Case Name :      Cherries With Charm: Turkey’s Alara Agri

Authors :           Michael R. Pearce, Jordan Mitchell

Source :             Ivey Publishing

Case ID :            909A19

Discipline :        Marketing

Case Length :    20 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

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.