Marketing as a Problem in Food Industry: Challenges and Strategies

This research proposal discusses the challenges faced by food industry in implementing effective marketing strategies and policies. It includes an overview of marketing strategy and its importance, aspects to be considered, challenges faced by food industries, and marketing theories influencing consumers’ buying behaviour. The study aims to provide insights on how food industry can overcome these challenges and implement effective marketing strategies.

Running head: RESEARCH PROPOSAL
Research Proposal
(Marketing as a Problem in Food industry)
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Chapter 1: Introduction....................................................................................................................2
1.1 Introduction................................................................................................................................2
1.2 Problem statement.....................................................................................................................3
1.3 Research question / Subset Questions.......................................................................................4
1.4 Rationale....................................................................................................................................4
1.5 Definitions:................................................................................................................................5
1.6 Hypothesis.................................................................................................................................6
Chapter 2: Literature Review...........................................................................................................7
2.1 Introduction:..............................................................................................................................7
2.2 Overview on marketing strategy and its importance:................................................................7
2.3 Aspects to be considered in making effective marketing strategy:............................................8
2.4 Challenges faced by food industries in implementing marketing decision:..............................9
2.5 Impact of marketing strategy in food industry........................................................................10
2.6 Marketing theories and concepts influencing consumers’ buying behaviour:.........................12
2.7 Literature gap:..........................................................................................................................12
2.8 Summary:.................................................................................................................................13
Chapter 3: Methodology................................................................................................................15
3.0 Introduction..............................................................................................................................15
3.1 Research Philosophy................................................................................................................15
3.2 Research Approach..................................................................................................................16
3.3 Research purpose.....................................................................................................................17
3.4 Data collection process............................................................................................................17
3.5 Data Analysis techniques.........................................................................................................18

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3.6 Sampling Technique................................................................................................................19
3.7 Ethical consideration...............................................................................................................19
3.8 Research limitation..................................................................................................................20
3.9 Research Timeframe................................................................................................................20
3.10 Expected Outcome:................................................................................................................21
Reference List:...............................................................................................................................22

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Chapter 1: Introduction
1.1 Introduction
In an increasingly competitive landscape the business industries have to be more strategic
and tactful in introducing their products in market in order to grab customers’ attention.
Consumers keep on changing their behaviour with the dynamic flow of time and current market
trend. Business experts have to change their market strategy and policy in fulfilling their needs
and demands. The intent of this research is to get an in-depth knowledge and understanding
about the challenges that organizations within the food industry have to face in their marketing
effort to grab the attention of their consumers. It is however observed that food industry
especially in the market of US is treated with special care and sensitivity. As it is a form of
survival the business experts of food industries have to face innumerable challenges in gaining
customers’ trust and loyalty. Therefore, providing quality products and services to the customers
is not the primary mission of organizations. Along with delivering superior quality of products
the business experts have to focus on gaining customer loyalty as well.
Implementation of effective marketing strategy is one of the most significant ways of
gaining customers’ attention. However, it is identified that food industry of US is facing immense
difficulties in maintaining their marketing activities prominently. In this very specific study, the
issue has identified on how food industry is facing immense barriers in making effective
marketing activities with the help of various media tools. In addition, the study has also
evaluated on how business experts of food industry are facing immense difficulties in choosing
appropriate marketing tools while maintaining their promotional activities.

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1.2 Problem statement
After evaluating in-depth data of last five years of US market it is identified that large
numbers of convenience stores and luxury food shops are facing challenges in selling their food
products being unable to customers’ attention. Frozen vegetables in retail stores have become a
major issue for business experts (Armstrong et al., 2015). As per the general point of views of
customers purchasing fresh vegetables and food product is more logical rather than purchasing
stored materials. In addition, consumers expect healthier product without compromising its taste
quality. It is however alleged against the food industry of US market that customers are unable to
get product variety and tasty food from the conventional food shops. Automatically, the business
experts are facing innumerable challenges in grabbing customers’ attention and increasing their
sales volume.
However, this very specific study has identified the research issue that US food market
industry is not following proper marketing strategy in order to convince the customers of various
geographical backgrounds and attitudes about the reliability and validity of their food products.
One of the most effective challenges have also been indentified within food industry of US
market that leadership of a food industry are not using proper ways of selecting marketing
strategy and marketing campaign based on consumers’ appeal (Kim & Mauborgne, 2014). As a
result, large numbers of practitioners and researchers have showed their concern regarding this
issue. As per their point of view of numerous eminent scholars food stores and retail stores
should implement innovative marketing strategies and policies by utilizing appropriate marketing
tools (Wensley, 2016, p.76). As a result, customers would be very much flexible to know the
ingredients of products, its packaging system, and nutrition components.

