Overview of the Halal Diet in the United States
Halal is a very common term that is used to describe a set of dietary laws that have been set by the laws of Islam. However, the term in general in accordance with the Islamic law stands for all things which are permissible as viewed by Islam rather than those things that are considered haram and or forbidden according to Islam (DeBruyne, Pinna and Whitney, 2012).
Among the most common characteristics of the halal diet is that it is that it restricts people from eating certain kinds of animals. An instance is the consumption of pork. The eating of pork is forbidden according to the Islamic Law. Halal diet does not include any components of alcohol. Halal diet is most common among Muslim communities who don’t reside in Muslim countries. In the non Muslim states, this diet is prepared in special stores which do specialize in preparing the diet (Brown, 2011).
2.0 Situation Analysis
The halal diet is free from calories and or carbs. Moreover, the meal is not meant for being used for people who want to loose weight. Halal is a diet and or a way of eating which is adhered to by Muslims as it is stipulated in the Muslim holy book known as Quran. The Quran ha guidelines that cautions Muslims against overindulgence and urges Muslims to adhere to self discipline in all activities including eating. Therefore, most Muslims who keep to this diet are unlikely to overeat thus obesity and or overweight cases are very rare (DeBruyne, Pinna and Whitney, 2012).
In the United States, an Islamic body which controls food and nutrition for Muslims known as the Islamic Food and Nutrition Council of America gives certification for dealers in halal food product manufacturers in the country. The Consumer Group of Muslims is the one that gives certification labels that are used in the identification of the halal status of consumer food products. The United States Department of Agriculture is working towards the development of a certification process for Halal food products in the United States Food Market. This effort is geared towards ensuring that the Halal food products are safe (Van Der Meulen, 2011).
Therefore the introduction of the halal diet in the market and for the purpose of reducing weight has to be inclined towards a new ray of customers who are Muslims who don’t use the diet. This does not limit itself to muslins alone; it is open to other people who do not practice Islam religion.
2.1 Market Summary
The targeted customers for this diet are majorly Muslims. However, other people who are non-Muslims can become customers too. However, the first hand group of customers for this diet will be Muslims as they are the major consumers of the Halal diet.
2.2 SWOT Analysis
The Halal diet has values which are supportive to slimming and or weight loss diet. The value of avoiding too much eating – overeating and self indulgence can easily be adopted by people who are not from the Muslim faith as they adopt healthy eating and living habits. This is strength in this marketing plan more so for its purpose which is reduction of cases of overweight (Brown, 2011).
Many restaurants in the United States are beginning to prepare Halal foods. This is because the number of Muslims in the country has really grown. Therefore these restaurants are adapting this as a means of attracting the Muslim clientele in the country (Smith, 2007).
The case of overweight and obesity in the United States has been in the rise. This rate has accelerated in the last twenty years. Each State in the United States has an approximate average of 20 percent of overweight or obese cases with other states having more than 30 percent average cases of overweight and obesity. States with a high number of overweight and or obese cases include West Virginia, Mississippi, Texas, Tennessee, Oklahoma, South Carolina, Michigan, Missouri, Louisiana, Alabama, Kentucky and Arkansas (Mcphee, Stephen, Papadakis, Maxine and Rabow, 2011).
Considering the fact that this meal is looked at from the religious perspective- as it is viewed as being a meal that is meant for those people who are Muslims and or those people who practice Islam, there exists a big market vacuum in marketing the product across different religions more so the Christian population which forms more than 95 percent of the population of the United States.
There are many factors in modern times more in the United States and the United Kingdom concerning the safety of food products. For instance, in the United States there were cases of meat disorders like the E-coli and other related pathogens. This has impacted on the way in which people who are customers view these food products. Considering that the products of this company will include vegetative food products, this will be a positive factor that will add up to the competitiveness of the meals in the market (Knechtges, 2012).
One of the competitors of the Halal diet is the kosher diet that is consumed by Jews. It is hard to differentiate between the halal diet and the kosher diet. There are More Jews in the United States as compared to the number of Muslims which makes the kosher meals to be dominant. The population of Jews is almost double the population of Muslims in the country (Brown, 2011).
The meals to be offered will be tailor made to capture not only the needs of the Muslims in the country but also the needs of other people who are non Muslims. The diet will be composed of different meal will also be prepared in two different ways. The first type will be a vegetarian centered while the second type will be non-vegetative in nature.
2.4 Product (Service) Offering
The fact that that obesity or overweight has become a big problem and a causal factor of many diseases like diabetes is a positive indicator that will easily aid in the marketing of the Halal diet. The diet is free from calories and other food substances that cause these conditions. The company will utilize this factor when marketing the diet especially so among the Christian population which forms a majority of the population in the United States.
The diet has been diversified therefore can fit the major dietary habits which is vegetarianism and non – vegetarian eating habits. The diet is thus expected to capture a higher number of customers most of whom fit min either of the two dietary habit groups.
2.5 Keys to Success
Having had advancement in communication and more so the use of internet, this will be used to advertise the diet in the country. Television adverts also do have a big impact in the creation of awareness about a new product in the in the market. Therefore, the company will also use television adverts in reaching the audience and or potential customers and more so in explaining the difference and the role of this new diet and the distinction between the diet and the normal and or the prevailing Halal diet (Nielsen, 2010).
2.6 Critical Issues
Most people in the United States buy their food from restaurants. There are major and dominant restaurants in the United States for instance the Macdonald restaurants. Restaurants in the United States do prepare a big range of meals and or diets. The variety captures different groups of eating habits vegetarianism being one of them. Also, there are a number of which have began preparing the Halal diet in the country. All these are marketing constraints for this company and the product it is planning to market – the Halal diet (Nielsen, 2010).
Muslims in the United States believes most in specific restaurants in the country which prepares the Halal diet. Thus they flock these stores to get the diets. They flock the specific stores more so during Muslim Celebrations (Van Der Meulen, 2011).
The company intends to use the distribution means in availing the meal to consumers in different locations. The diet will be delivered in the homes. The company will ensure that it sets up its stores in different states where it would have identified potential consumers. Thereafter, the company will hire distributors to help then carry out the distribution and delivery of the products to customers.
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