• $3.99

Publisher Description

The chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian retailers are resisting the change, claiming greater price sensitivity in their consumer base. The CEO thinks he needs a detailed test marketing plan to offer to selected retailers.

GENRE
Business & Personal Finance
RELEASED
2009
June 25
LANGUAGE
EN
English
LENGTH
20
Pages
PUBLISHER
Richard Ivey School of Business Foundation
SELLER
Ivey Business School Foundation
SIZE
2.4
MB

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