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Company Profiling Food In Processing Marketing Essay

Food control is the methods and techniques used to turn raw substances into food for real human intake by food handling industry. Food control calls for clean, slaughtered or gathered ingredients and uses them to produce marketable foods.

1. 1 Company Profile

Sunkist is also a company in the food processing industry. Fresh Sunkist oranges from California and Az are available year-round. The by natural means orange color is due to their growing weather. Sunkist harvest berry as the uncooked ingredients and transform it to fresh fruit juice.

In 1978, General Cinema Corporation, a huge theatre operator and soft drink bottler created the orange soda pop we enjoy today and qualified the utilization of the Sunkist brand for their scrumptious orange soft drink. In 1979, Sunkist soda premiered and became the quantity 1 orange soda in the market.

Sunkist is a not-for-profit company, with all revenue from the exchange delivered to growers. In America, Sunkist is the oldest constantly operating citrus cooperatives. Sunkist is also the largest marketing cooperative on earth that produces fruits and veg. The Sunkist name is guarantee of premium quality and taste satisfaction. Folks have trusted years of Sunkist growers to provide the essential goodness of Mother Nature's best citrus since 1893.

Consumers know they can be based upon the quality of berry bearing the Sunkist brand sticker or any packaged product bearing the Sunkist name. Produce buyers and retailers all over the place know the advertising value of this quality. Sunkist control the quality of its product by written rules and regulations to which all Sunkist affiliated packinghouse and manufacturers. Sunkist staffs need to make sure that the rules are followed. Each day the Personnel inspectors can make a visit to packinghouses. Sunkist staffs often visit the manufacturers producing Sunkist packaged products and all make use of standardized quality control programs. The price of Sunkist are affordable to consumer, it is not too expensive. Sunkist is now made by Dr Pepper Snapple Group in USA. Sunkist is still the most popular orange product in United States.

1. 2 Perspective, Mission, Slogan and Goals


(1) Global strategies for a stronger presence in the international marketplace

(2) Make the brand more distinctive with superior quality fruit


To maximizing results for quality Sunkist growers


Feel All Orange Inside (2007-present)


Sunkist's goal is to act in response not and then the demand of their buyers for year round supplies of berry items, especially citrus, but also to give a strong marketing and promotional service to other fruit producers who have the same quality benchmarks maintained by Sunkist's traditional cooperative suppliers.

Stage 2- Strategic analysis

2. 0 Input

Oranges is the principal ingredients for orange juice. Fresh Sunkist oranges from California and Arizona are available year-round. Their mother nature orange color is due to their growing weather. The color of the orange are never dyed. The Sunkist label or sticker on the orange is a warranty that you are buying citrus of the best quality.

2. 1 Process

At Sunkist Growers, the process combines natural, environmentally-conscious, knowledge with the great things about technology. Sunkist citrus is harvested on over 300, 000 acres of fertile land in California and Az.

Pickers use special designed clippers for the various citrus varieties when they decide on citrus. The pickers located the berry that they picked into a bag that hangs over their shoulder. After that, the berries will be carried to the packinghouse.

It is sent to the pre-grade area once the fruit reached the packinghouse. Before passed through the initial grading train station, the berry is pre-washed. Following the computers grade the color and blemish of the fruit, the conveyor will hold the berry to storage space bins where the place placed for packing. The fruits will be dumped from the storage bins when it's ready for packaging.

The fruit is then re-washed, waxed and dried out. After that the fruits is carried down the line where could it be size and stamped or stickered. Another process is the final grading before packing. The fruits is sorted by quality and carried down the line for packaging. They load up the berry depending on customer need. The most common are the cartons. The berry is either bagged by machine or by hand. The matters and weight is strategy by the bagging machines automatically. From then on the hand bags will placed into the cartons for shipment and transported to the accumulator area where they are put onto pallets. The cartons will be wraps firmly by the automated palletizer so that they will not move during travelling. The pallets are carried to the pre-cooler where they are held for shipment. Once the vehicle arrives to move the fruits, the pickup truck is packed and the berries moves on to its last destination.

The main syndication things for Sunkist are restaurants, supermarkets, and convenience stores. It is distributed in every around the world. And also, the oranges are sent out to the maker which steps the orange drink.

