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Cherries With Charm: Turkey's Alara Agri
內容大綱
The chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian retailers are resisting the change, claiming greater price sensitivity in their consumer base. The CEO thinks he needs a detailed test marketing plan to offer to selected retailers.
學習目標
Alara Agri is attempting to create and capture more value in the cherry value chain. The objectives of this case are to: examine the impact of changes in a marketing program for members of the value chain; develop detailed plans for test marketing; develop plans for dealing with retailer resistance to change in a producer’s marketing program. This case can be taught in a number of courses; for example, in a core marketing course at the undergraduate, MBA or executive education level, it can be used to teach positioning, marketing research and aspects of international marketing. This case can also be used in electives that focus on retail marketing, customer insights and marketing planning. If the instructor would like to introduce a cross-enterprise element to the case, this case can be paired with, <a href=https://www.iveycases.com/ProductView.aspx?id=30687>Alara Agri: Fresh Cherry Production</a> which details Alara Agri’s production capacity issues caused by the marketing change.