Case summary:
Several marketers are described by captive patrons and low budget. The famous food program is National School Lunch Program. Federal government suggests that schools who are receiving the federal money need to offer free lunch to the students from low income families. But the fund does not cover the whole cost of the meal. The meal served in most of the schools are French fries and chicken fingers. This is because proceeded food is cheaper than the fresh foods.
A report says that 94% of the schools did not meet the standards of Country U Agriculture Department’s regulatory. The purchasing agent should find the vendors who offers quality products or whose offers exceeds the minimum standards in low price.
The main aim of federal healthy, hunger free kids act of 2010 is to increase the nutritional quality of the food taken by children in the school. This act affects the schools in various area like the vending machines, the quantity of food offered to students, and milk of low or no fat. This also changes the price of the lunch. The changes have dieticians and the food serve directors are facing more challenges.
Characters in the case:
- Country U
To discuss: The way the marketers can help the schools to meet the guidelines for healthy lunches and its benefits.
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Principles of Marketing, Student Value Edition Plus MyLab Marketing with Pearson eText -- Access Card Package (17th Edition)
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