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1.3 Research question / Subset Questions
The primary research question includes:
 What are the challenges food industry faces when making marketing decisions?
The subset questions are as follows:
 When making marketing strategies, what aspects needs to be considered?
 How diverse in composition and skill sets should a marketing team be to contribute to the
success of a marketing campaign?
 How does marketing strategies impact the food industry’s profitability?
 In what ways should the leadership of a food industry ensure that the marketing strategies
and campaigns are relevant to the consumer base they are trying to appeal to?
1.4 Rationale
As per the opinion of Öztamur & Karakadılar (2014), US stock market is suffering in
enhancing their market demand due to low business rate in last two years. Especially total retail
and food service sales in the United States amounted to about 5.32 trillion U.S. dollars in 2015
(statista.com, 2018). But, in last 3years of business scenario, US food industry is facing
innumerable challenges in gaining customer loyalty due to ineffective marketing strategy and
policy followed by the business experts. With the dynamic progress of business industry the
customers buying power is getting high day by day due to large number of food stores. In this
kind of situation, the organizations should not be restricted with effective quality and services
within operation process (Grant, 2016). In order to establish the brand image organizations need
to focus on brand promotion as well as product distribution channel. As a result, both the
customers and the service providers can get the opportunity to communicate with each other.

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However, due to the lack of proper marketing activity the customers are facing immense
challenges in getting in-depth overview about the products, its ingredients and nutrition
components (Gummesson, Kuusela & Närvänen, 2014, p. 228). Consequently, they are showing
their reluctant attitude in purchasing food from those convenience stores and food shops.
1.5 Definitions:
 Marketing strategy:
Marketing strategy is the long-term approach of achieving fundamental goal of
organization by introducing the brand and its services to the doorstep of customers (Tiago &
Veríssimo, 2014, p.203). While launching the brand in market for grabbing customers’ attention
the organization intends to use proper media vehicles based on which the brand can create
awareness in the mind of customers.
 Product distribution channels:
Product distribution channels are the sources with the help of which the customers can be
grabbed and attracted in using services (Halligan & Shah, 2014). Most familiar product
distribution channels of introducing the brand in international market include social media,
search engine, print media, electronic media and online websites.
1.6 Hypothesis
H0: Food industry is facing no significant challenges in making marketing decisions
H1: Food industry is facing significant challenges in making marketing decisions
1.

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Chapter 2: Literature Review
2.1 Introduction:
Literature review is considered as one of the most significant chapters of entire research
paper which aims to analyze the research issue critically by involving the opinion of different
eminent scholars. This specific research issue has focused to provide detailed analysis on
marketing as a Problem in Food industry. The primary areas of discussion based on which
literature review would be conducted with critical evaluation include marketing strategy and its
importance, aspects to be considered in making effective marketing strategy, challenges faced by
food industries in implementing marketing decision, impact of marketing strategy in food
industry, marketing theories and concepts influencing consumers’ buying behaviour and role of
marketing leaders in making effective strategies and policies. Following are the critical discussed
where numerous conspicuous scholars have taken major part for making the entire literature
review critical and analytical.
2.2 Overview on marketing strategy and its importance:
Nobre and Silva (2014, p.138) emphasized that marketing strategy implies a long-term
approach of achieving fundamental goal of organization. Organizations belonging to food
industry achieve this goal by introducing the brand and its services to the doorstep of customers.
As per the opinion of Flint and Woodruff (2014, p.201), product quality and service loyalty can
sustain its customers. In order to grab a new customer especially in food industry the business
experts have to focus on effective marketing strategies. Marketing strategies can constituted with
four major types that include social media marketing, direct marketing sales promotion and

