Final Master Class Flower Export to be held in Addis Ababa

Home / ProVerde projects / Final Master Class Flower Export to be held in Addis Ababa

On Thursday 3 and Friday 4 December, the fourth and final Master Class Flower Export 2009 will be held in the Global Hotel in Addis Ababa, Ethiopia.

During the training, participants will finalise their work on their individual Export Marketing Plan (the last segments being the action plan and management responsibilities). We will also look into a number of internal communication related subjects like vertical and horizontals communication lines in the farm and change management.

A full block will be used to look into the subject “How to choose the right varieties”. An average rose plant economically produces flowers for about 3 to 5 years. Then the mother plant will be uprooted and replaced. Choosing varieties is one of the critical strategic choices a (rose) grower has to make. The choice depends both on production and market criteria and should be in line with the overall identified marketing strategy. During the training session, important criteria for variety selection are discussed (production vs. market issues). Participants are shown how Product Life Cycle (PLC) analysis can be used as a tool to assist them in choosing the right variety. A number of case studies have been prepared to bring the theory of PLC analysis into practice.