Marketing strategies in the age of sustainable development: Analysis of the Netherlands and UK's Food Industry

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study we try to explore the concept of marketing strategies in a holistic context. To understand and identify the basic context of understanding and comprehending the best and most effective strategies that work today can be seen and witnessed in the world of marketing. In today's modern era of constant growth and development, it has become amongst the best and most effective outcomes which individuals could actually make way for the purpose and objective of putting themselves in an absolute, comparative and competitive position in the entire industry. Considering the framework of the research, which has been crafted and chiselled in the world today, the main focus of the research imbibes the basic and most effective tools and tactics, which are being adopted in the food industry of the United Kingdom and that how companies within this industry continue to make effective progress, hence creating competitors within their range and making other companies beware of their distinct and individual presence. In addition to this, the research study also comprises differing perspectives, which aid and add to the current knowledge and experience regarding the kind of issues and concerns that are being experienced in the market and the overall food industry, currently functioning in the United Kingdom. Finally, the research concludes the basic factors and driving forces, which aid companies to engross in making effective strategies, which help readers and researchers get up-close and personal with the latest and most updated form of marketing and pertain to conclude the kind of issues and concern, which aid companies to create a sound standing for companies in the food industry of the United Kingdom.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Introduction1

Problem Statement & Research Question1

Academic Relevance2

Managerial Relevance2

Structure/Outline of the Thesis2

CHAPTER 02: THEORY4

Marketing Today4

Marketing Strategy6

International Marketing and Global Marketing7

Adaptation Strategy9

Standardization Strategy10

The Marketing Mix11

Sustainability measurement18

The Food Industry in the United Kingdom (UK) and Netherlands19

Trends in British Food Market20

Current Affairs23

Brand Management in Food Industry of UK and Netherlands24

Marketing Strategies in the 21st century24

Digital Marketing for UK Food & Grocery26

Marketing Intelligence28

Summary of Theory30

CHAPTER 03: METHODOLOGY31

Research Design31

Research Ethics32

Literature selection criteria32

Search technique33

Keywords used33

Theoretical framework33

Research instruments34

Reliability/Dependability34

Validity35

Timescale38

CHAPTER 04: RESULTS39

Market Segmentation43

Market Segmentation in Target Marketing44

Major Market Segments48

Industry Concentration48

Market Characteristics50

Basis of Competition52

Cost Structure54

CHAPTER 05: GENERAL DISCUSSION56

Low-Cost Provider57

Broad Differentiation Strategy58

Best-Cost Provider61

Focused (or niche market) strategy - Low Cost62

Focused (or niche market) strategy - Differentiation63

Characteristics of Food and Beverages Production Systems67

Factors affecting Recipes and Menus for Specific Systems68

Comparison of Cost and Staffing Implications69

Financial controls70

REFERENCES73

CHAPTER 01: INTRODUCTION

Introduction

Food, alongside energy, technology and Pharma, is amongst the ...