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personal selling. Social media marketing is one of the most effective ways of introducing the
brand by using social media channels. Social media channels include Facebook, Instagram,
Twitter, Youtube and so on. As opined by Vásquez and Escamilla (2014, p.553), while
introducing the food products in social media channels the marketing executives tend to mention
the composition of foods, its necessary ingredients and different divisions of nutrition
components. As a result, customers by sitting at their own place can get detailed overview about
the products and services.
Direct marketing strategy is one of the most significant ways of communicating with the
customers directly. With the help of direct marketing process both the service providers and
services users can directly interact with each other. Zeriti et al., (2014, p.65), especially in the
food industry customers without experiencing and viewing the product cannot rely on virtual
devices. In this situation, direct marketing is the best option of gaining brand image.
Sales promotion enables the services providers in promoting their brands in the doorstep
of customers by providing the product in free of cost. As a result, the business experts get the
scope of promoting the products through “word of mouth”. Personal selling is the approach
where the executives tend to sell the product after having face-to-face communication with the
customers. Personal selling process is very much effective especially in the food industry due to
its interpersonal communication method.
2.3 Aspects to be considered in making effective marketing strategy:
Market segmentation:
Kumar (2015, p.8) commented that in order to make an effective marketing strategy in
the food industry the executives need to make proper market segmentation by segregating the

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target market based on geographic, demographic and psychographic ways. Based on most of the
popular geographic areas of US the target audience are selected. In addition, the entire food
industry of US is highly dependent on the customers’ response and their purchasing behaviour. In
addition, US food industry has targeted those customers who are possessed with limited income
status. People from 20 to 50 age group are the primary target audience of food industry.
Competitor analysis:
While evaluating the competitors’ analysis it is observed that beverage industry is
expanding its widespread wings day by day. Roh, Hong and Min (2014, p.199) opined that by
rendering product diversity most of the beverage companies are introducing different food
products. As a result, customers are showing their interest in using the services of beverage
industry. However, while making the marketing strategy on food industry the business executives
should render variety in content so that it can give a threat to its competitors.
Band positioning:
Baltes (2015, p.111) stated that based on the target audience and their psychology brand
should be positioned. In order to draw the attention of US customers the brand should be
positioned though new media. As a result, the service users can easily get detailed overview
about the brand and its USP.
2.4 Challenges faced by food industries in implementing marketing decision:
Challenges in giving proper marketing content:
Fan, Lau and Zhao (2015, p.29) opined that food industry is open for the customers of
various geographical cultures and backgrounds. The business experts do not wish to segment the

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market as per psychographic backgrounds. In this situation, the marketing executives have to
face immense challenges in maintaining quality of content in such a way that it can be easier for
various people of different educational backgrounds and attitudes. Keinänen and Kuivalainen
(2015, p.722) commented that the quality of marketing content and brand promotion should
maintaining lucidity and simplicity of language along with proper pictorial illustration. As a
result, both the service providers and service users can easily communicate with other.
Challenges in communicating with the customers:
Pisano (2015, p.44) opined that while maintaining marketing methods and activities
service providers need to have multi-lingual flexibility. As the target customers of food industry
are from different geographical and psychographic backgrounds the business experts have to face
linguistic barrier. As a result, the entire communication gets hampered due to ineffective
conversation.
Challenges in understanding the psychology of target market:
Navarro, Andreu and Cervera (2014, p.813) stated that before promoting the brand and
mentioning its product feature the marketing executives have to understand the psychology of
target audience. It is however observed that marketing executives have to face immense
challenges in understanding the demands of majority of target customers. Naturally, the food
designs and taste does not match the customers’ expected requirements.
Challenges in creating brand image and brand identity:
Angell and Kraemer (2017) opined that a major challenge is identifies that food industry
of US is primarily focusing on maintaining product quality and services. In quest of creating

