New marketing channel formation
Salehi, Hamed (2015)
2015
Master's Degree Programme in Business and Technology
Talouden ja rakentamisen tiedekunta - Faculty of Business and Built Environment
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Hyväksymispäivämäärä
2015-06-03
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201505211415
https://urn.fi/URN:NBN:fi:tty-201505211415
Tiivistelmä
During the last decade, there has been remarkable growth in egg related industries in most of developing countries, especially in Iran. However, due to underdeveloped infrastructure of distribution systems and many more reasons, the distribution system of egg and egg products are dominated by intermediaries who have the biggest negotiation power in the value chain. This resulted in consumers being charged for more and farmers benefiting less. The recent convergence of egg farming section and egg processing technologies has led to offering new egg products to the consumer market and accelerated by new social paradigms in both developed and underdeveloped market such as Iranian egg market.
The objective of this research study is developing a conceptual framework that will be used as a guidance tool for forming a new marketing channel in egg processing industry. Hence, improving decision making process for managers or entrepreneurs in investing in prevailing opportunities related to processed egg business. This research study has based mostly on literature review and complemented by empirical data. Literature review helped to develop a conceptual framework for marketing channel formation. Meanwhile, samples of four experienced staffs working in Iranian egg processing industry were interviewed. A developed conceptual framework is applied in Iranian market.
The main outcome of this thesis is a conceptual framework which is used as a guidance tool to managers or entrepreneurs who are planning to form a new marketing channel in egg products consumer market for either existing markets or expanding in a new market segments. It is very important to any managers, investors and entrepreneurs to quantify business opportunities before stepping into any business. The developed conceptual framework focuses on three critical areas (1) identifying the need for a new consumer-oriented marketing channel, (2) selecting an appropriate target market segment, (3) choosing the best channel members.
The objective of this research study is developing a conceptual framework that will be used as a guidance tool for forming a new marketing channel in egg processing industry. Hence, improving decision making process for managers or entrepreneurs in investing in prevailing opportunities related to processed egg business. This research study has based mostly on literature review and complemented by empirical data. Literature review helped to develop a conceptual framework for marketing channel formation. Meanwhile, samples of four experienced staffs working in Iranian egg processing industry were interviewed. A developed conceptual framework is applied in Iranian market.
The main outcome of this thesis is a conceptual framework which is used as a guidance tool to managers or entrepreneurs who are planning to form a new marketing channel in egg products consumer market for either existing markets or expanding in a new market segments. It is very important to any managers, investors and entrepreneurs to quantify business opportunities before stepping into any business. The developed conceptual framework focuses on three critical areas (1) identifying the need for a new consumer-oriented marketing channel, (2) selecting an appropriate target market segment, (3) choosing the best channel members.