WHITE
HEAVEN
GARDEN
MERVE ALTAY
Summary
Introduction
Situation Analysis SWOT
Assumption And Missing nformation
Statement Of The Problems
Development Of Alternatives
Alternatives Evaluation And Recommendations
Implementation
Conclusion
is a producer of Oyster
temperature,
ambient
humidity,
also
make
1 acres of
it
made
stride
to
actualize
its
plans
via
September).
Merve Altay, the founder and owner of this market opportunity
and is prepared to seize it. Merve's relentless pursuit of
quality, combined with her extensive background in mushroom
cultivation and sheer passion will propel the business into
profitability.
Mission
White Heaven Gardens' main mission is to provide the
highest-quality mushrooms also, grow some specific kinds of
organic vegetables. In addition its some objectives are;
Maintain positive, steady growth each month.
Experience an increase in new customers who are turned
into long-term customers. Generate brand equity in the
domestic and foreign market.
It exists to attract and maintain customers so all stuff work
long hours a day meticulously as long as they keep working
in this way, accomplish its goals, success will be inevitable.
Market Summary
White
Heaven
possesses
good
Garden
Growth and Share(TURKEY)
information
Competitor
Price
ABC
Gardens
10.132
milyon TL
most
WHG
Growth
Rate
(20102014)
8%
Market
Share
(Turkey
)
37%
8.76
milyon TL
5.568
milyon TL
3.2
milyon TL
12%
35%
6%
18%
2%
10%
6.915
milyon TL
5.75%
and
loyal
customers.
White
Garden
leverage
will
information
to
Heaven
this
better
XYZ
Gardens
Other
Average
Heaven
Garden
communicate
can
with
25%
Total
27.66
milyon TL
27%
100 %
2. SWOT Analysis
2.1.Strengths
Flexibility in meeting restaurant's needs. In the domestic market
WHG produce pre-ordered special organic vegetables for
steady
as
GFSI
(Global
Food
Safety
Initiative), HACCP(Hazard
in
the
popularity
of
oyster
mushroom
2.2. Weaknesses
Lacking of brand equity : Although White Heaven Gardens have
been planning to exporting its crops, it lacks of brand equity in
Europe.
The existence of strong competitors in European market: The need
of oyster mushroom in Europe is provided by Greece and Spain and
they are the dominant players in this market so it is hard to prove
itself as an 4 years mushroom breeder.
European
people
hesitations
towards
Turkish
organic
food
2.3.Opportunities
of
mushroom
production
on
the basis
of
2.4. Threats
Rising input prices in the world,
Europeans trust to major mushroom producers.
raising the awareness of people about the profits
of mushroom farming in turkey. Therefore increase
the number of oyster mushrooms grower.
Any Turkish entrepreneur hasnt been successful in
maintaining its existence in the foreign oyster
mushroom
market.
Therefore
there
is
no
3.MISSING INFORMATIONS
What is the information about the mushroom company
made agreement before?
What was the duration from dealing up to failing ?
What was the domestic market share of WHG when it made
the agreement with the distributor company?
How much oyster mushroom is needed in foreign market?
What was the proposed price by WHG at that time?
What is the foreign competitors market share in European
oyster mushroom market?
4. PROBLEM STATEMENT
In 2012 October, WHG tried to export ts crops to Italy but it failed
in 3 months.
Greece and Spain that are the dominant players in this market and they supply
the biggest proportion of Europeans mushroom needs. It was difficult to attain a
place in the foreign market also WHG was a 2 years mushroom breeder, it wasnt
prove itself even in domestic market yet. Beside, its annual revenue wasnt as
much as it is now and it couldnt invest the enough money to make it visible in
foreign market. Because of these reasons , its venture remained inconclusive.
However the company took lessons these bad experience. It never gave up and
started to negotiations with a distributor company which is in France. Today It
prove itself in Turkey and it is the second biggest mushroom breeding company
with the 35% market share. Nevertheless, Europeans have some biases towards
Turkeys mushroom cultivation standards.
The problem statement for the WHGs case study is How to change European
mushroom distributor companies biases towards Turkey and be able to achieve to
5. ALTERNATIVES
1. Status quo
2. Terminate the agreement with the distributor company
and open dealership
3.
6. EVALUATION OF ALTERNATIVES
6.1.Status Quo
the 35%
WHG
properly so
In many
ways like this, its status quo isnt ready to launch out.
I think it needs more time.
with
the
distributor
company
and
open
dealership ,so It would not share its profit with the distributor
company but it is TOO RSKY. Since it hasnt recognzed at the
market yet, it could not sell its product as much as it
assumes.
previous
after that
domestic market
and develops a marketing strategy to supply the customers
needs,
it would increase the domestic income and annual revenue ,by
this way it can dominate in domestic market. And have enough
money to invest. To implement this strategy t needs time
should postpone the negotiation made
company.
standards
with
the
lowest
price
in
the
Europe
will
Alternatives
Status quo
criteria
Cost
Revenue
Addressing the
SWOT Analysis
Addressing the
Problem
Statement
TOTAL
3
2
2
2
1
1
1
3
3
10
1 = worst option
2 = not worst not best
3 = best option
Alternative scores
Best Alternative
ncrease The
Better Alternative
Worst Alternative
Status quo
Domestic ncome
The Prices n
dealership;
Foreign Market
growth
rate
than
its
Price
ABC Gardens
10.132
milyon TL
8.76
milyon TL
5.568
milyon TL
3.2
milyon TL
first
maintains its
WHG
XYZ Gardens
t would
Other
market
dominate
in
implements
the mushroom
year.
When
it
the
steps
mentioned
Average
the
Turkish
35%
6%
18%
2%
10%
5.75%
25%
27.66
milyon TL
mushroom
market.
12%
Total
6.915
milyon TL
27%
100
%
Growth
12%
8%
0%
11.99%
12,000
28
0
12,028
2011
13,440
30
0
13,470
2012
15,053
32
0
15,085
2013
16,859
35
0
16,894
2014
18,882
38
0
18,920
CAGR
12.00%
7.93%
0.00%
11.99%
5. While
increasing
domestic
income,
make
research
methods:
observation,
written
this
quality approved crops with the lowest price all over the
Europe for a period of 6 months.
10.Doing this, maybe at first you cant make enough profit
but it is the best way to attain a place in the market
8. CONCLUSION
Through the investigation of WHG, the weaknesses of the business
were identified and potential courses of action to mitigate these
weaknesses were identified. Using a SWOT analysis, it was identified
that the main strength of the business was the difficulties to enter
foreign market.
It is noticed that the problem stems from the WHG lacks OF A
FOREGN marketing strategy. In order to address the problem
identified, three alternatives were identified. And when they are
evaluated, Increase The Domestic ncome
QUESTIONS?
THANK YOU