2. 2 Steps of control orange juice

1. Clean and level the orange.

- Microbes and dirt and grime is removed.

- Orange is rinsed and dried out.

- Quality parts will automatically segregated by size prior to removal.

2. Extraction

- Optimize the efficiency of the drink development process.

- Bitter resins must be carefully segregated to avoid tainting the sweeter juice.

- The extracted drink is filtered by having a stainless still display screen.

3. Concentration

- Concentrated the drink and reduces the juice temps to about 13 C.

- After that, stored in the refrigerated stainless large tanks.

- To attain a high quality juice, the correct blending of juice focus and other taste fractions is necessary.

4. Pasteurization

- In order to avoid spoilage.

- Use hot pasteurized juice to preheat the incoming unpasteurized juice.

- Preheated juice is warmed with vapor or warm water to the pasteurization temperatures at about 85-94 C for about 30 seconds to lessen the microbe matter.

5. Packaging

- Fill in the pasteurized juice while still hot to ensure sterility.

- Should be completing sterile environment.

- Fruit juice packaged in this technique has a shelf life of 2-4months at room temperatures.

2. 3 SWOT Analysis of Sunkist

SWOT analysis identifies power, weakness, opportunities and hazards. Advantages and weaknesses refer to the organization's inside environment over that your organization has control. Talents are areas where in fact the organization excels in comparison with its opponents, while weaknesses are areas where in fact the group may be at a comparative advantage. Opportunities and dangers refer to the organization's exterior environment, over which it includes much less control. SWOT may appear in both the standard and the competitive environment. However, the unstable nature of events in the overall environment tends to make the utilization of SWOT research more difficult.


The Sunkist brand is known for its high quality product and its customer service, and the Sunkist goal is to reply not and then the demands of our buyers for all year round supplies of berry items, especially citrus. Sunkist provides promotional service and also strong marketing to others fruits producer which may have the same quality benchmarks managed by the Sunkist traditional cooperative suppliers.

Sunkist is available in many flavors including orange, diet orange, lemonade; strawberry, pineapple, peach and berry punch which attracts the teenager demographic.


Consumer absence brand loyalty is one of the weaknesses. Preserving consumers brand devotion is not easy. There are a lot of other brand that can replace Sunkist, example, Tropicana, Freshers and Nestle. Sunkist is Contending with heavy advertising by other food manufacturers.


The teen demographic has been shown to be very important as it pertains with their parents purchase decision. Also, teens are experiencing more of their own discretionary income, which have a tendency to spend on food and entertainment.

While SENIORS and Gen X-ers both have large discretionary earnings, both demographics have been essentially dismissed by other brands.


Due to diabetes and obesity, there happens to be a trend in the wonderful world of consumers being more health conscious. Because of this, consumers are consuming fewer special and coloring beverages.

With the recent tough economy, it expected that sales of major brands would drop while private product labels increase in sales.

2. 4 Infestation Analysis


The political factors will be the arena where organizations competitive for attention, resources, and polices guiding the interactions among nations. The effects of global effect governmental policies over a firm's competitive position raise the importance of creating an effective politics strategy. So, Individual growers had to be licensed to transport Sunkist Trademark.


The monetary environment refers to the type and path of the market when a company competes or may compete. Economy strong credited to industrial job needed to fuel conflict. Citrus exports for 1966-67 periods have reached all-time high. To be able to continue to be competitive, manufacturers exporting in another country should make efficiency gains and innovate so that they can offset the unfavorable exchange rate with a reduction in price or upsurge in quantity.


The cultural / ethnical factor can be involved with a society's behaviour and cultural beliefs. Recently, many consumers are emphasis to healthier standards of living. Consumers from ages of 37 to 55 ever more concerned with nourishment. There is a large population of this range known as the baby boomers. Since many are reaching a mature time in life they are becoming more concerned with increasing their endurance. This will continue steadily to have an effect on the non-alcoholic drink industry by increasing the demand overall and in the better beverages.


