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Case Title:

Ocean Spray in 2006 : Will it succeed?

Publication Year : 2006

Authors: Iram Sultana, Aruna.N

Industry: Canberry

Region: USA

Case Code: GRS0179B

Teaching Note: Not Available

Structured Assignment: Not Available

Abstract:
Ocean Spray was a leading producer of cranberry and related products in the Massachusetts cranberry market. In 2006, its market share declined to 60%, from 70%. To regain its market share, it introduced new products to woo the dieters. With the fall in the cranberry prices and stiff competition analysts were skeptical about it regaining its market share through its products.

Pedagogical Objectives:

To understand about the US cranberry industry
To discuss about the performance of Ocean Spray in the cranberry market.

Keywords : Canberry Industry; Ocean Spray; Growth Strategies Case Study; challenges; strategy; future-plan

Contents :
Massachusetts Cranberry Industry
Massachusetts Cranberry Crop from 1960 to 2003
Ocean Spray sales and Net Proceeds
Ocean Spray’s Success?
Ocean Spray’s TV ad in 2006
Ocean Spray’s Milestones
Market Share of Ocean Spray and its Competitors (2002)

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