Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

SCENARIO

The Riebeeck Wes Small Farmers’ Co-op CC produces sun-dried tomatoes. As the name of the enterprise suggests, the raw tomatoes are supplied by small local farmers, who at the moment are focusing on this crop as a source of cash income. The variety of tomato grown has been chosen because it is suitable for sun drying: it retains a good colour naturally and a full flavour.

The region is ideal for sun-drying vegetables/fruits; the soil is rich and there is relatively little industrial pollution. The smallholdings are owner-farmed and the crops are carefully nurtured and picked, ensuring high-grade fruit. The labour-intensive operation is commercially viable because most members of a farmer’s family form a willing seasonal work force.

The farmers deliver their tomatoes to the co-op buildings, where sun drying facilities and a simple packaging line have been installed. Here, too, operations are largely manual, thus providing further employment. The process does not require the addition of any artificial additives and, furthermore, complies with all South Africa’s health and food regulations. Being able to achieve this compliance was the major reason for centralising the drying and packaging operation.

At present, the co-op is supplying 500 g and 1 kg clear cellophane-type packets of sun-dried tomatoes to top restaurants and other catering enterprises throughout the Western Cape. The packets carry a simple typed label identifying the co-op as the supplier and giving the contact details. The co-op is operating in a niche market because the high quality of the produce appeals to discerning chefs; it is not competing in the mass retail market for sun-dried tomatoes. However, there is potential to greatly increase production. As no chemical fertilisers or pest controls have been used in the growing area, it is possible for the group to move towards organic certification; the farmers are certainly fair trade compliant, although not certified as such.

The local farmers are unwilling to increase production or apply for organic and/or fair trade certification unless they have a reasonable chance to sell their output in some form or another. They would like to develop export markets, but have been told that their produce, either as fresh tomatoes or as sun-dried tomatoes, almost falls into the category of a commodity.

TASKS

1. State why it is important for the sun-dried tomatoes not to be perceived as a commodity.

2. Discuss the possibilities for product differentiation and niche market development. In your discussion you should describe the link between niche markets and product differentiation. You should suggest possible market niches that the farmers and co-op could target. In discussing possibilities for product differentiation, you should take into account all aspects of the product itself as well as the other components of the marketing mix (price, distribution and promotion).

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M93058

Have any Question? 


Related Questions in Marketing Management

Oral communication self-marketing projectbull question 1

Oral Communication Self-Marketing Project • Question 1: Briefly tell me about yourself. • Question 2: Describe a time when you were faced with problems or stressful situation at work. How did you work through them? • Que ...

Chapter 16customs clearancelearning objectivesat the end of

Chapter 16 CUSTOMS CLEARANCE LEARNING OBJECTIVES At the end of this chapter, YOU SHOULD: 1 Identify the characteristics of duties that may be imposed upon imports. 2 Identify the characteristics of non-tariff barriers to ...

Discussion one 75-150 wordsresearch and discuss a product

Discussion one 75-150 words Research and discuss a product brand that has influenced you to buy its products. •What product(s) have you purchased from this brand? •Why did you purchase this product? •What made you intere ...

Read at least three articles that are no more than 12

Read at least three articles that are no more than 12 months old. Apply the content from the articles to the use of e-Commerce Shopping carts. The following requirements must be met: - Write between 1,000 - 1,500 words u ...

Requirements1 an original response that specifically

Requirements: 1. An original response that specifically addresses the topic/assignment, superbly incorporates and applies material  learned, application of at least 3 chapter concepts (indicated with underline), critical ...

Liability and quality please respond to the followingas a

"Liability and Quality" Please respond to the following: As a healthcare administrator, you have been tasked with researching your hospital's compliance in the proper reporting of both medical and non-medical errors made ...

Preparing the marketing plan including the blue highlighted

preparing the marketing plan, including the blue highlighted text, before submitting your assignments. [Provide a Title Page.Insert the title as shown in the example below. Please do not call this Assignment 1 or 2.] Eur ...

Discuss the 5 levels of a products life cycle please give

Discuss the 5 levels of a product's life cycle. Please give one example of a specific product that has followed this cycle.

Discussion 1 community efforts and managing public

Discussion 1: "Community Efforts and Managing Public Relations (PR)" Please respond to the following: You are a new PR intern at Apple. Apple is donating 200 iPads to a local inner-city school to promote technology in ed ...

What is a threat in the context of infosec what are the 12

What is a threat in the context of InfoSec? What are the 12 categories of threats presented? What is the difference between a threat and an attack? How can a vulnerability be converted into an attack? What name is given ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen