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COFCO Tunhe faces challenges in meeting international quality and safety standards in tomato processing, which can be addressed through technology investments and quality control. The evolution of marketing channels has been influenced by theories like transaction cost theory and concepts such as e-commerce and omnichannel marketing. Organized retailers in India must focus on supply chain management, technology, and customer service to succeed, while companies like Parle-G could benefit from product differentiation and leveraging e-commerce.

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shravani.warwantkar23
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3 views

Document (1)

COFCO Tunhe faces challenges in meeting international quality and safety standards in tomato processing, which can be addressed through technology investments and quality control. The evolution of marketing channels has been influenced by theories like transaction cost theory and concepts such as e-commerce and omnichannel marketing. Organized retailers in India must focus on supply chain management, technology, and customer service to succeed, while companies like Parle-G could benefit from product differentiation and leveraging e-commerce.

Uploaded by

shravani.warwantkar23
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Regarding COFCO Tunhe meeting international quality and safety standards in tomato processing, it’s

difficult to provide a satisfactory answer without more specific information. However, common
challenges faced by food processing companies in meeting international standards include ensuring
consistent product quality, complying with regulations and standards, maintaining food safety, and
managing supply chain risks. These challenges can be addressed through investments in technology and
equipment, implementing quality control processes, training employees, and partnering with suppliers
who meet the same standards.

Moving on to the evolution of marketing channels, there are several key theories and constructs that
have shaped the way marketing channels have evolved over time. The first is the transaction cost
theory, which suggests that firms will choose the most efficient marketing channel based on the
transaction costs involved. This theory has led to the widespread use of intermediaries such as
wholesalers and retailers to reduce transaction costs.

Another important construct is the value chain, which refers to the series of activities involved in
creating and delivering a product to customers. This concept has led to the development of supply chain
management practices, which aim to optimize the value chain by improving efficiency and reducing
costs.

The advent of e-commerce has also had a significant impact on marketing channels. The internet has
enabled companies to bypass traditional intermediaries and sell directly to customers, leading to the
emergence of new business models such as dropshipping and direct-to-consumer selling.

Finally, the concept of omnichannel marketing has become increasingly important in recent years. This
approach involves integrating multiple marketing channels such as brick-and-mortar stores, e-commerce
websites, and social media platforms to provide customers with a seamless shopping experience.

In conclusion, the evolution of marketing channels has been shaped by a range of theories and
constructs, including transaction cost theory, the value chain, e-commerce, and omnichannel marketing.
By understanding these concepts and adapting to changing market conditions, companies can develop
effective marketing strategies that meet the needs of their customers and drive business growth.

Written by Chatsonic

Organized retailers in India face several critical imperatives to succeed in the highly competitive market.
These include developing a robust supply chain management system, embracing technology and e-
commerce, building brand equity, and providing exceptional customer service. Effective marketing
strategies are also crucial for success, and retailers need to focus on creating a unique value proposition,
leveraging omnichannel marketing, and adapting to changing consumer needs and preferences.

One example of a retailer that has attempted to implement these strategies is Subhiksha, a retail chain
in India that was founded in 1997. Subhiksha’s marketing strategy was built around the concept of
“Everyday Low Prices” (EDLP), which meant that the company offered lower prices than its competitors
on a wide range of products. The company also focused on building a strong supply chain management
system, which allowed it to source products directly from manufacturers and eliminate intermediaries.

However, Subhiksha faced several challenges in implementing its marketing strategy, including intense
competition from other retailers and the inability to scale up its operations quickly enough to meet
demand. The company also faced several legal and financial issues, which ultimately led to its
bankruptcy in 2009.

To review Parle-G biscuits’ value for money pricing strategies, one “Big Idea” could be to focus on
product differentiation and premiumization. While Parle-G is known for its affordable pricing, the
company could explore introducing premium versions of its products that offer unique features and
flavors. This would allow the company to target consumers who are willing to pay a premium for high-
quality products while still maintaining its value-for-money proposition.

Another approach could be to leverage e-commerce and omnichannel marketing to reach a wider
audience and drive sales. Parle-G could explore partnering with online retailers to expand its reach and
provide a seamless shopping experience for consumers. The company could also invest in social media
marketing and influencer collaborations to build brand awareness and engage with its target audience.

In conclusion, organized retailers in India need to implement several critical imperatives to succeed in a
highly competitive market. By leveraging supply chain management practices, embracing technology
and e-commerce, building brand equity, and providing exceptional customer service, retailers can
develop effective marketing strategies that meet the needs of their customers and drive business
growth. Additionally, companies like Parle-G can explore product differentiation and premiumization, as
well as leveraging e-commerce and omnichannel marketing to stay competitive and meet changing
consumer needs.

Written by Chatsonic

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