BUSI 465 Case Study 2 Export Unlimited (EU) – Exporting Apples to Taiwan Part I It is your first day at work and you are already confused. Export Unlimited (EU), one of the world’s largest shipping companies, has just hired you. EU ships goods all around the world by ocean, air, and train. It has offices in many cities in the United States and in other countries. You have been hired to work in EU’s Seattle office as an “Account Executive” for refrigerated goods. That is, you are hired to manage perishable goods (like apples or cherries) that need to be shipped from Seattle in refrigerated containers. It has been a quiet first day until your boss gives you the first big assignment. “Apples are one of Washington State’s biggest crops,” your boss says, “and I want EU to ship more apples to other countries. I want you to focus on Taiwan. One week from today, I want you to give me a marketing plan about what you are going to do to help EU carry more apples to Taiwan. If you have a good plan, you will receive a $10,000 bonus.” You think to yourself, “Now what?” You don’t have the first idea how EU could carry more apples to Taiwan. What should you do? You decide to do some research. · You speak to other people in the office to learn what they know about shipping apples. · You e-mail Bruce Lee, EU’s sales representative in New Taipei, Taiwan, and ask him about EU’s business in Taiwan. · You use the Internet and the library to learn more about exports from Washington State. · You read everything you can find at the office about EU’s history and its business. It takes a few days, but you finally are able to answer your three questions: 1. What does EU do to get apples from Seattle to Taiwan? You learned that EU sends three ships a week from Seattle to New Taipei, Taiwan: one on Monday, one on Tuesday, and one on Friday. Because some of these ships go to other places first, one ship each week takes 21 days to get to Taiwan, one takes 17, and one takes 15. You learned that apples kept in a refrigerated container can stay fresh for a 22-day trip. However, most customers of perishable goods want the 15-day trip. You also learned that EU’s refrigerated containers guarantee EU customers their apples will stay at exactly the right temperature, neither frozen nor too hot. Finally, you learned that EU can promise customers exactly when their goods will leave Seattle and when they will arrive in New Taipei. 2. What is Washington State’s apple business like? You learned that farmers in Washington State grow twelve different kinds of apples. Washington apples are sold around the country and around the world. You also learned that Washington State sells 15% of all fruit exported from the United States to other countries. 3. Do people in Taiwan want to buy apples? You learned that people in Taiwan do indeed buy Washington apples. Their favorite is the Fuji, a spicy-sweet apple. Unlike Americans, who often buy apples in big bags, you learned that people in Taiwan ...

1. BUSI 465
Case Study 2
Export Unlimited (EU) – Exporting Apples to Taiwan
Part I
It is your first day at work and you are already confused. Export
Unlimited (EU), one of the world’s largest shipping companies,
has just hired you. EU ships goods all around the world by
ocean, air, and train. It has offices in many cities in the United
States and in other countries. You have been hired to work in
EU’s Seattle office as an “Account Executive” for refrigerated
goods. That is, you are hired to manage perishable goods (like
apples or cherries) that need to be shipped from Seattle in
refrigerated containers. It has been a quiet first day until your
boss gives you the first big assignment. “Apples are one of
Washington State’s biggest crops,” your boss says, “and I want
EU to ship more apples to other countries. I want you to focus
on Taiwan. One week from today, I want you to give me a
marketing plan about what you are going to do to help EU carry
more apples to Taiwan. If you have a good plan, you will
receive a $10,000 bonus.” You think to yourself, “Now what?”
You don’t have the first idea how EU could carry more apples
to Taiwan.
What should you do? You decide to do some research.
· You speak to other people in the office to learn what they
know about shipping apples.
· You e-mail Bruce Lee, EU’s sales representative in New
Taipei, Taiwan, and ask him about EU’s business in Taiwan.
· You use the Internet and the library to learn more about
exports from Washington State.
· You read everything you can find at the office about EU’s
history and its business.
It takes a few days, but you finally are able to answer your three
questions:

2. 1. What does EU do to get apples from Seattle to Taiwan? You
learned that EU sends three ships a week from Seattle to New
Taipei, Taiwan: one on Monday, one on Tuesday, and one on
Friday. Because some of these ships go to other places first, one
ship each week takes 21 days to get to Taiwan, one takes 17,
and one takes 15.
You learned that apples kept in a refrigerated container can stay
fresh for a 22-day trip. However, most customers of perishable
goods want the 15-day trip. You also learned that EU’s
refrigerated containers guarantee EU customers their apples will
stay at exactly the right temperature, neither frozen nor too hot.
Finally, you learned that EU can promise customers exactly
when their goods will leave Seattle and when they will arrive in
New Taipei.
2. What is Washington State’s apple business like? You learned
that farmers in Washington State grow twelve different kinds of
apples. Washington apples are sold around the country and
around the world. You also learned that Washington State sells
15% of all fruit exported from the United States to other
countries.
3. Do people in Taiwan want to buy apples? You learned that
people in Taiwan do indeed buy Washington apples. Their
favorite is the Fuji, a spicy-sweet apple. Unlike Americans, who
often buy apples in big bags, you learned that people in Taiwan
tend to buy apples one at a time, paying special attention to how
ripe, shiny, and well-shaped they are.
You also learned that people in Taiwan buy more apples during
holidays or festivals, using these apples for gifts or as offerings
at shrines or temples. Washington apples can be sold year-round
because those that aren’t sold at harvest-time are kept in
controlled atmosphere warehouses to “put the apples to sleep”
until they are needed. Taiwan’s biggest apple-buying holiday is
the Chinese New Year, which usually falls around the end of
January.
You have learned a lot of information in just a few days, but