The scientific factor includes the establishments and activities involved with creating new knowledge and translating that knowledge into new outputs, products, operations, and materials. Introduction of plastic bottles has increased sales for Sunkist as there are much easier to take and consumers can bin them after they are being used. As the technology gets advanced there has been introduction of new machines on a regular basis. Due to benefits of the machineries the creation of Sunkist Company has increased enormously then it was few years ago. Executives must confirm that their company is continuously scanning the external environment to identify potential substitutes for technologies that are in current use, as well concerning spot newly emerging technologies that their firm could derive competitive advantages.

Stage 3: Strategy Formulation

3. 0 Porter Five Forces

The Bargaining Vitality of Buyers

Buyers make a difference a business through their capability to push down prices, great deal for higher quality or even more services, and to play competition off against one another.

The main purchasers of Sunkist are individual consumers and restaurants. Fortunately, Wal-Mart is still a tiny company in that era. And also Sunkist is the major ability holder. Despite the fact that, restaurants consumption increases, they aren't organized, most of the purchased made by specific consumers. Sunkist has favorable condition for buyer electric power.

The Bargaining Electricity of Suppliers

Suppliers can exert bargaining power over participants within an industry by bringing up prices or lowering the quality of purchased goods and services. The factors that increase supplier power are the mirror image of these that increase buyer electricity.

Sunkist suppliers are mainly small manufacturers. Sunkist is the merging electricity of these small suppliers, farmers. They have very strong relationship and each individual supplier does not have any power over Sunkist. It is advantageous condition for Sunkist.


Competitive rivalry intensifies when a firm is challenged with a competitors actions or whenever a company identifies an possibility to improve its market position.

Rivalry among fighting firms is usually the most powerful of the five competitive forces. The meals industry is becoming highly competitive. The difference between one Food Company and another is usually not that great. As a result, food industry is becoming similar to a item - an area in which the food company with the low cost structure, better efficiency and better customer support will beat out opponents. Although Sunkist is the largest player on the market, Florida growers, global competition and bottled orange juice suppliers are heating up rivalry. Rivalry of Sunkist is still neutral.

The risk of substitute

Substitute products are goods or services from external a given industry that perform similar or the same functions as a product that the industry produces.

There are lots of substitutes in the food industry. Most large food companies offer similar suites of services. The threats of alternative product of Sunkist are very high. Fresh orange market has very strong substitutes, and the biggest them all is bottled lemon juice. Even, some consumers believe that it is better to use bottled orange juice rather than fresh orange. Even more there are concentrate orange juices, artificial flavoring, frozen orange, already flavored products. Overall threat of substitutes is unfavorable for Sunkist.

The Threat of New Entrants

The threat of new entrants is the level to which new rivals should enter an industry and decrease the level of profits being earned by incumbent organizations. The risk of entry will depend on the presence of barriers to entry and the result of existing opponents.

Sunkist has a very strong brand name in the market. Consumers relate Sunkist brand name with the grade of it. These conditions is making barrier to entry very beneficial for Sunkist.

However, it is still not easy to differentiate fresh lemon form one another and Sunkist has very low marketing budget to increase awareness of its product. Moreover, fresh lemon individuals are largely clustered on the east cost of United States and Florida maker has physical advantages in conditions of transport cost. There is no significant cost should be incurred to enter into market which wide open ways for international opponents to enter in US market of course, if somehow new entrant does not succeed in the market they can always sell its product to control firms.

3. 1 Resources

3. 1. 1 Tangible resources

Tangible resources are the assets that may be seen and quantified. Creation equipment, manufacturing vegetation, and formal confirming structures are examples of tangible resources. Sunkist is one of the 10 most significant marketing cooperatives in the U. S. They take care of sales of fresh oranges, grapefruit, lemons and limes. Sunkist makes 1600 citrus juice and peel off products. There were 73 new Sunkist-branded products introduced in '09 2009 and 28 products reformulated in response to health and fitness trends. They have about 50, 000 experienced staff in the operational centers, centered on customer service and daily trades.

3. 1. 2 Intangible resources

Intangible resources include property that typically are rooted deeply in the firm's history and have accumulated over time. The annals of Sunkist has more than 100 12 months and they developed to be able to foster and maintain stable markets for berries growers, gain greatest return for produce and offer consumers throughout the world with quality citrus products at affordable prices. Sunkist develop a worldwide market, promote a brand, access a global vehicles system, develop detailed research capacities, and gain governmental usage of overseas marketplaces.

