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Alara Agri Case

Decent Essays

1. Should Taner engage in consumer research for Alara Agri’s prepackaged cherries or should he attempt to persuade German and Belgian retailers to conduct some test marketing in their stores?
Taner should engage in consumer research for Alara Agri’s prepackaged cherries because throughout the case, German and Belgian retailers were very pessimistic of the idea of prepackaged cherries, believing that the packaging would deter the consumers in their countries from buying because it does not give the “farm fresh feel.” The German and Belgian retailers also stated that their consumers were more price sensitive, and would not be prone to packaging unlike other countries such as the UK which is an island. German and Belgian retailers were under …show more content…

All in all, getting the brand name out and getting it to stick with the meaning of quality, with an offering of good faith that if the attempt fails, the retailers would be reimburse to the fullest.
3. If you think test marketing by retail customers is appropriate, what are the specifics of your research plan?
Test marketing is absolutely appropriate by retail consumers, because it allows a company to not throw all of their eggs in one basket only to have it fail. It gives the company an opportunity, as well, to determine whether or not it would be appropriate to make such a drastic change in an already established market. In order to do this, we would need retailer willingness of shelf space for any certain amount of time. We would also have to implement a consumer report of customers who picked through cherries, as opposed to customers who picked up the “punnets” of cherries. This type of comparative data would allow us to show the Belgian and German retailers an analysis of growth, profit, and gross margin, ultimately convincing, or proving the Belgian and German retailers correct.
4. Do you have any other recommendations for Mr. Taner?
My only other recommendations is that Mr. Taner prove his brand and quality meet the expectations of those he is trying to convince. Rightfully so, Mr. Taner has all of the

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