Multinational Beverage Inc.: An Orange Juice Dilemma
(7 pages of text)
Case (Gen Exp)
In September 2019, a marketing director at Multinational Beverage Inc. faced a dilemma: she needed to determine how to reverse the declining sales and market share of her Florida-based orange juice brand, Fresh Squeeze. While one potential solution was to move production to Brazil to take advantage of lower production costs, the marketing director also had to consider the effect this would have on Fresh Squeeze’s brand image. Given industry dynamics, would becoming a low-priced competitor lead to the right positioning for Fresh Squeeze, or were Florida oranges the heart of this business?
This case is suitable for use in introductory and upper-level undergraduate marketing courses. After working through the case and assignment questions, students will be able to do the following:
- Analyze external factors affecting the declining sales and market share of a US-based fruit juice brand.
- Identify an ideal consumer segment for the brand.
- Evaluate a range of direct and indirect competitors.
- Conduct a differential financial analysis in order to make a recommendation for recovering the brand’s market share.
Brazil; United States, Large, 2019
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