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雷达卡
Executive Summary
Alara Agri is one of the largest international cherry producers in the world. It is committed to provide the top quality products in comply with the safety standards in the most competitive cost structure. Alara Agri’s goal is to be the “Global Leader” in the fresh cherry sector. Therefore, we need to improve the quality of our cherrys over time and increase consumer’s awareness on Alara Agri’s products. In order to upgrade the value chain, the CEO, Kerim Taner decided to market our cherry products in attractive packages and also to print company’s logo on it. By doing so, it is expected to increase the sales revenues and significantly reduce the cost of wastage which in return will improve the profit margin. However, the retailers resisted to take changes. A detailed marketing plan is formulated to persuade the retailers to support our strategies.The marketing plan includes four major parts. The first part will be a brief introduction on the company history and the cherry business. The second part will be the market research and analysis including segmentation analysis and market targeting. The third part will the market testing plan including our 4 “P” strategy, the fourth part will be the financial analysis and the final part will be the conclusion on the marketing plan.
The marketing plan is useful in helping us to analysis the problem and gain more insight on how consumers will response to our strategy in branding and packaging strategies. We are expected to convince retailers by our marketing plan and so our new marketing strategy can be implemented with full cooperation from the retailers and the marketing plan will also serves as a guideline for us to carry out actual marketing activities.
Alara Agri’s company history and business
Background information
Market research and analysis
Product level analysis
Consumer level analysis
Supplier level analysis
Marketing Targeting
Market testing plan
Price strategy: cost plus price strategy and market skimming price strategy
Place strategy: a total of 60 randomly picked stores in both Germany and Belgium.
Promotion strategy: increase the consumer’s awareness on healthiness of Alara Agri’s cherry
Financial analysis
Conclusion
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