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For Homework 4, please watch the video case “Wilcox Fresh,” available after Chap
For Homework 4, please watch the video case “Wilcox Fresh,” available after Chapter 13 of the textbook, and address the questions provided in the attachment to this assignment (you need to fill the chart as well as address the questions).
The file is too big to share of the video so here is the transcript:
My name is Derek Peterson.
I’m the vice president of sales and marketing here at Wilcox Fresh.
We’re a fourth generation family agricultural company.
We’re incorporated in 1948.
Even though the family’s been growing much longer than that.
Our primary focus right now is growing and packing and shipping Famous Idaho potatoes.
When you’re talking Idaho potatoes, you
know, Idaho is a huge brand.
It’s probably the most recognized brand in produce.
Really, our focus at Wilcox Fresh is to provide a value to our customers beyond just brown russet potatoes.
One of the biggest things right now is value-added potatoes.
People want convenience, speed at the grocery store, and we provide solutions for retail chains to do that.
I feel like we have a good reputation, though, within our industry as being a quality grower and shipper.
One of the things that sets Wilcox Fresh apart is we’re truly a vertically integrated
family-owned company.
We haven’t outsourced any parts of our business to, to larger marketing firms where you have other people come in and take care of things.
We truly do things internally and have found
value in being vertically integrated all the way from the farm to the supply chain.
One of our slogans is From Field to Play, Since 1948.
And I feel like we truly embody that.
And there’s not a lot of other farm companies that grow, ship, and market potatoes like we do.
We bring on our raw product from the field, wash it, sort it, and pack it specifically for our customer who is a retailer or a foodservice distributor.
So most of our potatoes will end up in a kitchen, in a household, or on a finished plate at a restaurant.
We’ve never really been involved in direct consumer marketing, per se.
The world is shrinking, they like to say, and our economy is becoming more global.
We find our Idaho potatoes being…
We’re finding demand overseas and in other countries.
Right now, I think US potatoes are the most
recognized thing.
I want to get to where we create enough value with the Idaho brand for our customers
overseas. Help them figure out what a lot of US companies have figured out is that Idaho potatoes are special.
Rich, volcanic soil.
Cool summer nights that really allow that potato plant to thrive.
There’s a reason Idaho is the epicenter of the potato industry, and I really want to,I’d like to see that become a global, globally-recognized brand.
We’re finding demand overseas and in other countries.
We currently ship a lot of potatoes into Mexico and across the Pacific into, into
Asian countries.
It’s been a learning curve for us going into these other countries, trying to fit their needs. For instance, a customer in Texas.
We find a good demand for these really big
40-count potatoes, is what we call them.
They’re well over a pound, and they sell them in these steakhouses in Texas.
And there’s great demand. Well, we find that, you know, you go into other countries, obviously some of those people don’t have nearly the appetite of a person eating like an American steakhouse.
And so they’re typically going to want to buy a potato that’s maybe a third of the size of a bigger potato.
So portion sizes are a big thing and trying to grow and pack and ship a product that
there is demand for.
I need your help. Should Wilcox Fresh take a more global or local strategy in marketing to other countries? Conduct a cultural analysis of potential Chinese consumers.
Determine whether you will use a global, local, or hybrid marketing strategy, and outline your advertising plan.
➤ OVERVIEW —————————————-
Potato processing plant in Rexburg, Idaho
Known for their high quality Idaho potatoes
Wants to expand business into China
➤ DESCRIPTION ————————————
“From field to plate since 1948.” Wilcox Fresh is a family owned and operated processing plant that offers a full line of Famous Idaho Potatoes. Located in Idaho, the potato capital of the world, Wilcox Fresh is currently involved in the farming, cleaning, sorting, and packaging of product.
Business is conducted within the United States, but they can see an opportunity to sell more product overseas in China.
Your job is to determine if Wilcox Fresh should use a global or local marketing strategy when marketing their product in Asia.
Once you’ve chosen your strategy, create a ten step action plan to help Wilcox Fresh enter this new market.
➤ TARGET MARKET ——————————-
Retail and Foodservice Distributors
➤ WEB / CONTACT ——————————–
www.wilcoxfresh.com/ facebook.com/WilcoxFresh/
ATTN: While you are encouraged to research the company, please do NOT contact the company directly — including by phone or email. Contacting the company could impede the business’s day-to-day work and is not necessary for completing the case study.
➤ CASE NOTES ————————————–
It doesn’t hurt to conduct some research! The demand for potatoes fluctuates based on harvest. Low harvest years can create high demand for imported potatoes.
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