食品行业创新的 Marketing Essay

这份报告基本上体现了所有重要的因素，包括Al kabeer在食品行业推出的一个新产品。这份报告还包括了随着公司推出新型熟食产品而带来的相关利益和因素下的组织背景。为了更好地分析产品的需求和供给，报告中已经包含了所有必需的事实和数据。Al Kabeer是供应良好卫生用品的主导品牌之一。公司生产新产品的理念是创新并引领公司走向进步和繁荣。
 

简介
 

Al Kabeer集团成立了30多年，今天该集团已经成为了一个多维的公司。Al Kabeer的产品分别分布在工业部门的商业办公室、蓄冷区和处理单元，涉及了10多个国家。如今Al Kabeer有300多种产品在8000多家不同的零售商店进行销售。
 

Al Kabeer是在印度孟买的一个狭窄的只有两间卧室的公寓里开始创业的。就在那时，他们梦想把公司做好做大，于是就有了现在的名字“Kabeer”意思就是“大”。创业初期，他们只是出口少量冷的食物，如肉类，这样他们可以避免由于食物腐烂造成的浪费。Al Kabeer在市场上有超过50%的肉类产品和50%的素食产品。
 

This report basically represents all the important factors included to launch a new product in the food industry by Al kabeer. This report includes the background of the organization along with the benefits and factors pertaining the launch of new readymade meals by the company. All required facts and figures have been added in the report to better analyze the demand and supply of the product. Al Kabeer being one of the leading brands offers good and hygienic products. The idea of producing new products by the company is innovative and leading the company towards progress and prosperity.
 

简介———Introduction:
 

Al Kabeer group was founded over 30 years ago and today the Group has become a multi-dimensional company. Al Kabeer has several products in the industries with business offices, cold storage areas and processing units in more than 10 countries. Today Al Kabeer is distributing more than 300 products to over 8000 different retail outlets.
 

Al Kabeer first started conducting business in a small two bedroom apartment in Mumbai, India. It was then when they though of doing something big and this is how the company got its name Kabeer which means “Big”. They started exporting small quantities of cold food such as meat so that they could avoid wastage of it due to spoilage. Al Kabeer mainly has more than 50% of meat products in the market and about 50% of vegetarian product.
 

Al Kabeer has a broad range of all types of products. Al Kabeer’s mission is to deliver unique taste of its products to the world. Its main moto is “good taste”. Today Al kabeer has become a leader in the industry of frozen food in the Middle East Industry. Al Kabeer hardly does any advertisements for its products because it is already very famous in the market that it does not require any marketing techniques. They promote their products only during some major events. A new product of Al Kabeer takes about 6 months to a year to enter into the market and it becomes a success as the product is tested several times before it enters into the market. So they are sure about one thing that the product is good.
 

Al Kabeer has a wide range of products including meat and poultry products, vegetarian products, seafood products and ready-to-eat products. The freshest meat, fish, vegetables and poultry are used and the finest quality of herbs and spices are used to make sure that the products taste good. Al Kabeer strictly follow the Islamic rites of processing the meat and poultry. They make sure that all the meat products are “Halal”. The products are gone through strict quality check before they enter into the market.
 

The first step that they undergo is the sourcing of meat, fish, poultry and vegetables, herbs and spices. This is mainly to deliver good quality and excellent taste. There are factories all around the world where all the raw materials are analyzed and are closely checked in the laboratory and then they are cleared for manufacturing.
 

The second step is the processing of the products where the materials are processed in the well equipped latest technology machinery that have been certified by the ISO standards. While processing they make sure that all the products are completely Halal.
 

Al Kabeer has become so famous today that it falls short of demand sometimes because of limited capacity.
 

远见和使命———Vision & Mission:
 

The main focus of Al Kabeer Foods is to produce high quality of products to the delight of the customers. Its main aim is to achieve perfection and excellence in the food industry.
 

The motive is not to earn only profit, the concept is to gain more the confidence of its existing customers in the market and increase the number of clients.
 

They also strive towards enhancing the current products and customer service. The taste and choice of the customers is kept in mind so that they can come up with innovative ideas and concept. Al kabeer is going on the right path towards success and prosperity.
 

In this particular report we will be discussing mainly about the new innovative ready to cook products of Al Kabeer.
 

目的———Objectives:
 

The objectives of Al kabeer are as follows:
 

1. The most important factor is the satisfaction of the customer also keeping in mind the competitive prices.

2. The capacity to adjust to the changing customer needs and deliver the productd and services as per their required standards.

3. Maintaining the quality and standards of the brand.
 

Based on the above objectives the motive of improvising the readymade products would help the people to better understand the food needs. The main mission is to make the cooking process more easy and simplified. Through different ready to cook meals it makes it easier for people to cook. Readymade meals like rich Asian cuisine can be covered well as the percentage of Asians are more in UAE.
 

The concept is retrieved after extensive research of the Middle East market. The basis of this innovation is that major part of UAE population is bachelors and many people are here to earn far from their families. Such readymade meals can make it very easy for such people to enjoy healthy and delicious food sitting at home in affordable prices.
 

All the meals have been designed keeping the choices of the customers into consideration. The objective is to deliver good food in every home without any hustle of cooking. This kind of products can be very popular amongst the bachelor community.
 

SWOT分析———SWOT Analysis:
 

SWOT analysis helps in setting up or introducing new services a lot. Before planning to launch any new products certain factors must be taken into consideration.
 

