Contemporary Marketing

Running Header: Contemporary Marketing 1
Contemporary Marketing
Name
School

Contemporary Marketing 2
Abstract
The assignment is on Contemporary Marketing to underline the various aspects of marketing of a
particular firm in modern days. The work is a research work presented to display the concept of
marketing principles taught in the class. It takes a particular organization as an example and
presents its aspects of marketing principles starting from marketing idea to help the learner get
accustomed with the macro and micro environmental factors along with swot analysis, targeting
and positioning. The last and the lengthiest part of the paper explains the significance of 7 p’s of
marketing mix.

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Introduction
Chopped is a Dublin based fast food company that serves nutritious and tasty foods to its
customers who are health conscious but do not wish to compromise on taste. Chopped is a one
stop solution to people’s need to maintain a balance between health and taste. At Chopped the
foods are prepared keeping in mind both the requirements of taste and balanced nutrition of the
food savvy people. Foods served at Chopped come with a label that contains nutritional contents
of every food that is served to customers so that customers can make informed decision about
buying them (Chopped, 2019).
Situational Analysis
Macro environmental factors in marketing decisions
The macro environmental factors include factors which are out of organizations' control.
They are economical, legal, demographic, political, and social along with technological changes.
They influence marketing decisions in a significant way. Organizations have to consider all these
before finalizing their marketing plan to implement. Social factors relevant to food industry may
include prohibitions of some food items such as beef and pork. Demographic and economic
factor also plays a great role in marketing related decisions. A firm has to consider these two
before implementation of any marketing plans. Factors such as disposable income of the people
must be considered before launching a product (Snieska, 2015). Legal factors include
conforming to Food Authority standards of the state.

Contemporary Marketing 4
The economy of Ireland is a developed economy where people have lots of disposable
income which puts Chopped at an advantageous position with the kind of products they sell.
There is another that goes in favour of Chopped and put them in a position to capitalize. Obesity
epidemic is getting more common in contemporary days; as the awareness campaign to maintain
healthy lifestyle increases, more and more people are contemplating giving up junk food.
Micro-environmental factors
Micro-environmental factors include those factors which are within the firm's ability to
control, and the company considers all of them before arriving at a marketing related decisions.
They are suppliers, customers, and competitors. Other micro-environmental factors such as
intermediaries and resellers are not applicable here. Food industry such as Chopped has to give
due importance to suppliers, customers, and competitors. The provider's assurance and cost
effective raw materials provide advantage to the food industry. The customers' response decides
the fate of the business. The competitor always should be considered for any marketing
decisions. Competitors' pricing strategy, a variety of products influences the prospect of business
significantly.
The concept of Chopped is though new but it is not exclusive to Chopped; chopped has
many competitors in the nutritious fast food segment as the market for the category opens up
many opportunities for business. In food and beverage industry, one must have two or three
exclusive food products that helps attract and retain customers. This gives company the
competitive edge over its competitors. Chopped is ahead of its competitors in this regard; the
company’s most savoured exclusive product is Aromatic Flavoured Chicken curry with baked
rice flakes which is the one off product that helps Chopped establish competitive edge in the