Technology and Marketing Strategies for Food Products: A Report

This report examines the integration of technology and marketing strategies within the food products industry, using Daiwan as a case study. It explores the importance of understanding the external business environment, particularly technological advancements, and how they influence marketing ap...Read More

Food Products Marketing 1
TECHNOLOGY AND MARKETING
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Technology and Marketing
For any organization to be successful in the market there is need to have an
understanding of what is taking place in the world around the business operations. Some of the
factors that are in the surrounding of a particular organization determines the rate at which it will
succeed in the days to come. Marketing should be the central point of concentration as it ensures
that the products reach the customers and the organization make profit. In the 21st century,
technology have been integrated into marketing which has changed the way companies reach out
to customers as well as run internal affairs that are related to distributing products and services.
The technological factors take into consideration the rate at which technology is advancing and
how much integration does a company needs to have for a successful business regarding the
realization of company goals (Ghauri, 2010). It would be an excellent opportunity for a company
in the global perspective that offers food related products and services to enter the market both
local and globally as long as they are in line with what is expected.
Daiwan is a company in the global market that offers products in food and beverages
related fields ranging both fresh as well as canned food materials are distributed in the various
parts of the globe. In its vision, Daiwan intends to reach customers that are located in different
parts of the world. To achieve the goals, technology is one of the tools that will be used in
marketing as research have shown that majority of the world population have access to the
internet. Apart from technological application in the marketing it is important to consider
marketing mix. The cost is the essentially sum a client pays for the food products whenever they
go out for shopping. On the off chance that the cost exceed the apparent advantages for an
individual, the apparent estimation of the offering will be low and it will be probably not going
to be embraced, however in the event that the advantages are seen as more noteworthy than their

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costs, odds of trial and reception of the item is significantly more prominent. One of the
marketing benefits that have been achieved through technological advancements is
communication both internally and externally.
The heart of every marketing strategy that is used by an organization is the
communication. One aspect of communication that is utilized is making the users aware of an
existence of a product or a service in the market. Technological tools have been a development
that links the organization to the stakeholders to make the management easy. The management
of the organization needs to analyze the new technology to get the ideas about the various design
issues related to offering technological services towards the meeting the needs of the customers
as well as increase the profit margin levels. When an organization is informed on the emerging
issues in the line of the product and services it produces, it makes it remain competitive. The
information that should be greatly invested on is how the organization will utilize innovative
ideas to bring changes in the use of technology to provide quality services in the market.
Innovative ideas in this context aim at reducing the production cost and maximize profit through
technology. If an organization is unable to adapt to the ongoing technological changes, then, it is
destined to lag behind its competitors in the market. It is essential for the Daiwan to focus on
specific factors such as cost and reliability which is related to technological elements of
marketing in the company service provision (Rohani, Golbarg, and Mutasim, 2014).
The technological tools that are widely used to link the organization and the stakeholders
include websites and mobile apps. With automation being one aspect of technology in an
organization, marketing operations are moved from being manual and become digitized where an
organization can post what they offer regarding product and services to websites and mobile apps
(Doole and Robin, 2008). Ordering and payment processes have been made easy where the

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customers can request their products and services without necessarily moving from to the
premises of the sellers.
Technology and marketing
Various technological tools can be used to achieve online marketing. One of the most
common ways that are utilized by companies is the use of social media. Social media users are
increasing on a daily basis due to the availability of devices that supports their functionality.
Commonly used social media platforms in the 21st century that have shaped marketing to better
levels of improvements include Facebook, WhatsApp, and Twitter (Petruzzellis, 2010).
Companies can post their products on any of the platforms, and it can be shared easily with the
others which makes communications more accessible. Next to social media, website ads play a
critical role in the promotion of products. Website ads are pop-ups that are incorporated in the
functionality of a website providing a description of particular goods and services offered by the
organization. The effectiveness of the websites has been achieved due to the increased
population that is using the website as a means of communication as well as research.
The printing press is a technological marketing strategy that is widely used by companies
to market themselves. The printing press has come up with online platforms where readers can
read their publications which set an allocation for the advertisements. Video and Audio recording
have in the past couple of decades turned out to be advertising platforms. When releasing a
particular media to the public through media playing sites such as sites, advertisements are
included which features in the middle of an audio or video production. Email is another
technological tool that is used for online marketing. Successful businesses in the world today
have corporate emails that are used to contact users as well as employees in case there is an
innovation (Chaffey, et al. 2009). Through, hangouts the when a customer has a question or an

