Globalization of Chocolate Lovers, Cakes and Pastries Essay Example for Free

Globalization of Chocolate L overs, Cakes and Pastries EssayGlobalization of both the economy and the society has confronted the conception over the past decade. A shift of focus and interest from the local trade to the international scope has demanded innovation not just in corporate leadership as new information forms of conversation and technology ar being offered to be utilized in encouraging and reinforcing interaction among singles. Fewer sell barriers and unprecedented technological advances give accelerated the pace of domain(a)ization.The advances in talk technology make it easier to innovate the international market through the efficient trade and advertizing strategies that a number of international melody ecesiss invest in by utilizing the dish ups provided by the Worldwide Web. Electronic data communication (EDC) facilitates the flip of data at tremendous speeds it sorts and integrates data with early(a) information available to the recipients (busi nesses, banks, capital markets) from other sources. case-by-case countries and trading and currency blocs alike view the fast-moving e-business sector as having a direct impact on the countries and blocs engagement in the global market. Increased market competition identifies continuous adjustment and improvement in the crossingion lines of countries to recognize the enfolding of sm bother business units. The free flow of goods and go, the establishment of functioning traffic blocs like the European Union, more favorable regulations for foreign direct investment, and e-commerce are now major features of the global market.The introduction of the new division of international labor calls for evaluation and reorganization of the business operations as nearly as a reassessment of the current technological practices. The Chocolate Lovers, Cakes and Pastries Industry in FRANCE Royle and Towers (2002) transmission line that the Chocolate Lovers, Cakes and Pastries industry has now extended throughout the world, expanding in FRANCE and other European countries, bakeshops are oftentimes considered as a characteristic of the new global culture.These bakeshops are illustrated as informal, have uniform help to any(prenominal)one regardless of social status and focuses on giving quick-service to its customers. The industry grew out of a heathenish school of thought that greatly determine friendliness more than propriety, basically more than traditions of gracious living and democratic consensus over status-based divisions. Firms within the Chocolate Lovers, Cakes and Pastries industry fall into the category of a competitive market structure.According to Lipset (1991), the competitiveness of a market refers to the extent to which individual firms have the control or power to influence market prices or the terms on which their products are interchange. It must be noted that the less power an individual firm has to influence the market in which it sells its pro ducts, the more competitive the market is (Lipset, 1991).In the recent years, the desegregation of strategic planning and functional marketing has been perhaps the most relevant development in the knowledge domain of marketing management as marketing managers have all the more realized that tactical marketing decisions must be made within a wider strategic framework. Marketing Mix (4Ps) Product Products that Cakes and Cookies are offering can be improved and expanded. For example they can add more cakes that suit the gustation and needs of their consumers in FRANCE.Cakes and Cookies should not limit their products jibe to the old time customers in the U. S. Placement Decisions involving the side/distribution are to a fault crucial in meeting the needs of the target market. There are many factors to consider such as the choice of location where the product allow be sold to the consumers, and the various course distribution required to bring the product in the target market.E lements of distribution bank line include the packaging, storage facilities, transportation, and the members of the channel itself. Cakes and Cookies should make their customized packages and boxes for their Chocolate Lovers, Cakes and Pastries and this should be appropriate according to the taste of the FRANCE consumers. It is continuously relevant to get hold of a channel pattern that is suitable for the target market needs. PriceAmong other factors considered in pricing are the needs of the market, the costs involved, the effect on margins and the value offered at a minimum for the consumer without the price cut hitting the confederacy image. It is not surprising therefore, that Cakes and Cookies entry price dodging became a model in starting business in the area. Finally, it is interesting to note that in FRANCE have consistently agreed with Chocolate Lovers, Cakes and Pastries pricing strategy for many years. This shows that consumers give their loyalty as yearn as the pr ice is right and fair.Promotions Today, personal selling, sales promotions, in the forms of souvenirs, and point-of-purchase displays (POP), publicity through non-paid presentation of the product to the target market (feature articles and special news coverage), and public relations (established link with the s produceholders) were utilized by Cakes and Cookies Similarly, TV and radio publicize are important channels to promote Cakes and Cookies Usually, effective television and radio advertising involves a good opening punch line, presentation of the competitors product (brand must not be mentioned) and its weakness, testimony of experts or renowned personalities/authorities, and in some(prenominal) cases, use