I. POINT OF VIEW

A. Profile of the company

Sunkist Growers, Inc., a membership corporation, acts as an agent for the marketing of member fruits. The company’s primary activities include the administration of fresh fruit sales; and the processing and sale of fruit products worldwide

Management Team

Mr. Russell L. Hanlin

Chief Executive Officer and President

Mr. Richard G. French

Chief Financial Officer and Vice President

Charles L. Woltmann

Senior Vice President of Law and General Counsel

Mr. Russell L. Hanlin Sr.

President Emeritus

Mr. Timothy J. Lindgren

President Emeritus

Organizational Structure

B. Situational analysis

II. COMPANY HISTORY

A. Brief introduction of the company

About us:

Sunkist is a not-for-profit marketing cooperative entirely owned by and operated for the California and Arizona citrus growers who make up its membership. When buying Sunkist® fruit, consumers are not only getting the Sunkist quality that they know and expect, but they’re also supporting family farmers, which we feel is a worthy cause to lend your taste buds to.

Values:

Across the sunny citrus groves of California and Arizona, the Sunkist cooperative reflects the values of its 120-year history: family-owned farms, traditional growing practices, stewardship of natural resources, and a dedication to innovation.

Founded on the principle that we are stronger together, our growers – large and small – work to offer quality, fresh citrus that consumers enjoy worldwide.

B. Assumption of the case

Sunkist has a greater flexibility than its competitors

Produce Citrus products that are prevention for scurvy disease

Net exporter of citrus

Trademark since 1909

Exporter to Canada, China, Hongkong, Malaysia, Japan and

South Korea

Largest producer of grapefruit.

Educating growers on what varieties and production practices.

Co-marketing with these ff. companies Jelly belly, General Mills,

Cadbury Schwedd, Morinaga Milk(Japan), Wafer(Middle east)

and Hai Tai(Korea).

World Longest growing season.

Supplying high quality of products.

Well-known brand.

III. PROBLEM ANALYSIS

A. Problem definition

We found out that the Sunkist cooperative has a poor competitive marketing strategy.

B. Fishbone diagram

IV. ALTERNATIVE CAUSE OF ACTION (A.C.A)

A.C.A.#1 Members become competitor

Action:

A.C.A.#2 Increase of new competitorsAction

A.C.A.#3 Lack/poor of storage facilities

Action

A.C.A.#4 Mismatch between climate and varieties

Action

A.C.A #5 Crops diseasesAction: Conduct researchers’ biologist and buy fertilizer that will

Kill the Phytophtoria fungi. Costly

V. RECOMMENDATIONS:

VI. IMPLEMENTATIONS: