MENA
- DAP Fertilisers Manufacturing Plant
- State Company for Fertilisers Industry
- Khour Al – Zubair Basra
- Iraq
- +964 7801999922
Case Study 3: AAA Holding Group’s Successful Export of UK-Manufactured NPK Fertiliser to Turkey (2022)
01 Sep 2023
Background: AAA Holding Group, a leading British fertilizer manufacturer, identified an emerging demand in Turkey for high-grade NPK fertilizer. With Turkey’s agricultural sector flourishing, there was a need for advanced fertilizers to enhance both yield and quality.
Objective: Establish a robust supply chain to export UK-manufactured NPK fertiliser to Turkey, aiming to capture a significant market share within one year.
Strategy:
1. Market Analysis: Conducted comprehensive research on Turkish agriculture, pinpointing the primary crops and understanding their fertilizer requirements.
2. British Manufacturing Excellence: Capitalized on the reputation of British manufacturing standards to produce a superior NPK blend.
3. Logistics and Shipping: Partnered with reliable logistics firms to ensure timely and safe delivery from the UK to Turkey.
4. Customization: Crafted a NPK blend specific to the soil and crop requirements of Turkey.
5. Price Point: While ensuring the product reflected its premium UK origin, pricing was set
to be competitive in the Turkish market.
6. Educational Outreach: Organized workshops and demos in Turkey to showcase the
benefits of the UK-manufactured NPK blend.
Implementation:
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Set up a dedicated manufacturing line in the UK for the Turkish market.
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Ensured strict quality controls in line with both British standards and Turkish agricultural
needs.
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Collaborated with leading shipping companies to optimize export routes and reduce shipping times.
Results after One Year:
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AAA Holding Group secured a 18% market share of the NPK segment in Turkey.
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Witnessed a 28% increase in sales, making Turkey one of their most successful markets.
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Feedback from Turkish farmers indicated an average 14% increase in crop yields using
AAA’s NPK fertilizer.
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Established a strong brand presence and loyalty in the Turkish agricultural community.
Challenges:
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Navigating the complexities of international shipping and customs.
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Addressing concerns about importing fertilizers post-Brexit.
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Overcoming skepticism from farmers used to local or closer regional products.
