Overall Understanding of the Case, 3 C’s Scenario and Analysis Of Complete Marketing Environment :
Organic food refers to food items that are produced, processed and packaged without using chemicals. Organic food is increasingly becoming popular due to its perceived health benefits over conventional food. The industry is growing rapidly since the past five years and has caught the attention of farmers, manufacturers and, above all, consumers. The health benefits of organic food are more perceived than real. However, the public opinion that organic food is healthier than conventional food is quite strong and is the sole reason for about 30% growth in the organic food industry since the past 5-6 years In general, organic food consumers, manufacturers and farmers strongly believe in organic food having following benefits over non organic food: Better health: Since organic food is not prepared using chemical fertilizers and pesticides, it does not contain any traces of these strong chemicals and might not affect the human body. Better taste: People strongly believe that organic food tastes better than non organic food. The prominent reason for this belief is that it is produced using organic means of production. Further organic food is often sold locally resulting in availability of fresh produce in the market. Environment safety: As harmful chemicals are not used in organic farming, there is minimal soil, air and water pollution; thus ensuring a safe world for future generations to live in. Animal welfare: Animal welfare is an important aspect of producing organic milk, organic meat, organic poultry, and organic fish. People feel happy that the animals are not confined to a miserable caged life while eating organic animal products.
Popular organic food items include organic tea, organic coffee, organic wine, organic meat, organic beef, organic milk, organic honey, organic vegetables, organic fruits, organic rice,... [continues]
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(2010, 10). Marketing Management - Caselet on Organic Foods. StudyMode.com. Retrieved 10, 2010, from http://www.studymode.com/essays/Marketing-Management-Caselet-On-Organic-424543.html
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"Marketing Management - Caselet on Organic Foods." StudyMode.com. 10, 2010. Accessed 10, 2010. http://www.studymode.com/essays/Marketing-Management-Caselet-On-Organic-424543.html.