Too Far Deep For Jimmy Essay

2974 WordsMar 11, 201212 Pages
Table of Contents Executive Summary 2 Case Context 3 Issues 4 SWOT Analysis 5 Strengths 5 Weaknesses 6 Threats 7 Opportunities 7 Solution 1: Introduce only Belgian Retailers to Grab Packs 8 Solution 2: Introduce Grab Packs to both Belgian and German Retailers 8 Recommendations 9 Conclusion 10 Executive Summary Kerim Taner, the CEO of cherry producer Alara Agri, is looking to expand its exports into the Belgian and German markets. Although the markets are showing resistance to the proposition, Taner believes that premium-priced cherries will prove to be a success. He plans to transform cherries from a typical fruit sold in bulk, into a luxury item packaged in small boxes and bags for the end consumer. To execute this plan, Alara Agri must effective use their strengths and take advantage of several opportunities to find ways to overcome their weaknesses and potential market threats. A SWOT analysis will be used to examine these factors, and a recommendation will be made from the results of the analysis. The following case analysis will take a look at the case context, the primary and secondary issues that surround the case, a SWOT analysis, possible solutions, and a final recommendation. Case Context Alara Agri, based out of Turkey, is one of the world’s largest cherry and fig producers in the world. The company began in 1986, by Yavuz Taner, exporting fresh figs across Europe. A few years later Yavuz’s son, Kerim, joined the venture with the vision of exporting Turkey’s other fresh fruits; specifically, cherries. Being an exporter/distributor of cherries, Alara Agri was responsible for purchasing the raw materials used to process the cherries to extend their shelf life. When the cherry venture began, they had very little knowledge on the proper growing and harvesting procedures. After travelling to the United States to learn more

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