Green Fields Coco Products Seeking a Sustainable Future

by: Edilyn Vitug-Lansangan

Publication Date: August 23, 2016
Length: 13 pages
Product ID#: 1-004-600

Core Disciplines: Entrepreneurship & Innovation, International Business, Marketing/Sales, Operations Management/Supply Chain, Strategy & Management

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Teaching Note

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The owner of Green Fields Coco Products is lost in a dream about making it big on the international scene with his virgin coconut oil (VCO) products. Alas, it is only a dream. Sales of his VCO products have decreased rapidly over the past two years. To stay in business, he has relied on sales of his product line of starter packages that help clients to process their own VCO. Instead of attending trade shows, he has been promoting his products through free online advertisements and e-mail. He needs a new promotions plan to create a sustainable future for the business and realize his dream of reaching international markets.

Teaching Objectives

After reading and discussing the material, students should:

  • Describe the marketing mix of Green Fields Coco Products.
  • Identify Green Fields Coco Products’ marketing problem and its causes.
  • Formulate alternatives to solve the marketing problem of the company.