Homeland Foods: The Sweet Fruit of Growth
(7 pages of text)
In late January of 2020, Hratch Jabrayan of Homeland Foods contemplated international expansion into North America and increasing exports to Russia. Would potential customers appreciate and pay a premium for the high-quality, organically-produced dried fruits and nuts. Was the product line’s brand name (“Vozni” was Armenian for “hedgehog”) culturally transferrable? Was it financially feasible to bring the product to Canada and the United States? How would other elements of the marketing mix need to be adjusted for Homeland’s entry into both the Canadian and American markets for dried fruit products?
This case is intended for undergraduate- and graduate-level courses in international business, strategy, marketing management, or brand management. It should be positioned near the end of the course, considering the number of concepts required to fully analyze the case. After working through the case and assignment questions, students will be able to
- evaluate the transferability of a brand across cultures;
- calculate the margins earned by the manufacturer in various international markets and determine breakeven points;
- evaluate the attractiveness of three international markets; and
- develop a plan to introduce a product into an international market, including making necessary adjustments to the brand and other aspects of the marketing mix.
Agriculture, Forestry, Fishing and Hunting
Armenia; Canada; Russia; United States, Small, 2020
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