Strawberries any-time, any-day, any-where : a strategic marketing analysis
Contribuinte(s) |
Egan, John Baines, Paul |
---|---|
Data(s) |
01/01/2006
|
Resumo |
While the number of Australian strawberry producers has declined by 40% over the past decade the value of production has increased by 58%. Such changes reflect structural changes occurring within an increasingly competitive industry. This paper discusses a study that was conducted to develop a marketing strategy that was conducted in order to reposition an industry so that it may grow in the face of a maturing product life cycle.<br /><br />To establish a benchmark position, an industry analysis based on the Five Forces model was first undertaken. This analysis was followed by a consumer analysis which consisted of (a) a series of focus group discussions and (b) a comprehensive consumer marketing research survey. The findings of this survey enabled a series of market segments to be identified and profiled. Based on these results a strategic marketing communication campaign aimed at increasing strawberry consumption was developed and implemented.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
Middlesex University Press |
Relação |
http://dro.deakin.edu.au/eserv/DU:30006091/oppenheim-strawberriesanytime-2006.pdf |
Tipo |
Conference Paper |