The Orange Girl – all the juice and nutrition you can ask for Growing up on a citrus farm in Mpumalanga, Yoliswa always wanted to escape to the city. In her little  mind, she saw the farm life as the hardest endurance test any individual can be subjected to. She  qualified with a mechanical engineering degree and started working in food manufacturing facilities  in the city of Jo’burg.  The conventional rat race in the city wore Yoliswa down a lot, she started escaping to the farm  whenever she got a chance. One day, five years ago, on one of these visits, she found herself  wandering on the farm, carried away in childhood memories of how she used to eat oranges directly  from trees when they were in season. The farm owner had allowed Yoliswa’s parents to use a section  of the farm to grow their own oranges for themselves. Her father decided to follow indigenous ways  of growing oranges – his oranges always tasted sweeter, juicier and more filling than the oranges on  the bigger portion of the farm.  Yoliswa’s father had an orange juice recipe – every season, he would pick oranges and make juice for  the family. His orange juice became quite famous with the locals, therefore, he started selling bottled  orange juice every season – he called it The Orange Girl, as a tease for Yoliswa, who was very proud  of her father. Her old father had handed the business over to her younger brother Bert who  mentioned to Yoliswa that he wanted to take this on a large scale but he did not have the resources.  On that day, Yoliswa decided to engage her brother in discussion around taking this production large  scale. The idea was an instant hit, the siblings decided to register a business, trademark the brand,  bought an adjacent farm and started manufacturing orange on a large scale.  Five years later, the business has grown by leaps and bounds and the siblings want to start exporting  their organic orange juice across the border to Botswana, Namibia and to China. Research conducted  has indicated that these three markets present a significant opportunity for The Orange Girl. They  have already set up contracts with distribution partners in all these three countries and they are now  busy upgrading their production facilities to accommodate the increased volumes, as well as the  packaging facility to handle the legal packaging requirements for each country. South Africa citrus production, exports, continue strong growth The production of South African citrus, mainly soft citrus, new orange varieties, lemons and limes is estimated  to continue its strong growth in the 2020-21 marketing year, according to a new report from the U.S.  Department of Agriculture’s Foreign Agricultural Service. The expected growth, the USDA report said, is based on the increase in area planted, improved yields, high level  of new-plantings coming into full production, and the minimal impact of COVID-19 on labor and input supply.  The increase is expected to be partially offset by drought conditions in some production areas of the Eastern  Cape, and hail damage in some production areas of Mpumalanga, according to the report. Duty free exports of all citrus types to the United States under the African Growth Opportunity Act reached a  peak of 91,402 metric tons in 2020 and are expected to continue their strong annual growth in 2021, as the U.S.  is still considered a premium market. The value of U.S. imports of South Africa citrus totalled $94.9 million, up  72% from $55.3 million in 2019 and up 45% from $65.5 million in 2018. Background Citrus in South Africa is grown across the country mainly in the Limpopo, Eastern Cape, Western Cape,  Mpumalanga, Kwa Zulu Natal, Northern Cape and Northwest provinces, according to the report. A total of  233,092 acres was planted to citrus in South Africa in 2020, a 9% increase from 214,507 acres in 2019. This  growth trend is estimated to continue in 2021, based on the significant investments and aggressive new  plantings of soft citrus, lemons, and new varieties of oranges. While oranges are the biggest citrus type produced in South Africa and account for 48% of the total citrus area  planted, the report said there has been notable growth in the area planted to soft citrus (25%) and  lemons/limes (19%). This growth is driven by the attractive investment returns, profit margins from soft citrus  and lemon production, and a spike in global demand.   1.Establishing their business in other countries will require the team to have  excellent negation skills and knowledge about the circumstances in which  negotiations are likely to take place. With the use of practical examples, show how the following circumstances could potentially require negotiations by the   team at The Orange Girl:  • Competition in the marketplace, • Changes in specifications.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
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The Orange Girl – all the juice and nutrition you can ask for
Growing up on a citrus farm in Mpumalanga, Yoliswa always wanted to escape to the city. In her little 
mind, she saw the farm life as the hardest endurance test any individual can be subjected to. She 
qualified with a mechanical engineering degree and started working in food manufacturing facilities 
in the city of Jo’burg. 
The conventional rat race in the city wore Yoliswa down a lot, she started escaping to the farm 
whenever she got a chance. One day, five years ago, on one of these visits, she found herself 
wandering on the farm, carried away in childhood memories of how she used to eat oranges directly 
from trees when they were in season. The farm owner had allowed Yoliswa’s parents to use a section 
of the farm to grow their own oranges for themselves. Her father decided to follow indigenous ways 
of growing oranges – his oranges always tasted sweeter, juicier and more filling than the oranges on 
the bigger portion of the farm. 
Yoliswa’s father had an orange juice recipe – every season, he would pick oranges and make juice for 
the family. His orange juice became quite famous with the locals, therefore, he started selling bottled 
orange juice every season – he called it The Orange Girl, as a tease for Yoliswa, who was very proud 
of her father. Her old father had handed the business over to her younger brother Bert who 
mentioned to Yoliswa that he wanted to take this on a large scale but he did not have the resources. 
On that day, Yoliswa decided to engage her brother in discussion around taking this production large 
scale. The idea was an instant hit, the siblings decided to register a business, trademark the brand, 
bought an adjacent farm and started manufacturing orange on a large scale. 
Five years later, the business has grown by leaps and bounds and the siblings want to start exporting 
their organic orange juice across the border to Botswana, Namibia and to China. Research conducted 
has indicated that these three markets present a significant opportunity for The Orange Girl. They 
have already set up contracts with distribution partners in all these three countries and they are now 
busy upgrading their production facilities to accommodate the increased volumes, as well as the 
packaging facility to handle the legal packaging requirements for each country.

