Business Case Study Examples: Strategic Decision Making in Honey Organizations
Strategic Decision Making and Enterprize model Development
Strategic Positioning
Differentiation and positioning are closely related marketing approaches. Positioning is the method of conveying why is the product or company much better than or different compared to the competitors. On the other hand, differentiation is the way the company performs its positioning through promoting the benefits its offers or distinct attributes. Positioning approaches can be developed in different ways. It can be in line with the product faculties, types of consumers, application, competition, or object attributes.
Manuka honey is produced in Australia (southeast coast) and New Zealand (Manuka) from the Manuka tree after the bees have pollinated it. There's a high demand for Manuka honey (real) in the UAE market for medical purposes. In this case, the Australian provider of gourmet honey, Honey Bee, use the customer benefits or product characteristics of the Manuka honey as its positioning strategy when entering the UAE market. As organic food providers, Honey Bee will have to give emphasis to the superior nutritional values of the Manuka honey. The benefits of this plan are that it creates value, non-price competition, brand loyalty, and no perceived substitute.
To begin with, it has been noted that the honey generally in most of the stores isn't real honey; it is estimated that about 75 % of honey in various stores is not natural honey. Investigations reveal that mass-produced honey is mostly sourced from China, lacks real pollen, and is artificially processed. The planet Health Organization (WHO) and experts of honey manufacturing maintain that real honey needs to have microscopic pollen particles in order to be authentic. Honey that lacks pollen particles is artificial, watered-down scam, and nutrition void.
All of the honey in the supermarket shelves is manufactured through the ultra-filtering procedure, where honey is heated to high temperatures and pressure removing the microscopic pollen particles. For that reason the manufacturers hide the identity of the honey’s source. This method is used by Chinese manufacturers who distribute tons of honey illegally to different markets. It is so-called that these manufacturers dump considerable amounts of heavy metals, dangerous antibiotics, and artificial sweeteners into the imported honey products and services.
There exists a number of benefits associated with raw/real honey such as for instance Manuka honey. Raw or natural honey is in its “purest” form because it will not be heated (high temperatures of approximately 110 degrees Fahrenheit), filtered, or strained. The raw honey contains different crucial nutritional components for your head and human anatomy; that is, it has powerful antioxidants, enzymes, natural vitamins, and other crucial nutrients. In the UAE, real honey is increasingly accepted for the medicinal properties and amazing taste aswell.
For some time, people have been using honey to treat different conditions. In the late 19th century, scientists unveiled that honey contains antibacterial properties, that's, it contains elements that can fight bacteria. It is often noted that some honey types stimulate the creation of special cells that can help repair tissues which have been damaged by infections. Honey also incorporates anti-inflammatory properties that can reduce inflammation and pain after it is applied.
The truth is that not absolutely all honey has healing properties. The honey’s antibacterial property depends on how and when the honey is harvested along with the type of honey. Some of the honey can be 100 times far better compared to the others. One of the components of Manuka honey is hydrogen peroxide gives it the antibiotic feature. In addition , the honey contains elements which have antibacterial qualities. One of the antibacterial components in this honey is methylglyoxal. Methylglyoxal is situated in various types of honey however in small amounts. In the Manuka honey, methylglyoxal is developed from the conversion of dihydroxyacetone that's found in the Manuka flowers’ nectar. Methylglyoxal gives the Manuka honey the antibacterial property.
Once the concentration of methylglyoxal is high, it does increase the antibiotic effect. The honey manufactures have come up with a scale for ranking the potency of Manuka honey: Unique Manuka Factor (UMF). The rating of the UMF shows the concentration of methylglyoxal. Not all Manuka honey contains higher degrees of methylglyoxal. To become considered therapeutic, the minimum rating of the Manuka honey ought to be 10. Honey which is above or at that level is marketed as Active Manuka Honey or UMF Manuka Honey.
