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时间:2018-10-31
《2010alaraagri市场分析营销的英文案例分析》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、AMarketingplanforAlaraAgri20102010-1-169ExecutiveSummaryAlaraAgriisoneofthelargestinternationalcherryproducersintheworld.Itiscommittedtoprovidethetopqualityproductsincomplywiththesafetystandardsinthemostcompetitivecoststructure.AlaraAgri’sgoalistobethe“GlobalLeader”inthefreshch
2、errysector.Therefore,weneedtoimprovethequalityofourcherrysovertimeandincreaseconsumer’sawarenessonAlaraAgri’sproducts.Inordertoupgradethevaluechain,theCEO,KerimTanerdecidedtomarketourcherryproductsinattractivepackagesandalsotoprintcompany’slogoonit.Bydoingso,itisexpectedtoincre
3、asethesalesrevenuesandsignificantlyreducethecostofwastagewhichinreturnwillimprovetheprofitmargin.However,theretailersresistedtotakechanges.Adetailedmarketingplanisformulatedtopersuadetheretailerstosupportourstrategies.Themarketingplanincludesfourmajorparts.Thefirstpartwillbeabr
4、iefintroductiononthecompanyhistoryandthecherrybusiness.Thesecondpartwillbethemarketresearchandanalysisincludingsegmentationanalysisandmarkettargeting.Thethirdpartwillthemarkettestingplanincludingour4“P”strategy,thefourthpartwillbethefinancialanalysisandthefinalpartwillbetheconc
5、lusiononthemarketingplan.Themarketingplanisusefulinhelpingustoanalysistheproblemandgainmoreinsightonhowconsumerswillresponsetoourstrategyinbrandingandpackagingstrategies.Weareexpectedtoconvinceretailersbyourmarketingplanandsoournewmarketingstrategycanbeimplementedwithfullcooper
6、ationfromtheretailersandthemarketingplanwillalsoservesasaguidelineforustocarryoutactualmarketingactivities.9AlaraAgri’scompanyhistoryandbusinessAlaraAgriislocatedinBursa,TurkeyandwasfoundedbyYavuzTanerin1986.Threeyearslater,YavuzTaner’sson,KerimTanerjoinedthecompanyandbecamethe
7、CEOlater.ThecompanyisthelargestfreshcherryandfigexporterinEurope.AlaraAgri’sproductsaredistributedtomajorretailersinmanycountriessuchasBelgium,Germany,TurkeyandUnitedKingdom.AlaraAgri’smajorbusinessisgrowing,packingandexportingcherries.Toensurethesupplyofhighqualitycherriesandp
8、rolongtheharvestseason,AlaraAgriownshundredsofhectares
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