個案資料
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Sunshine Juice Company
內容大綱
The chief financial officer of Sunshine Juice Company needs to finalize the company's marketing strategy for the upcoming year. Initial results for the launch of the company's product, a four-litre bag-in-a-box orange juice product, had been favourable. The case touches on all aspects of developing a marketing strategy, with emphasis on price setting and distribution.
學習目標
Sunshine offers an innovative product with many benefits for the consumer. Various price/volume levels are presented for break-even analysis of grocery and club stores, in order to determine the optimal price for the product. The case lends itself to discussions on the various elements of a marketing strategy. In particular, students are required to focus on setting an appropriate price, as well as consider the distribution channels available to Sunshine. In addition, substantial qualitative analysis will assist students in making the above decisions.