Strategic Analysis Essay

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Strategic Plan Analysis Paper Sunkist is a leading international citrus supplier, but what you might not know is that they do not own a single citrus grove, and although they are a billion dollar a year organization, you cannot buy stock-because there is none. Sunkist is a cooperative not-for-profit company with over 6,000 citrus grower members from California and Arizona and has joined forces to produce the high-quality Sunkist fruit you have come to know and love. Sunkist is one of the 10 largest marketing cooperatives in America and the largest marketing cooperative in the world's fruit and vegetable industry. In competitive international market today, an independent grower stands alone against the competition. As a member…show more content…
Sunkist growers and packers have worked hard to help fulfill the orders for this very important segment of their business. After noticing increasing numbers of Mexican lemons coming in from groves planted for Coca Cola, Sunkist needs to be proactive with regards to this product and has been working with shippers on new strategies.
Opportunity
Packaging is an indispensable selling tool today. It allows Sunkist to communicate quality and value to its customers and clients by providing solutions to their changing needs in transportation, displays, merchandising and new technologies. Many new packaging concepts under development and are built upon the successes of prior years. The poly bag, printed with the vintage Sunkist crate label, proved so successful in marketing Valencias that this winter Sunkist developed two new holiday bags, featuring a Sunkist snowman and Santa Claus, to sell navels.
Threats
Sunkist is seeing slowdowns in foodservice, retail, club store and wholesale markets. The sales force is working hard on post New Year holiday ads, most focusing on multi-varietal offerings. Sunkist should see volume build early as the eating quality of the crop is weeks ahead

of schedule. Sunkist is also working to make sure the domestic pull lines up with the anticipated Chinese New Year's export shipments.
Trends
Sunkist, in partnership with the Culinary Institute of America (CIA)

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