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Food is an ever growing business. The growing population, globalization, change in food habits, life styles, introduction of wide variety of foods in the market place etc. have boosted the industry world over. However, the ever growing, fast moving, high volume, high value food business is also of high risk considering the perishability dynamic changes in market place and cut throat competition. Stringent food laws in many developed countries with product liability clauses have brought food business under vigilant scanner. Food and food ingredient selling has thus, become extremely difficult. importers demand product quality guarantees in terms of physio-chemical, microbiological and organoleptic aspects to cater to their specific market needs and protect against huge claims and costs in terms of product liabilities.
Thus, marketing in Food Business is not just product selling but the enterprise, its facilities, processes, systems etc. and the activity gets started from initiating the business process.
Market research is the basic step in which data base and information is gathered in terms of business scenario, growth prospects, competition, challenges and opportunities and specific needs in terms of raw material, ingredients, packaging, machinery, money and men to manage them.
Success of a food enterprise is measured by its profitable revenue generation with effective utilization of resources on a sustained basis to the benefit of investors, managers, financiers, farmers, suppliers and consumers for all round growth.
Sustained marketing efforts link the food product with the consumer and also the enterprise with consumer. Marketing involves effective communication of merchandise, goods and services to targeted market segments resulting in buying and selling of goods on sustained basis.
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