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|To what extent is the American Farm School in a position to rejuvenate its brand name and extend its range of product offering?
Cardiff Metropolitan University
|The purpose of this study is to examine the present strength of AFS product brand and evaluate the ability of AFS to undertake an expansion strategy of related diversification based on the existing strength of its brand. The research made use of three methods. The first one was conducted through the qualitative questionnaires distributed among the AFS customers, it was followed by a sensory analysis of pasta, the newly developed product of AFS; and finally, the third research was the personal interview, which was prepared based on Lambin's Market Orientation model, with the Farm Director and the Head of Plant Division. Hypotheses were tested using mostly descriptive statistics. The findings depict that AFS brand needs to undertake an enhancement from the image of safe and ethical producer to the image of a organization that offers nutritional/functional and/or gourmet value. Moreover, AFS has to seek new market segments since the existing customers cannot offer a significant growth base. Additionally the findings revealed that AFS as an organization is technically competent but is suffering from market myopia. Finally, the AFS is in a position to undertake a change of gradually rejuvenating its brand but it is not certain whether it is enough or not in order to survive The originality of this paper stems from the fact that the results are not used only for academic purposes but can offer extended help to the farm since they are going to be used for future product development
|BSc (Hons) in International Agibusiness
Includes bibliographical references, charts and illustrations
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Attribution-NonCommercial 4.0 International
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