7.2.4 Launch

The equivalent of the launch for this case study was a combination: of presentations of results and conclusions, of publicity, and of consequent action by officials and by the various elements of the mango trade.

The first presentation was to the Mango Round Table, on which were experts from the Thai Departments of Agriculture and Agriculture Extension, from Kasetsart University, from large mango orchard owners, and from exporters.

After the presentation, and based on the results of the study, the Mango Round Table made the selection of two varieties for the top markets, and allowed one other variety with selected grades only. Subsequently the work was presented to the public, including media and other exporters and orchardists, and it led also to the formation of the Mango Growing Association of Thailand. Other meetings were called, at which planning was started for extension of the areas of production and for continuation of the research. So this product development has injected a new dimension into the mango export programme for Thailand.

Think Break 1. Many product development programmes are conducted, sometimes     with successful outcomes, using little or no consumer research. They     rely instead on historical data and expertise and experts, to provide     market predictions. Review the case for and against this approach. 2. One of the problems in consumer research for the food industry is to     secure a true 'population' sample. In this case some use was made of     expatriates and tourists rather than home residents for the sampling.     To what extent might this make the results skewed in some way and     less valid? 3. Producers of raw materials, and in particular agricultural raw materials,     have some special difficulties with new product development. To what     extent do you feel that their needs can be fitted by a standardised PD     Process, and to what extent might it be better for them either to have a     standard process of their own, or to set up ad hoc processes with each     particular situation? 4. This and many other consumer surveys reveal cultural differences, which     should be taken into account in the PD Processas they may influence     the success of the outcomes. Reflect on whether cultural differences     should, or need to, influence the management of product development,     and if so in what aspects?