Tru-Cape Fruit Marketing, South Africa: Managing the Export Market Diversification Challenge

Tru-Cape Fruit Marketing (Tru-Cape), South Africa’s leading apple and pear distributor, has an impressive track record since its inception in 2001, growing its turnover from $50 million USD in its first year to $135 million today. While it focuses on both domestic and international markets, Tru-Cape knew from the onset that the real growth potential lay in exports. Tru-Cape was formed through a merger of two companies already exporting to 20 countries. By 2013, exports had risen to 67 countries, demonstrating the company’s on-going commitment to market diversification. It also reflects the tenacity of management to tackle the many challenges along the way. Tru-Cape has devised a set of strategies to enable it to hold its own, but a fast-changing global environment is forcing management to take a fresh look at the company’s internationalization agenda.


Editor(s):
IFAMR, IFAMA
Issue Date:
Jul 01 2014
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN #: 1559-2448 (Other)
PURL Identifier:
http://purl.umn.edu/179599
Published in:
International Food and Agribusiness Management Review, Volume 17, Special Issue B
Page range:
193-197
Total Pages:
5
JEL Codes:
Q10
Note:
The IFAMR is published quarterly by the International Food and Agribusiness Management Association. For complete library visit: www.ifama.org
Series Statement:
Volume 17
Special Issue B




 Record created 2017-04-01, last modified 2017-08-27

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