Introduction

Dena Yazzie, president of Wiikano, a company that had produced and vended freshly pressed apple
juice in the United States for decades, was reviewing a proposal to tackle the company’s constant
losses by re-launching Wiikano’s apples juice, promoting the brands and potentially raising prices.
Wiikano manufactured and sold apple juice under the Tuwa brand name in the Midwestern region of
the country. If the proposal was to be accepted, retailers and wholesalers would likely pay more for
the apple juice. Yazzie had only four days to make her conclusive recommendations the Board of
Directors

Current Scenario

Company has this tremendous historical presence since year 1928 in the market with one dedicated
brand name “Tuwa”. Firm has its own brand name as “Wiikano” since 1968. Company has consistent
market presence in apple products industry since decades. Company owns 120 acres of massive land
devoted to apple orchards. They also have art of juice production facility. Wiikano has its own
meaningful name as suggests “It is good” which is phrase specially spoken during a meal time in
native American heritage. Firm has been one of the few brands in the industry which is producing
bottles of apple juice from 100% fresh pressed apples rather than from apple concentrate. (without
any form of sugar added to their juice) Wiikano Orchards might have done well historically.
However, company’s FY 2016 data shows that firm has not done well financially as expected or
planned. From “Income statement of FY 2016 where company has costs worth of 1,235,380 US
dollars compare to their revenue generated from products which was 1,220,160 US dollars.
Company was not able to generate profits for FY 2016 as firm has made loss of 15,220 US Dollars.
Wiikano orchards has some inherent rich history and native American brand value in the market.
However, company has been precisely rich in history and consistent in their business presence in
market they were not able to tackle top market competitors in their industry for several reasons.
Company has loss of 15,220 US Dollars in FY 2016. Financial condition has been definitely harsh as a
result of loss in important business year of 2016. Wiikano Orchards clearly lacking to align their
marketing plan, strategies and various forms of promotion compare to their fellow competitors.
Company has failed to attract their wholesalers and other supplier by providing well rounded
margins and discounts in form of promotional sell offers.