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brand identity the business experts have to focus on effective promotional activities by choosing
appropriate digital media platform. However, the business experts are not using promotional
tools properly.
2.5 Impact of marketing strategy in food industry
Greater annual profitability:
Weinstein (2016) stated that marketing strategy is directly proportional to high
profitability and sales for an organization. Businesspeople utilize marketing strategies for making
people aware of the available products in an organization. There are different types of marketing
strategies like paid advertising, relationship marketing, word of mouth advertising and internet
marketing but the purpose of utilizing the strategies are same that is to improve their sale.
Effective strategies develop a positive brand image and help the company to fulfil their
objectives. Chen et al., (2015, p.479) also stated that companies that have effective marketing
strategies, need not to promote their brand every time of the year and can cut back on advertising
during economic downturns. Thus, US food industry can also attain effective sales and huge
profitability if effective marketing strategies can be implemented.
Targeting potential customers:
Promoting the brand through traditional and conventional strategies makes people aware
of the brand’s products and services. Ashley and Tuten (2015, p.27) stated that internet
technology allows the people to know about the products through social media, audio and visual
advertisement that targets the potential consumers towards the brand.
Attaining consistent branding

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Belch et al., (2014 p.111) opined that effective positioning, competitor analysis and
promotional strategies not only help the business experts in grabbing the attention of customers.
At the same time, the business experts are able to maintain the constant image of their brands as
well as services through effective marketing strategies. In addition, marketing strategy in food
industry helps the customers in gaining detailed knowledge about the products as well as
services.
2.6 Marketing theories and concepts influencing consumers’ buying behaviour:
The most prominent marketing theory that can highly influence the consumers’ behaviour
of food industry is marketing mix theory. Wensley (2016, p.75) stated that 4ps of marketing mix
involves product, promotion, place and price. Providing quality food with proper ingredients are
the core products based on which the market sustainability of food industry in maintained. In
addition, US market has selected affordable pricing strategy. With the help of affordable
pricing strategy the customers having average income status can easily purchase the food
products. The price of home service delivery in the market of US is also affordable for the target
audience.
As commented by Grant (2016), in quest of promoting the products in the food market
the business experts intend to select some of the most specific channels in order to grab
customers’ attention. However, effective marketing mix theory implies that both social media
promotion and electronic channels are equally effective for drawing the attention of target
audience. Halligan and Shah (2014) opined that as per place of delivering products the business
experts of food industry intend to choose online method as well as offline method as an effective

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place for product delivery. People by sitting at their home can place order of their food through
online applications. It helps in enhancing brand image and reputation.
2.7 Literature gap:
Before finding out a literature gap the study has given overview about the opinion of
different eminent scholars. This very specific study has identified the research issue that US food
market industry is not following proper marketing strategy in order to convince the customers of
various geographical backgrounds and attitudes about the reliability and validity of their food
products. The issue has identified on how food industry is facing immense barriers in making
effective marketing activities with the help of various media tools. It is evaluated that due to the
lack of proper marketing activity the customers are facing immense challenges in getting in-
depth overview about the products, its ingredients and nutrition components. With the dynamic
progress of business industry the customers buying power is getting high day by day due to large
number of food stores.
Apart from these specific areas the literature review has not clearly discussed about the
product distribution channels based on which food industry can flourish their entire business
method effectively even in the international market. The study could have focused in making an
effective comparative analysis about the difference between offline marketing tools and online
marketing tools. Some of the most significant recommendations could have been discussed base
on which the food industries can choose appropriate marketing tools in order to introduce the
brand in market.

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2.8 Summary:
While summarizing the entire literature review it can be concluded that marketing
strategies is of four major types including social media marketing, direct marketing sales
promotion and personal selling. Especially in the food industry customers without experiencing
and viewing the product cannot rely on virtual devices. In this situation, direct marketing is the
best option of gaining brand image. While an effective marketing strategy in the food industry
the executives need to make proper market segmentation by segregating the target market based
on geographic, demographic and psychographic ways.
Moreover, the marketing executives have to face immense challenges in maintaining
quality of content in such a way that it can be easier for various people of different educational
backgrounds and attitudes. Effective strategies develop a positive brand image and help the
company to fulfil their objectives. The study has also evaluated that marketing strategy in food
industry helps the customers in gaining detailed knowledge about the products as well as
services.

