The Chief Executive Officer (CEO) and owner of Alara Agri, a large Turkish cherries and figs producer wants to convince retailers in Belgium and Germany (and later in other parts of Europe) of cherries from a bulk product at a higher level change end luxury products packed in small bags. The move from the bulk to small packages is very successful in the UK where retailers reduced waste and increased margins. The German and Belgian retailers are resisting the change, claiming greate … Read more »

The Chief Executive Officer (CEO) and owner of Alara Agri, a large Turkish cherries and figs producer wants to convince retailers in Belgium and Germany (and later in other parts of Europe) of cherries from a bulk product at a higher level change end luxury products packed in small bags. The move from the bulk to small packages is very successful in the UK where retailers reduced waste and increased margins. The German and Belgian retailers are resisting the change, claiming increased price sensitivity in their customer base. The CEO believes he needs provide a detailed test-marketing plan to participate to selected dealers.
«Hide

from
Michael R. Pearce,
Jordan Mitchell
Source: Ivey Publishing
20 pages.
Release date: 25 June 2009. Prod #: 909A19-PDF-ENG
Cherries With Charm: Turkey Alara Agri HBR case solution