NAME

NAME: ASHOK KAARTHIK
ID: 647641
COURSE: MKT4010
LECTURER: DR. MAUREEN KANGU
INDIVIDUAL TERM PAPER
TABLE OF CONTENTS
Abstract………………………………………………………………………………………1
Introduction………………………………………………………………………………….2
Environmental issues
Pollution…………………………………………………………………………………….3-4
Use of fertilizers………………………………………………………………………………4
Plastic use…………………………………………………………………………………….4
Marketing strategies
Price strategy………………………………………………………………………………….5
Product strategy……………………………………………………………………………….5
Place/Distribution strategy…………………………………………………………………….6
Promotion strategy…………………………………………………………………………….6
References……………………………………………………………………………………..7
ABSTRACT
The following paper talks about the major environmental concerns customers are concerned about in today’s modern world, when consuming from food manufacturing firms and it affects their buying behaviour if the firm is environmentally friendly or not.
The paper also talks about the various marketing strategies that firms producing healthy food products can use in order to ensure that their products adapt well in the international market.
1
INRODUCTION
The food industry is a rapidly growing industry, with a lot of competition between firms operating within the food industry. Various types of firms exist within the industry producing different types of food for different types of customers, in order to satisfy their ever increasing desire for food. In addition, the needs and wants for the types of food customers desire also keeps on changing as new firms enter a market. As a result of this the desire for different types of food is never constant, and this can force firms operating within the food industry to add new products to their large product portfolio, in order to keep pace with other competitors as well as the change in customer buying behaviour. Within the market various types of firms exist, such as firms that produce: junk food, healthy food etc. POLLUTION
Pollution, also called environmental pollution, the addition of any substance (solid, liquid, or gas) or any form of energy (such as heat, sound, or radioactivity) to the environment at a rate faster than it can be dispersed, diluted, decomposed, recycled, or stored in some harmless form (Nathanson, 2018).

Customers in today’s world are greatly concerned with issues regarding pollution by companies/ business producing or manufacturing food products. This is because customers are more concerned about the surrounding environment in which the business is operating in. Customers are concerned with levels of pollution since high pollution levels by the companies affect their daily lives,
Some types of pollution customers are concerned with are:
Water pollution
Air pollution and many more.

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WATER POLLUTION
Water pollution is a big concern for customers of organization producing food products. This is because customers are concerned about the water, since the quality of water can affect marine life as well as human beings. In addition to this, customers are also concerned about food manufacturing firm’s dumping their wastes into the water, which in turn leads to water pollution affecting a lot of lives living in the water and also around the water. As a result of this customers concern for the water quality is always on the rise. For example Subway, who are known for their sandwiches, use a lot of vegetables. Customers may be concerned with where to water used to wash the dirty vegetable end up.
3
AIR POLLUTION
Air pollution is also a very big concern for customers produced by food manufacturers/ producers that they consume. Customers tend to be concerned with firms that use heavy machinery in the production process to produce food products, since heavy machinery tend to contribute a lot to air pollution. In addition to this, customers may be reluctant to consume food products produced by such firms, since they may feel the mire they buy from the firm, the more the machinery tends to be used, which increase air pollution.
USE OF FERTILIZERS
One of the biggest concerns customers have when purchasing food products that use fruits and vegetables, is the fact that they may feel that the fruits and vegetable may have been grown with the help of artificial fertilizers. This is because customers may not want to consume fruits and vegetables that use artificial fertilizers and not natural ones. In the case of Subway, customers may be concerned with the fruits and vegetable the firm either grows or even imports from other countries.
USE OF PLASTIC
The use of plastic by firms manufacturing/ producing food products is a huge cause of concern for customers, since the use of plastic has negative impacts on the surrounding environment, since plastic does not decompose and affects the environment in a negative way. For example if Subway start using plastic to pack their sandwiches it is a big concern for their customers, since they may not prefer the plastic packing.
4
MARKETING STRATEGIES
Dr. Philip Kotler defines marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.
The following are some of the marketing strategies manufacturers of healthy food products use to adapt their products to the international markets:
PRICE STRATEGY
One of the biggest marketing strategies firms such as subway need to focus on in order to adapt their products in International markets is the price. This is because the price of the product being offered affects its adaptation rate in the international market. In order to ensure rapid adaptation of subways products, they need to conduct market research about how similar products are priced in the international market.

PRODUCT STRATEGY
Another marketing strategy subway need to consider in order to ensure their products adapt properly in the international market is the product strategy. This strategy is very important if subway want to adapt their products (sandwiches), if there is already an existing frim producing sandwiches. One way subway can use this marketing strategy is by offering a variety of sandwiches that none of their competitors are offering at the moment. By doing this subway can ensure that their products adapt very quickly in the international market.
5
PLACE/ DISTRIBUTION STRATEGY
This is another key strategy that subway can use to make their products adapt very easily and quickly. This strategy focuses on how subways products reach the customers. Under this strategy subway need to consider the following: the channels of distribution, location of the restaurant, transportation of raw material from suppliers etc. Subway need to focus on this strategy because if the restaurant/restaurants are located next to the customers, it increases sales as well as ensures that their products adapt well in the international market and vice versa.

PROMOTION STRATEGY
Promotion is the way of communicating about a firm’s product’s, its features and benefits which in turn can or may persuade customers to purchase the product. Subway can try to adapt their products in the international market by continuous promotion. This involves continuous advertising about their products through the media used a lot by the locals in the market they are operating in.

Another way to ensure adaptation of their products through promotion is by offering a sale promotion. This can be done by subway when they offer their potential customers sample of their products in order to see if they actually like it or not.
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REFERENCES
Cohen, H. (n.d.). Https://heidicohen.com/marketing-definition/.

Zucker, M. (n.d.). Https://www.forbes.com/sites/matzucker/2017/02/22/marketing-healthy-food/#1ee41c8362e8.

Nathanson, J. A. (n.d.). Https://www.britannica.com/science/pollution-environment.

(2014, April 5). Retrieved November 10, 2018, from https://www.marsdd.com/mars-library/the-marketing-mix-in-marketing-strategy-product-price-place-and-promotion/7