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Homeland Foods: Fruit to be Shared
內容大綱
In January 2022, a partner in Homeland Foods was identifying Canadian distribution channels through which to launch dried fruit products from his company based in Armenia. He needed to identify the most appropriate initial target market, select the most effective distribution channel(s), and develop an effective marketing strategy. Distribution channels under consideration included general grocery stores, ethnic food stores, natural food stores, gourmet food stores, and online distribution. Promotions concerns included finding a plan that would reach an appropriate customer segment on a limited budget. He was also concerned about how well the Armenian branding would transfer to a Canadian audience.
學習目標
This case is intended for use in undergraduate-level introductory courses in business, management, principles of marketing, and marketing management. It should be positioned in a module that studies distribution channels and promotions theories. After working through the case and assignment questions, students will be able to do the following:<ul><li>Identify and analyze the best target market for a niche product.</li><li>Evaluate and propose a distribution strategy to enter the Canadian market.</li><li>Calculate break-even points given normal channel margins.</li><li>Recommend a promotional plan.</li></ul>