BLUE SKY PRODUCT (GHANA) LIMITED Introduction Blue Sky (Ghana) Limited came into being in February 1998 with a mission to provide fresh fruits. It is found by Anthony pile, with headquarters located in the United Kingdom, and production plant in Ghana, Africa. The mission of blue Skies is to provide best quality of fresh fruits to the European market and to maintain the best and fresh quality of fruits; it avoids adding flavors and preservation and delivers the product by air within 48 hours of harvesting Increasing demands of fresh fruits around the European country give an opportunity to Anthony to explore this market. Unlike other tropical fruits, pineapple is the only one that is harvested and exported 365 days a year and considered as a king of all tropical fruits. So he brings the idea of fresh from harvest which was first denied by the board members as they thought importing freight by sea from South America and processing it in factories in the heart of England to make juice or fruit salad is the best idea to proceed. With his entrepreneurial skills and abilities, Anthony has been successful to make his plan implemented and start exporting fresh cut pineapples to Europe. Business Case. Food in Europe is differentiated on the basis of its quality and on the basis of product cultivation of organic agriculture. Anthony starts exporting a fresh cut pineapple to the European market where people are more attracted by the originality and fresh quality of fruits. In blue Sky, fruits are cut into a particular shape then packed without adding any artificial flavor or preservations within 48 hours of harvesting. The USP (Unique Selling Point) of Blue Sky makes its bond stronger with its customers by giving them a sense of having fresh fruit directly after two days of its harvesting. The issue arises when the European country faces the economic recession and customers demand discounts on the prices of the product. From this point blue Skies profit margin start declining due to the customers high bargaining on pricing. To stay connected with its mission, Pile established two farms to grow pineapple Smooth Cayenne and MD2, mainly as a temporary fix until farmers got back to pineapple production. In this critical situation, it started selling bottled fruit juices in the market near to its factory and fast food restaurants to decrease the dependency on the European market. The biggest strength of Blue Sky is to ship the fresh cut packed pineapple within 48 hours of harvesting. This strength gives it a competitive edge over other fruits suppliers. Customer preferences of having fresh fruit in a short span of time give an opportunity of supplying pineapple who remain fresh after 2 days of harvesting unlike of banana and peer whose shape and taste get change after 2 harvesting days. By supplying consistent ready to eat fruit blue Skies give hope to thousands of people in Africa and South America. Sometime quality of the fruits gets affected if the product is delivered at a long distance by air as a result fruits can only be delivered to a particular distance. Fruits that can maintain its quality can be exported other fruits cant be shipped by air as the quality get affected so it will affect the companys image. Explore different countries of the world with quality fresh fruit. Develop a website Caretrace.com to give all the information to the customers about the company and the detail of the product where it is coming from to enhance the customer relationship. Airfreight is becoming expensive, that is affecting the profit margin of the company. Assurance of the quality, as the product is fruit that can cause health problems if affected during shipping. Health education and training to the staff to make sure the quality wont get affected at any stage. Recommendations. To overcome the issues faced by Blue Sky due to the economic issue of the European country, Anthony should make certain air freight agreement with the airline that could help in decreasing the shipping cost by reducing fuel consumption. Company does all the shipping by air rather than by sea so there should be some agreements that could benefit the company at-least till the period of economic crisis facing the whole world. Another should have invested more in the fruits juices and harvesting of other fruits that can be delivered within the UKs restaurants, hotels, and cafes. QUESTION 1 What is the microenvironment of blue sky (Ghana)