Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to distribute and pay more for Wiikano's juice. The Wiikano case focuses on challenges related to product differentiation and can be used to discuss branding, pricing, and marketing communications. It also addresses issues that small- and medium-sized business owners face, by employing a product and distribution system that are easy to understand. The case is recommended for upper-level undergraduate students or first-year MBA students. It may also be used as an exam case.

【書誌情報】

ページ数：13ページ

サイズ：A4

商品番号：HBSP-918517

発行日：2018/3/6

登録日：2020/10/19