Please carefully read the “Wiikano Orchards” case study available on Moodle . This is a broad based case study which touches on much of the content for this module. Specifically,
after doing this case you should be able to:
 Appreciate the challenge of building brand differentiation in a relatively undifferentiated product category.
 Understand the influence of industry and market conditions on marketing strategy.
 Demonstrate the challenges of managing and marketing products in a high variable-cost context.
 Demonstrate the importance of consumer and channel member behaviours on product, branding and promotion decisions.
After reading the case please help Dena Yazzie decide what to do. Specifically, should Dena Yazzie (1) accept the proposal as is, (2) accept the proposal with modifications, (3) reject the proposal to focus on cost reductions and/or improved harvests, or (4) do nothing? Carefully justify your decision using relevant tools and concepts from the module. You may also wish to discuss the pros and cons of the options above when providing your analysis.
The maximum word limit for the report is 3000 words (10% tolerance), excluding references and appendices. Please write the assignment as a management report with different sections, an executive summary and a table of contents. Where material is sourced (journals, websites) please ensure appropriate referencing is undertaken. The
marking criteria is based on the generic marking criteria in your programme handbook