Situational Analysis of Trade Winds Citrus Limited
Trade Winds Citrus Limited (TWCL) Strategy Formulation: Situational Analysis and Business Strategy
Table of Contents Page
Introduction 3
TWCL current competitive (generic) strategy 4-5
TWCL value chain analysis 6-8
SWOT Analysis 9
Internal Factor Analysis Summary (IFAS) 9-11
External Factor Analysis Summary (EFAS) 11-12
Strategic Factor Analysis Summary (SFAS) 12
T.O.W.S Matrix 13
Strategic Recommendations 14-15
Conclusion 16
Appendices
Introduction
This report is about Trade Winds Citrus Limited (TWCL) and the formulation of a strategy in order for the company to compete effectively and efficiently against competitors in the Jamaican fruit and vegetable juice market. Many techniques were used in developing a strategy for TWCL. The company’s current generic strategy and its value chain activities were analyzed. Strengths Weaknesses Opportunities Threats (SWOT) Analysis, Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) tables were useful in developing an understanding of TWCL’s internal and external environments. Strategic Factor Analysis Summary (SFAS) and TOWS matrices were then used to develop strategies for TWCL. Trade Winds Citrus Limited (TWCL) is a backward vertically integrated agri-business specializing in citrus products and juices. TWCL is located in Bog Walk, St. Catherine and the company owns a plant nursery, citrus groves, a packing house, juice plant and 3 juice brands (Trade Winds Citrus Limited, 2006). The company is a privately-owned and operated family business. TWCL started as United Estates Limited (UEL), an Industrial and Provident Society registered in August.UEL was an agro-industrial enterprise that owns a processing facility and agricultural lands. In
Table of Contents Page
Introduction 3
TWCL current competitive (generic) strategy 4-5
TWCL value chain analysis 6-8
SWOT Analysis 9
Internal Factor Analysis Summary (IFAS) 9-11
External Factor Analysis Summary (EFAS) 11-12
Strategic Factor Analysis Summary (SFAS) 12
T.O.W.S Matrix 13
Strategic Recommendations 14-15
Conclusion 16
Appendices
Introduction
This report is about Trade Winds Citrus Limited (TWCL) and the formulation of a strategy in order for the company to compete effectively and efficiently against competitors in the Jamaican fruit and vegetable juice market. Many techniques were used in developing a strategy for TWCL. The company’s current generic strategy and its value chain activities were analyzed. Strengths Weaknesses Opportunities Threats (SWOT) Analysis, Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) tables were useful in developing an understanding of TWCL’s internal and external environments. Strategic Factor Analysis Summary (SFAS) and TOWS matrices were then used to develop strategies for TWCL. Trade Winds Citrus Limited (TWCL) is a backward vertically integrated agri-business specializing in citrus products and juices. TWCL is located in Bog Walk, St. Catherine and the company owns a plant nursery, citrus groves, a packing house, juice plant and 3 juice brands (Trade Winds Citrus Limited, 2006). The company is a privately-owned and operated family business. TWCL started as United Estates Limited (UEL), an Industrial and Provident Society registered in August.UEL was an agro-industrial enterprise that owns a processing facility and agricultural lands. In
References: FAQs. (2006). Retrieved February 18, 2011, from http://www.tru-juice.com/tw/about- faqs.htm History. (2006). Retrieved February 18, 2011, from http://www.tru-juice.com/tw/about- history.htm Porter, Michael E., "Competitive Advantage". 1985, Ch. 1, pp 11-15. The Free Press. New York. Wheelen, T., & Hunger, D. (2010). Strategic management & business policy (12th edition). Upper Saddle River, Nj.: Pearson Education.