Marketing as a Problem in Food Industry: Challenges and 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

1RESEARCH PROPOSAL
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

3RESEARCH PROPOSAL
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.