South Africa citrus production, exports, continue strong growth
The production of South African citrus, mainly soft citrus, new orange varieties, lemons and limes is estimated 
to continue its strong growth in the 2020-21 marketing year, according to a new report from the U.S. 
Department of Agriculture’s Foreign Agricultural Service.
The expected growth, the USDA report said, is based on the increase in area planted, improved yields, high level 
of new-plantings coming into full production, and the minimal impact of COVID-19 on labor and input supply. 
The increase is expected to be partially offset by drought conditions in some production areas of the Eastern 
Cape, and hail damage in some production areas of Mpumalanga, according to the report.
Duty free exports of all citrus types to the United States under the African Growth Opportunity Act reached a 
peak of 91,402 metric tons in 2020 and are expected to continue their strong annual growth in 2021, as the U.S. 
is still considered a premium market. The value of U.S. imports of South Africa citrus totalled $94.9 million, up 
72% from $55.3 million in 2019 and up 45% from $65.5 million in 2018.
Background
Citrus in South Africa is grown across the country mainly in the Limpopo, Eastern Cape, Western Cape, 
Mpumalanga, Kwa Zulu Natal, Northern Cape and Northwest provinces, according to the report. A total of 
233,092 acres was planted to citrus in South Africa in 2020, a 9% increase from 214,507 acres in 2019. This 
growth trend is estimated to continue in 2021, based on the significant investments and aggressive new 
plantings of soft citrus, lemons, and new varieties of oranges.
While oranges are the biggest citrus type produced in South Africa and account for 48% of the total citrus area 
planted, the report said there has been notable growth in the area planted to soft citrus (25%) and 
lemons/limes (19%). This growth is driven by the attractive investment returns, profit margins from soft citrus 
and lemon production, and a spike in global demand.

 

1.Establishing their business in other countries will require the team to have 
excellent negation skills and knowledge about the circumstances in which 
negotiations are likely to take place. With the use of practical examples, show how the following circumstances could potentially require negotiations by the 
 team at The Orange Girl: 
• Competition in the marketplace,
• Changes in specifications.

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