INSE5005: Evaluating Business Practices in the Food Sector Essay

This essay evaluates business practices within the food sector, focusing on the implementation and impact of social media marketing strategies. It begins by highlighting the significance of the food sector and the various business strategies employed to enhance productivity, with an emphasis on social media marketing as a crucial tool for increasing brand awareness and improving business performance. The essay reviews the existing literature to analyze how social media marketing influences customer engagement, brand value, and cost-effectiveness. It also acknowledges the potential challenges, such as the rapid spread of information, and emphasizes the need for transparency and control. The author recommends strategies such as identifying the target audience, setting clear goals, and creating engaging content. The essay concludes by emphasizing the potential for social media marketing to enhance customer service, promote discounts, and improve overall business efficiency, offering guidance for crisis management and content planning. The essay provides a comprehensive analysis of the role and effectiveness of social media marketing in the food sector, supported by various research papers.

Running head: EVALUATING THE BUSINESS PRACTICES
EVALUATING THE BUSINESS PRACTICES
Name of the Student
Name of the University
Author Note

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Food sector is considered as an essential sector that aims at offering wide range of feature
towards the customers. The objective is to offer better practices towards the business sector so
that it becomes easy to operate the different functions within the organization. It has been
observed that the food sector of United Kingdom tends to use several business strategies for the
purpose of increasing the productivity. There are wide ranges of business strategies that are used
for the purpose of improving the business performance. The different business strategy that are
used by the food sector at present includes blogging, email marketing, hosting different events
for attracting customer, providing offers and festival attraction towards the customers and lastly
the use of social media marketing (Iankova et al. 2019). Social media marketing strategy is
considered as the most important way of attracting the customers. It has been observed that with
the use of social marketing it becomes easy to increase the brand awareness within the
organization.
Social media marketing has the potential to enhance the performance of industries
widely. Almost 80% of industries consider social media marketing strategy to be the most
effective way of reaching out to the customers. This helps in maintaining proper customer base
and also ensures that better customer satisfaction is gained obtained within the different
functionalities of the organization. the major benefits that are offered with the use of social
media marketing is that it helps in enhancing the brand value and also ensures that a consistent
support is offered towards the activities that are carried out within the sector. Social media
marketing strategy has high influence on the food industry as thus increases the engagement rates
and also ensures that cost effective structure is obtained (Felix, Rauschnabel and Hinsch 2017).
Greater level of trust can be obtained with the use of social media marketing strategy. It has been

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observed that social media has the capability of influencing the customers widely as this helps in
improving the business performance.
Thus it can be stated that use of social media marketing strategy within the food sector
will help in improving the efficiency and will also ensure that the business functionality has
improved widely. With the help of social media marketing it becomes easy to create attractive
posts for attracting the customer (Kim, Li and Brymer 2016). Proper implementation of social
media strategy will help in improving the customer base and will also ensure that the
performance has enhanced widely. However it has been observed that there are several impacts
of social media on food industry. Due to wide access of social media it has been observed that
every data shared on social media gets viral very quickly (Cheung et al. 2019). Thus it is
important to control the accessibility so that the chances of rumors can be reduced within the
social media platforms. It is important to ensure that proper control is maintained over the social
media for gaining better control over the market is to manage the transparency.
The major advantages that are offered with the use of social media marketing strategy is
that it helps in offering better communication among the team members and also ensures that
proper way of evaluating the performance is carried out within the organization. With the help of
social media marketing it has been observed that the brand recognition can be increased among
the consumers. Social media offers a better way of connecting with the audience and also
engages with customers (Alalwan et al. 2017). This enhances the way services are offered
towards the customers. There are several social media marketing platforms that are used by
different business sectors for attracting the customers. This typically includes Facebook,
Instagram, Google+, LinkedIn, and twitter. For engaging customers widely social media is
considered as the best method. This will ensure a better way of improving the performance.

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Apart from all this, with the use of social media it becomes easy to build the budget
effectively. This offers effective strategies for sharing the contents and also ensures that proper
market place is maintained (Priluck and Topol 2018). It is expected that with the use of proper
strategy it will become easy to improve the performance of the business. Food sector can gain a
better control over the market with the use of effective strategy.
There is a need to introduce proper business strategy so that the efficiency can be
enhanced within the food industry. The ways in which social media will influence the
performance of the industry sector is that it will enhance the customer service, offers better
promotions and discounts towards the customers for attracting the customers.
The below list of recommendation is designed for the purpose of providing better support
towards the functions performed by the different organization associated with food sector.
Identifying the important audience associated with the food sector
Setting the goal and reason behind using social media marketing strategy
Determining the key factors that will be evaluated while using social media
Creating awareness among the users
Preparing different coupons for attracting customers
It can be stated that with the help of proper strategy and analysis it becomes easy to
achieve the goals set by the customer. With the use of social media marketing it becomes easy to
mitigate the website traffic. Better conversion rates can be obtained with the use of proper social
media marketing (Singh, Shukla and Mishra 2018). Hence it can be stated that with the help of
proper marketing strategy it will become easy to improve the facilities offered towards the

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customers. This also improves the communication and interaction between the major
stakeholders. It is important to ensure that social media content planning is carried properly for
enhancing the performance. This also ensures that the interest of the audience is identified for
using the services effectively (Stephen 2016). Moreover great social content will help in
consistent promotion and will also help in attracting maximum customers. Social media also
provides proper guidance in the crisis management. It can be stated that with the use of proper
social media marketing strategy it will become easy to improve the overall performance of the
food sector.

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References
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R., 2017. Social media in marketing:
A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-
1190.
Cheung, M.L., Pires, G.D., Rosenberger III, P.J. and De Oliveira, M.J., 2019, September.
Consumers’ Online Brand Related Activities on WeChat: The Role of Social Media Marketing
Efforts. In CLAV 2019.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Iankova, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A., 2019. A comparison of social
media marketing between B2B, B2C and mixed business models. Industrial Marketing
Management, 81, pp.169-179.
Kim, W.G., Li, J.J. and Brymer, R.A., 2016. The impact of social media reviews on restaurant
performance: The moderating role of excellence certificate. International Journal of Hospitality
Management, 55, pp.41-51.
Priluck, R. and Topol, M., 2018. Exploring Social Media Marketing Knowledge Among
Students and Professionals. International Journal of Marketing & Business
Communication, 7(2).

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Singh, A., Shukla, N. and Mishra, N., 2018. Social media data analytics to improve supply chain
management in food industries. Transportation Research Part E: Logistics and Transportation
Review, 114, pp.398-415.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.