Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2020-09-21
Length: 12 pages
Data source: Field research
Abstract
In late January of 2020, Hratch Jabrayan of Homeland Foods contemplated international expansion into North America and increasing exports to Russia. Would potential customers appreciate and pay a premium for the high-quality, organically-produced dried fruits and nuts. Was the product line's brand name ('Vozni' was Armenian for 'hedgehog') culturally transferrable? Was it financially feasible to bring the product to Canada and the United States? How would other elements of the marketing mix need to be adjusted for Homeland's entry into both the Canadian and American markets for dried fruit products?
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Locations:
Size:
Small
Other setting(s):
2020
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2020-09-21
Length: 14 pages
Data source: Field research
About
Abstract
In late January of 2020, Hratch Jabrayan of Homeland Foods contemplated international expansion into North America and increasing exports to Russia. Would potential customers appreciate and pay a premium for the high-quality, organically-produced dried fruits and nuts. Was the product line's brand name ('Vozni' was Armenian for 'hedgehog') culturally transferrable? Was it financially feasible to bring the product to Canada and the United States? How would other elements of the marketing mix need to be adjusted for Homeland's entry into both the Canadian and American markets for dried fruit products?
Teaching and learning
This item is suitable for undergraduate and postgraduate courses.Settings
Locations:
Size:
Small
Other setting(s):
2020
Related
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2020-09-21
Length: 14 pages
Data source: Field research