The final project for this class is to develop a “complete” Marketing Strategy for the Texas Avocado Growers Association. You are their Marketing Manager and it is your job to create a comprehensive program that you will present to the Board of Directors at the end of the semester. A complete plan and strategy are to be provided in written form.
Throughout the semester, you will provide aspects of the plan and strategy. These will be reviewed, commented on and suggestions provided for improvement. All the sections as delineated below will then be corrected, updated, and comprise the final grade for the project.
As the Marketing Manager for the Texas Avocado Growers Association, you are expected to turn in a paper showing that you have researched the avocado industry, who the major companies (your competition) are, where you intend to position your association within the industry and propose your strategy for capturing a portion of the market.
As the Marketing Manager for the Texas Avocado Growers Association, you are expected to turn in a paper showing that you have researched the avocado industry, how you intend to market your product and to whom. This entails where you intend to sell the product and to whom – i.e. business-to-business, wholesale, and/or directly to the consumer. You should also consider “pricing.”
As the Marketing Manager for the Texas Avocado Growers Association, you are expected to turn in a paper showing that you have researched the avocado industry, you need to create a “brand” identity (give these avocados a uniquely identifiable name (i.e. Avocados from Mexico), design packaging for the Texas Avocados Growers Association avocados.
Additionally, you need to figure out how you are going to get them to reach the stores/ customers (Remember, they are going to have a “limited” period of time to be picked, packaged, and sent to the locations where they are being sold. Hint: you should be able to get this information either online or at your local grocery store).
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