Case Study and Strategic Analysis

This case study and strategic analysis focuses on Bega Cheese, a renowned Australian dairy company. It provides an overview of the organization, mission statement, external and internal analysis, SWOT analysis, and key issues faced. The paper also discusses strategies and fallouts.

Case Study and Strategic Analysis
Name of the Student
Name of the University
Author Note

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Executive Summary:
The paper is focused in the elaboration of the business conduction of a chosen company in the
form of the Bega cheese. The company is one of the renowned names in the Australian Diary
industry. The paper produces a brief overview of the organization along with the mission
statement and the description of the mission of the mentioned organization. Along with that, the
paper conducts an external analysis of the organization through the Porter’s five forces and the
PESTLE analysis. In addition to that, a SWOT analysis is conducted for the evaluation of the
internal condition of the organization. The paper also conducts a VRIO analysis of the
organization in addition to the evaluation of the sustainable competitive advantages of the
organization. On the other hand, the paper also produces a brief description of the key issues
faced by the organization. Apart from this, the paper also includes the reevaluation of the
mission statement of the organization, strategies and the cases of fallouts as well for the chosen
organization.

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Table of Contents
Overview of the organization..................................................................................................3
Mission statement....................................................................................................................3
Mission....................................................................................................................................3
Internal and external analysis..................................................................................................4
PESTEL analysis.....................................................................................................................4
Porter’s Five Force Analysis.................................................................................................11
SWOT Analysis.....................................................................................................................12
Case Overview (Scenario and the issues)..............................................................................17
The VRIO analysis of the resources......................................................................................17
The SCA (sustainable competitive advantage)......................................................................18
Issues in the organization.......................................................................................................20
Re-evaluation of the mission statement.................................................................................20
Strategies................................................................................................................................21
Fallouts..................................................................................................................................23
Reference...............................................................................................................................25
Appendix................................................................................................................................28

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Overview of the organization
The Bega Cheese is an Australian company dealing in the dairy industry successfully in
the famous town of New South Wales named as the Bega. The company was founded as an
agricultural cooperative owned by the dairy suppliers of the country in the year 1899. As per the
reports of 2016, the company has revenues of $ 1,195,967, 000. In the year 2011, it became a
public company and became listed in Australian Securities Exchange (Begacheese.com, 2019).
The company has received the status of one of the biggest dairy companies in entire Australia.
The net valuation of the total assets of the company is Australian $775 million.
Mission statement
The mission statement of the Bega Cheese Ltd s to embrace challenges, driving the
change and building for the future.
Mission
The company aims to deliver quality to the lives of Australian people. The company has
collected the resource of more than hundred Bega Valley dairy farmers, and the company has
become able to produce and at the same time distribute high quality cheese products which add
value to the lives of the Australian people. For over a century, the company has been following
the mission, vision and objectives building on the pillars of people, heritage, community and
customers. In this way, it has achieved a position in the Australian dairy industry. There are
almost 4000 people connected with the company, and the leaders of the company are Aiden
Coleman (CEO) and Barry Irvin (Executive chairman). The leaders are also solely devoted to the
success of the company in every sphere and help to resolve the issues occurring within the

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organization. The Bega Cheese Pvt Ltd Company is engaged in the manufacturing, processing
and distributing of all kinds of dairy and food-related products mainly in all the parts of the
Australian continent. The company operates primarily in two segments such as the Tatura Milk
and Bega Cheese (Begacheese.com, 2019). The essential products of Bega Cheese are natural
cheese, powder, branded food products, processed cheese and many other varieties.
Internal and external analysis
The strategic audit of a particular business also involves the external and internal review
of it. In order to discern the strengths, weaknesses, opportunities threats, once it is necessary to
analyze the outer environment that the business is established and operates in. It is also a vital
part of business planning (Aburto-Oropeza et al., 2018). It helps to assess the primary areas of
the company and propose strategies to overcome the issues which come across the business
process. There are many tools to examine the factors such as the Pestle analysis, the Porter's five
force analysis and most importantly the SWOT analysis (Ansoff et al., 2019). These tools help to
give a proper picture of the situation. In the case of Bega Cheese, at first, the Pestle analysis and
the Porter's five force analysis is done for better analyzing the strengths, weaknesses,
opportunities and threats.
PESTEL analysis
The Bega Cheese PESTEL analysis helps understand the macro environment of the firm
through a strategic tool. The term PESTEL stands for the political, economic, social,
technological, environmental and legal aspects in the country of Australia that can leave an
impact on the operations of the company (Hitt & Duane Ireland, 2017). The industry is ever-
changing, and the modifications and alterations in the macro environment can also influence the
other major players in the food, beverage and tobacco industry. It has also been found that the