3. 2 Central Competency of Sunkist

The realignment of Sunkist's sales operations proved its effectiveness in 2009 2009. The new centralized sales operation customizes methods to compete better and get in today's marketplaces.

The Sunkist brand was built over generations by delivering constant resource and quality products. People trust Sunkist and this trust stood them in good stead through the difficult times in the world economy. Being a category director, Sunkist must have the right product, at the right price, at the right time. Today, Sunkist will. Sunkist's global sourcing program allows it to manage the competition that is on the market in any case to the benefit for both its customers and growers.

With an ambitious marketing strategy and attractive packaging, Sunkist's organics program has been gradually growing. Today three Sunkist-affiliated packinghouses are certified to pack a number of types of organic citrus including lemons, Navel, Valencia and Cara Cara oranges, and Satsuma and W. Murcott Mandarins. Their customers are thrilled that Sunkist has a year-round organics program and want them to increase their participation.

3. 4 How Sunkist sustaining competitive advantages

Sunkist has suffered competitive advantages in conditions of Organization reputation, brand, experience, and location. Sunkist is a century old company. It really is well known and incredibly strong brand. Geographically Sunkist providers has very much longer suitable climate to create lemons.

Sunkist has short-term competitive advantages for Supply chain gain access to and cashflow. They have got knowledge to move fresh product in one destination to another. Sunkist can create cash flow from other member.

Sunkist understands of the markets and its ability to effectively examine them drove earnings era to new heights. Sunkist analysts used that information circulation to evaluate and create market opportunities and to become more competitive, not only in america, but in all its market segments.

3. 5 Define Value Chain

Firm Infrastructure

Vision :

Mission :

Goal :

Global strategies for a stronger presence in the international marketplace


To maximizing comes back for quality Sunkist growers

To provide a strong marketing and promotional service to other fruit producers

Human Resource

Training for staff


Technologies Development

Grading Technology

Sizing Technology

Packing Technology

Labeling Technology


Machinery, Transportation, Staff

Inbound Logistics


Outbound Logistics


Collect fruits from California and Arizona

Clean and quality the orange




Finished goods will send it to restaurant, supermarket and convenience store.



Customer Service


Value Chain refers to the process whereby a company determines the costs associated with organizational activities from purchasing recycleables to production products to marketing those products.

3. 6 SWOT Research (TOW Matrix)

SWOT Analysis

(TOW Matrix)

Strengths- S

-Represent a big market of citrus growers in California and Arizona

-Producing in CA provides them longer to create because of warm weather

-Provide various services (handling, marketing, research procurement) to its member growers

-Strong production in recent years and belief that would continue

-Research regarding breakdown of users is very in depth.

Weakness- W

-Contending with heavy advertising by other food manufacturers

-Concentrated predominately in women's magazines

-Consumers lack Sunkist brand loyalty

Opportunities- O

-Our findings reveal that possible demographic.

-Changes of heavy lemon users can be utilized as an advantage.

-Increased knowing of lemons may improve consumption of lemons.

SO Strategies

-Sunkist should increase their exportation

-Increase the grade of the merchandise to meet customer satisfaction

WO Strategies

- Make a solid circulation system to focus on avail the entire advantage of the growing market.

- Seek more business from other country.

-Promote the product by using effective ads.

Threats- T

-Fresh lemon intake in the U. S. may continue steadily to steadily decline

-Increased competition with Florida growers

-Forecasted increase in development during winter months

-Concerns about stores' views of fresh lemons and its prepackaging

ST Strategies

-Advertise more products about Sunkist that are declining

-Offer discount on the merchandise to entice customer to buy

- Use high technology machinery to increase quality.

WT Strategies

-Decrease the price of declining product

-Enter new market to obtain additional customers.

3. 7 Diagnosing Strategic Capabilities

3. 7. 1 BCG Matrix



Question Marks


Cash Cows





Stars are characterized by high development and high market share. Stars is the organization's best long-run opportunities for development and profitability. Sunkist orange juice is the merchandise that offered a great deal of opportunities and earnings to Sunkist. Over the long run opportunities in personalities will pay dividends as their large market show will permit them to generate cash as the marketplace cows plus they become cash cows.

