Assignment Writing on: Summary of the marketing environment (both micro and macro environmental forces and trends) of Jamie’s Oliver chef?
Assignment Writing Solution:
In order to analyze the marketing environment for Jamie Oliver’s Chef, in which it is operating at present, we need to understand first of all the concept of ‘marketing environment.’ It has been termed as the ‘direct or indirect influence of the external forces on the acquisitions of inputs and the generation outputs by the organization (Dibb et al; 2001). For the present study we need to study the macro environment at Jamie’s Oliver Chef which consists of the broader forces which affect all the organizations which are present in the market. We also need to study the micro environment which consists of the organization specific forces which reflect the nature of the business of the organization (Palmer and Hartley, 2002).
In light of the analysis made above we will be able to recognize the potential gap and make recommendations for future products and marketing developments which in turn help in implementing the market communication decision making strategies related with future products and other market developments.
PEST analysis is most suitable in case of macro environment. This analysis looks at all the contextual forces that have an impact on all the organizations present in the market (Brassington & Pettitt: 2003). PEST analysis consists of the Political, Economical, Socio-cultural and Technological factors of environment of the organization which need to be analyzed in order to analyze the marketing environment present at Jamie’s Oliver Chef. These factors could help or hinder the effectiveness and performance of Jamie’s Oliver Chef within the environment in which it operates.
It has been suggested by Mintel (2003) that the sales are being driven by two factors, health and body consciousness. Society is becoming more conscious regarding the way it looks which has led to the emergence of fitness and dietary trends. The response of Jamie’s Oliver Chef to the present marketing environment should be based on the supply of products which are according to the present dietary trends in the market (Duff, 1999). Segmentation can also help Jamie’s Oliver Chef in identifying the sub sets of buyers in the market who have the similar requirements and also follow similar buying processes. In a recent article it was stated that the customers look for additional benefits from the products which could have an adverse impact on the sales of the company (Wilson, 2003).
New opportunities can also be created by the trends and developments taking place in the technological field (Brassington & Pettitt, 2003). The increase in convenience offered by food and nutrition supplements that are used by consumers has been highlighted by Mintel (2003).
The micro environment of the organization looks at the forces which are more company specific in nature and reflect the nature of business. The customers are an integral part of the micro environment of the organization (Palmer & Hartley; 2002) hence it is important for Jamie’s Oliver Chef to anticipate, understand and satisfy the ever changing requirements of the consumers. The information acquired about the buying decision making process of the consumers can help Jamie’s Oliver Chef in understanding the buying behavior of the consumers and also in generating output. It had been stated by Storbacka et al (1998) that advertising and word of mouth publicity can significantly affect the buying behaviors of the consumers as well as their perception of quality. Although it had been recognized in social environment for long, it shows how the buying decision making process of the consumers is influenced by the macro and micro marketing environment of the organization (Lindstrom, 2003). Therefore we can say that in case of Jamie’s Oliver Chef, perception can lead to an increase in consumer behavior.
Jamie’s Oliver Chef also needs to adopt the right marketing mix to satisfy the needs and wants of the consumers. Marketing mix is a critical tool which uses price, product, place and promotion that can be controlled by organization so that a satisfying exchange can be facilitated. Branding is also important in the decision making process of the consumers. It can provide benefits like easy product identification, help in product evaluation, communicate features and benefits and create interest or a character for the products of the organization (Silayoi & Speece; 2004). The “Feed Me Better” campaign of Jamie Oliver aims at providing better meals to school children and it was able to obtain 271,000 signatures on the petition.
Consumers are increasingly demanding food product that are value added like the regional specialties, ethnic foods and organic products. It is well recognized that health and food consumption are linked and many people consider food as a means to support a feeling of wellness and a healthy life style. In the era of increasing segmentation among consumers, food companies are finding that the key to success lies in developing and marketing to specific segments which are defined by age, biological profile or activities.
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