifestyle. This generate a greater awareness and the demand of gluten free products. Here in this report a firm 'Genius Gluten Free' provides specialized gluten free food items, for this it needed to used marketing skills.
Key challenges in managing the brand's marketing operations
Genius Gluten Free is a brand which offers a variety of gluten less eatery which is healthy for a person who is suffering from a celiac disease. These kind of products are not for general people, though there are a specific demand of these products. It will become necessary to spread out the information that they have a specialized products what they can consume at anytime and also beneficiary for there health, there is no harmful affects on their health. There are different types of challenges that have to be faced by the firm which is providing the variety and quality of specialized food products, that are discussed below-
Marketing accountability – It is a very well truth that when an idea generated to launch a product the company's most niche is to get highest return on investment (ROI) against the investment, that's why company or a brand initiates to make the marketing functions more accountable and measurable (Wolter and et. al., 2013). There is a less market for particular kind of food items, yet there is vast pool of demand in the UK, people are wants to stay healthy that why the marketing is growing for such products. The Genius Gluten Free offers qualitative products that's why it is acquiring good ROI through enhancing the accessibility of the items across the UK in several bakeries. Apart from the firm, gluten free market growing its profit with 13 % higher from the previous year, and it predicted that it will grow more by 2020.
Creating and managing detailed plan –There are numerous organizations that ensures the close cooperation and coordination within the internal and external marketing team which is working on the same campaign. The effective communication is needed between both the internal and external team because if there is lack of communication then both teams can loose the efficiency of their work and that will give complicated results. That in cooperation leads to a struggle, because of that the team find the difficulty to achieve predetermine the goals. It would be a better way to establish a communication among the teams so that they can put synergic efforts to attain the goals. The marketing plan should divide the working area for both the teams accordingly, so there will be specific crietria can be mentioned. (Capriles and Arêas, 2013).
Globalization – Globalization can be define as a process of interaction and integration among the population, companies and governments of different nations. Globalization is driven through trading, advancements in information technology, and transportation technology across the boundaries. The managing operations needed to be managed in a a direction so that it can give effective outcome in national and international level within a broad market where is a huge range of same products and quality is available. So there is a need to recognize the weaknesses that can furnish a standard of the product. Genius Gluten Free needs to emphasize on some creative thinking that can give a competitive advantage in globalised market.
Integrate budgeting and spending tracking - Marketing is typically one of that task which increased product's budget to generate better results. The marketing increased due to lack of consistency and mapping view to evaluate the value of entire task done. The budget needs to be assign according to the stages of marketing, it should be analysed that how much investment should be made on each level. The marketing budget majorly increased under the pressure of better visibility, transparency and accountability. There is a challenge to allocate budget according to the each program, a program should be track to monitor the spendings. Every stage needs to be monitored according to the investment required.
Sustainability – Marketing operation management creates long term customer and employee strategies that makes an impact on social, cultural and economic environment, because of the sustainability many companies has adopted a environment friendly strategies. This includes less wastage that has negative impact on the planet. Sustainability is also dependent on the demands of the customers, as much as customer requirement will be raise that will also give a growth in sales as business only depends on the sales of a products. (Singh and Whelan, 2011).
Unpredictable regulatory and political environment – When it comes to a new launch a new product the firm should be aware about the regulatory needs and political environment while emerging in market. There are some policies which are have to be followed by the company, so during the marketing a a firm should maintain all the ethics and rules established by the government body. If the company will not use these kinds of laws and regulations then they will not be able to achieve their aims and objectives which they have to associated with themselves.
Valuation challenges – There are some are different philosophies of economy in every country, so before starting a business one can evaluate the value of economic challenges. the marketing team have to research about a country's value regarding currency (Giuberti and et. al., 2015). Genius Gluten Free should research about such critical issues which are the foundation of business. Therefore, it is very essential for the company to understand the economy of the country they are doing their business into so that no bad impact can happen into their business.
Building a strong brand – Marketing team is used to build a strong image in the market that needs to count the product's positive points which can attract customers. Developing a brand in the marketplace is not an easy task, this needs to find out all the fragile and strong points that can help to make a product appealing in front of targetting people with all the qualitative factors. To make a brand desirable one needs to make a brand popular through applying various factors that can indulge people, and then it can increase the demand. Once the brand has been made strong then they will be able to do their business in more effective manner an
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