This case study presents Wiikano Orchards which is headquartered in the Ohio River valley. It is a family-owned business and operates an orchard that spread across 1200 acres and primarily deals with apple. It has its own facility that is responsible for producing apple juice. This orchard, owned by the Yazzie family since 1928, is now facing a problem on the decreasing demand for its products which greatly affects its revenues. It plans to come up with a proposal to look into whether there is a need for rebranding and price changes to solve this problem.
Benson P. Shapiro; Katherine B. Hartman
Harvard Business Review (918517-PDF-ENG)
March 06, 2018
Case questions answered:
- Describe the farming and juice production industries and briefly introduce the Wiikano Orchards company business history.
- Based on a thorough reading of the case, present in a matrix style the opportunities, challenges, strengths, and weaknesses for Wiikano (SWOT analysis).
- Summarize the proposal and in light of the SWOT analysis, discuss the following:
o What are the other alternatives (proposed solutions) to overcome the losses in profits?
o Why changing the branding might not work in the current situation? How repositioning might be a better alternative to increase customers perceived value of the Tuwa product? And what positioning should be pursued?
o What promotion should Wiikano use to communicate Tuwa differentiation? (the proposal suggested digital marketing, do you think this is a feasible investment? Explain.
- Reflect on the importance of understanding customers and the market place in achieving business objectives.
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Case answers for Wiikano Orchards
Introduction – Wiikano Orchards
The aim of the group report is to review the case study provided written by Shapiro & Katherine (2018), Wiikano Orchards. Various aspects of the article will be reviewed in terms of management to understand the reasons that the proposal formulated was effective or ineffective in nature.
President, Dena Yazzie was considering rebranding, promotions, and increasing the prices. In case the proposal presented by an intern, Takhi Yazzie who was studying at Ohio University and was conducting an internship project on branding succeeded, the return will be more than the current situation.
This case study focuses on the challenges related to product differentiation and discusses on rebranding, pricing, and marketing communication. It also highlights issues of small and medium-sized firms that are faced by owners and employing products and distribution system that is easy to understand.
The description of farming and juice production industries and Business Company will be described. The review of the case study will be conducted by analyzing the SWOT analysis of Wiikano Orchards.
Along with this, the proposal will be summarized that would yield important information such as other alternatives, branding that did not work in the current situation, the response that can be used for increasing the perceived value to customers with respect to Tuwa products and positioning that need to be pursued.
The promotion strategy that Wiikano Orchards needs to be communicated with Tuwa differentiation. This will help in understanding the case study in an effective manner and help in reviewing the strategies used by Wiikano Orchards and the changes required.
Description of farming and juice production industries
In the United States, the fruit and nut farming industry involves farming where the growth of non-citrus fruits and nuts crops occurs. In the year 2016, it was estimated that the sale had reached $ 28.7 billion where the profit was about $ 6.1 billion. In addition to this, the projected annual growth was found to be 2.7%.
Figure 1: Major fruits and nut crops in the U.S.
(Source: Shapiro & Katherine, 2018)
The juice industry was also incorporated with the citrus, non-citrus fruits, and vegetable production because the juice of these products is used and sold in the market. In the same year, the juice production had yielded approximately $12 billion in revenue with a profit of $695 million in the United States.
According to the analyst, it can be stated that there is no possibility of growth found in this industry until 2022. The dominance in this market can be seen in citrus juices, as people prefer it to any other types of juices. The market share of this industry is found to be high.
Figure 2: Production of juice in the U.S.
(Source: Shapiro & Katherine, 2018)
According to Shapiro & Katherine (2018), the juice production industry is responsible for producing various kinds of blended fruits and vegetable juices for the consumers that are in search of nutritious and tasty beverage options rather than consuming unhealthy sodas.
Thus, health-conscious consumers are having a steady drift from the consumption of traditional soda to healthy juices. In addition to this, it can be stated that fruits and vegetables are well-established and stable products that are used in all households.
There is an influx of new drinks such as energy drinks and sports drinks, which are known as functional drinks that are highly marketed in the market specifically for a younger-demographic segment and that is sustainable growth. This leads to the creation of heavy external competitors among the juice producing companies. Along with this, some of the consumers do not prefer the high sugar content that is present in the juices. The demand for conventional juices is found to be at a declining rate however, the demand for blended juice that included exotic flavors and have better nutritional values are projected to increase.
As per the Wiikano Orchards case study, it can be seen that juice is distributed and sold in the market primarily through…