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

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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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Firm Infrastructure

Human Resource Management

Technological Development

Procurement

Primary Activities

Porter 1985

Mobile hydro cooler – to achieve longer shelf-life

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Central packaging facility

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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?

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Alara Agri grag bags and punnets

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Challenge

How to convince European retailers to change the way cherries were packaged for retail sales?

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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?

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The Marketing Mix

Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall

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Copyright © 2011 Pearson Education, Inc.  Publishing as Prentice Hall

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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

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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