Mutiny in the Marketing of Avola

Abstract

The case discusses an international company dealing in fresh organic products. The case highlights a potential marketing dilemma faced by the company named Avola in Kazakhstan. The case takes its readers to discuss and debate on an issue of contemporary nature underlining the need for business to shift conventional marketing channels to digital mediums for better customer attraction and competition in the 21st century. Synopsis Avola, an organic food business called meeting on the 3rd of January 2019 to discuss what the company did and how it performed in the last four quarters of 2018. The meeting in the central country office in NurSultan discussed shocking declined sales figures, which pushed the entire company to realize the high time for responsive action. The members of the meeting recognized that the business has failed to attract new sales, which raised concerns on the effectiveness of the current marketing strategy and approach of Avola in Kazakhstan. Avola Avola is an organic food business operating in eleven countries, including Kazakhstan. The company is engaged in business activity in the country since 2006 when it established its first business unit in Nur-