Marketing Management Report: Critical Analysis of the Food Industry

This report provides a critical analysis of marketing management within the food industry, examining current trends and opportunities. It explores the impact of digital media marketing, mobile technology, and changing consumer preferences, including the growing demand for healthier food options. The report highlights the use of innovative marketing strategies such as attractive websites, mobile apps, and visual storytelling to engage consumers. It also discusses the interest of fast-food chains in adapting to market trends and meeting consumer demands, offering insights into opportunities for companies to effectively market their products and services. The analysis covers various marketing activities, including the promotion of affordable alternatives and the presentation of nutritional information, reflecting the evolving landscape of the food industry.

MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
CRITICAL ANALYSIS..................................................................................................................3
CONCLUSION................................................................................................................................4
References........................................................................................................................................5

INTRODUCTION
Marketing management refers to the organisational discipline that concentrate on the
practical application of marketing methods, orientation and techniques within the organisation.
The present study will critically analyse the marketing opportunity and interest of the food
industry.
CRITICAL ANALYSIS
Marketing strategy
Marketing activity of food industry is shaping and rising effectively with new innovative
ideas and features (Davis and et. al., 2018). The trends are changing as tech, consumer desire and
choices of food change. There are many marketing strategy has been seen as the best marketing
activity for the food industry in 2019-20.
Mobile and technologies shape the food industry's marketing activities recently. This has
been used to promote the services of the company under the food industry effectively.
Technological development in the recent years has been growth of the online ordering platforms
for the takeaway restaurant. Many of the industry utilising technological advancement such as;
Domino's and Pizza Hut develop attractive website and mobile app that allow them to look up on
the services, products, offers provide by the industry.
However the fast food and take away food industry is also changing their marketing
activities and menus as the trend and population's from young to adult to old age, concern is
converting in the healthy food that contain healthy nutrients (Hanaysha, 2016).
However another marketing trend has been analysed to market the food as the most
affordable alternatives. Recently McDonald advertise its store as the more affordable
alternatives.
Opportunity and Interest for food industries
Food industries provide take-away or fast food as per the consumer's demand. There are
many renowned brands in fast food industry such as; McDonald, Subway, Yum!, Domino's Pizza
Group (Mathur and Patodiya, 2016). As health consciousness is become the trend and the
population of UK limits their demand for the fast food and demanding for the healthy option.
Nevertheless, increase in health consciousness among consumers is likely present opportunities
to healthy takeaway food providers. Takeaway and fast-food operators will continue to review

and adjust their menus to expand the variety of healthy options, they now include foods that have
relatively low fat content, such as vegetarian meals, chicken and seafood. This is anticipated to
promote the use of fresh and organic products and make healthier cooking methods, such as
grilling, roasting and steaming, more widespread among industry operators (Kovic and et. al.,
2018).
The interest of fast food industry is to fulfil consumer's demand by looking up on the
market trend and need and demand of the consumers. This is an opportunity to the companies in
fast food chain to market their products and services accordingly.
CONCLUSION
From the present analysis it has been evaluated that in 2019-2020 digital media
marketing has increasing very rapidly and enable companies in fast food chain to market their
products and services to attract the consumers. Along with it, there are many other good and
effective marketing are; food chains are focusing on the attractive image of their food as by
creating visual stories on Instagram and in 2019-20 companies are focusing on presenting
nutrients level in their menus.

REFERENCES
Books and Journals
Davis, B. and et. al., 2018. Food and beverage management. Routledge.
Hanaysha, J., 2016. The importance of social media advertisements in enhancing brand equity: A
study on fast food restaurant industry in Malaysia. International Journal of Innovation,
Management and Technology. 7(2). p.46.
Kovic, Y. and et. al., 2018. The impact of junk food marketing regulations on food sales: an
ecological study. Obesity reviews. 19(6). pp.761-769.
Mathur, S. and Patodiya, P. K., 2016. Global perspective of fast food consumption: a systematic
literature review. Indian Journal of Management Science. 6(2). p.46.