Sunkist Case study

1. 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

2. 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.

3. 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.

4. B. Fishbone diagram
IV. ALTERNATIVE CAUSE OF ACTION (A.C.A)
A.C.A.#1 Members become competitor
Action:

5. A.C.A.#2 Increase of new competitors
Action
A.C.A.#3 Lack/poor of storage facilities
Action

6. A.C.A.#4 Mismatch between climate and varieties
Action
A.C.A #5 Crops diseases
Action: Conduct researchers’ biologist and buy fertilizer that will
Kill the Phytophtoria fungi. Costly

7. V. RECOMMENDATIONS:
VI. IMPLEMENTATIONS: