To what extent should foods and food packaging and services be adapted for foreign consumers? What are the advantages? What are the disadvantages?
Packaging for foreign customers
One essential marketing strategy is to consider the needs of the consumer. Businesses have to identify their target customers when designing the package mechanism and labeling of the product (Technology and Manning 11). The package ought to relate to the product so that the consumer can tell the contents of the product before making the final purchase decision. Packaging and definition of product’s attributes would vary depending on the market niche and target customers. Local customers that are aware of the product are not in need of additional information concerning the contents of the product. However, this would differ for an international food processor aiming to attract a global market.
Extent of packaging
International food processing companies ought to state clearly and provide justification for the content or ingredients through a visible and comprehensive package. The packaging and information indicated on the cover should be certified by a government body as approval of the existing ingredients not to deceive the clients (Bellinghouse 108). Packaging is very essential to unknowing and new clients. In the case of misinformation, some customers may file for legal proceedings in cases where international food processing companies may have failed to clarify on the contents of the product. Firms seeking to expand in other territories should understand the various dynamics in cultures and integrate the knowledge in their marketing strategies. For instance, food processing firms should understand that Indians consider the cow as a sacred animal, therefore, their culture restrict them from eating beef. So, food processors dealing with the sale of canned meat ought to inform the public of exactly the type of meat in the cans.
In modern economies where the world is drastically becoming a global village, packaging should be essential in every form of production. This will play a central role in creating awareness of the ingredients and let the client make a verdict for consumption. Fast foods sold by the streets, canned beverages delivered by vendors and goods sold in the supermarket with the exception of groceries have to come with a package as a way of informing the public of the ingredients.
Advantages of packaging
Packaging is a reputation booster for competing firms. The accuracy and comprehensive presentation of information, as well as the beauty that comes with quality packages, is a selling point for the firm. Good packaging has an appealing effect to the consumer’s eye. Once attracted, they get to read the content of the product breeding a trust relationship that adds to their reputation. Customers who complain about other specific products either after an allergic reaction or some complication, caused by lack of awareness on the product’s ingredient will not only soil the reputation of the firm but also force them to lose some of their profit margins.
The packaging of food products creates awareness. The information of the specifics of the product may appeal other foreign customers interested in the ingredients. Therefore, packaging for foreign customers is not only done to warn but inform them. For instance, McDonalds beef burgers may attract other meat lovers from other countries.
One economic disadvantage of packaging for foreign consumers is the cost issues. This kind of distinctive form of packaging is expensive. Food processing firms will have to incur additional expenses forcing profit making organizations to shift the costs to consumers (Betancourt 57). In such cases, packed products become relatively expensive than other locally made products.
States should enforce the packaging of local products because there are a consistent inflow and outflow of visitors from other countries. Packaging, though expensive, is essential as a competitive strategy.Work Cited
Bellinghouse, Valerie C. Food Processing. New York: Nova Science Publishers, 2009. Print.
Betancourt, Roger R. The Economics Of Retailing And Distribution. Northampton, Mass.: Edward Elgar, 2004. Print.
Technology, Institute of Food Science and, and Louise Manning. Food And Drink – Good Manufacturing Practice. New York: Wiley, 2012. Print.