EBK MARKETING
10th Edition
ISBN: 9780135199992
Author: Stuart
Publisher: YUZU
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Chapter 9, Problem 33C
Summary Introduction
To explain: The decision facing BD about how to keep earning the profits and spark new growth opportunities.
Case summary:The CA grower’s exchange began in 1910 and today represents the world’s biggest tree nut processing companies, serving about 3500+ growers. CA grower’s exchange produces over 80 percent of the world’s almond supply. The company produces almonds and these almonds are marketed through BD growers. BD growers are responsible for new product development, building new customers, finding new uses of the product and finding new opportunities. Roasted almonds, almond milk, nuts and rice cracker snacks are the core products. The company has recently launched a new range of honey-flavored products since honey is gaining popularity as a good alternative to sugar.
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