3. you still don’t know enough to write a marketing plan. What
should you do next?
Part II
“Of course!” you think, “I need to figure out who my customers
are. I have to write this plan for my boss, but it is my customers
who will decide whether or not to ship more apples.” You
decide to do some more research. You determine that you have
three kinds of customers:
· First, there are the apple farmers in Eastern Washington. You
have to convince them to trust their apples to EU.
· Second, there are the apple traders who buy and sell the
apples.
· Third, you will work with the grocery store owners in Taiwan
who will sell the apples once they arrive in Taiwan. You have to
convince them that apples shipped by EU will arrive in good
condition.
You would have to get to know each of these types of customers
and convince them that EU could do the best job.
· You have to convince the apple farmers that EU could deliver
their apples safely and quickly to Taiwan. You have to convince
them that EU would do a better job than any other shipper.
· You have to convince the apple traders that EU would not only
deliver the apples safely, but also that EU has good connections
in Taiwan. You want them to see that working with EU would
make a trader’s job easier.
· Finally, you have to convince the grocery store owners in
Taiwan that EU would ship them only the finest Fuji apples and
that those apples would arrive in good condition just at the time
they were needed.
Now you just have to turn all of this into a presentation for your
boss and hopefully receive a $10,000 bonus.
Getting the basic information or doing research is the first step
in this or any other problem when you do not know enough to
solve the problem by yourself.

4. Task #1: Prepare detailed answers to the questions below. You
may use additional sources of information as necessary to
obtain export marketing information.
Information about EU
1. What do you know about EU?
2. What kind of services does EU offer to Taiwan?
3. Is EU good at shipping apples?
4. How often does EU send ships between Seattle and Taiwan?
5. How long does it take a ship to get to Taiwan?
6. Is it even possible to ship apples that far before they spoil?
Information about Washington Apples
1. When are apples harvested, and what happens to them after
harvesting?
2. How are the apples shipped?
3. What kinds of apples do Washington State farmers grow?
4. What is the volume of apples that are exported?
5. What are the primary export markets for apples and how
many apples are exported to each market?
Taiwan Expectations of Apples
1. What is the current consumption rate for apples in Taiwan?
What kinds of apples do they prefer and why?
2. What are the Taiwanese buying habits, with respect to
apples? How are they different than US consumers?
3. What kind of apples do people there prefer?
4. Are there certain times of the year that they are most likely to
buy apples?
Information Tools to Solve Problems
How can you get the information you need? Identify at least six
sources of information.
Explaining the Marketing Plan

5. 1. What do these customers want to know about EU?
2. How can you convince them that EU could do the best job or
better job than any other shipper?
Task #2: Write a Marketing Plan
Write a 1-page memo to the boss outlining the steps you will
take to get Washington apple farmers and Taiwan grocery store
owners to use EU (Would you meet with them, send them
information about EU, take out ads, and try to match up buyers
and sellers, etc.?).
Task #3: Write a personal reflection on the topic addressing the
main objectives of your export marketing position. Consider the
key factors that influenced your plan for the company’s market
expansion. Also, reflect on the role of the Christian employee
and discuss key biblical principles that support your position.
For your marketing plan to be a good one (and for you to get
your $10,000 bonus) you really need to gear it to the needs of
your customers: the apple farmers in Washington State and the
grocery store owners in Taiwan.
Page 1 of 3
We are moving along quickly as we've reached the midway
point of the course. Below are a few tips to assist you with this
week's assignment:
ANNOTATED BIBLIOGRAPHY
· Your bibliography will be graded based on providing relevant
articles (this is the "research base") and appropriately critiquing
these articles to build support for your solution.
· Your evaluation should be a critique of the article, which will
include a discussion of the study design, purpose, sample,
setting, interventions (if any), results (including p-value for

6. statistical significance, if applicable), limitations, etc. Be sure
that you address ALL of the essential components for EACH
article you review. Your critique should clearly answer the
"who, what, where, when, why, and what happened?" for each
article.
· Remember that the articles you select should support your
SOLUTION, not be further information to describe the
problem. This is a major area where students falter, so please be
conscientious.
SOLUTION
· Describe your overall solution i.e., state what it is. You will
not need to detail how you plan to implement it until Week 4. I
suggest looking forward to the Week 4 assignment to be sure
there is no potential for redundancy with what you submit this
week.
· Be sure to include a specific, measurable, time framed
objective for your proposal. For the evaluation portion of the
project in Week 5, you will need to identify appropriate
outcome measures based on your objective, so I suggest
identifying ONE strong objective based on your clinical issue,
rather than multiple objectives.
· Good objective: "The objective of this project is to decrease
falls in medical patients by 25% within six months." This
objective includes a specific measurable outcome of the project
that demonstrates if the project is successful. If you refer to
Week 5, you will see why it is vitally important to have your
objective framed in this manner.
· Poor objective: "The goal of this project is to implement a fall
prevention program." This is not a strong objective because the
solution itself (i.e., fall prevention program) is stated as if it is
an outcome. Your outcome must be a result of whatever you
implement, not the implementation itself.
· Feasibility will be addressed throughout your RUP
assignments. Bear in mind that feasibility refers to the
availability of resources and the organizational culture that
support your project. It is inadequate to state that the project is

7. feasible simply because it worked in another facility in the
literature. You must always state why it is feasible in your
specific setting.
FORMAT
· You must support any statements you make as factual with
citations from the literature. I strongly discourage direct quotes
and would suggest that you paraphrase any content obtained
from a source other than yourself.
· Never refer to your articles by title or journal in the body of
the paper- only use the author(s) and date.
Submit only a single document with the annotated bibliography
at the beginning and the solution after.
Nursing Research Utilization Project Proposal: Literature
Review and
Solution
NUR 598 Version 6
1
Assignment Grading Criteria
Student Name

8. Due Date
Nursing Research Utilization Project Proposal: Literature
Review and