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macro climate impacts the Porter Five Forces and shapes the competitive scenario. They can also
leave an impact on the competitive advantage of the firm over the market rivals, the rates of
profitability and many other aspects. On the other hand, the pestle anslysis helps to get in-depth
details regarding the challenges the Bega Cheese Company might face.
Political- The political factors play a significant role in the business industry and help to
get an overview of the long term profitability factors in a particular country or market. Notably,
the Bega Cheese operates in the Food, beverage and tobacco industry in many nations. It has
increased the possibility of many political factors that affect the operations of the company.
Different countries have their unique political system and turbulences which can quickly impact
the business of Bega Cheese (Meyer, Neck & Meeks, 2017). In order to operate smoothly in
different political and systematic risks of the industry, the company must focus on few mar
factors in the market keeping in terms with the case study of Bega Cheese; it can be said that the
government, its systems and policies will be the main concerns for the company.

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Image 1- Production of dairy products
Source - (Morden, 2016)
 The political stability of the existing market needs to be focused on. The Bega Vegemite
is distributed in many countries, and there are different policies based on the states. The
company will face greater instability in the markets due to the recent populism rise.
 The local government is an essential player in the market. They play an integral role in
the market and the business regulations in every sector. The Bega Vegemite must monitor
the changes in the local government and the finance and accounting (Morden, 2016).
 The time scale and the resource allocation is also another factor which must be analyzed.
It can be said based on the data collected from the case study of Bega Vegemite, that the
resource allocation will be changed.
 The taxation policies are factors which the Bega Cheese Company was refrained from. It
benefitted from the low taxes throughout the western part of the hemisphere. This had
saved the expenses that the company had invested in the research and development.
However, the decision can change this profit levels.
 The case study suggests that the Bega Vegemite will have to address the international
regulations.
Economic- In general, the economic factors include the exchange rates, the inflation rates,
consumer disposable income, labor market conditions, economic performance, economic
stability of the countrymen, the taxation rates, the interest rate and others.
 The skills level of the employees in the market is an important factor. The Bega
Vegemite can support the development of the good skills among the employees in order

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to improve the services regarding the finance and accounting. It will also create the
global opportunities for the company.
 The exchange rates are also playing factors. When the Bega Cheese Company bring back
the Vegemite in home, the investment plans of the company can be impacted by the
volatile exchange rates.
 The availability of the infrastructure is another factor to be concerned about. The
government is focused towards developing investment on the business infrastructure for
improving the business. The Bega Vegemite can make good use of this in order to
penetrate the market.
 The economic performance of the Bega Vegemite might also impact the business. The
sector Bega operates in has shown growing economic performance due to the disposable
income, the huge investments and the government expenditure in the sector.
 The growing inequality in the society can impact on the consumer interests and their
spending behavior.
 The inflation rates are high in the market which can impact the consumers of the Bega
Vegemite.

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Image 2- Global milk production
Source - (Hitt & Duane Ireland, 2017)
Social- The way of doing business is different in different societies and cultures. The social
factors can help the companies like the Bega Cheese or Bega Vegemite to better understand
demands of the market it operates in. The social factors include the tradition, culture, attitude,
acceptance of the spirit, health and safety, gender roles leisure interests and the demographics.
 The inequality in the income levels has also created inequality on the power structure. It
can also create difference in the buying behavior.
 The social hierarchy and the norms is different in the home market and other markets as
depicted in the case study. The company can employ a team which can understand the
societal norms and behaviors in order to serve the customers in a better way.
 The demographics of the Bega Vegemite is preferable to the company.

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 The public opinions are often influenced by the media outlets. The social media and the
traditional media are growing significantly, and the Bega Vegemite can make good use of
this for the marketing purpose.
 The migration of the people from different parts of the world in the home country of
Bega Vegemite will help the company to find put international talents in order to manage
the operations in the country.
Image 3- Global cheese market
Source - (Morden, 2016)
Technological- The technological aspects are disrupting the industries. The most effective
technological factors are the access to the mobile phones, the innovation and the customer
services, the technology-driven change, the supply chain disruption, information technology,
product offering and many others.
 There might arise some technology transfer and licensing related issues for the Bega
Vegemite. In the present scenario, the companies are reluctant to license the
technologies, for the fear of creating the competitors.

