Wiikano Orchards

Case Solution

Benson P. Shapiro, Katherine B. Hartman
Harvard Business School ()

Wiikano Orchards, a family business, faces declining demand in a raw materials industry. The president is considering changing the name of Wiikano apple juice and increasing its prices and promotions. If that proposition is successful, wholesalers and retailers are more likely to sell Wiikano juice and pay more for it. The Wiikano case focuses on challenges related to product differentiation and can be used to discuss branding, pricing, and marketing communications. It also addresses the issues faced by small and medium-sized business owners by using an easy-to-understand product and distribution system. The case is recommended for high school students or MBA freshmen. It can also be used as an examination kit.

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