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Chapter 3: Methodology
3.0 Introduction
A research study is conducted on order to improve the knowledge on a research topic and
sometimes it is used in order to find a new direction based on the same topic (Neuman, 2013).
However, to conduct a research and obtain research result appropriate methodology is
considered. Thus, the process through which the research study can be well described and
explained is known as research methodology. Thus, it can be said that the systematic and logical
way to address the research objectives is the prime aim of the research methodology chapter.
This chapter of the research study illustrates the detailed discussion of the research philosophy
with proper justification. The discussion is then followed by the details of research approach and
research purpose with suitable reason of the chosen methods. Data collection process and data
Analysis techniques are next in discussion followed by sampling technique and sample size
chosen for the research. Ethical consideration, research limitation and research timeframe are
also explained in order to describe and explain proper phenomena for the chosen research topic.
3.1 Research Philosophy
The major purpose for utilizing the research philosophy is to develop the knowledge
about the research for formulating beliefs and assumptions based on the research study. Research
philosophy is the first layer of the research onion and focused on the source and nature of the
sources through which the data about the research topic can be obtained.
3.1.1 Justification for selected research philosophy

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In this research study, positivism research philosophy will be appropriate. Hughes and
Sharrock (2016) stated that positivism, interpretivism and realism are different types of
philosophy styles in a research. According to Saunders et al. (2015), when large sample size are
considered and the research outcome is planned to be analyzed quantitatively positivism
philosophy is used. On the other hand, small sample size for in-depth analysis on the research
topic represents interpretivism research philosophy. Lastly, the combination of the first two
research philosophies is known as realism philosophy. Since, in order to find the marketing
problem in the food industry in US, large number of customers, who use food product from these
food industries, will be considered. Thus, the research that will be formed is a well-structured
research and hence can be stated that positivism research philosophy will be the suitable method.
3.2 Research Approach
The process of stating the relevance of the assumptions or hypothesis for the research
study is known as research approach. There are two different types of research approaches that
are deductive and inductive research approach.
3.2.1 Justification for chosen research approach
This research study will utilize deductive research approach which is concerned with the
stating the relevance of the formulated assumptions based on the previous theories and concept
on the same research. The data collection based on the question highlighted the research topic is
tested to confirm or reject the assumption (Tracy, 2012, p.109). In this research study also the
marketing problem of the food industry is assessed through the research models and concepts
evaluated for the literature review. Based on the findings of the literature review, research
questions will be formulated and the response will be considered for testing whether or not the

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assumed statement is rejected or accepted. On the other hand, inductive research approach
illustrates the process of conducting research and evaluate the findings to identity the new
patterns (Jebb, Parrigon & Woo, 2017, p.265). These newly identified patterns helps in
developing new theories and concepts. Since, no new theories and concepts will be formulated
for the research, deductive research approach will be the suitable method.
3.3 Research purpose
The process to answer the research question is served with the research purpose. Sekaran
and Bougie (2016) stated that there are two different ways of the research purpose- descriptive
and exploratory. The main objectives of the research purpose are to address the research question
with the findings of the literature review and data analysis.
3.3.1 Justification for selected research purpose
This research will follow descriptive research purpose. The main reason for the same is
that the problem in the marketing of the food industry is answered based on the findings of the
literature review and data collected from the consumers of the food industry. On the other hand
Nardi (2018) depicts that exploratory research aims for exploring specific aspects of the research
area to find new direction. Since, this research study aims for finding the marketing problem and
not to find any new direction based on the research topic, exploratory purpose is the appropriate
method.
3.4 Data collection process
The process for collecting data for the research can be obtained through two different
ways- primary and secondary. Smith (2015) portrays that when research respondents are directly

