Cornell Orchards Component One

Cornell Orchards Component One - Component One I Company...

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Component One I. Company Description The Cornell Orchards, founded in 1910, operates as a principal teaching and research facility for Cornell University’s Department of Horticulture and College of Agriculture & Life Sciences. Located adjacent to Cornell’s College of Veterinary Medicine, the Orchard’s 37-acre research facility and retail store consists of a vineyard, orchard and fruit farm. The operation functions from mid-August to April, and maintains an additional, 100-acre farm in nearby Lansing, New York, which specializes in cold- sensitive crops (Perosio, 2007). Since its founding, the Cornell Orchards has played a vital role in the development and growth of New York State’s produce industry. Of the 100 commercially utilized apple varieties worldwide, the Cornell Orchards yields approximately 50 different types of apples, which are considered to be the second most valuable fruit and the most popular fruit globally. Cornell has historically been at the forefront of apple research, excelling at the practice, and initiating numerous industry standard procedures, such as the “Controlled Atmosphere” holding tank (Perosio, 2007). Furthermore, in addition to the prominent apple selection, the Cornell Orchards’ retail shop sells a wide assortment of locally produced foods, condiments and apparel. Integral to the Orchards’ existence is a dedication to supporting local manufacturers and producers. The Cornell Orchards sells over 50 varieties of apples, and nearly 30 other types of goods and apparel, including apple cider. The products range from tableside condiments such as pure maple syrup, horseradish mustard and BBQ sauce, to personal wear such as Orchards-logo clothing and Cornell Sheep Blankets, to various types of ingredients such as pancake and cookie mix. Certainly, the major benefit of selling such goods is the support provided to local producers and manufacturers. Additionally, the sale of Cornell-produced products such as maple cream and apples assists in the development of Cornell’s research and teaching efforts in these areas. These research and corporate extensions further advance both the New York State economy and the worldwide apple and produce industries. The below BCG Matrix illustrates the Orchards’ product line: 1
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BCG Matrix Star Apple Cider Question Mark Miscellaneous Goods Cash Cow Apples Dog Clothing/Apparel The BCG Matrix, developed by the Boston Consulting Group, is a tool utilized to identify what priorities should be given in the “product portfolio of a business unit”(BCG Matrix, 2007). The matrix consists of two dimensions: market share on the horizontal axis and market growth on the vertical axis. The fundamental notion is that the larger the market share or the faster the market growth, the better it is for the company in ensuring “long-term value creation”(BCG Matrix, 2007). First, a Star is a product with high growth and high market share, utilizing large amounts of cash and leading its industry. For the Orchards, this is the Apple Cider. The Cider generates immense revenues, but also requires substantial
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  • Spring '07
  • Cornell Orchards, Orchards

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