Business Plan

CONTENT
Product Introduction

LOGISTIC PLAN MARKETING PLAN

•Transportation •Competition
•Positioning
•Packaging
•4 “p’s” in
marketing
•Swot Analysis
Product Introductıon
•Antep pistachio is a durable hard-shelled fruit.
•It has green-like collaring inside.
•It has delicious and aromatic taste.
•It has small or medium sized grains
with limited cracking-ability.
LOGISTIC PLAN
Transportation
Alternative 1
G.Antep – Mersin = 300 EURO

Mersin – Genoa = 350 EURO

Genoa – Germany = 1500 EURO

TOTAL= 2150 EURO

8 days
 Alternative 2
G.Antep – Mersin = 300 EURO

Mersin – Hamburg = 655 EURO

TOTAL = 955 EURO

17 days
PACKAGING

60 cm

50 cm

100 cm
 PALETTE
•Euro Palette is prerequisite for transpotation
to European countries.
MARKETING PLAN
 Proportions of The Major Pistachio
Producing Countries

http://www.fao.org
Production - Consumption - Exportation Quantities
of The Major Pistachio Producing Countries

http://www.fao.org/
WHY WE HAVE CHOSEN GERMANY ?

•Germany is one of the major pistachio importers.

•Germany is at the heart of Europe.

•Turkish community in Germany.

MAIN PISTACHIO EXPORTERS TO GERMANY

• Iran 60%

• USA 22%

• Turkey 17%

• Other 1%

http://www.fao.org/
 LEADING IMPORTER COUNTRIES of
TURKISH PISTACHIOS

•Germany is the second major importer of

the Antep pistachios with 17%

http://www.fao.org/
WHAT MAKES OUR PRODUCT UNIQUE?
COLOUR
ANTEP Green

CALIFORNIA
TASTE
Non-Aromatic Aromatic

IRAN
Yellowish
 Benefits of Antep Pistachio
• 100 gr of Antep pistachio can meet % 35 part of bodie's daily protein,
vitamin, B1 and phosphorus need.

• There is no cholesterol in Antep Pistachio, besides it decreases cholesterol

level in blood. Also it decreases the risk of chronic heart disease.

• Antep Pistachio is superior to beef two times in terms of protein and four
times in terms of phosphorus.

• It is rich in vitamin E, B and C.

•How much pistachios should we eat? Pistachio nuts have a high

monounsaturated fat and protein content. Don't eat more than 30 nuts (18 g)
more than four times a week.
 SUPPLIER of ANTEP PISTACHIO

• The only supplier for Antep pistachio is an

institution called Southeastern Union.
• The union sets the prices.
 SUPPLY CHAIN
FARMERS

SOUTHEASTERN
UNION

OUR
COMPANY

WHOLESALERS

END
CONSUMER
POSITIONING
 The 4 P’s of Pistachio Market

http://www.netmba.com/marketing/mix/
 PRICE
Our Cost Pistachio Prices in German Market
•1 kg Antep pistachio cost us 2.2 Euro. •Iranian Pistachio = 0.50 – 0.70 Euro per 100 gr.

•20 tons Antep pistachio cost us 44 000 Euro. •Our Antep Pistachio = 0.80 – 1.30 Euro per 100 gr.

•Transportation cost us 955 Euro. •Californian Pistachio = 1.50 – 2.00 Euro per 100 gr.

•Predicted expences are 4000 Euro.

•Taxes are 1500 Euro.

•TOTAL COST = 50455 Euro.

•100 gr Antep pistachio cost us 0.25 Euro.

•Wholesalers make 0.30 Euro profit from our

product.
 SWOT

ANALYSIS
 STRENGTHS
• Turkey is the third largest pistachio producer country
in the world, with approximately 13%.

• The increase in production can be maintained with

SAP by better irrigation systems.
• There is no labour shortage in pistachio production,
labour fees are cheeper.
 WEAKNESSES
• The current image of Turkish pistachio is quite weak.

• The production rates are less than the productions of

Iran and USA.
• Producer organization is either lacking or very weak.

• Marketing possibilities are very low since the product

line is very limited.
 OPPORTUNITIES

• Liberalization of international commerce for the product.

• Turkey’s convenient location to Germany.

• Nut market is one of the fastest growing markets.

• Free trade opportunity with the help of EU.

 THREATS
• Consumer tastes and preferences towards processed
products are constantly changing in international markets.

• There is a strong competition among pistachio producing

countries.

• We depend on a single supplier of antep pistachio.

•There is too much bureaucracy in exporting.

THANK YOU

BÜNYAMİN GÜLER
CEM YÜCESAN
GÖRKEM ŞALLI
SERCAN SERT