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One could argue that the primary and severest of impacts would be the affect of the tariffs and quotas on Chiquita’s position in the marketplace versus the preferred competition. This in turn would have several negative impacts on Chiquita, as the tariffs increase their prices to European consumers, resulting in less sales and revenue, while the quotas also limit their market share as less can be exported to the EU...

As seen in the case’s Exhibit 4, of almost $4 billion in total sales for Chiquita, about 60% were in bananas. As stated in the text, “Latin American countries had shipped more than 2.4 million metric tons of bananas to the EU; Chiquita’s sales accounted for 40% of this amount” (10) [about 1 million metric tons]...

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