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Compact case
Case
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Reference no. BAB1002
Subject category: Marketing
Published by: Babson College
Originally published in: 2011
Version: 18 August 2011
Length: 5 pages
Data source: Field research

Abstract

In 2010, HZPC Holland BV was one of the world’s largest privately owned potato seed firms. Based in the Netherlands, HZPC operated subsidiaries in Portugal, Spain, Italy, France, Poland, the UK, the US, and Canada. Sales agents were located in many other countries as well. The firm employed 215 people of whom 135 worked in Holland. HZPC managed three income streams: direct seed potato sales, licensed income from local customer-produced seed potatoes, and fees from product marketing concepts in the retail segment. As a producer and supplier of seed potatoes to more than 70 countries, HZPC positioned itself at the starting point of the potato supply chain. The firm worked to understand specific needs of downstream players, striving to create and market new varieties of potatoes to suit any climate, geography, taste, processing methodology, or soil type. HZPC controlled 40 percent of Dutch seed exports. Sales went to 70 countries and accounted for 80 percent of company revenue which totaled €215 million in 2009. This case is suitable for courses in marketing strategy, global marketing, and market orientation. HZPC is the second case in the Market Orientation series by Jean-Pierre Jeannet and Martha Lanning.
Location:
Industry:
Size:
EUR215 million
Other setting(s):
2010

About

Abstract

In 2010, HZPC Holland BV was one of the world’s largest privately owned potato seed firms. Based in the Netherlands, HZPC operated subsidiaries in Portugal, Spain, Italy, France, Poland, the UK, the US, and Canada. Sales agents were located in many other countries as well. The firm employed 215 people of whom 135 worked in Holland. HZPC managed three income streams: direct seed potato sales, licensed income from local customer-produced seed potatoes, and fees from product marketing concepts in the retail segment. As a producer and supplier of seed potatoes to more than 70 countries, HZPC positioned itself at the starting point of the potato supply chain. The firm worked to understand specific needs of downstream players, striving to create and market new varieties of potatoes to suit any climate, geography, taste, processing methodology, or soil type. HZPC controlled 40 percent of Dutch seed exports. Sales went to 70 countries and accounted for 80 percent of company revenue which totaled €215 million in 2009. This case is suitable for courses in marketing strategy, global marketing, and market orientation. HZPC is the second case in the Market Orientation series by Jean-Pierre Jeannet and Martha Lanning.

Settings

Location:
Industry:
Size:
EUR215 million
Other setting(s):
2010

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