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Home/Marketing/There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of.

There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of.

There are several ways in which Ecuador could hope to promote its products and increase sales. Some of the potential solutions for increasing market share in the rose market is through either pushing the customers to move up-market and buy premium roses, promoting roses as gifts on different holidays, such as Christmas, Thanksgiving, and Easter, or tapping into new markets, such as the Middle East. Each of these proposed solutions has its strengths and weaknesses.

Trying to promote Ecuador roses, which are naturally larger and more beautiful than Columbian roses, as premium products, is a viable strategy. Rich countries with a large middle-class segment are more likely to perceive Ecuador roses as superior when compared to Columbian roses. However, this strategy has two weaknesses. The first weakness is the relative inability of individual producers to influence customer behavior abroad. Ecuador’s rose industry is very decentralized, meaning that any dedicated advertising campaign would not be possible. In addition, this strategy relies on favorable external economic conditions to be successful.

Promoting rose sales on holidays not directly associated with them seems like a strategy that is unlikely to succeed. Holidays are extremely traditional celebrations, and it takes decades for any alterations to age-old traditions to take hold. This strategy would require too much effort and long-term investments to be successful, granted the limited capability of the producers to influence customers.

Lastly, there is an option of expansion into untapped markets. The Middle East can offer potential venues to increase rose sales for Ecuador. However, this venture is associated with significant risks. The Middle East is an unstable region ravaged by wars, so any successful sales would be limited to the countries of the Gulf Cooperation Council (GCC). These countries are very dependent on oil prices to succeed and thrive economically. Out of the three presented options, however, this one has the greatest chances of success.

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Academic.Tips. (2021) 'There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of'. 9 September.

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Academic.Tips. (2021, September 9). There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of. https://academic.tips/question/there-are-a-number-of-ways-ecuadoran-growers-might-increase-demand-for-their-cut-roses-among-these-are-a-to-try-to-get-more-consumers-to-move-up-market-by-buying-premium-roses-b-to-promote-more-ro/

References

Academic.Tips. 2021. "There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of." September 9, 2021. https://academic.tips/question/there-are-a-number-of-ways-ecuadoran-growers-might-increase-demand-for-their-cut-roses-among-these-are-a-to-try-to-get-more-consumers-to-move-up-market-by-buying-premium-roses-b-to-promote-more-ro/.

1. Academic.Tips. "There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of." September 9, 2021. https://academic.tips/question/there-are-a-number-of-ways-ecuadoran-growers-might-increase-demand-for-their-cut-roses-among-these-are-a-to-try-to-get-more-consumers-to-move-up-market-by-buying-premium-roses-b-to-promote-more-ro/.


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Academic.Tips. "There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of." September 9, 2021. https://academic.tips/question/there-are-a-number-of-ways-ecuadoran-growers-might-increase-demand-for-their-cut-roses-among-these-are-a-to-try-to-get-more-consumers-to-move-up-market-by-buying-premium-roses-b-to-promote-more-ro/.

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"There are a number of ways Ecuadoran growers might increase demand for their cut roses. Among these are a. to try to get more consumers to move up-market by buying premium roses, b. to promote more rose demand for a different special day (e.g., roses account for a small percentage of U.S. flower sales for Christmas/Hanukkah, Thanksgiving, and Easter/Passover), c. to promote sales in relatively untapped markets, such as the Middle East. Compare these and any other alternatives you can think of." Academic.Tips, 9 Sept. 2021, academic.tips/question/there-are-a-number-of-ways-ecuadoran-growers-might-increase-demand-for-their-cut-roses-among-these-are-a-to-try-to-get-more-consumers-to-move-up-market-by-buying-premium-roses-b-to-promote-more-ro/.

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In terms of managing customer expectations, what are the three possible outcomes that may occur when expectations are compared to actual product performance? What should marketers do to manage expectations effectively, especially when customers’ expectations are unrealistic? Should a firm attempt to delight its customers by constantly exceeding their highest expectations?
Some countries have found success by promoting the nationality of their products, such as the Juan Valdez campaign for Colombian coffee. Discuss the viability of a national campaign to promote Ecuadoran roses abroad.
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