Part 1
Future Care Packaging has been selected as the company that will be used in this task of website review. No matter where they are in the world, everyone can view the company’s website by going to the URL “www.futurecarepackaging.com/.” The headquarters of the company is located in Toronto in, Canada. The simplicity with which one can navigate this specific company’s website was a primary factor in selecting it; in addition, the fact that it is an environmentally conscious business makes it an intriguing topic for the study.
Considering that Future Care Packaging is a multinational corporation, it is reasonable to assume that the company sells its wares to a number of different markets across the country. Customers from Canada, the Midwest, and the Northeastern United States comprise the vast majority of Future Care Packaging Company’s clientele (Hayes & Kelliher, 2022). Because they are primarily interested in their paper straws, this refers to businesses that primarily deal with beverages or other drinks.
According to the information that can be found on their website, Future Care Packaging INC. primarily works with a variety of different items. Their biodegradable paper straw is one of their most important products, performing well in the marketplace. Because the firm already had expertise in the paper sales industry and in turning papers into a variety of goods, they decided to branch out into the paper straw manufacturing industry. In addition, they are manufacturers of papers and other items associated with the food industry. Their paper straws are made in Canada, meaning they follow all the policies and rules given to them by the FDA food grade compliant and approved papers, glue, and ink.
The consumer base that Future Care Packaging, Inc. is aiming for is rather extensive. Because the company’s primary focus is on the creation of paper straws as their primary product, the firms that create beverages and other drinks are the ones that make up most of their client base. In addition to focusing on large businesses, the corporation also goes after the hotel industry, particularly fast food restaurants and other establishments like KFC. The fact that the corporation sees youngsters as potential clients can be deduced from the fact that the pattern of colors on their paper straws is designed just for them.
Like any other company or business, Future Care Packaging INC. has much competition. Some of the main competitors this company has to include Cupplus Inc., Canada Brown Eco Products ltd, Tapio Tea Co, and Greenmunch Co. despite all this strong competition that the company has, still manages to be one of the best companies in this field in Canada. This is because the paper straw they are producing makes them stand out.
Having assessed the role of a B2B buyer, Future Care Packaging INC. is doing well, mainly regarding its website’s effectiveness. Regarding communication, the company is doing very well on its website because it provides easy accessibility and engagement with anyone (Hayes & Kelliher, 2022). The website is also doing well in providing information mostly to the B2B market and in supporting their prospective and existing customers. The other thing that they have done well is by sharing contact information and also address information. They have also shared crucial information like their products are made in Canada with FDA FOOD GRADE COMPLIANCE. Also, there are three things that there are not doing well. The first one is that they are not providing easy and instant updates that are important to their customers. The website also cannot conduct analysis. Moreover, finally, the website does not show the company’s rating, which helps recruit customers.
Summary Recommendation
After reviewing the company’s website, there are some recommendations that the company can use well. The first main recommendation to the company is that it can do better by introducing them to the rating segment on the website. The company has many satisfied customers hence giving a place on the website where clients can rate them is very healthy. Also, these good ratings will help them recruit new clients and customers in their marketing.
Artificial intelligence (AI) on the website is the second thing they could accomplish. This will be very effective in most aspects of communication, particularly in the sense that someone can ask questions directly from the website or rather chat with the AI and get all of the information that they want rather than making a phone call or waiting for their e-mails to be answered, both of which are not convenient for everyone (Vieira et al., 2019). This will be the case because someone can ask questions directly from the website or chat with the AI and get all the information they want.
Part 2
There are several marketing and communication strategies that Future Care Packaging can use. The first marketing channel that the company can use is content marketing. This involves creating and distributing original content on the marketing channels the target audience uses. This channel can be used to target any market since the company is the one to decide its target market. With this, the company can promote all of its products. The sales team can support and strengthen this by bringing on board content ideas to help them in sales.
The second channel they can use is social media marketing. Social media are currently the most used marketing channel since many people use social media. This particular channel does not need timing since people use social media randomly. With this platform, any product the company produces can also be advertised since everyone can access social media anytime. The sales team can support this by just taking photos of them selling these particular products and taking photos of happy clients using these products and posting them on social media.
The third method is known as marketing by word of mouth. This is an analog channel, not a digital one. Word of mouth refers to the practice of a corporation sending a salesperson to the place of business of a potential customer in order to persuade that company to purchase the company’s goods. In this particular scenario, the target market that should primarily be addressed comprises other large firms with a requirement for the items that this company offers. This will only occur during normal business hours (Swani et al., 2020). In this particular scenario, the items that are available to be advertised are required by other businesses. Because of this, other divisions in the organization are limited to doing little more than making proposals because there only has to be one representative.
The fourth and final channel is also non-digital. This channel is the event channel. The company will have to host, participate and attend in-person events. This is mainly because events can come with many benefits. The target market, in this case, is all those attending and participating in the event. The timing of this is mostly during holidays or weekends when most people are not working since many people will attend the event during this time. With this particular channel, all the products the company produces will be marketed. This channel also allows all other business areas to strengthen these products. They can do this by just attending the event, inviting their friends, and encouraging them to buy the products.
Reference
Eco-friendly & biodegradable paper drinking straw manufacturer in Canada (no date) Eco-Friendly, Biodegradable Paper Straw Manufacturer Toronto Canada. Available at: https://www.futurecarepackaging.com/pages/home (Accessed: February 7, 2023).
Hayes, Ó., & Kelliher, F. (2022). The emergence of B2B omnichannel marketing in the digital era: a systematic literature review. Journal of Business & Industrial Marketing.
Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47, 1085-1108.
Swani, K., Brown, B. P., & Mudambi, S. M. (2020). The untapped potential of B2B advertising: a literature review and future agenda. Industrial Marketing Management, 89, 581-593.
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