My submission
Instructions for submission Pick a product or brand of your choice that is sold in your geograph ical location. From an
examination of any
... [Show More] marketing medium (such as advertising, packagingthe 4P’s of marketing, construct a value proposition for the product or br, or website) and reflecting on and. Conduct substantial research on the product or brand in order to get a good understandiand where it is heading. ng of how the brand has evolved
Submit a 2-3 page paper, (independent of the title page and refNew Roman font which is no greater than 12 points in size. Be sure to cierence page) double-spaced in Times te any sources in APA Format. Conduct substantial research on the product or brand in ordeof how the brand has evolved and where it is heading. r to get a good understanding
The company was first established in 1992, namely PT Nusantara Tropical Farm (NTF) was originally named PT Nusantara Tropical Fruit. PT NTF is a joint venture between Gunung Sewu Group (Indonesia) and Del Monte Produce from the Philippines ("Dulu Dimiliki Asing, Kini Produsen Buah Sunpride 100% Milik Perusahaan Lokal", 2015). At that time, horticultural companies rarely planted fruit on an industrial scale. The company started by planting around 2,000 hectares of banana in Lampung Province, Sumatera (Indonesia). After running for two years, PT NTF started exporting banana to Japan and Hong Kong. However, the farm have been attacked by a disease, which is called Banana Fusarium Wilt disease (Banirestu, 2012). The occurrence of Fusarium disease at that time was not only in Indonesia, but also in Taiwan and Malaysia (Altendorf, 2019).
Fusarium is a type of fungal disease that firstly infects the soil (soil-borne disease), and then the leaves are attacked. The banana leaves will turn black and the disease will spread to other plants. If affected by the disease, one contaminated farm area may not be planted and should remain inactive for a period of 2-3 years (Arie, 2019).
The whole farm was damaged. Out of 2,000 hectares planted, only 300-400 hectares remain. Given the fact that only 20% of plants still survive, it was no longer feasible to export. For instance exports to Japan, the standards are strict. Finally, Del Monte sold its shares to the Gunung Sewu Group. In 1996 the company (Gunung Sewu Group) acquired 100% of PT NTF shares. PT NTF could not export bananas anymore, and the company still have to survive. Therefore, the company started to focus on Indonesian market. The company started to build the brand “Sunpride” to sell the banana from 300-400 hectares active farm [Show Less]