Product details

Monaghan Mushrooms has a 100% export sales record, so opportunities arise to consider many issues in International Marketing and Business Strategy. In addition, the case encompasses topics on public policy and the macro- environment. The mushroom sector has been the success story of Irish horticulture, with sales, the majority in the UK, increasing dramatically to IR£54 million. Monaghan has a series of options, including acquisition/ diversification policies, promotion of the ''Monaghan'' brand, forging strong marketing alliances, etc. The firm''s position as a major player in the UK food market is due to Ronnie Wilson, who devised an integrated approach to enterprise development, creating an innovative interface between R&D, production and marketing. Readers should consider the implications of the introduction of ''valuepacks'' by multiple groups, since Monaghan has an impressive portfolio of customers - supplying the UKs ''Big Five'' chains. Readers should also analyse the European financial market upheaval in autumn 1992 and on-going implications for Irish traders, including Monaghan, with the weakening of several currencies, sometimes with the IR£ emerging stronger than sterling.