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inquiry regarding a particular service or product, they can directly interact with the organization
which enhances acceptability.
Innovative technology gives an organization a chance to improve the efficiency of the
employees and enhance the productivity towards accomplishing the goals of the organization.
Employee serves the responsibility of ensuring an organization connects to the customers among
other stakeholders. Technology is directly related to the performance of the employees as it
improves on efficiency as well as reducing the gap that may be available for the organization and
the customers. Concentrating on marketing about employees, technology provides
communication channels such as emails and Skype which are essential when demonstrating
features of a product to the customers as well as offering solutions to problems that are realized
in the course of the functioning of a particular product without having to move from one
geographical location to another. Also, the market is extensive, and it is essential for Daiwan to
offer variety of technological services covering different age groups so that they can experience a
sense of variety which is made to influence the users psychologically. For the employees to be in
a position to produce products that fit a particular age group it is essential to have a product that
is in line with the expectations of that particular age group. This speaks to the greater part of the
interchanges that an advertiser may use in the commercial center to expand mindfulness about
the item and its advantages to the objective section. Advancement has four particular
components: publicizing, advertising, individual offering and deals advancement. Publicizing
may incorporate utilizing forte bundling to exhibit items, using special items for your
organization, or online promotions. A specific measure of hybrid happens when advancement
utilizes the four chief components together. Deals staff regularly assume a noteworthy part in
advancement of an item. To be always updated regarding the various changes that are taking

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place in the market, research can be conducted with the aid of technological tools which
translates to the organization producing goods and services that are customer oriented. In
addition, when research has been performed, the data can be analyzed and stored in information
systems which improve on quality and speed.
For effective marketing to be achieved, the organization should take the product
marketing as a project. Good project management gives a chance to an organization to come up
with products and services that meets the standards of the market. Also, the products and
services are tailored to meet the needs of the market as well as make the company remain
competitive locally and internationally. Additionally, management practices gives work
breakdown structures and assign responsibilities to the activities which are accomplished through
timely and straightforward reporting system. Project management is important since it allows
planning, scheduling and controlling. Planning in project management is process of preparing the
various activities prior to commencement of the project activity. Project planning entails
identifying the various activities that will be associated with a project. All the variables and
constraints that are associated to a particular activity are identified at the planning stage. Project
organization is also part of the planning as activities are identified how they will follow each
other. The scope of the various activities are identified in the planning phase.
Employees in the marketing of food products are also stakeholders who cannot be left
out. The employees are usually the representative of the organization to the community,
customers and the government. When the employees do not meet the requirements regarding
qualification and delivery of service, the product will suffer from incompetence in the long run.
Food companies employ individuals and provide benefits to them to increase the productivity
(Pojasek, 2007, p84). Also, through training sessions, the employees are taught how to study the

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market to change in accordance with the requirements. Therefore, there should be a strong
cohesion that should be developed between the employees and the outside world.
Regarding stakeholders that need to be considered in the sustainability plan, customers
are usually given priority. For any organization to prosper, customer product acceptance should
be made part of the plan. Customers are usually the main source of income in an organization.
When the customers differ on the taste and preference of the products available, an organization
is forced to revisit their manufacturing and marketing strategies because it implies there are not
return clients hence no future (Gao & Bansal, 2013, p246). The marketing team should Market
regularly conduct surveys regarding customer satisfaction which gives them a chance to know
what the customers are looking for. After the feasibility studies, the firm can improve on their
interaction with the customers thus ending up meeting their needs. An organization is tasked
with the responsibility of getting new customers now and then. Marketing strategies such as
advertisements and giving discounts attract new customers easily, and this has been embraced by
the firm. It, therefore, means that an organization will have a future.
The government in the food industry plays an important role in protecting its citizens
from exploitation. In course of running of the firm, the government regulates the business of the
products from through setting up of standards and ensuring that customers get the real value of
the products. When a firm does not meet the required standards set by local and international
bodies regarding their products, the government intervenes and it can result to its closure. Also,
the government in the course of protecting the health of its citizens, there are licenses that must
be issued to certify that whatever activities are carried out, meets the requirements. Market is
subject to routine supervision by the government, which gives an assurance to the general public
that what is being produced or the services offered are legal. On the other hand, the government

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regulates the amount of pollution that can be released to the environment. An organization should
have a team of experts who ensures that their wastes released to the environment is in line with
the guidelines provided by the government (Pearson, et al. 2014, p187). Being in line with the
rules and regulation provides sustainability of the firm.

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Bibliography
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strategy, implementation and practice. Pearson Education, 2009.
Doole, Isobel, and Robin Lowe. International marketing strategy: analysis, development and
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Gao, J. and Bansal, P., 2013. Instrumental and integrative logics in business
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Ghauri, Pervez N., and Philip R. Cateora. 2010. International Marketing, 3rd ed.
Pearson, D., Friel, S., & Lawrence, M. (2014). Building environmentally sustainable food
systems on informed citizen choices: evidence from Australia. Biological agriculture &
horticulture, 30(3), 183-197.
Petruzzellis, Luca. "Mobile phone choice: technology versus marketing. The brand effect in the
Italian market." European Journal of marketing 44, no. 5 (2010): 610-634.
Pojasek, R.B., 2007. A framework for business sustainability. Environmental Quality
Management, 17(2), pp.81-88.
Rohani, Golbarg, and Mutasim Nour. 2014 "Techno-economical analysis of stand-alone hybrid
renewable power system for Ras Musherib in the United Arab Emirates." Energy 64: 828-
841.