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Wiikano Orchards Case Solution

Solution Id Length Case Author Case Publisher
1732 1027 Words (5 Pages) Benson P. Shapiro, Katherine B. Hartman Harvard Business School : 918517
This solution includes: A Word File A Word File

The competitive advantages of Wiikano Orchards included firstly it was producing apple juice from freshly pressed apples, without added preservatives. Moreover, other apple juice brands were using apple concentrates to produce their juices and essentially did not produce an all-natural juice like Wiikano Orchards. Furthermore, Wiikano Orchards had high-density orchards which meant high quality fruit, lesser time in production and prompt return on investment. Moreover, grocery stores and wholesalers/retailers preferred stocking their brand due to lower minimum order number than other brands. Moreover, a lower price point was encouraging consumers to buy the brand and prefer it over others.

Following questions are answered in this case study solution

  1. What are the competitive advantages of Wiikano Orchards?

  2. What are the serious issues related to the company? What are the serious issues related to the market conditions?

  3. To what extent do you believe the proposal further builds the competitive advantages you identified in question 1 and solves the issues you identified in question 2?

  4. How should the proposal be modified to more effectively solve Wiikano Orchards’ problems?

Case Analysis for Wiikano Orchards Case Solution

2. What are the serious issues related to the company? What are the serious issues related to the market conditions?

Serious issues related to the company include, little or no investment in consumer promotions and marketing, was being done. The brand label and packaging was outdated, cheap and unattractive. It was only selling through small wholesalers, who then sold to separate retailers. Wholesalers and retailers offered discounts which meant overall lower revenue and profit for the company. Furthermore, the company was not using the product benefits to its advantage, the fact that it was selling an all-natural juice, made with freshly pressed apples, instead of apple concentrate like its competitors, it could sell it juice at a premium; however it was currently being sold as a low priced product. Moreover, there was no brand loyalty; in fact, consumers were purchasing the brand due to its low price. The problems of the market included the declining trend in the consumption of juices. This was because consumers were becoming more health conscious and did not prefer sugary juices. Moreover, the younger consumer profile preferred fruits and vegetable blends which were considered better tasting and healthier, as opposed to single fruit juices. 

3. To what extent do you believe the proposal further builds the competitive advantages you identified in question 1 and solves the issues you identified in question 2?

The proposal suggested by Tahki would highlight the competitive advantages of the company and help to solve its issues. Firstly, the revamping of the brand, with a new brand name Nepi Orchards, with a changed and attractive packaging will help to build brand perception, and it can be positioned as a premium product in the minds of the consumers (Kim & Lim, 2019). The digital marketing would help to attract the younger consumer base, and this could be a good platform to establish the brand benefits, the freshness of the juice and the possible positive effects on the health of consumers. As it was seen the market was changing and moving towards a healthier approach and consumers were shying away from sugary drinks, this would be an excellent opportunity for the company to establish how it was the exact opposite – being healthy and nutritious. Moreover, information on the company website regarding the history, production process and food safety would help to create transparency and develop a trust factor in consumers (Chaudhuri & Holbrook, 2001). Consumer promotions in the form of redeemable coupons would encourage sales. Moreover, interactive content such as recipe submissions, "Ask the Orchard", blogs, games and competitions could all add to the story of the brand, make it more interesting, as currently, it did not excite the consumer, and they were mainly purchasing it for the low price or out of habit and convenience. 

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