2. Chiquita was US based vertically integrated
banana company.
It has along record of profitable growth.
Company’s profitable journey was stopped in
1992 due to European Union’s restrictive and
discriminatory trade policy.
3. Strengths:
Vast transport network
High capital invested in land
Proper cultivation technique to control disease
Good infrastructure and communication
network
4. Weaknesses:
High dependency on European market
Inherent characteristic of product
High operating cost
5. Opportunities:
Explore the market in Japan , Germany
,America
Identify and contract with the European
Distributors by making them in trust with the
company
Do contract farming in philipines so as to
explore near by market
6. Threats:
Disease outbreak.
Surplus production and destroy of crop
due to cyclones.
Other five competitor.
7. Political :
high political influence in US govt.
Political relation of US govt with other
countries.
Economical:
Major consumption in developed countries
Price volatility highly affect profit margin
8. Social :
They have given employment to very large
work force
Social contribution in terms of healthcare and
medical facility
Technological:
Effectively technological advance system for
controlling decease.