of famous movie actors and actress also helps. Further, the existence of Internet and the continued revolution in the world of Information Technology are sure positive signs for the blossoming of many new advertising opportunities. For instance, pop-up ads and email ads h ave started to invade the Internet. Most advertising firms have also started to exert efforts to make their advertisements appealing to the public (Chow and Holden, 1997). Segment, Target and Positioning of the ProductOf all the components of a marketing plan, perhaps the most overlooked but most critical element is the commentary of the target market. According to Lovelock and Young (2000), it is a homogenous group of people or organizations that a company wishes to appeal to. There are two basic targets for a product or service the drug user and the non-user segments. Thus, there are also two business and marketing decisions that the company must decide upon in light of the basic targets. The first is to cultivate the present market alone while the second is to go after non-users. The former can inspire consumer loyalty which is an important factor in the survival of any business.In the case of Cakes and Cookies, they should categorize their target market into two market segment s (1) the Cakes and Cookies patrons or those who have already tried the product, and (2) the Cakes and Cookies non-consumers. The Cakes and Cookies consumers further classified into (a) males and (b) females in assure to differentiate the market appeal and competitiveness of the offered products in terms of sex as well as the specific consumers for specific types of Chocolate Lovers, Cakes and Pastries. in order to determine the competitiveness of each product per se. the Cakes and Cookies non- consumers, on the other hand, are further grouped into (a) those who do not eat Chocolate Lovers, Cakes and Pastries in general, and (b) those who eat other Chocolate Lovers, Cakes and Pastries.These market segmentation schemes according to product use willing provide important information regarding the overall competitiveness of Cakes and Cookies products as well as viability and opportunities for encouraging sweeteners non-users to not just try any other average sweeteners but to choose C akes and Cookies products among others. Moreover, companies now face the challenge of making its target consumers respond accordingly to their marketing efforts and those who understand its consumers responses will have a great competitive advantage (Kotler Armstrong, 2001). In this light, Chocolate Lovers, Cakes and Pastries should keep in heading the differences that are distinct between and among other bakeshops target market based on different cultural gritgrounds which significantly affect the effectiveness of the campaign.The fact is, there may be ideas that will not be applicable across the diverse target market population. Studies on the relationship of consumer behavior and their personal values and cultural orientation as well as their beliefs on certain principles, the dispositions they hold and side they take on political, gender and social problems and issues will be likewise duly accounted. Positioning The changing world has then placed much emphasis on the importan ce of communication for effective marketing. All types of communication are involved in marketing communication theory, including literature, training, advertising, mail, telephone, product promotions and other contact relevant to marketing communication.Among the channel members, even follow-up on complaints as well as customer billing may be included within the communication loop. In order to effectively serve the marketing channel, correct time and accuracy in communications is essential. Moreover, it is important for the company to recognize that all members of the channel have an province or important role in maintaining the efficacy of marketing communications. Organizations that capitalize on customers active participation in organizational activities can gain competitive advantage through greater sales volume, heighten operating efficiencies, positive word-of-mouth publicity, reduced marketing expenses, and enhanced customer loyalty (Lovelock Young, 1979).Channel commun ications works in a two-way system wherein information transfers to the user and bounces all the way back to the producer (Goldberg McCalley, 1992). In other words, marketing communications works like a feedback system, which allows company producers to communicate information to the customers. In response to the provided information, consumers give certain reactions or behaviors. In this light, the electronic transformation of the services offered by Chocolate Lovers, Cakes and Pastries will result to better and more efficient and effective customer service system to the clientele. Moreover, the functionality of the online portal for the marketing and advertising needs of the agency will most possibly result to increase customer reach, satisfaction level and return of investment.Furthermore, if consumers somehow become better customers that is, more knowledgeable, participative, or productive the quality of the service experience will likely be enhanced for the customer and th e organization (Bowers, Martin Luker, 1990). Finally, some of the ways that companies acquired cost advantages are by improving process efficiencies, gaining unique access to a large source of lower cost materials, making optimal outsourcing and vertical integration decisions, or avoiding some costs altogether. If competing firms are unable to lower their costs by a similar amount, the firm will be able to sustain a competitive advantage based on cost leadership.