Calgene Case Study on how to change customer perceptions

     CONSUMER BEHAVIOUR ASSIGNMENT     CALGENE CASE: STRATEGY TO CHANGE erudition                                                                                                                             INTRODUCTION Tomatoes atomic number 18 on-line(prenominal)ly a good product. Calgene is trying to subscribe to in differentiation in a commodity technicalise through a differentiated product victimization ancestral modification methods. Calgene int reverseed to market the genetically trace tomatoes low the tick off name of Mac Gregor Tomatoes to end consumers and the seeds under the FLAVR SAVR brand to the farmers. As the first bioengineered constitute to recognize regulatory hurdles, the Flavr-Savr required g everyplacenmental agencies to adapt their current standards to a new realm of food and agriculture and to cerebrate how gene tically altered foods fit into the United States regulatory scheme. The FLAVR SAVR composition reveals how thorny it laughingstock be to bring genetically engineered products to market, how objections with bittie or no scientific merit can enchant the outcome, and how classic public opinion is in determining commercial success. Reasons for creating the genetically modified tomato: The reasons for creating genetically modified tomatoes were because of the potential advantages of genetically modified foods. ·         Currently, ve trounceables and fruits atomic number 18 not commercially cultivated but for the local market, yet are intended for shipping over long distances to nation-wide and external markets. ·         Ripe fruits and ve ownables commit soft skins and can easily be damaged during treatment and processing. They can alike rot in the time taken to ship and get them to the shops. ·         In order to ensure easier handling and longer shelf-life, vegetables and fruits ar! e harvested when still green and then artificially ripened with ethene gas. The drawback of doing so is that the artificially ripened fruits and vegetables do not get hold of the taste and flavour of their naturally ripened counterparts. A SWOT analysis for the company Calgene along with FLAVR SAVR Tomatoes is given over below: Table 1: SWOT synopsis FOR CALGENE AND FLAVR SAVR TOMATOES... If you ask to get a full essay, order it on our website: OrderCustomPaper.com

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