优势———Strengths’:
 

1. The production of new readymade meals will cover major part of population who does not know how to cook.

2. It will provide people to enjoy good food at affordable prices.

3. This particular launch of product will improve the sales of the company which will result in more revenue for Al kabeer.

4. Al kabeer has good reputation in the market and it’s a well known brand which will be great help for people to trust in any new product produced by the company.
 

劣势———Weaknesses:
 

1. The cost of expanding the readymade meals will be high.

2. The cost of publicity will get higher in order to promote this section of food.
 

机会———Opportunities:
 

1. The opportunity of making the cooking process so easy for the customers.

2. Increase in the sales of the existing products as well.

3. The opportunity for people to easily get delicious food within reach.
 

威胁———Threats:
 

1. The major and most important threat is the competition in the UAE market. Since there are already existing companies offering readymade meals, it becomes more challenging and threatening to introduce and enhance this particular sector of readymade products.
 

PESTLE分析———PESTLE Analysis:
 

Pestle analysis is a theory with which certain important factors of expanding a business or starting a new business.
 

政治因素———Political Factors:
 

Political factors are how and to what degree a government contributes in the economy. Political factors include many areas such as tax policy, labour law, environmental law, trade restrictions, tariffs, and political stability. Political factors also include goods and service which the government wants to provide or be provided (merit goods) and those that the government does not want to be provided (demerit goods or merit bads). The introduction of these readymade meals should be conducted keeping in mind all these political factors.#p#分页标题#e#
 

经济因素———Economic Factors:
 

Economic factor influences many decision of the organization like the cost o production. All the economic related issues have a huge impact on how a business operates. For example in case of introducing the new readymade meals any economic factor cannot be overlooked. All the costs and expenses should be considered before taking up any decision.
 

社会因素———Social factors:
 

Taking about the social factors it includes all the tastes and choices of the consumers. Social factor includes health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety. When considering the social factors I case of the readymade meals points like the age nationality and taste choices of the targeted population should be taken into consideration. Social factors also hold plays a very important part in the success of launching any new product in the market. Any sort of social factors cannot be ignored.
 

科技因素———Technological Factors:
 

Technological factors such as the technology used in the production of the new product are very important. Since it’s the case of food industry the technology has not much to do with it but still these technological factors affect the costs, production and innovation of the product.
 

环境因素———Environmental Factors:
 

The environmental factors also play an important role in deciding about launching of new products. Environmental factors include factors like climate, weather etc. All these points can affect the decision making process, and even the price of the product. Choices of the people keeps changing according weather and climate so in that case it becomes very necessary to consider all these points.
 

法律因素———Legal Factors:
 

The legal factor says that all the new products introduced should meet the standard requirements of the halal rules and regulations. But in case of Al kabeer the regulations will not be a problem since all its products already meet all the basic laws and regulations.
 

策略计划———Strategic Planning:
 

Strategic planning is very important in opening a new business or expanding a new business. Business strategies include costs, expenses, customers preferences, pricing and new markets. It requires competitive analysis. The key in developing business strategies is to plan various steps in achieving desired results. Before adding new products to the product line its important to understand what the customer wants. Strategies are very essential to stay in a business. All strategies should be planned in order to expand sales and profit for the company.
 

战略选择———Strategy Options:

There are two strategies that can be analyzed for the expansion of Al Kabeer readymade meal products. Following is a short brief regarding the two strategies.
 

定价策略———Pricing strategy:
 

Price determines a major role in launching of a new product. Taking about the new readymade meals there can be two ways the prices can be decided. The first would be the skim pricing strategy wherein the new products can be sold at higher prices than the other competitive brands to increase the profit margin for the company. Contrarily, another method is the penetration pricing concept where the product can be made available at very low prices. This would entice the consumers to purchase more of the product. Both ways either the sales or revenue can be increased or the number of consumers can be raised.
 

研究策略———Research Strategy:
 

Another method the research strategy is very responsive. Through this very strategy a survey can be conducted in general public by preparing a set of questions and the feedback can be conducted through online, telephonic or in-store interviews. By opting this particular method the actual desire of the consumers can be obtained and the expectations of the consumers can be better understood. This method can help Al Kabeer in assessing the needs and wants of the customers and a better product can be prepared and existing products can also be enhanced.
 

策略的选择———Selection of the Strategy:
 

Both the strategies are equally effective and responsive. According to my analysis the pricing strategy is more useful and effectives. The major reasons for choosing the pricing strategy is by following the pricing strategy the new product will be used more by the consumers if offered at low prices. In this way at least people will try the new product as Al kabeer has good reputation in the market and people rely the brand quite a lot. Since people have faith in the brand the pricing strategy can be used to attract new consumers and also provide new products to the existing customers. Usually people if targeting the housewife’s mainly focus on the brand and the price of the product so all these factors if added al together can be used as an important tool in launching the new readymade meals in the market. The pricing strategy can also prove very useful for the bachelor communities as they can easily obtain good food at very reasonable in fact low prices. This strategy will also give a tough competition to the other competitors.
 

总结———Conclusion:
 

Based on the above analysis it has been proved that the ides of introducing new readymade meals by Al kabeer can be easily achieved. The brand holds a good reputation in the market and it is well known for delivering superior quality products and services. After the expansion of the product line Al Kabeer can be upgraded to a better brand. This expansion of the product line will lead the company to a better range of products and services. The Al Kabeer group of companies can easily achieve success in the introduction of the new readymade meals. This step will provide better exposure to the company. By taking essential steps and keeping in mind the required factors the company can obtain high sales and revenue. They can easily retain their existing customers and attract even more consumers for the brand.