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Phoenix

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Phoenix Organics Case Analysis
Jeremy
Texas A&M University – Commerce

Abstract

Phoenix Organics has been a leader in the organic drink industry for a few decades and have sustained a rate of growth that is historic. However, in order to keep up the growth rate they will need to create a new strategy for their company. New Zealand high end markets have become more commonplace which has put the historic growth rate at risk. Not only that, but there are large companies such as Frucor and Coke that have taken more of the market share. Phoenix is looking for a future strategy which will maintain their sustainability because it has become part of their identity. Entering a new market, market segment or introducing a new product line would all be viable solutions. The key for the company is to stay true to their roots.

Phoenix Organics Case Analysis

Problem Statement
Phoenix Organics had the passion and foresight to enter the organic drink market prior to its upswing and this has helped establish them as a leader within this niche market. Phoenix will only be able to maintain the historic growth of 25 to 30 percent annum for the immediate future. So how does the company continue their growth while maintaining a high level of sustainability given the current market in New Zealand?
Critical Issues The niche market that made Phoenix what it is today has become more common place. If Phoenix is going to continue to operate at the same levels within New Zealand, they will need to take their brand bigger which could also cause their demise by going up against the big players like Coke and Frucor. The larger companies have more resources, brand recognition and market share across the board which could translate into lower price points for comparable products. Ultimately, this could drive Phoenix out of the market. Another issue is market

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