Case 1 :

Cherries with Charm :

Turkeys Alara Agri
HAHA Group
Hendrik
Agung Wiyono
Hizkia Wijaya
Antonius Padua Angger Radite

Cherries with Champ : Turkeys

Alara Agri
Questions
1. What is Kerim Taner trying to do?
2. Should Taner enggage 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?
3. If you think consumer research is appropriate, what are the
specifics of your research plan?
4. if you think test marketing by retail customer is appropriate, what
are the specifics of your research plan?
5. Do you have any other recommendation for Mr.Taner?

Background
Alara Agri is one of the world largest
cherry and fig producer
Kerim Taner as the CEO is trying to
change the way cherries were
packaged for retail sales
Successful result has been achieved in
UK, and Alara Agri is going to enter
other European market

Product Information
Fresh cherries
In Europe, cherry is most commonly
consumed for cooking and in prepackaged foods, such as jams and
cakes
The quality of cherries is measured by
diameter, color, and sugar level

Business Situation
1.8 million metric tons of cherry
produced worlwide
Three largest cherry producer : Turkey,
Iran, United States
Three largest cherry importer :
Germany, Russia, Austria
Three largest export destination of
Alara Agri : UK, Germany, Belgium
Common cherry selling approach is
bulk package

QUESTION 1
What is Kerim Taner trying to do?

. Kerim Taner as the CEO is trying to

convince retailer in Germany and
Belgium to change the way cherries
were packaged for retail sales, from
previously using bulk package to using
small luxury package

QUESTION 2
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?

Kerim Taner should engage the test marketing, by

utilize the prediction provided by the retailer that :
European consumer is more price sensitive than in
UK
European consumer prefer the fresh feel of the
cherry
Purchasing decision by European consumer usually
directly on the store by looking at, touching, and
observing the actual fruit

QUESTION 4
If you think test marketing by retail customer is
appropriate, what are the specifics of your
research plan?
Using 4P :

Product : pick only cherry with diameter 26 mm

and up
Price : Determine the premium but still
reasonable price
Packaging : package the cherry into small luxury
box complete with Alara Agri brand logo
Promotion : provide promotional media such as
brochure; locate the test product in strategic
locations (stand-alone but inside fruit section)

QUESTION 5
Do you have any other recommendation for Mr.Taner?

Develop plan for improving the production

line to immediately continue selling in full
scale if the test market successful
Engage retailer what are the added value of
the new packaging, such as :
Easy handling
Less waste
More profit margin