Lahore School of Economics

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Identifying the issues with Marketing Strategy and Consumer Behavior in a startup firm in Organic food industry in Pakistan: A Case Study of Daali Earth Foods

Tania Hasan, Lahore School of Economics

This live case study has been conducted on a startup entrepreneurial venture that deals in Organic Foods. The study has resulted in discovering a number of issues ranging from a lack of consumer research to determine the profile of a typical customer to finding out the best marketing strategy for the new entrant in the market. Currently the management is unaware of which segment of the market is most suitable and what critical activities should be performed in order to tap that segment. The market study shows us that there is very little awareness amongst the consumers about the difference in Organic and regular food. The perception and awareness about the benefits of organic foods is limited to a small percentage of the society. The management also needs to clearly define its Corporate and Business level strategies before it formulates the Marketing strategy. The management needs to understand the importance of having a clear distinctive positioning and differentiation strategy, to maintain a competitive advantage in the minds of the consumers. The management has not conducted any research to provide answers to these issues and considers the exercise as unnecessary expense. The study also identifies briefly, the issues related to the general Management and operations of a startup entrepreneurial venture dealing in Organic Foods.


Tania Hasan is an MBA from IBA Karachi, majoring in Marketing.She has twelve years of experience in teaching both at undergraduate and graduate level. Currently she is working as a visiting Faculty in Business department at the Lahore School of Economics. She teaches, Marketing Strategy, Consumer Behavior, Marketing Management, Management: policy and practice, Entrepreneurship and Business Communication.


Her major interest is in Positioning Strategies, Consumer Behavior and the effects of various strategies on the minds of the consumer.

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posted by S A J Shirazi @ 5/31/2014 02:40:00 PM,

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