Cranberry Case,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례

_SLIDE_1_ Cranberry Case _SLIDE_2_ Table of Contents 1. Problem Recognition 2. Short-term suggestions 3. Long-term suggestion 4. Lessons _SLIDE_3_ Problem Recognition Problem 1: Color Grading System No. 2B No. 3 _SLIDE_4_ Short-term Suggestion 1 $225 The cost of educating the chief berry receiver $10,000 The cost of installing a light meter system Alternative 1: Educate the chief berry receiver _SLIDE_5_ Short-term Suggestion 1 Alternative 2: Downgrade half of the No.3 berries The original 50-cent premium: $225,000 Changed premium: $112,500 Saving: $112,500 _SLIDE_6_ Problem Recognition Problem 2: Drying Capacity Destoning 1500 bbls Drying 600 bbls Dechaffing 1500 bbls _SLIDE_7_ Short-term Suggestion 2 Alternative 1: Add one more dryer Inventory of wet berries 2,000 4,000 6,000 11 16.6 22.2 Time (hrs.) Wet Bin Storage 3200 6,710 Peak with 1 Extra Dryer Peak Day Save 5.6 working hrs ROI 22.5% for the 1st periodPayback per…
…