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Product cover image for OZBLU: Last Mile Opportunity Scan for Fresh Produce

OZBLU: Last Mile Opportunity Scan for Fresh Produce

Sheri Lambert

Product #:W31764
Supplier:Ivey/Temple
Discipline:International Business, Marketing
Setting:South Africa, 2022
Details:Case (PDF) • 17 pages • 2023-05-10

Subjects:

Marketing strategySupply chain managementOperations and supply chain managementBusiness managementSales and marketingInternational businessMarketing

Industries:

Agriculture sector

Geography:

AfricaSouth Africa
Your Price:$10.54

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Based in South Africa, United Exports was a leading producer of blueberry varieties. In April 2022, the company faced an issue of competitive positioning and entry in a crowded US market. The chief executive officer of United Exports, Americas, was preparing for a strategic planning meeting where the goal was to develop actions to grow the company and expand distribution in the United States. United Exports’ OZblu brand had simultaneously attempted to create year-round blueberry supplies and to shorten its supply chains by selling Florida-grown blueberries in the United States. The CEO knew he had to rethink supply chains in a post-pandemic world and in light of shifting consumer buyer behaviour realities. He had to find a way to best enter the US fruit produce e-commerce market while aligning with United Exports’ values and selling proposition. The CEO needed to examine and carefully consider e-commerce models, including subscription, rapid delivery, and the online grocery landscape.

Learning Objectives

This case is intended for students at an undergraduate or graduate level. It is best used as part of a marketing strategy course or as part of a course or module on e-commerce marketing, channel management, or omnichannel management, as well as branding.

By working through the case and answering the assignment questions, students will have the opportunity to do the following:
  • Analyze a company’s key success factors and challenges to determine whether the business is suitable for expansion, including geographic saturation.
  • Examine the landscape, opportunities and risks, and critical success factors for companies looking to expand.
  • Understand the growing home-delivery business, including e-commerce, for fresh blueberries and how it is evolving.
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Case Study: OZBLU: Last Mile Opportunity Scan for Fresh Produce (English version) | Ivey Publishing