INTRODUCTION
The following analysis pertains to the Campbell Soup Company (Campbell), based in Camden, NJ utilizing the strategic management model. The purpose of the analysis is to examine the most recent activities of this publicly-traded company (NYSE: CPB), spanning the last 3 to 5-year period to determine the key strategic management issues facing the company, identify the company’s primary management level challenges and/or opportunities and to offer recommendations to address those challenges at both the corporate and business levels.
COMPANY HISTORY AND BACKGROUND
Campbell is an iconic American brand with a diversified international portfolio of foods and drinks ranging from soups, salsas, breads, cookies, and crackers, to carrots, organic baby food, fresh foods and pasta …show more content…
High-level strategic imperatives include: transparency in the sourcing of ingredients, improving and adding digital and ecommerce platforms, diversifying their product portfolio by expanding fresh, healthy, and local products, and expanding their distribution to new markets (BusinessWire, 2016).
The company has implemented a focused business strategy with a differentiation advantage. In their effort to respond to emerging trends within the food industry, Campbell plans to transition its ingredients toward all healthy, fresh offerings that have been sustainably and ethically sourced. The company has set a target to remove artificial colors and ingredients from their North American products by 2018 and to source only antibiotic-free chicken shortly thereafter. A website has been launched to communicate their progress to customers and shareholders, an effort to build credibility in positioning the brand as “real, healthy, and fresh food” (BusinessWire,
The following analysis pertains to the Campbell Soup Company (Campbell), based in Camden, NJ utilizing the strategic management model. The purpose of the analysis is to examine the most recent activities of this publicly-traded company (NYSE: CPB), spanning the last 3 to 5-year period to determine the key strategic management issues facing the company, identify the company’s primary management level challenges and/or opportunities and to offer recommendations to address those challenges at both the corporate and business levels.
COMPANY HISTORY AND BACKGROUND
Campbell is an iconic American brand with a diversified international portfolio of foods and drinks ranging from soups, salsas, breads, cookies, and crackers, to carrots, organic baby food, fresh foods and pasta …show more content…
High-level strategic imperatives include: transparency in the sourcing of ingredients, improving and adding digital and ecommerce platforms, diversifying their product portfolio by expanding fresh, healthy, and local products, and expanding their distribution to new markets (BusinessWire, 2016).
The company has implemented a focused business strategy with a differentiation advantage. In their effort to respond to emerging trends within the food industry, Campbell plans to transition its ingredients toward all healthy, fresh offerings that have been sustainably and ethically sourced. The company has set a target to remove artificial colors and ingredients from their North American products by 2018 and to source only antibiotic-free chicken shortly thereafter. A website has been launched to communicate their progress to customers and shareholders, an effort to build credibility in positioning the brand as “real, healthy, and fresh food” (BusinessWire,