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Seminar 6
Managing Marketing Processes----Value Creation and Delivery - Creating a marketing strategy to deliver value through the integrated production and distribution of goods and services
Robin TeiglandMaster of General ManagementStockholm School of Economics
September 17, 2013
Seminar 6 Overview
Cherries with Charm
Guest Speaker, Walter Karens Managing Director (Sweden and Denmark) Christeyns AB
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Alari Agra – Orchard in Turkey
3Alara Agri Case
Describe Alari Agra to date
Describe the Alari Agra business to date. What do you think the company’s mission and
vision are? What is the company’s strategy?
How do you know?
4Alara Agri Case
The Strategy Hierarchy
5
Where should we compete?
How should we compete?
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Identifying opportunities to create value through the value chain
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Log
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Op
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Firm Infrastructure
Human Resource Management
Technological Development
Procurement
Primary Activities
Porter 1985
Mobile hydro cooler – to achieve longer shelf-life
7Alara Agri Case
Central packaging facility
8Alara Agri Case
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What does Taner want to achieve?
•January 2004 •On way to Fruit Logistica in Berlin
Alara Agri Case
Cherries – are they just another fruit?
10Alara Agri Case
Alara Agri grag bags and punnets
11Alara Agri Case
Challenge
How to convince European retailers to change the way cherries were packaged for retail sales?
12Alara Agri Case
Questions Should Taner engage in consumer research for
Alara Agri’s prepackaged cherries or should he attempt to persuade German and Belgian retailers to conduct some test marketing in their stores?
If you think consumer research is appropriate, what are the specifics of your research plan?
If you think test marketing by retail customers is appropriate, what are the specifics of your research plan?
Do you have any other recommendations for Taner? What challenges does Taner face?
13Alara Agri Case
The Marketing Mix
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
1-14
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
10-15
What is the Fifth P?
Packaging, sometimes called the 5th P, is all the activities of
designing and producing the container for a product.
Other recommendations?
Challenges Production changes Developing Alara Agri brand Environmental pressure Competitive pressure
18Alara Agri Case
Fulfilling marketing efforts
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Capabilities that enable sustainable competitive advantage
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InnovationArchitecture/
Networks of relationships Brand &
Reputation
B #1
openlearn.open.ac.uk/mod/resource/view.php?id=161737 openlearn.open.ac.uk/mod/resource/view.php?id=161737 Kay 1993Kay 1993