The chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, desires to convince retailers in Belgium and Germany (and, later, other parts of Europe) to shift cherries from a bulk merchandise to a higher-end luxury merchandise packaged in small carry bags.
The move from bulk to little bundles has been highly successful in the United Kingdom where retailers reduced waste and increased gross profits. The German and Belgian retailers are resisting the change, maintaining greater cost sensitivity within their consumer base. The CEO believes he wants a thorough test marketing plan to offer to selected retailers.
PUBLICATION DATE: June 25, 2009 PRODUCT #: 909A19-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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