Marketing Strategy

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5. Marketing means solving problems of how best to meet customer needs. What were the mistakes Afjuz made in its former approach to marketing? What marketing strategy should Afjuz adopt to improve its performance on the British market? Give your reasons.

Marketing is a mix of activities involved in getting goods from the producer to the consumer. The producer is responsible for the design and manufacture of goods. Early marketing techniques followed production and were responsible only for moving goods from the manufacturer to the point of final sale. Now, however, marketing is much more pervasive. In large corporations the marketing functions precede the manufacture of a product. They involve market research and product development, design, and testing. Marketing concentrates primarily on the buyers, or consumers, determining their needs and desires, educating them with regard to the availability of products and to important product features, developing strategies to persuade them to buy, and, finally, enhancing their satisfaction with a purchase. Thus marketing means solving problems of how best to meet customer needs. But very often companies make mistakes organizing the business process: paying to much attention to the product they forget about their customers. In such a situation it is very difficult to sell the product even if it is of an excellent quality. An outstanding example of the above mentioned behavior and mistakes in the marketing strategy is an instance of Afjuz.

Citrus Fruit Marketing Board is an association of orange growers in North Africa, they produce first-class oranges of an excellent quality, thanks to controlled breeding, irrigation and well-planned program of research, under the brand name of AFJUZ.

The problem is that recently the Marketing Board has decided to expand their business and penetrate overseas markets. According to the opinion of their consultant Helen Spandrel it was essential to concentrate on one country and...
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