Cash Cows

In Cash Cows level, the merchandise have a high relative market talk about position but be competitive in a low-growth industry. It called cash cow because they make cash more than their needs. Apple drink is the money cows. Sunkist has removes solution in apple drink to help make the product in to stars.

Question Marks

Question markings are also called problem child. The merchandise at this stage have a minimal relative market talk about position, yet they contend in a high-growth industry. Sunkist cash needs are high and their cash technology is low. A high-quality grapefruit crop that changed well and commanded strong FOBs helped make 2008-09 one of the better years for grapefruit growers.


The products have a minimal relative market show position and contend in a slow-moving or no market expansion industry. The canines are lemon juice. It reduced monetary activity in the foodservice industry led to the greatest negative restaurant growth in 40 years.

3. 8 Product Life Cycle

Product Development









Product Life pattern has 4 phases that contain introduction, progress, maturity, and decline. Above is the product life circuit for Sunkist.

The introduction level of product life circuit is seen as a slow expansion in sales and high costs because of this of limited development. Grapefruit is in the Release level. Sunkist invests in research and development to create services. These command reduced price and confer after the organisation an initial mover advantage (Lieberman and Montgomery, 1988).

Apple drink is in the growth stage. In this stage, sales increase speedily as the marketplace grows. It allows firms to experience the great things about economies of scale. The upsurge in revenue brings greater earnings which allures new entrants to the marketplace.

The maturity stage of the life span cycle considers a slowing in sales development and income as the marketplace becomes saturated. Orange drink is in the maturity stage. In this stage, low priced competition with other brand predicated on efficient development and technically proficient functions becomes more important. Through the maturity stage of the life pattern it is conceivable that a product may reap the benefits of technology or finding new consumer marketplaces.

Lemon juice is in the drop stage. Inside the decline stage organizations experience a fall season in sales and success. Consumer loyalty shifts to services.

3. 9 Advertising tools

Sunkist's has been gradually growing with an ambitious online marketing strategy and attractive packaging. Sunkist uses few promotion tools to promote their product and services.

Traditional papers and magazine advertisements are supplemented with grove tours and educational seminars for the media and chefs. Public relations campaigns like the World's Largest Lemonade and the World's Largest Citrus Display attract wide multimedia coverage, and targeted citrus information from Sunkist finds its way to consumer blogs and in-store special offers.

Sunkist's entry in to the world of cultural networking is a cost-effective way to directly reach consumers. Sunkist is building a substantial following on Twitter and Facebook. They promote it in these two website because a lot people are playing with it recently. In addition, well over 100, 000 customers receive our regular monthly online publication highlighting information, deals, recipes and entertaining tips.

Stage 4- Strategy Implementation

4. 1 Sunkist international Strategy

With over 7, 000 Sunkist drink and drink drink dispensers in the US and Canada, got another strong 12 months, making more Sunkist branding in restaurants, pubs, classes, hotels and clinics. Through Vitality, Sunkist is now one of the main drink brands in the military services.

An effective international strategy starts with developing a standardized product that can be produced and sold the same manner in multiple countries. Kenichi Ohmae argues that providing value to customers worldwide is the overriding goal, while other observes stress attaining strategic overall flexibility. Sunkist managers build strong worldwide syndication system and use revenue from successful products and marketplaces to subsidize the development of other products and markets.

Jelly Belly efficiently introduced a line of Sunkist Citrus Jelly Beans in 2009 2009. This year 2010 distribution will expand in the US and Canada. The prevailing line of Sunkist Berry Gems and other products now boast an increased level of drink and new presentation. Standard Mills' Sunkist Straw- berry Fruits Snacks became the third most popular product in the super fruit snack category. Maverick Brands (Sunkist Natural juice and smoothies) and Old World Companies (Sunkist jarred fruits) savored increased distribution and expansion. Sales by a new licensee, Taylor Farms, previously Sunkist Taylor, LLC (Sunkist packaged cut fruit), grew firmly in both shops and academic institutions.