Among the medical uses of Manuka honey is that it could be applied to your skin. It can be used to treat minor burns and wounds. The honey applied on wounds is honey which is medically rated. Additionally it is alleged that high graded Manuka honey can destroy streptococcus and staph aureus bacteria connected with fever blisters, canker sores, sore throat, and the normal cold. Other uses include treating gastrointestinal problems, treating sinus, eye, and ear infections, treating diabetes, reducing systemic inflammation, reducing raised chlesterol, and treating and preventing cancer. But studies are increasingly being conducted to prove set up honey works well for the aforementioned conditions. Recent studies have revealed that whenever Manuka honey is applied on leg ulcers and wounds, it promotes healing and fights infections. In another study on periodontal disease, it had been noted that Manuka honey could be used to prevent gingivitis. In 2010, the National Cancer Institute approved the use of this honey to lessen inflammation and pain of the esophagus as a result of chemotherapy.
To advertise the Manuka honey related products, Honey Bee will need to use competitive advantage. A competitive advantage is an edge a manufacturer has over its rivals by providing greater service and benefits to clients to justify higher prices or lowering of the values. Michael Porter suggested these business approaches that could be used to gain a competitive edge: differentiation focus, differentiation leadership, cost focus, and cost leadership. In this instance, Honey Bee will use differentiation leadership to achieve a competitive edge in the herbal/traditional products industry, particularly in the UAE. Through differentiation leadership, Honey Bee will target a bigger market and focus on achieving a competitive edge throughout the herbal/traditional industry. This will involve choosing different criteria, after which Honey Bee should position itself inimitably to meet them. This approach will even involve charging premium costs for different Manuka honey related products, reflecting the benefits related to its products and services and cost of production.
Differentiation involves giving the consumers strong explanations to choose a certain product over a less differentiated product and charging higher prices to cover the cost of production. There are other ways to achieve the above, but it needs sustained and considerable marketing investment. Besides superior product quality (benefits) of Manuka honey, Honey Bee will be needing consistent promotional support, such as for instance advertising.
Advertising has high level into a much complex form of communication, with different approaches for a company to send an email to the consumers. Today, advertisers have vast ranges of choices. A good advertising campaign for the Manuka honey products and services will need to incorporate different types of advertising in order to get maximum exposure.
The tv commercial is just a popular way of reach an extensive audience. Another kind of television advertising is infomercials. Unlike the commercial, an infomercial is longer, features a more personal tone and product information. While the infomercials are high priced to produce, they have been persuasive and demonstrative in nature.
Honey bee must also use radio commercials to a target a particular crowd based on tastes or location. This will involve using catchy taglines to enhance the effectiveness of radio stations ad. To achieve individuals aged between 30 and 64, Honey Bee will use adult contemporary stations.
Newspaper ads and magazines are other methods to publicizing Manuka honey services and products. Print advertising can be used to target specific people based on common interests (such as living healthy) or geography. Print advertising includes classified advertising and larger display adverts.
Internet marketing is becoming a favorite approach to promoting a company/firm. There are different methods of internet marketing. Banner adverts on websites can promote Honey Bee’s services and products. Google AdWords matches an advertisement to the search inquiry on the net. Social networking websites such as for example MySpace and Facebook have advertising programs with adverts customized to a specific demographic. Honey Bee should create an ad on these sites to market its services and products. The adverts then arrive close to the profiles that meet up with the requirements of the product’s target market.
Billboard advertisements are positioned in strategic locations where the public is able to see them. As an example, Honey Bee can setup billboards along highways for motorists to master about Manuka honey. Using mobile banners, Honey Bee can also create awareness about Manuka Honey products. This could range from the signs used at sporting event grounds to billboards on semi-trailers.
In-store advertising does occur in stores. For instance, Honey Bee should introduce end cap displays when shipping its products and services to the stores. Besides giving the store a nice-looking look, it's going to attract clients to the newest product. Other methods of in-store advertising are display cases and banners.
Even though word-of-mouth just isn't deemed to be advertising since it is free, this type of promotion is just a priceless and credible asset for a company. Honey Bee should encourage its customers to fairly share with their families and friends about the great products of Manuka honey. Honey Bee can also hire marketers to go into public places and spread the phrase about the Manuka honey products and services.
The endorsement is related to word-of-mouth, nonetheless it will cost the business. Having Manuka honey services and products endorsed by way of a star or celebrity will generate product awareness and increase sales. Honey Bee could use well-known individuals or local celebrities in the market of the product…