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approached for attaining data for the research it is known as primary data collection. This method
is accomplished through survey, interviews and telephonic conversations. However, when data
for the research is considered from secondary sources like textbooks, research papers, genuine
websites like company’s sites and government database, the method is known as secondary data
collection process.
In this research study, the US consumers, who are using the food from the food
industries, will be considered. These research respondents will be asked to participate in the
survey in which the research questions based on the necessary marketing techniques will be
asked. The quantitative research questions will also comprised with multiple choice option that
can be evaluated based on the likert scale, where option 1 refers to ‘strongly agree’ and option 5
refers to ‘strongly disagree’.
3.5 Data Analysis techniques
The data collected from the survey or the secondary resources for the research can be
analyzed through two different techniques- qualitatively and quantitatively. Neuman (2013)
stated that when data for the research is collected in numbers and the analysis of the same is done
statistically, quantitative method is used. On the other hand, when data analysis is obtained
through evaluating the content, some case studies and assessing the interview, qualitative
analysis is considered.
In this research study, the data obtained from the survey will be evaluated quantitatively.
The data obtained from the survey will be analyzed through central tendencies calculating mean,
median, mode and standard deviation so that the most relevant marketing problem in the food
industry in the US market can be obtained.

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3.6 Sampling Technique
Etikan, Musa and Alkassim (2016, p.4) stated that two different sampling techniques are
probability and non-probability sampling technique. These techniques are chosen based on the
likelihood of the selection of the research respondents for the study. Fowler Jr (2013) depicted
that when there are equal chances of selection of the research respondents, probability sampling
technique is utilized and on the other hand, unequal chances for the selection of research
respondents when involved, non-probability sampling technique is utilized.
In this research study, probability sampling technique will be used as all the selected
consumers get equal opportunity to participate in the study so that they can share their perception
based on the research question.
3.6.1 Sample Size
The sample size for the research will be 100 customers of the US food industry. These
sample size will be selected randomly using simple random method of probability sampling
technique. The consumers will be selected from convenience food stores and luxury food shops.
3.7 Ethical consideration
All the research respondents will initially be provided with a consent form in which the
estimated time required for the survey will be mentioned along with the research aims and
objectives of the study. The form will also contain the details of the research conductor so that
they can freely contact them once the survey will be over. In addition to that, the data from the
research will be protected under the regulation Data Protection Act 1998 and is used only for the
research purpose. The data will be remained in the laptop for 1 year and then deleted. No
respondents will be physically assaulted or forced to change their answer and the genuine

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response will only be considered. The research outcome for the study will be shared with all the
respondents.
3.8 Research limitation
The main aim of this research study is to find the marketing problem in the US food
industry and thus the limitation is that only one particular industry is focused. Another research
limitation is that only the primary research study will be considered so that there will be no
method to cross check the primary research outcome with the theoretical findings of the research.
In addition to that, this research only focused on the US industry and thus other food industry
from other geographic region will not be applicable.
3.9 Research Timeframe
Main activities/ stages 1st-2nd
Week
3rd- 4th
Week
5th- 6th
Week
7th-8th
Week
9th- 10th
Week
11th- 12th
Week
Topic Selection
Data collection from secondary
sources for literature review
Framing research structure
Completion of literature review
Formation of the research plan
Appropriate research techniques
selection
Primary data collection

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Findings and Analysis of Data
Collection
Conclusion of the Study
Table: Timeframe of the research
(Source: Created by Author)
3.10 Expected Outcome:
The expected outcome of this research is positive as the entire study has accumulated
proper data from different reliable and valid resources. The study has however evaluated on how
business experts of food industry are facing immense difficulties in choosing appropriate
marketing tools while maintaining their promotional activities. Most of the information would be
gathered by involving those respondents who are directly associated with the research issue. As
the entire research is based on primary source of data collection technique the study may acquire
biased response. In this situation, the expected data analysis and findings may have to face
challenges in providing biased result of identified research issue. However, in order to bring the
entire research outcome positive the researcher would have to focus on overcoming all the
identified limitations.

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