nantucket nectars

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Dear Tom Scott & Tom First,

I understand that you want to raise capital in order to expand Nantucket Nectars, but are currently having difficulty trying to decide whether and where to sell part of the company, sell all of the company, take the company public, or operate as a stand alone company. I suggest that it would be best if you sell part of the company to Ocean Spray, and at the same time, negotiate a reasonable contract with Starbucks to carry the Nantucket Nectar Product in all of its stores.

I asked myself many times, ¡°Why is Nantucket Nectars successful?¡± Out of the many factors that contributed to the company¡¯s success, great tasting product and memorable storyline was the most important. While the current market is flooded with many different fruit juices, I believe consumers choose to purchase Nantucket Nectar products mainly for their all natural high quality and the intimate feeling they get when buying the product. Moreover, I feel that the firm has a strong internal culture that allows it to be more innovative, and a corporate value that is very unique. I strongly recommend that you do not lose these two valuable brand personalities, culture, and corporate value as you expand in the future.

In order for Nantucket Nectars to maintain growth without drastically changing, you should definitely continue to run the company while selling part of the company to a firm that has similar values and corporate culture. I believe Ocean Spray will be a good match in this perspective because it has a similar culture, the management is familiar with Nantucket Nectars, and it is privately owned. Also, Ocean Spray being the world¡¯s largest purchaser of non-orange fruit juice, would be able to sufficiently fund Nantucket Nectars expansion, support secured national manufacturing and distribution, and maintain the high quality of the products. Moreover, Ocean Spray¡¯s strong power on the grocery shelves in the Northeast matches Nantucket Nectar¡¯s business perfectly, because Nantucket Nectars was looking forward to market its products through the supermarket channel in which it has a tremendous upside.




However, you should not forget the growth potential the firm has in the mid-west, west, and international market. In order to realize the potential geographic growth opportunities, I advise you to successfully negotiate a reasonable contract with Starbucks to carry Nantucket Nectar products in all of its stores. Starbucks is a fast growing multinational corporation with great market influence and advertising abilities, and will be a great platform to market Nantucket Nectar products not only in areas with potential growth opportunities, but in areas worldwide.



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