Case Study

Joe and Bill are two enterprising millennials. They thought instead of getting an office job, they will launch fresh vegetables in Philippine markets. Having learnt of the future conventional foods, they decided to venture into the cultivation of mushrooms.

Mushrooms are known to be the best alternative food for vegetarians. For Joe and Bill's fundraising was a serious handicap for mass production. They were happy when the first trial batch of mushrooms that they produced was bought by a Five Star Hotel in Makati.

Further, the hotel placed orders for supply of 20 kgs every day. Now the mushroom industry is run by small entrepreneurs, like Joe and Bill.

Another big player a company named Great Mushrooms does business all over Philippines and China markets. The company is equipped with cold storage facility was more interested in the export market.

Now, Joe and Bill have set their sights high to try a bigger market. They aim to sell mushrooms in a big way all over the Philippines. Mushrooms have a great market potential but is a perishable food.

Answer the following questions based on the above case study:

A. How will you advise Joe and Bill, as how to increase the consumer

awareness about this new food?

B. What would be your suggestions for distribution channel for mushrooms?