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This case could be used in entrepreneurship, strategy, and small-business courses. It presents classic issues regarding successful start-ups such as how to choose from a multitude of growth opportunities; how to pace growth so as not to dilute quality control and financial risk tolerance; and how to choose a strategic focus.

The purposes of this study included: recognizing the risks and challenges farmers face when growing a new crop, understanding agricultural marketing and its processes and developing a marketing strategy for a specialty agricultural product, such as quinoa.

The main focus of this case lies in identifying the risks faced by farmers in growing a new specialty crop and selecting the appropriate marketing strategies for targeting, positioning and channelling an agricultural product.

This case can be used in intermediate- to advanced-level marketing courses at the undergraduate and graduate levels in universities. It can also be used in agriculture and agribusiness–based courses in the undergraduate, graduate or executive level.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Rehman, S.U., Selvaraj, M. and Ibrahim, M.S., 2012. Indian Agricultural Marketing-A Review. Asian Journal of Agriculture and Rural Development, 2(1), pp.69-75. Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing Management: An Asian Perspective. Pearson.

CSS 8: Marketing

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.

Marco Crumbs BV is in the process of introducing a new product and this is putting additional stress on already tense interface of marketing and operations functions. The company which was traditionally offering a limited but high volume product range is finding itself in a low volume, high variety situation. It appears that the traditional make-to-stock production system is not working and the company is thinking of combined make-to-order (MTO) and make-to-stock (MTS) production system. How to go about it?