Articles
ADDING VALUE BY REPOSITIONING: THE CASE OF THE AUSTRALIAN STRAWBERRY INDUSTRY
Article number
655_24
Pages
193 – 198
Language
English
Abstract
While the number of Australian strawberry producers has declined by 40% over the past decade the value of production has increased by 58%. Such changes reflect structural changes occurring within an increasingly competitive industry.
This paper discusses a study that was conducted to develop a marketing strategy that was conducted in order to reposition an industry so that it may grow in the face of a maturing product life cycle.
To establish a benchmark position, an industry analysis based on the Five Forces model was first undertaken.
This analysis was followed by a consumer analysis which consisted of (a) a series of focus group discussions and (b) a comprehensive consumer marketing research survey.
The findings of this survey enabled a series of market segments to be identified and profiled.
Based on these results a strategic marketing communication campaign aimed at increasing strawberry consumption was developed and implemented.
This paper discusses a study that was conducted to develop a marketing strategy that was conducted in order to reposition an industry so that it may grow in the face of a maturing product life cycle.
To establish a benchmark position, an industry analysis based on the Five Forces model was first undertaken.
This analysis was followed by a consumer analysis which consisted of (a) a series of focus group discussions and (b) a comprehensive consumer marketing research survey.
The findings of this survey enabled a series of market segments to be identified and profiled.
Based on these results a strategic marketing communication campaign aimed at increasing strawberry consumption was developed and implemented.
Authors
P.P. Oppenheim
Keywords
Repositioning strategy, Market segmentation, consumer value, Competition
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