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note: subject is marketing management and please answer should be proper and all the parts should be defined well.

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QUIZ 92 CASE STUDY WW Sajid and Waqas are two enterprising youth. They have passed out from Bahria University -i<arachi.
They thought Instead of doing a Job, they will launch fresh vegetables in Pakistan markets. Having learnt of the lfuture conventional foods. they decided to venture Into cultivation of mushrooms. Mushrooms are known to be the best alternative food for vegetarians. For Saiid and Waqas fund raising
was a serious handicap for mass production. However, the first trial batch of mushrooms that they
produced was bought by Star Hotel in Islamabad. Further. the hotel placed orders for supply of 20 kgs
every day. Now mushroom industry is run by small entrepreneurs, like Sajid and Waqas. Only one big producer
Mfs King Mushrooms. equipped with cold storage facility was only interested In the export market. Saild and Waqas have set their sights high. They aim to sell mushrooms In a very big way all over
Pakistan. They feel mushrooms have a great market potential but on the contrary they are categorized
as perishable. 9m A. How will you advise Sajid and Waoas, as how to increase the consumer awareness about this new
food? B. Develop a customer-driven strategy {Segmenting, Targeting and Positioning} for the business. C. Which market information are you in need for the strategic marketing planning, and how would you
conduct the collection of data and information? D. What will be your growth strategies to be persuade in the market? Give details and rationale behind
the strategy. E. What you suggest for Dissonance-reducing buying behaviour for this new product. F. What would be your suggestions for distribution channel for mushrooms?

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