3.The case is “Wiikano Orchards.” https://www.hbs.edu/faculty/Pages/item.aspx?num=54173(Links to an external site.) Each student is required to include the case components outlined below in a...

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  1. 3.The case is “Wiikano Orchards.”



https://www.hbs.edu/faculty/Pages/item.aspx?num=54173(Links to an external site.)





  1. Each student is required to include the case components outlined below in a PowerPoint Presentation Deck:



  1. Title Page

  2. Executive Summary (problem, context, solutionnot a paper “roadmap”)

  3. Problem/Issue Statement (2 – 3 sentences max; students may use the one from class)

  4. Situational Analysis (including financial analysis
    if
    applicable)

  5. 2-3 Realistic Alternatives

  6. Evaluation Criteria (specific to company;
    not
    generic)

  7. Evaluation of Alternatives (for the rejected approaches: Describe proposed solution briefly, provide a rationale for its consideration using facts from situational analysis and explain why you are discarding this as your final recommendation.)

  8. Recommendation (provide rationale)

  9. Action Plan (can be a timeline, but do
    not
    repeat content from the Recommendation section)

  10. References (students may use any citation style of their choice – e.g., APA, MLA, Chicago, etc.)




  1. PowerPoint Format Details:



  • Do not overcrowd your slides.

  • Use the notes section as the space to list your talking points in bullet form. This is mandatory.

  • Each bullet is to be a concise articulation of the key points you would mention if giving this assignment as a 7 – 10-minute presentation to “your boss” (the average length of “stellar” presentations according to various industry experts). Think of your boss as having a sociocultural academic background or at the very least open to creative presentations.

  • Donotuse the notes section to include “Business 101” or other “filler” type information.

  • There is no minimum number of slides, but maximum number is20 slides.

  • Do not spend time creating “clever/pretty” slide backgrounds; the emphasis is to be placed on the quality of your content.




  1. One-Page Memo Details:


Students are required to hand in a 1 page, 12-point font, memo that contains the following information:



  1. Idea Summary: What are you proposing? (One sentence)

  2. Perspective: A situation summary that presents facts, trends, issues

  3. How It Works: Explain the details of your proposal. (Answer the basic How, What, Who, When, Where questions)

  4. Key Benefits: Why? (Three benefits – strategic, proven, profitable)

  5. Next Steps: What should be done and who does it when





Answered Same DayOct 25, 2021

Answer To: 3.The case is “Wiikano Orchards.” https://www.hbs.edu/faculty/Pages/item.aspx?num=54173(Links to an...

Dilpreet answered on Oct 26 2021
142 Votes
Running Head: Wiikano Orchards         1
Wiikano Orchards         2
WIIKANO ORCHARDS
Executive Summary
    Wiikano Orchards is a family owned business making its presence being felt since 1928. Though Wiikano has been selling fresh pressed apple juice for many decades now under the brand name of Tuwa, the business is now witnessing downfall and losses. Therefore, it has become essential for Wiikano Orchards to overcome the existing situation by rebranding the apple juice being sold by Wiikano, by raising the prices of the juice or by p
romoting the brand altogether with a new outlook. The apple industry in United States is a flourishing one therefore coming up with the right segmentation, targeting and positioning strategies can help this family owned business over the losses being incurred. In addition to this, coming up with exceptional promotion strategies will help to create brand image and recognition for Wiikano Orchard and therefore, helping to withstand the competition as well.
Problem Statement
    Wiikano Orchards is unable to decide on the marketing strategies that can help the business revive. The proposal of Tahki, an intern to rebrand Tuwa received mixed reactions and therefore making the management of Wiikano Orchards to think of alternative marketing strategies that can help Wiikano Orchards to overcome losses.
Notes: The major problem being faced by Wiikano Orchards is that the family owned business is losing its share of the apple juice market owing to its traditional marketing strategies including branding, packaging and promotion and therefore, the business has been losing its market to the competitors. A marketing intern Tahki came up with a proposal to rename Tuwa to Nepi Orchards, which received mixed reactions from the management as this could have been a risky move. Though this suggestion was not approved by the management, a strong need for digital marketing and promotion was felt making the management think of the alternatives that can help Tuwa to revive in the competitive market.
Situational Analysis
The Business Environment
· A sharp fall in the demand of apple juice, brand loyalty and increasing imports have created much competition in the apple juice industry of US.
· Variations of items on the shelves of the food markets has gone up considerably.
· Willingness of the buyers to pay for the apples fluctuates many times a day.
· Major retailers tend to purchase from large scale operations that are capable of providing consistent supplies throughout the year.
Notes: The business environment and the industry, in which Wiikano Orchards operates has been undergoing a number of changes over a short period. A sharp fall in the demand of apple juice, brand loyalty and increasing imports has been observed in the apple juice industry of US. The competition is rising exponentially and the situation seems to worsen as variety of items have been crowding the shelves of supermarkets (Priyadarshini & Priyadarshini, 2018). Low prices for the produce is another important aspect of the business environment. In addition to this, major retailers tend to purchase from large scale operations that are capable of providing consistent supplies throughout the year.
The Consumers
· The buying behaviour of the consumers have changed over a decade and consumption of juice has decreased
· Increasing health consciousness among the consumers is one of the primary reasons for avoiding juices with added sugar.
· The customers in the younger age segment are more inclined towards innovative yet nutritional blends rather than going for traditional juices.
· 46% of the consumers buy juices for health benefits and 54% of the customers buy juices comparing the prices.
Notes: A change in the buying behaviour and attitude of the consumers was observed over a decade (2004-2014). Modern day consumers started to avoid fruit juices due to increasing health consciousness among the consumers and their willingness to avoid drinks with added sugars. Moreover, taste preferences of the customers in younger years are more inclined towards innovative yet nutritional blends rather than going for traditional juices. Additionally, the buying behaviour and attitudes of the consumers can be analysed through a survey of 500 midwestern shopper, which highlighted that 46% of the consumers buy juices for health benefits and 54% of the customers buy juices comparing the prices.
The Competitors
· Increase in product variety and branding has changed the competition landscape for Wiikano Orchards.
· Competition can be observed from private-label brands (35%), national brands (35%) and other brands (30%).
· Some of the top competitors are Juicy Juice, Mott’s. Tropicana and Minute Maid.
Notes: A wide of range of available products and branding are two of the major aspects, which have changed the competition landscape for apple producers like Wiikano Orchards. This brand has been experiencing a tough competition from private-label brands (35%), national brands (35%) and other brands (30%). Some of the top competitors of Wiikano Orchards have been identified as Juicy Juice, Mott’s. Tropicana and Minute Maid. Competition has been changing the face of the face of the fruit juice industry (Heng, House & Kim, 2018).
Financial...
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