Governments have encourage industrial farming and non-organic meat production to improve the crop yield and revenues. However, studies have shown the side effects and health hazards of industrial farming and meat processing. A distinct cultivation of a health-conscious culture became apparent as time goes by which resulted to an increase in sales of organic vegetables and meat in the world. Hence, the sales and marketing of organic products is influenced by the culture or trend that exist in the market.
Muslims are known for faithfully abiding with their religious beliefs and practices. When it comes in meat, Muslims only consume meat from slaughtered animals through the Halal way.
Three times more blood is pumped out of Halal-slaughtered animals than those butchered in non-Halal way. Hence, lesser toxins are consumed by Muslims since most toxins are stored in the blood. With the introduction of organic aspect, an animal is not pumped with antibiotics and hormones or additives that would increase the toxicity its blood. Hence, Muslims are drawn to organic meat because of its inclination towards their religious belief in meat intake thereby creating an outward effect to the sales and marketing of organic meat.
Language is a way of communication of thoughts, messages and feelings. In the global market, one barrier that must crossed by companies to reach out to their market is language. Without the right tools and strategies to cross this barrier, marketing a product will be difficult. A Firm must find a way to communicate and introduce a product in a language known by its market, otherwise, awareness and recognition of the product will not be achieved. This does not apply in the organic meat industry alone but to all industries and businesses.
Marketing have evolved with technology through the years and e-commerce was introduced and adopted by most businesses. The worldwide web has a broader scope and the interaction with the customer is direct. In marketing organic meat products, e-commerce is the best way to reach out to its customers directly. It is also the cheapest way to market and promote a product.
Longcloud should develop its website in languages other than English to cross the communication barrier that language created. If Longcloud develops a website with different languages, the scope of its accessibility and comprehension will be broader and more comprehensive. It will open the gates for the development of new markets in different countries. Moreover, with this strategic undertaking, the company will be globally competitive and accessible. The power of information technology can promote and increase the sales and distribution of organic meat worldwide.
In choosing the languages to translate and include in the website, there are several aspects to consider and these are the opportunities, scope and target market definition. The company’s website must be available in Arabic, Chinese (Mandarin), French and Spanish languages. Most Muslims speak Arabic and it was clearly identified that Muslims are one Longcloud’s target markets and about 150 million people speak this language.
Chinese, specifically, Mandarin language should also be available to reach 1365 million people who have developed a fondness for organic meat products. Moreover, the growth of the organic meat industry in French-speaking countries like France, Canada, North Africa and Switzerland should also be considered. 23% of the current Internet users are from Europe which include some of these countries. Although only 2% can be accounted for the Spanish-speaking Internet users, a considerable target market was defined and identified in the Latin America.
There several threats and disadvantages that must also be considered in making the website available in different languages like the uneven percentages of the target market with Internet access. However, with the growth of technology, many countries have relied in the use of Internet and it has become a household need. Moreover, although some people are accustomed to using English for conducting business, it must also be noted that, English literacy only accounts for about 50% share globally. Software complexities must also be considered, however, software upgrades and development are done continuously to address these problems.
Courtney from Study Moose
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