• October 11, 2017
  • Maddox Smith
  • 0

Integrated Capstone Course

Executive Summary

The objective of this paper is to assess the potential market and current business condition of Florida’s Natural juice. To start, Florida’s Natural is one of the significant brands of Citrus World, Inc., Which is one of Florida’s biggest citrus cooperatives of cultivators. This report for the most part examinations and depicts the market of Florida’s Natural orange juice around the world. The paper starts by offering a short depiction of the history, foundation and general data of Florida’s Natural image, and its merchant, which is Citrus World Inc. This paper is devoted to breaking down Florida’s Natural Product Florida’s Natural advertising design, its potential overall rivals, its promising shopper choice process, and the objective market of the items. Besides, this investigation shows some moral issues that may debilitate in its objective market. At last, this task gives suggestions and decisions about the company.

The examination of this report depends on data accumulated from online sources which enable us to reason that Florida’s Natural is one of the biggest cooperatives of citrus cultivators in Florida. Their fundamental esteems concentrates on Communication, Integrity, Trust, Respect, Urgency, and Sustainability (“Core Values – Citrus World”). Individuals in sensibly available areas can without much of a stretch obtain the item. Additionally, its costs are practical for their objective market, which are individuals of any age. Also, Florida’s Natural Orange juice doesn’t have a lot of reputation since they have been in the market for a long time, and their clients are greatly faithful. At long last, Florida’s Natural’s social obligation is imperative for the organization since they are concentrating on benefit as well as in the buyer’s fulfillment through the generation of value not from juices and social come-backs from their steadfast clients. Because of this we have found that the greater part of this makes them the most characteristic and trustful juice organization in America; potentially even around the world.

Historical Background

Florida’s Natural Growers began in 1933 when a group of citrus growers decided to work together to process grapefruit and grapefruit sections. They formed a cooperative in which they owned the land, the company, and shared the company’s profits. They called themselves the Florida Citrus Canners Cooperative. A year after it began, the company packed 422,000 cases of grapefruit sections and juice and processed 3,000 boxes of fruit a day. By 1940, the growers decided to invest in expensive equipment so they could begin producing frozen concentrated orange juice. This decision was a good one. The company’s sales soared. Juice drinkers nationwide sipped the company’s Donald Duck canned orange juice on a regular basis. In 1969, the company changed its name to Citrus World.

Citrus World enjoyed modest but steady sales until the late 1980s. In 1987 Citrus World introduced its Florida’s Natural brand in a variety of flavors. Florida’s Natural was a not-from-concentrate (NFC) juice. Like fresh-squeezed juice, NFC juice was 100 percent premium juice containing no added water, sugar, or preservatives. The company believed that NFC juice tasted better than concentrated juice, which has the water extracted and then added again before it is served.Citrus World invested heavily in advertising in 1991. Its national television and magazine ads emphasized the company’s local origins. Its television ads reached 93 percent of all U.S. households and were seen by 2.5 billion people. In 1997, Citrus World welcomed a new member to its coop for the first time in 20 years–the Orange Growers Marketing Association. Orange Growers added a million boxes of citrus a year to Citrus World’s production. It is made up of 12 growers presently: Waverly Growers Cooperative, Lake Placid Cooperative, Ben Hill Griffin Inc., Haines City Citrus Growers Association, Orange Growers Marketing Association, Lake Wales Citrus Growers Association, Hunt Brothers Cooperative, Citrus Marketing Services Inc., Peace River Packing Company, Dundee Citrus Growers Association, Winter Haven Citrus Growers Association, and Umatilla Citrus Growers Association (“Florida’s Natural Growers History”).

Promoting Plan


We are Florida’s Natural. We are citrus cultivators. Endeavoring to make the world’s best squeezed orange (“Florida’s Natural Co-operation History”). At Florida’s Natural®, we hold our organic product juices, mixes and citrus smoothies to a higher standard than any other individual (“Florida’s Natural Orange Juices”). The best squeeze is produced using 100% Florida oranges. By a similar Florida families who develop them.

Product Description

SWOT Analysis


The significant quality of Florida’s Natural orange is Freshness of the item, in light of the fact that is a 100% percent characteristic, without additives and oranges are newly crushed. Another primary quality is its wellbeing picture and the advantages purchaser gets from its items, the citrus natural product makes it high on vitamins and hostile to oxidants. Diverse items accessible and the alluring packaging, it offers distinctive item for individuals distinctive tastes for instance you can pick your juice with mash or no mash, weight watchers have a wide assortment to look over the new line of Florida’s regular orange called “fit and delectable” which just has 60 calories.


Shortcomings are things an organization needs or does ineffectively. The absence of dispersion and data speaks to a shortcoming to Florida’s Natural. As it isn’t discovered effortlessly outside the United States and makes individuals less proficient about their items, thus it diminishes mark acknowledgment. In Nicaragua Florida’s Natural has a feeble purchaser request, because of high cost and poor showcasing.


An open door is the new market that Nicaragua speaks to for Florida’s Natural, since the populace is utilized to drink 100% newly made squeezed orange, thus Florida’s Natural could be the main brand in Nicaragua. A chance to develop in Nicaragua is the contender defenselessness, for instance Parmalat, Dos Pinos and Eskimo are produced using concentrate, which implies they are made of fake flavors. Mold impacts mean an open door since these days individuals are going the solid and natural path, since they need to carry on with a long life. Today eating sound has turned out to be the objective of many individuals, as well as now has been build up as an economic wellbeing.


Florida’s normal rivals are isolated into a wide range of items; in the U.S. the most grounded contenders are the Coca Cola Company who possesses basically orange, and moment cleaning specialist, and Tropicana which is owned by PepsiCo. Lawful controls are a piece of the dangers that an organization faces, for example the FDA (Food and Drug Administration) directs “natural product juice” since it must be legitimately used to portray an item that is 100% organic product juice. In the event that it’s a mix of different juices or fixings is a called a juice mixed drink, which we frequently observe in packaged squeezes in the Unites States. For Florida’s Natural one of the significant Threats can be an unnatural weather change and catastrophic events, since they just utilize oranges developed in the U.S. Changes in temperature or catastrophes like sea tempests, tornados, and hurricanes influences the orange creation. A move in customer request and buyer disappointment impacts the prosperity of an organization, if costs raises, quality declines and deals abatements can make a purchaser favor the contenders. It is imperative to specify that an ascent in cost of wages and furthermore the moderate economy we are confronting is a risk to Florida’s Natural as well as to any organization also.

Maddox Smith

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