A)CURRENT MARKET SIZE AND STRUCTURE OF FAIR TRADE MARKET4
B)PAST MARKET EVOLUTION6
A)COMPANY’S CURRENT SITUATION AND RECENT HISTORY8
B)MAIN FEATURES OF COMPANY’S OVERALL STRATEGY8
C)STRATEGIC PLACE OF THE QUINOA IN OVERALL ALTER ECO STRATEGY10 III-THE COMPETITION10
A)IDENTIFICATION OF THE MAIN COMPETITORS10
B)MARKET POSITION OF EACH COMPETITOR12
A)OVERALL CUSTOMER PROFILE12
B)CUSTOMER MARKET SEGMENTS15
C)COMPANY BRAND POSITIONING16
a)Product value offering16
b)Service value offering16
c)How does company position its offering in relationship to competitors in order to attract customers?16 V-MARKETING MIX17
Alter Eco is a Fair trade company which opened it first small store in PARIS in 1999. Few years later, Alter eco has expended it products range including the tea, chocolate, rice, coffee and few others products and developed the food product for retail chains. It first retailing partners is Monoprix. In 2003, one year after the development of the brand, alter eco launched another products as for example olive oil, hearts of palms and quinoa. More than their new products, they sold also their products in another stores as Cora, match and system U. In 2004, after the increases of the company in French supermarkets, Alter eco prepared it development in international country and try to market their products in retail chains in the northern hemisphere. During this year Alter eco opened an office in San Francisco and prepared for products launched in North America. In 2005, Alter eco is steel growing and developed a new market in Australia and set up an office in Sidney. But Alter eco already thought about prepared operations in Brazil in order to start a new Fair trade channel dedicated to South exchange. The last few years, Alter eco continue to increase it turnover and attract more consumers. Nowadays the trend is positive for the Fair trade market because most of people want to have a good and healthy food every time in order to “fight against” the junk food.
Alter Eco is a French-based alternative trading organization, founded in 1998, which specializes in the import and distribution of Fair trade products. Alter Eco is recognized for its unique marketing strategy, branding approach, and extensive product range. Thanks to its singular approach to the economics of today, Alter Eco is one of the strongest Fair trade brands on the market. This company attempts to involve its consumers in the process of Fair trade and sustainable development. Thus consumers can enjoy goods of exceptional quality and feel good because they’re contributing to sustainable development. Nowadays, Alter Eco purposes to its consumers a wide range of product and essentially a new way of eating healthy. They are constantly looking for new products which aren’t knowned yet, like the quinoa. Which are moreover good for the health. Consequently we’ve chosen the Red Quinoa organic. The quinoa is an ancient cereal grain that grows in the South America, and has been cultivated in the region for more than 5000 years. It is recognized as the “mother grain” and as a “protein powerhouse”. By the way, quinoa is nutritionally charged and is considered as one of the best sources of protein and amino acids by the Food and Agriculture Organization of the United Nations. Moreover the red quinoa can be a great vegetarian alternative with a delicate taste. Red Quinoa is made by The National Association of Quinoa Farmers (ANAPQUI) in order to maximize the revenue of local communities who were selling at loss. Thanks to this organization, the workers can now benefit from decent living wages.