Marketing Case Study: Aspire Food Group & the PACADI Decision Approach

This case study examines Aspire Food Group's marketing strategies in the global insect protein market, focusing on their objective of growing insect consumption. It uses the PACADI approach (Problem, Alternatives, Criteria, Analysis, Decision, Implementation) to analyze the company's challenges and potential solutions. The primary problem identified is the decision of finalizing consumer segments and addressing consumer perception of insect-based food products. Alternatives for consumer segments include sports individuals, eco-conscious consumers, and outdoor enthusiasts. The analysis emphasizes risk and cost considerations for each segment. The decision-making process focuses on minimizing risk, establishing a strong brand identity, and cost-effective marketing implementation. The implementation phase involves communicating the company's value and environmental benefits, as well as promoting products through influencer marketing. The PACADI approach provides insights into the issues faced by Aspire and the strategies developed to resolve them.

CASE ANALYSIS IN
MARKETING

Aspire Food Group is a global insect protein market which is working with the
objective of growing the insect consumption market. The company shares various benefits
which can be gained from insect-based food products. PACADI approach will be used to
define the marketing strategies and process of Aspire Food Group.
PACADI approach is used to analyze the case study by understanding different
factors. The acronyms standards for Problem, Alternatives, Criteria, Analysis, Decision and
implementation. This approach can be helpful for an individua to solve and analyze the
problems which are face by business, through which they can form decisions and develop and
implement successful strategies. In case of Aspire Food Group, the case study of the
company is analyzed with the help of this approach below:
Problem which has been majorly faced by Aspire foods is related to the decision
which focused on finalizing consumer segments through which they can target their product
to greater number of consumers. Lack of communication also made the business face various
problems as the company was not able to share the benefits of their products to customers in
a right manner. The main problem which has been encountered by the company is consumer
acquirement and consumer perception of insect-based food products.
Alternatives which were available to for the consumer segment can be classified
under three categories, which are- sports individuals and weekend warriors, eco-conscious
consumers and outdoor enthusiasts and adventure seekers.
Criteria which must be focused by the company while understanding the problem and
evaluating strategies are based on risk which are related to specific consumer segment. The
criteria which will be focused by Aspire Foods is cost as well where the company will set
such pricing strategies which will be helpful in geniting potential revenues for the
organization.
Analysis will be done after evaluating the criteria which can be focused by the brand.
Such evaluation and analysis of all marketing strategies and factors will be helpful for Aspire
Foods in forming and implementing effective marketing strategies which will be helpful in
targeting the chosen customer segment.
Decision will be formed by Aspire Foods after evaluating all alternatives which are
available for their customer’s segment. The decisions will be based on risk factors where the
company will target specific customer segment. Another decision factor will be based on

business identity where such customer segment will, be selected where Aspire can create
strong brand identity and brand value proposition through which they can maximize their
competitive advantages. Some of the other decision will be based on cost of the products and
ease of implementation of marketing strategy through which brand can target greater number
of customers.
Implementation is the last stage of PACADI approach where the planned marketing
strategies are executed. In this stage, Aspire Foods will communicate tehri company value
and benefits which that will be offering through their product range.the company will define
the environmental activities and benefits which are focused by them through which they
define their products as low environmental impact stock. Aspire will promote their product
range through paid influencer advertising which will allow them in creating strong network
of customers.
From the above information, it can be stated that with the help of PACADI approach,
an individual can gain insight to the issues which have been faced by an organization and
strategies which are developed by them to resolve such issues.