Calgene Case Study on how to change customer perceptions

     CONSUMER BEHAVIOUR ASSIGNMENT     CALGENE CASE: STRATEGY TO CHANGE information                                                                                                                             INTRODUCTION Tomatoes atomic number 18 on-line(prenominal)ly a trade good product. Calgene is trying to subscribe to in differentiation in a commodity technicalise through a differentiated product apply ancestral modification methods. Calgene int residualed to market the genetically delineate 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 gather 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 genetically altered foods fit into the United States regulatory scheme. The FLAVR SAVR composition reveals how tight it notify be to bring genetically engineered products to market, how objections with bittie or no scientific merit can enchant the outcome, and how primary(prenominal) 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 conkables and fruits ar not commercially cultivated but for the local market, yet are intended for shipping everyplace long distances to nation-wide and external markets. ·         Ripe fruits and ve besotables commit soft skins and can easily be damaged during treatment and processing. They can also rot in the time taken to ship and get them to the shops. ·         In order to ensure easier handling and l onger shelf-life, vegetables and fruits are ! 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 requisite to get a full essay, order it on our website: OrderCustomPaper.com

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