A very large majority of banana varieties are not really able to grow for international trade, according to the article, their skin is too thin, or their pulp is very bland. Big banana companies like Dole and Chiquita are working on developing a replacement variety of the Cavendish, which has become the mass-market banana of choice for farmers and distributors because it provides a lot of fruit. Although Cavendishes need a lot of caring to grow, they are the only variety that provides farmer with a large amount of palatable fruit that can endure overseas trips without ripening or bruising too easily. The Cavendish is rich in Vitamins B6 and C, it contains a lot of potassium, magnesium, and fiber in it. It is also not very expensive, that is almost 60 cents per pound.
Read the YOU DECIDE scenario and using the simulation information, prepare a report. Please ensure use of APA format (see Doc Sharing ). Discuss the development of an integrated and cost effective marketing communications campaign. In your paper, which is double-spaced, be sure to answer and/or do the following: 1. Given what you read, what questions and concerns do you have for the Marketing Director of Consumer Products?
Market research allows a company to discover who their target market is and what these consumers think about a product or service before it becomes available to the public.” I am going to be relating this to Tesco for their marketing techniques. The first technique is that of a survey,
On the other side, Starbucks argued that it will only increase the complicated degree of law when farmers achieved the coffee bean trademark. The other reason, Starbucks considered that the main purpose for Ethiopia Government is to apply trademark as the benefits to boost their income. In fact, The Government does not
Pollan outlines the history of four crops-- apples, tulips, marijuana and potatoes. He discusses how humans have influenced their evolution and how crops have influenced our cultures. He recounts real stories, rather than myths, about such characters as “Johnny Appleseed,” an eccentric loner who helped colonize various apple crops across a new America. As a result, we do not have as many varieties of apples as once existed, and the ones we have are less resistant to pests. Pollan, Michael.
Case 1.1 Starbucks – Going global fast The key aspect of Starbucks case is entering new markets. As said in the case, they’ve met few challenges – some positive and some negative – which included mostly legal requirements, local and global competition presence, coffee prices on potential markets as well as the brand perception and cultural differences. What is important in the case is the aspect of glocalization – think global and act local. Starbucks expansion was in fact the answer for local market oversaturation and growth strategy. Mostly, entering new market Starbucks counted for its reputation and in fact its marketing-mix was only slightly adjusted to specific cultural aspect of new markets.
The logo and its color were changed. What was their source of equity? Answer: Starbucks deals with brand equity by always taking the future into account. By this I mean that they switched from selling coffee beans and equipment to being a coffeehouse which got everything started. Starbucks deals with customer equity by having highly trained as well as skilled employees.
Analyse the possible motivations of The Coca Cola Company for its position and its measures on obesity. Coca Cola has various motivations in doing this campaign. First, it is a way for them to prevent them from a negative publicity. Indeed, NGOs are accusing sugar-sweetened beverage of being responsible of the rising obesity. Through this campaign, Coca Cola is saying two things: they are fighting against obesity meaning they are socially implicated which is valued by consumers and so create a good image for them; then, Coca Cola is not responsible of obesity because they sell no calorie beverages and so in fact the consumers are the ones responsible of choosing such beverages.
The new coffee, dandelion coffee, does not share the same properties as coffee. When I read Dr. Harrisons paper, I was the first to make this claim. Let me quickly summarize it. It claims that one can make a drink from dandelion roots that is much like coffee and is undistinguishable in taste, and smell, and look and can possible replace it because it’s cheaper to make. I completely disagree.
Howard Behar from a Conference Board webinar from 2010 made the following salient comments about Starbucks (and Hospitality) which have strategic relevance for companies: Among other things, - Hospitality is A Human Experience 1) Relationships are created by great experience 2) Structure is not the goal – “Let the experience happen” 3) Develop staff as oppose to training them – humans develop; they’re not ‘trained’ - Strategic Relevance and the idea of 'Intra'preneurialism 4) Incremental sales matter to the overall bottom line – new product development through product customization not yet systematized but potentially ad-hoc operationalized should be considered (nb. that special drink your local Starbucks makes that other stores don’t yet know about). Behar talks about this in terms of Frappucino's development. 5) Keep it simple and in-line with 4 'golden' (hospitality) rules: keep it legal, ethical, not immoral, and, particularly relevant for Starbucks, don’t poison anybody. A fifth rule could be to keep it secret until you have SLT buy-in based on results - Strategy not always a planned process: 6) Be present at the Coal Face especially if you’re SLT or Frontline staff 7) The success of Starbucks is about being a “People Business Serving Coffee; Not a Coffee Business Serving People” 8) Institutionalize innovation and entrepreneurialism at a corporate level; which is not a recipe for anarchy, rather it’s a cultural shift for accountability Bottom line: the sustainable competitive advantage is based on People – put another way, Starbucks is the way it is because of its staff.