Globalization of Chocolate Lovers, Cakes and Pastries Essay

Globalization of both the economy and the troupe has confronted the cosmea over the past decade. A shift of focus and interest from the topical anesthetic merchandise to the international setting has demanded establishment non just in incorporate leadership as new training forms of confabulation and technology argon organism offered to be utilized in support and reinforcing interaction among individuals. Fewer trade barriers and precious technological advances induct accelerated the step of ball-shapedization.The advances in communication technology hasten it easier to enter the international commercialize through the efficient commercialiseing and advertizing strategies that a number of international origin brasss enthrone in by utilizing the assistants provided by the Worldwide Web. Electronic data communication (EDC) facilitates the exchange of data at formidable speeds it sorts and integrates data with other(a) information uncommitted to the recipients ( wrinklees, banks, capital grocerys) from other sources.Individual countries and trading and currency blocs alike view the fast-moving e-business sphere as having a direct opposition on the countries and blocs warlikeness in the global securities industry. Increased market competition identifies unbroken adjustment and improvement in the payoff lines of countries to recognize the battle of smaller business units. The free flow of goods and run, the establishment of surgical procedure trade blocs like the European Union, much favorable regulations for foreign direct investment, and e-commerce atomic number 18 now major f preyures of the global market.The adit of the new division of international undertaking calls for evaluation and reorganization of the business operations as well as a reassessment of the current technological practices. The burnt umber Lovers, Cakes and Pastries Indus discover in FRANCE Royle and Towers (2002) note that the coffee berry Lovers, Cake s and Pastries industry has now extended end-to-end the world, expanding in FRANCE and other European countries, bakeshops are often considered as a symptomatic of the new global culture.These bakeshops are illustrated as informal, urinate uniform service to anyone disregarding of social status and focuses on bountiful quick-service to its customers. The industry grew out of a ethnical philosophy that greatly determine devotion more than than propriety, staple fiberally more than traditions of benignant living and democratic consensus over status-based divisions. Firms inside the umber Lovers, Cakes and Pastries industry fall into the house of a competitive market structure. check to Lipset (1991), the competitiveness of a market refers to the period to which individual firms have the control or tycoon to influence market prices or the term on which their products are sold. It essential be noted that the less power an individual firm has to influence the market in whi ch it sells its products, the more competitive the market is (Lipset, 1991).In the recent years, the integration of strategical planning and functional market has been possibly the most relevant development in the field of merchandise management as marketing managers have all the more realized that tactical marketing decisions mustiness be made deep down a wider strategic framework. Marketing Mix (4Ps) production Products that Cakes and Cookies are offering locoweed be improved and expanded. For example they can chip in more cakes that suit the discernment and demand of their consumers in FRANCE.Cakes and Cookies should not limit their products jibe to the old time customers in the U. S. post Decisions involving the place/ diffusion are besides crucial in meeting the necessitate of the score market. There are many another(prenominal) movers to consider such as the alternative of location where the product volition be sold to the consumers, and the various line age distri stillion required to bring the product in the target market.Elements of distribution broadcast intromit the packaging, storage facilities, transportation, and the members of the channel itself. Cakes and Cookies should make their customized packages and boxes for their burnt umber Lovers, Cakes and Pastries and this should be appropriate according to the taste of the FRANCE consumers. It is always relevant to choose a channel pattern that is suitable for the target market needs. PriceAmong other eventors considered in pricing are the needs of the market, the appeal twisting, the effect on margins and the value offered at a minimum for the consumer without the price abridge hitting the bon ton image. It is not move therefore, that Cakes and Cookies entry price strategy 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 impart their loyalty as long as the price is right and fair.Promotions Today, personal selling, gross revenue promotions, in the forms of souvenirs, and point-of-purchase displays (POP), publicity through non-paid unveiling of the product to the target market (feature articles and spare news coverage), and public relations (established crosstie with the stake find outers) were utilized by Cakes and Cookies Similarly, TV and piano tuner advertising are serious carry to promote Cakes and Cookies Usually, efficient television and radio advertising involves a good origin punch line, introduceation of the competitors product (brand must not be mentioned) and its weakness, testimony of experts or renowned personalities/authorities, and in some cases, use of famous exposure actors and actress in any case helps. Further, the existence of Internet and the act revolution in the world of breeding Technology are certainly imperative signs for the blos soming of many new advertising opportunities. For instance, pop-up ads and email ads have started to invade the Internet. close advertising firms have also started to observe efforts to make their advertisements pulling to the public (Chow and Holden, 1997). Segment, hindquarters and Positioning of the ProductOf all the components of a marketing plan, perhaps the most overlooked but most critical instalment is the definition of the target market. According to Lovelock and new-made (2000), it is a homogenous group of community or organizations that a company wishes to appeal to. There are two basic targets for a product or service the substance abuser and the non-user segments. Thus, there are also two business and marketing decisions that the company must decide upon in watery of the basic targets. The first is to cultivate the present market alone while the sec is to go after non-users. The former can inspire consumer loyalty which is an important factor in the survival o f any business.In the case of Cakes and Cookies, they should categorize their target market into two market segments (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 categorize into (a) males and (b) females in order 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 apiece 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 partitioning schemes according to product use go forth provide important information regarding the overall competitiveness of Cakes and Cookies products as well as viabi lity and opportunities for encouraging sweeteners non-users to not just try any other average sweeteners but to choose Cakes and Cookies products among others. Moreover, companies now face the contest of do its target consumers respond whence to their marketing efforts and those who understand its consumers responses will have a great competitive returns (Kotler & Armstrong, 2001). In this light, Chocolate Lovers, Cakes and Pastries should corroborate in mind the differences that are obvious between and among other bakeshops target market based on different ethnic backgrounds which significantly affect the powerfulness 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, sex and social problems and issues will be in like manner duly accounted. Positioning The changing world has then placed much tenseness on the importance of communication for effective marketing. All types of communication are involved in marketing communications, 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 measure and accuracy in communications is essential. Moreover, it is important for the company to recognize that all members of the channel have an obligation or important role in maintaining the efficacy of marketing communications. Organizations that capitalize on customers active participation in organizational activities can strike competitive advantage through great sales volume, heighten operating efficiencies, cor roborative word-of-mouth publicity, reduced marketing expenses, and enhanced customer loyalty (Lovelock & Young, 1979). passage communications works in a two-way system wherein information transfers to the user and bounces all the way back to the manufacturing business (Goldberg & McCalley, 1992). In other words, marketing communications works like a feedback system, which allows company producers to relay 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 termination to divulge and more efficient and effective customer service system to the clientele. Moreover, the functionality of the online vena portae for the marketing and advertising needs of the substance will most possibly depart to increase customer reach, satisfaction take aim and return of investment.Furthermore, if consumers somehow become better customers that is, more knowledgeable, participative, or productive the shade of the service experience will likely be enhanced for the customer and the organization (Bowers, Martin & Luker, 1990). Finally, some of the ways that companies acquired toll advantages are by improving member efficiencies, gaining unique access to a bad source of lower cost materials, making optimal outsourcing and vertical integration decisions, or avoiding some costs altogether. If competing firms are futile to lower their costs by a similar amount, the firm will be able to sustain a competitive advantage based on cost leadership.