Thirdly, the advertising and promotion activities in marketing of organic perishable goods can be fundamentally acquired through corporate social responsibility, wherein PCI must engage in “socio-environmental investments”, advocating the promotion of traditional farming and judicious agricultural production of organically grown products. As an example, PCI may provide organically cultured planting materials or seeds that can be cultivated, harvested and processed in the natural process.
Thus, the socio-environmental investments will develop PCI’s advertising and promotion of authentic organically produced perishable products from the farm to the market consumers. And, finally, the promotion of technology can be complemented or provided to farmers or the cooperatives, in which a post-harvest technology that utilizes the organic process may be introduced by PCI through collaboration on scientific studies with related environmental organizations.
The promotion of Research and Development (R&D) can be a potential tool to developing technologies that preserves organic production. Likewise, sustainable farming can be enhanced by such a technology that harnesses organic farming methods. In summary, PCI will be able to resolve and face the challenges of the organic perishable goods industry by determining its vital role in promoting sustainable agriculture, not only in providing the marketing components of its “business model”, but the mechanization of farms for organic production.
One of the relevance in sustainable farming, without the traditional method, can be exemplified by the continuing production of organic fertilizers, safe water for irrigation, and the preservation of various farm inputs that are nearly extinct from replacements of commercial varieties that are dependent from pesticide and synthetic fertilizers. Indeed, the corporate social responsibility of PCI is needed to continuously venture in “social marketing” and successfully expand market-value proposition within the organic perishable goods industry.
Findings and conclusion The relevance of social marketing is a contemporary challenge to various commercial traders that tries to develop market-value proposition with producers and achieve a competitive edge in an industry. In the case of Provide Commerce Incorporated (PCI), e-commerce could be a new twist in marketing of products, wherein market bottlenecks or intermediaries of trade is being eliminated.
Meaning, PCI has established a business operational framework to cater by and between the producers and consumers. It may not be negated that e-commerce is a new genre in the methodical marketing of products, but perishable goods may seldom achieve its freshness from various factors of uncontrolled environment during the delivery. On the other hand, freshness may not be the bottomline of telling the consumers about the product being organically grown, because freshness is not how the product has been produced.
With expansive modality of PCI in organic perishable goods industry, the case study depicted herein has presented the information or synergy of guidelines that must be obtained by various market consolidators and comptrollers, like PCI who wished to capture the competitive edge in perishable goods industry. Today’s challenge of the industry and market is to acquire a competing environment that packages all the needs of consumers, of which the globalization of supply chain is to respond to immediate demands of world market. From this point of view, e-commerce plays a significant venture in product and market developments.
In conclusion, PCI may sustain its e-commerce marketing framework by developing sustainable means of production areas and establish the basis of genuinely perishable goods marketing.
Cronin, J. “Industry Report: Supermarkets”. 2008. Tiger Valuation Services. 06 February 2009 <http://www. tigercapitalgroup. com/industry_reports/RetailSupermarkets_2008_09. pdf> Cornell University Law School. “US Code Collection”. 2008. 05 February 2009 < http://www. law. cornell. edu/uscode/html/uscode07/usc_sec_07_00006505—-000-html>