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Selected Case

published: 01 Apr 2003

Abstract:
APL (Australian Pork Limited) is a not-for-profit company focused on securing a profitable future for the Australian Pork Industry through R&D and export development. The case describes the March 2000 introduction of Airpork chilled Australian pork that is air-freighted into Singapore daily, following the outbreak of the Nipah virus and foot-and-mouth disease in neighboring Malaysia (which supplied most of Singapore’s pork requirements). The timing of the case is a year after the launch of the product. The top management are involved in rationalizing the performance of Airpork over the year and developing its future strategy.

Pedagogical Objectives:
The case has been used in the core Marketing Management for MBA students as well as in elective courses with MBA students and with senior executives. It gives students an opportunity to view the complexities of new product/brand development and brand management. Additionally, Airpork allows examination of these issues in a crisis environment. Obviously, Airpork is useful in examining branding/new product situations within an Asian context. It also serves as a good case for highlighting the possibilities of branding in the context of commodity-type markets.

Keywords:
New Product Introduction, Brand Management, Crisis Management, Export Marketing, Product Positioning


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