Sunshine Juice
Introduction____________________________________________________________________
Cynthia Morrison, the CFO of Sunshine Juice Company, is scavenging for a perfect pricing strategy for its orange juice; however, this is not the company’s only problem. It is vital for Sunshine to define its target market before developing its marketing strategy, including the pricing strategy of the product.
In the following analysis, we will first identify the key issues that Sunshine needs to tackle. We will then evaluate the current market conditions of the manufactured juice industry, Sunshine, and its competitors. To find a suitable market match for Sunshine, we will look into the behavior and characteristics of orange juice consumers. Afterwards, we will list a series of objectives that Sunshine should achieve upon adopting our recommendations. Finally, after detailed qualitative and quantitative assessment of our recommendations, we will use one of our suggested alternatives as the basis to develop a marketing strategy for Sunshine Juice Company.
Problem Identification___________________________________________________________
Upon review of Sunshine Juice Company’s goals and history, it is clear the company is striving to accomplish a great amount in a short period of time. In order to develop the company, there are several issues it must address. The key problems identified in this case are the following: a target market must be defined, a reasonable price for the product must be determined to maximize profits, and a decision must be made regarding the plausibility of expanding the company for further growth.
The most important problem is defining a target market segment while considering company goals, capabilities, and advantages. Currently, Sunshine Juice Company is targeting multiple segments – grocery and club store shoppers – and is considering to expand to the US and elsewhere. A specific segment should be chosen in order to concentrate marketing efforts. Once a
Cynthia Morrison, the CFO of Sunshine Juice Company, is scavenging for a perfect pricing strategy for its orange juice; however, this is not the company’s only problem. It is vital for Sunshine to define its target market before developing its marketing strategy, including the pricing strategy of the product.
In the following analysis, we will first identify the key issues that Sunshine needs to tackle. We will then evaluate the current market conditions of the manufactured juice industry, Sunshine, and its competitors. To find a suitable market match for Sunshine, we will look into the behavior and characteristics of orange juice consumers. Afterwards, we will list a series of objectives that Sunshine should achieve upon adopting our recommendations. Finally, after detailed qualitative and quantitative assessment of our recommendations, we will use one of our suggested alternatives as the basis to develop a marketing strategy for Sunshine Juice Company.
Problem Identification___________________________________________________________
Upon review of Sunshine Juice Company’s goals and history, it is clear the company is striving to accomplish a great amount in a short period of time. In order to develop the company, there are several issues it must address. The key problems identified in this case are the following: a target market must be defined, a reasonable price for the product must be determined to maximize profits, and a decision must be made regarding the plausibility of expanding the company for further growth.
The most important problem is defining a target market segment while considering company goals, capabilities, and advantages. Currently, Sunshine Juice Company is targeting multiple segments – grocery and club store shoppers – and is considering to expand to the US and elsewhere. A specific segment should be chosen in order to concentrate marketing efforts. Once a