Book Chapter
Airpork - From Zero to Hero: What Next?
in
Marketing Management: An Asian CasebookAuthors: Fionna U., Padmanabhan V. (.
Fionna U., Padmanabhan V. (. (2004). Airpork - From Zero to Hero: What Next? . In Marketing Management: An Asian Casebook (pp. 292-309). Prentice Hall.
APL (Australian Pork Limited) is a not-for-profit company focused on securing a profitable future for the Australian Pork Industry through R&D and export development. The case describes the March 2000 introduction of "Airpork" - chilled Australian pork that is air-freighted into Singapore daily, following the outbreak of the Nipah virus and foot-and-mouth disease in neighboring Malaysia (which supplied most of Singapore's pork requirements).
The timing of the case is a year after the launch of the product. The top management are involved in rationalizing the performance of Airpork over the year and developing its future strategy.
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