Sales of Sunkist-branded drinks in Asia continued to strengthen. Morinaga Dairy (Japan) and Haitai Beverage ranges (Korea) led the way in creativity with a bunch of new products and flavours. Country House (Taiwan), traditionally a foodservice licensee, migrated into retail with a type of new, high-quality drink beverages; and Fraser & Neave (Singapore and Malaysia) continued their strong performance with Sunkist juice. RFM (the Philippines) successfully introduced newly packaged juice beverages and a fresh line of Sunkist fruit-flavored teas. The brand new line of Sunkist Premium 100% drink from A. S. Watson (Hong Kong and China) savored good sales. Business in Europe and the center East, while currently small, is growing.

Sunkist diversifies into international markets because it can generate sales profit opportunities that cannot be matched up at home country. Internalization can also lengthen the marketable life of products that have reached their maturity in the house country. Sunkist comes with an extremely well-balanced export and local marketing program. They employ a strong sales and marketing team of seasoned veterans. They may have excellent partnerships with key customers that ensure mutually beneficial relationships. Sunkist requires a long-term method of their relationships with growers and customers. However, sometimes, different country or region may have different culture and taste, it's make the Sunkist difficult to satisfy all consumer demand. (Henry A, 2008)

Sunkist would plan the products strategies, when each goes in to the new market or to increase the existing market. These strategies are the product development, market development and diversification. Attribute of product development is change of a preexisting products and the development of new ones. There two ways in which new product can be added to the number (Vignali et al, 1999)

Sunkist has experts in retail and foodservice sales in both domestic and export market segments. It capacity to give a well balanced global sales and marketing program gives our growers a significant edge. Our export sales are growing, and today represent over twenty five percent of Sunkist's total fruit revenues. New opportunities are constantly being explored and Sunkist continually works with the U. S. and international governments to open closed marketplaces and increase existing markets where sales are hampered by unfair trade obstacles.

Sunkist pursues international ways of get nearer to supply sources, reap the benefits of global sourcing advantages, or gain flexibility in the sourcing of products. Sunkist's 2007 Global Sourcing business proceeds expand the romantic relationships and introduces new sourcing programs for future years. The domestically sourced fruit, grapefruit from Texas and non-member Clementines, are also completed under the global program. Within the year ahead, Sunkist is exploring additional sourcing opportunities in areas such as Chile and Morocco as well as expanding opportunities in South Africa.

Besides that, Sunkist invests in a probably rewarding marriage with a overseas partner. Joint ventures based mostly alliances with key foreign players can lead to the introduction of new products, early on setting in future key market segments, or other long run, earnings making opportunities. Sunkist's new international licensee, Wafer Foods, is marketing juice for both retail and foodservice and fruit in the centre East. Additional product lines will be discovered soon with the goal of invigorating Sunkist branding in the Middle East and producing Sunkist-branded products into India.

International Strategies of Sunkist make them earn higher margins and income. Royalty income keep Sunkist growers' capital investment one of the cheapest of any cooperative on the globe, providing the majority of the after-tax retained earnings that fund the company's capital expenditures.

Also, international strategies can gain access to lower cost or better value factors of development. Internationalization allows Sunkist to gain access to capital, labor, land, technology, and managerial skill at lower costs. Besides that this also enables Sunkist to have top quality or better overall value at locations worldwide.

Sunkist certified products carry the brand in the united states and around the world and be one of the very most recognized brands on the globe. The global licensing program returns a large amount of royalty income to Sunkist, and also reinforces the selling power of most things Sunkist. A couple of more than 50 countries carry hundreds products of the Sunkist brand. Sunkist licensees discover that the Sunkist logo consistently heightens product trial, loyalty and sales. The international licensing program produces millions us dollars in advertising and billions of brand impressions from which Sunkist benefits free to the grower. Sunkist licensees understand the worthiness of the Sunkist brand as well as the relevance of the interesting, fresh and healthy meaning it gives to consumers.

5. 0 Conclusion

Sunkist is 100 years old company. It really is well known and very strong brand. Sunkist always obeys their goal, mission, vision and principle to operate business. Therefore, Sunkist successful produces in 50 countries and low cost products in more than 180 countries. Besides that, they have use a great deal of strategic to use business. In the broadest level, Sunkist internationalizes to improve competitive advantages also to seek progress and earnings opportunities. By effectively harnessing the value of the Sunkist brand, Sunkist is utilizing that value for the good thing about its grower-owners and positioning Sunkist for a more successful future.

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