CASE STUDY: KURUKAHVECI MEHMET EFENDI Established in 1871 in Fminiol lashed by Ming Find a young 25-year old entrepreneur, Kuniuhwed Mcbain Blond started as a local coffee master and grow in home or quality coffee, be in Turkish coffee, filur coffee or my After Mehmel Elendi's North in 1931, the firmly In passed to his three son. The family boomdy "Kurukaliveci" as their last maine in 1914. Panibundy by the innovation and product development side of the the Kunlubic family merlooked the importance manboring the competitive sumandings, mariot dye the purchasing behaving and comjumption Likes of cade With competition indemnifying and conditon hating banit in veruca and product mix, Kurdishveci Mehmed FledTo itself struggling to maintain its sales and shoe despiteto growth of the Turkish coffee market locally or onmen To remedy this sitution, managerout walid he foul in reliable marked information as s basis upon which u hike their new competitive sindery: According to Marketing Mang Hasan Kot, "a valuable decision minement took which had major implications on our decision-mul webwenbing regiduly to the collie andcary of the A. C. Micdamn Retail Audit. The roast mocked lage sodom Kurubabeed Michniet Blends's diumbution and coverage. It also shed light on the presence and maje player in the calegary acro & fencal papa region and trade channch with in bow adju of that a huge tovestment in human capital, vim, and worked was required, which would not be resemuhle bar sachal product portfolio, In 2010 a strategic dcondon can make Me outsource the distribution ppantion to a specialined mint dotributer that can cure a proper Tiekish marked procive for Kurukalooci Mehmet Efendi products Change was not limited to the dadriation money Ming also decided to revise all its marketing min clone, cluding product packaging, pricing, and com Karkabvici noted that the cuntcan was led by a trim of professionals from leading regiond research houses sis initiated tikes-made studies of the cuisting market coeds breads and techniques in packaging, pricing and communication, and to suggest recommendations for the bench ling." This undertaking resulted in the architecture of the Mehmet Efendi brand being chimped with coloroudog to emphasize the heritage, and in repositioning the bond s intovative packaging and a creative bout loomed a pricing, and distribution watrgics. The right position key to the success of every heand " said Abdullah Kmart General Manager Management also focused on export markets, Mricto reports by Euromonitor provided whable imightabout country indicators as well as specific market indec to collect wich an volume, value, trends cinema butt, and competition In addition to field whit by mebingodug managenicol, the management used that information to idealy promising regional and world markets and to decide boat penetrate these policetial markices handles all the export markets, focusing on moving be Com Asia (Kazakhstan, Kirginton, Amtwin, and Turkmechanism well in the Gulf countries in the Millie Bam, North African Europe, and the America. "Market intelligence and research can never be Hoffs nocomic Kurukalveci, owner and major shareholder of Koandalso Mehmet Efendi QUESTIONS 1) From the concepts prowmind in thee chapion atlong? to drain the problem, decision aliemilives, and research ilyousnen thood by Kurubahooci Mehmet Flinch's min 21 Identify the sources of secondary data that Kuralived Mehmet Efendi utilized How wate these sowers helpterr 30 If Karkahveci Mehmet Efendi wi in poker primary dia which newarch approach would you rocominand" 4 Comment on and discuss Cen Kunibairacismmat for "Market intelligence and research can never be Illino accents yet it is highly insightful and calichicning."