Strawberries any-time, any-day, any-where : a strategic marketing analysis

Oppenheim, Peter 2006, Strawberries any-time, any-day, any-where : a strategic marketing analysis, in AM 2006 : Academy of Marketing Conference, London : Conference proceedings, Middlesex University Press, Middlesex, England, pp. 1-4.

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Title Strawberries any-time, any-day, any-where : a strategic marketing analysis
Author(s) Oppenheim, Peter
Conference name Academy of Marketing. Conference (2006 : London, England)
Conference location London, England
Conference dates 4-6 July 2006
Title of proceedings AM 2006 : Academy of Marketing Conference, London : Conference proceedings
Editor(s) Egan, John
Baines, Paul
Publication date 2006
Conference series Academy of Marketing Conference
Start page 1
End page 4
Publisher Middlesex University Press
Place of publication Middlesex, England
Summary 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.
ISBN 1904750494
Language eng
Field of Research 150506 Marketing Theory
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
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Document type: Conference Paper
Collections: Faculty of Business and Law
Deakin Business School
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