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Amy Machamer Discusses Marketing of Distinctive Products

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Total Case Duration :

  • Date Added : 4/16/2001
  • Clip Duration : 0 min. 36 sec.

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Amy Machamer

  • Co-owner, Hurd Orchards
  • female
  • Caucasian
  • Not Available
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • Video 1 of 14 in this Case
  • View All Available Videos

Biography

Susan & Amy Machamer (a mother and daughter team, respectively) and their family are owners of Hurd Orchards, a fruit grower in operation since the early 1800's.

Their product line has diversified into wholesale and retail produce, processed "jar products", a bakery, and foodservice. The term "jar products" refers to their lines of jams, jellies, brandy fruits, pickles, vinegars, chutneys, sauces, and cordials. This diversification is the result of innovation, product development, and effective niche marketing. The company has successfully differentiated their high quality products by developing their products along with their brand image.

The company shows remarkable tenacity and desire to stay true to their philosophy and mission of sustaining production of quality fruit products.

Amy: We need to present things in ways that will be even more appealing to our customers, we need to develop our ideas so that they are very, very, very specific and not generalized. We are not just jams. They are not just jam makers. They are special jams for specific reasons. We pushed those idea...(Full transcript available to logged in subscribers.).

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Amy Machamer videos

Video 1 of 14 Sue Machamer Discusses Early History of Hurd Orchards
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Sue Machamer
  • 0 min. 21 sec.
Video 2 of 14 Sue Machamer Describes Hurd Orchards' Products and Services
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Sue Machamer
  • 1 min. 12 sec.
Video 3 of 14 Amy Machamer Discusses Diversification at Hurd Orchards
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 0 min. 33 sec.
Video 4 of 14 Amy Machamer Discusses Product Innovation at Hurd Orchards
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 1 min. 8 sec.
Video 5 of 14 Amy Machamer Discusses Product Development Processes at Hurd Orchards
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 1 min. 13 sec.
Video 6 of 14 Amy Machamer Discusses Marketing of Distinctive Products
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 0 min. 36 sec.
Video 7 of 14 Sue Machamer Shares Examples of Distinctive Product Lines at Hurd Orchards
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Sue Machamer
  • 1 min. 0 sec.
Video 8 of 14 Amy Machamer Discusses Contrasts Between Product Differentiation and Being a Low Cost Provider
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 1 min. 31 sec.
Video 9 of 14 Amy Machamer Discusses Importance of Incorporating Company Philosophy into Products
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 0 min. 21 sec.
Video 10 of 14 Amy Machamer Explains Target Customers' Buying Preferences
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 1 min. 11 sec.
Video 11 of 14 Amy Machamer Shares Thoughts on Market Research
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 1 min. 18 sec.
Video 12 of 14 Amy Machamer States Business Planning Process Can Be Daunting But Ends Up Being Practical And Helpful
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 1 min. 16 sec.
Video 13 of 14 Amy Machamer Discusses Challenge of Completing the Business Plan Process
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 1 min. 30 sec.
Video 14 of 14 The Machamers Discuss Rewards of Tenacity at Hurd Orchards
  • Amy & Susan Machamer - Interview - Hurd Orchards
  • 4/16/2001
  • Amy Machamer
  • 0 min. 52 sec.

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