2010alaraagri市场分析营销的英文案例分析

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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