Abstract

Tasty Bite Eatables Limited (TBEL) is a food services company manufacturing and marketing Ready to Serve (RTS) food products, processing vegetables, and leasing cold storage facilities. The caselet describes the company’s performance since its inception till the late 1990’s which was not encouraging. It mentions a strategic initiative called ‘4C approach’ undertaken for reviving the company. The caselet discusses the target market segmentation by the company in the highly competitive US market. It analyzes the marketing mix elements used by TBEL to successfully market its ready-to-serve products in the USA.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Segmentation and target marketing
• Marketing ethnic food products in USA
• Global marketing strategy
• and Packaging as a marketing mix element.

Keywords

Tasty Bite Eatables Limited (TBEL), Ready-to-Serve Business, HLL, Ravi Nigam, 4 Cs Strategy, Natural Food Store Chains, Cluster Analysis Study, US Cities, Sweepstakes, In-store Demonstrations, American Consumer, Product Portfolio, Packaging, American Standards of Measurement, Mainstream Supermarkets, Consumer Preferences, SPINS, Ethnic Food Brand