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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
9781904750499
Language eng
Field of Research 150506 Marketing Theory
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006091

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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