[Author’s Name]
[Institution’s Name]
Essay on Chiquita Brands International
Chiquita Brands International Inc. has its headquarter in Ohio Cincinnati. It is the country’s leading producer and distributor of bananas. It also produces a variety of products under subsidiary brand names. Chiquita is in fact a successor to the United Fruit Company. Atlanta AG, is also owned and operated by Chquita since 2003. It was previously owned by a Cincinnati millionaire Carl H. Lindner, Jr.; his monoploy ownership of the company resulted in Chiquita Brands International being liqudated after declaring bankruptcy on March 19, 2002.
There are three major player in the banana industry in the global arena; namely Chiquita Brands, Dole Foods and Fresh Del Monte Produce. They have a history of over 100 years old in banana plantation and production in Central America and Colombia. These three major players together make 65% of the world exports. Chiquita Brands was for many years were world's largest banana producer and distributor. However, it still claims to be the pioneer in the industry, but its market share has substantially declined over the last few years. Bananas make up 60% of its total sale. However, since 1991 the net sales of Chiquita Brand have diminished. The reason can be attributed to the low production of bananas in general. Due to EU banana Regime and high net annual-interest cost of $165 million in 1993-95 built up Chiquita’s losses. Chiquita’s executive employed effective strategies and in 1995, sales of Chiquita products grew and the company after a long time made a profit. However, this was short lived because following 1995 Latin America recorded severe floods. These floods adversely affected the banana plantation and the company again recorded a $70 million loss.
In the nineties, banana market showed robust and intense competition especially among the international companies. These companies posed intense competition in order capture a larger market share in the importing countries especially in the EU....
This essay has the followings:
Total words: 820
Total reference: 9
Total price: £ 19.95
Click here to Order this essay!
Get Professionally written Essays that are:
• Written According to your Exact Requirements
• 100% Original and Non-Plagiarized
• Written by Expert
UK Writers
• Delivered to you before your deadline
Amazingly Low Prices - £9.95/page
