Students on immersive work placement scheme offer fresh ideas on how to sell apples in export markets
South African apple and pear supplier has been selected to host a delegation of students from a branch of Harvard Business School based in Somerset West, in the Western Cape region.
The visit formed part of what’s known as an Immersive Field Course, in-depth placements which offer MBA students real-world business experience.
In this instance, the students worked to identify an optimal strategy to launch a new, premium apple variety in the UK – with a focus on establishing a strong market position while also maximising profitability and a sustainable margin for producers.
“Understanding consumer preferences, pricing, and distribution dynamics are invaluable when introducing premium apples to the UK market and building a brand that consumers can trust and love,” said Roelf Pienaar, managing director of Tru-Cape.
The students’ recommendations included:
- Influencer-led storytelling
- Targeting high-frequency, health-orientated online shoppers
- Innovative packaging solutions
- Expanding the customer base
- Increasing brand awareness
- Creating a halo effect through luxury gifting
- Capitalising on a promising demographic shift that includes health-conscious male shoppers
Henk Griessel, Tru-Cape’s quality assurance manager, said the collaboration was highly beneficial: “It pushed us to think differently about the entire process and challenged us to improve the way we work.”
