Concordia students marketed beef this summer for a Kazakhstan cattle operation. Emily Royer ’14 and Chris Haugdahl ’15 traveled to Kazakhstan, a country in central Asia, to implement a marketing plan they created in an international marketing course.
As part of the course, students were assigned to create marketing plans for real international companies. Five of the students worked on a plan for KazBeef, a company in Kazakhstan that began flying North Dakota cattle to that country four years ago to jump-start its operation.
After doing extensive research on the company and on the U.S. beef industry, the students presented their plan to KazBeef executives who thought the plan seemed promising. The company paid for Royer and Haugdahl to travel to Kazakhstan for plan implementation.
“This was as real world as it’s going to get,” says assistant professor of marketing Susan Geib, who taught the course.
In addition to their work at KazBeef, the students participated in three weeks of language and culture education through the American Councils’ Energy in Central Asia Program.
“I was excited to experience the new culture of Kazakhstan,” says Haugdahl.
Haugdahl and Royer say the key groups they wanted to work with are restaurants and grocery stores. The students believed the first order of business was getting out facts about beef to the people of Kazakhstan because many are suspect of current sanitation and processing standards.
“We know education was a big part of what we did,” says Royer.
Among other activities, the students met with several restaurant and hotel managers and hosted tasting parties for KazBeef.