Wiikano case study

The firm is therefore struggling to make sales mainly due to the competition form the companies that offer the alternative products. A proposal was given to the president and the board to make a determination on what needs to be adjusted. An analysis was conducted on the current position of the company and a recommendation on what needs to be done by the board of directors and the president Wiikano Case study Contents Executive summary 2 Introduction 4 Literature review 4 Safety issues associated with Consumption of apple juice 5 The decline in profit and revenue 6 Situation Analysis 6 Analysis of the industry 6 Analysis of the Environment 7 The firm Analysis 8 The Marketing Strategy 9 Analysis of the Proposal 9 The link between analysis and recommendation and case facts 11 Conclusion 12 References 13 Introduction The Company Wiikano orchards are owned by the Yazzie family.

It mainly deals with the production of Apples across the United States of America with its headquarters based in Ohio Valley. Most of the fruits that are produced by the company mainly consumed without processing while a small percentage is taken up by the processing industry and used in the making of apple sauce, juice and cider. The reasons behind the reduction in the number of sales realized are attributed to factors such as health precautions taken by individuals as scientists make discoveries every day. As a result, Wiikano Orchards had to figure out the survival mechanisms in the industry and a way to recover the loses made, alongside the main goal of profit realization and maximization. Safety issues associated with Consumption of apple juice The Food and Drug Administration (FDA) demanded that the manufacturers of unpasteurized apple juice have the mandate of warning customers that the juice they produce is likely to contain bacteria which might be harmful to children, the elderly and the pregnant women.

FDA fronted that the production and selling of unpasteurized apple juice put the consumers at the risk of getting associated with Escherichia coli O157:H7 bacteria (Jackson-Davis et al, 2018, 213). The bacteria had previously killed and sickened people (for instance a child in 1996) in different states. The decline in the customer base often led to the decline in the revenue and the realization of a loss. The decline in profit and revenue Wiikano Orchards originally started as a fresh apple and value-added product dealer through a small market and an online store. The progress made was commendable and the company grew at an alarming rate until the company started the production of juice. Its marketing mix abilities led to its rise and consumers developed confidence alongside customer base expansion.

The management was brilliant and everything went as was planned. There are different brands, some that are well established in the production and the selling of the apple products and hence the competition is very high. There are other companies that are offering the alternatives for the apple juice making the competition to be stiffer. Some of the renowned companies that are in competition with Wiikano are Old Orchard, Minute maid and Tropicana. The competitive advantage of a company in the industry is determined by their financial base, the number of retailers in a location and the population density in the areas that it is widely accepted. There are foreign brands that majorly focus on the importation of products into the country that have o a threat to the growth and improvement of the company’s market base.

There are laws that can be implemented to control the fruit industry and harm the future of the companies involved. Currently the primary threats to the industry are on the stiff competition from the companies that offers the alternatives. The firm Analysis Wiikano mission is to become the leading company in the production and the selling of apple products in the US. It currently boasts of the immense experience gained over the years as it is one of the oldest companies in the industry that are running. It therefore has the necessary knowledge on how to conduct its activities. When the strategy is applied effectively the Company will benefit from the increased market base. Analysis of the Proposal Wiinko Orchards Company like any other company dealing with the production and marketing of farm products experiences key internal issues which contribute to the daily running of the company.

In relation to the proposal, the factors range from the company's strengths which help in maintaining relevance in the market, weaknesses, the available opportunities and the threats to the company. The production and sale of the apple fruits and other related products from apple fruit grounded on the proposals will take a different course. The direction will be influenced by the roles which these internal factors will play in realizing the objectives of the company. The higher cost for maintaining contact with their customers may hard to raise considering the situation of the company and functionality of the proposal is questionable. The proposal opens the factor of opportunity to the company creating more chances and possibility to have more consumers been loyal to the products.

The act of establishing a new brand with high quality may open-up the apple products to new and even wider market which the company might target. The digital market may create a platform to attract and win more loyal customers to the company products which might raise the number of sales thus more profit. In relation to the proposal, there are threats which the company is exposed to which will pose a challenge to the normal running of the company. Wiikano Orchards was able to persevere and survive during the hard season and hence should take advantage of its peak and enhance promotion of the brand. One of the best ways to advertise products is through online channels such as social media and google ads.

The company should spend a considerable amount of time sending a positive image to the consumers to ensure they get the new image of the company. It is hard to convince everyone at the same time but since online channels have a large number of users, the company ought to take advantage of the same. Due to the challenges encountered, it is expected that the competitive rivalry will be high. Producing in favor of the consumer calls for an assessment of the needs of the market and the propensity of the consumers to purchase the same product. The distributors should ensure that the products are distributed effectively and at no point shall a customer fail to buy due to inadequate distribution.