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 The investment on the research and development on the micro and macro level is
enhancing. It will surely lead to disruption industrywide by the help of innovation in the
services and new product launches.
 The user experience is another factor that the Bega Vegemite will have to monitor. The
increasing speed and access of the internet services can completely change the user
experiences of the customers.
 The development of mobile technology has inevitably transformed the expectation of the
customers, especially in the finance and accounting sector. The Bega Vegemite will have
to address this and stay sustainable in the competitive market.
 The Bega Vegemite will also have to incorporate the technological advancements in its
supply chain model too for better outcomes. It will lead to higher profit sharing.
Environmental- Throughout the last decade, the environmental and sustainability factors have
become crucial for the business organizations. The government along with the pressure groups
are asking to adhere to the standards. Few of the environmental factor are increasing focus on the
sustainability, the safe waste disposal, the insurance policies, the limited carbon footprints, laws
related to pollution, safe disposal, safe water treatments and many others.
 The urban cities have given greater importance to the waste reduction and management.
The government might fast come up with strict regulations on the waste management that
can impact the Bega Vegemite.
 There might occur greater scrutiny of the adherence to the environmental standards. The
Bega Vegemite can become influenced in both the emerging and the developed markets.
 Nowadays, the customer is even highly aware of the environmental factors and will
expect Bega to adhere to the standards of the environmental and legal factors.

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 The Bega Vegemite can make good use of the popular renewable technology. They might
also receive the government subsidies regarding this.
Legal- The legal factors are the last but not the least important factor in the PESTEL analysis.
The management of the Bega Vegemite must consider some of the legal market before
penetrating the international markets. The factors are the data protection laws, the copyrights
laws, the justice delivery time, intellectual property rights, the discrimination laws and any
others.
 The environmental laws are the most essential to be followed by Bega Vegemite.
 The Bega Vegemite will have to consider the time taken for the specific cases while
doing business in the international market.
 The legal protection and the intellectual property rights are important, and the
company might face difficulty if there are no such laws.
 The health and safety norms are the most important for Bega as it deals in the food
industry.
 The data protection and the business laws are the most important that emerges as a
critical part of the privacy issues.
Porter’s Five Force Analysis
The porters five force is an effective tool for analyzing the competitive factors rigorously.
The model of Porter's five force is borrowed from the field of micro economics. After the case
study of the Bega Vegemite, the five forces of the industry can be analyzed in the following
manner.
Bargaining Bargaining Threats of New Threat of Rivalry in the

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power of the
suppliers
power of the
buyers
Entrants substitutes industry
The bargaining
power of the
suppliers will
depend on their
availability and
number in the
industry (Noe et
al., 2017).
Higher price will
be extracted
from the
company if it is
strong enough.
The bargaining
power of the
buyers depends
on the
availability of
other similar
brands with
similar quality
and price in the
market. It is low
in the market.
The threat of
new entrants in
the dairy
industry is low.
Bega has taken
long time to gain
the position, and
a new entrant
cannot defeat the
company all of a
sudden.
The threat of
substitutes in the
market can be
considered low
as there is
presumably no
substitutes to the
variety of cheese
Bega offers.
The rivalry in
the dairy
industry is
intense and can
easily drive the
prices down.
SWOT Analysis
The SWOT analysis is a special methodological approach for analyzing the strengths,
weaknesses, opportunities, threats due to the macro-economic and competitive factors. The
SWOT analysis provides both the external and internal audit of the business which an impact on
the performance of the organization. The strategy makers of the organization can in this way
optimize the performance of the organization and bring in new opportunities, maximize the ROI,
minimize the risks.

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Strengths- After the case study of the Bega Cheese: Bidding to bring Vegemite back home, the
strengths of the company can be examined easily.
 The Bega Vegemite is facilitated with a wide range of geographic presence. Its strength
is the extensive range of associates and dealer network. It helps the company to deliver
quality service to the customers and also manages the competitive challenges in finance.
 The company also has a great brand recognition. The recognition of the Bega Vegemite
has enabled the company to gain the competitive advantage over the market rivals.
 It also has high margins in pricing and profitability of as compared to the competitors
(Motoyama, 2016).
 The Bega Vegemite has an extensive range of products to offer to the customers. It can
penetrate the different customer’s segments which has enabled the company to diversify
the revenue streams (Wheelen et al., 2017).
 The company mainly focuses on the talent management which is the key to their success
in the market.
 The Bega Cheese has diverse revenue models, and it has also ventured various business
sectors.

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Image 4- Bega Cheese profit analysis
Source – (Esty, 2019)
Weaknesses- The weaknesses as shown in the case study are either the absence of the strengths
or the resources required to sustain in the industry. It can also be the lack of strategic planning in
the organization.
 The Bega Vegemite will have to analyze the various trends with the branding, the
financial management, mergers and acquisition, risk management, growth strategy and
fissure out the needs which can drive the future growth. It will have to address the
declining market share.
 The extreme pressure in the industry is putting downward force on the company due to
the declining per unit revenues as shown in the case study. It must assess the value
proposition of the various products.

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 The company will face huge difficulty in replacing the very few Bega Vegemite experts
in the organization.
 The loyalty among the suppliers is low. As seen from the projection in the case study, the
level of allegiance among the supply chain partners is not high.
 The business model of the Bega Vegemite can be easily copied by the competitors in the
industry. Hence the company needs to establish a platform model which can integrate the
vendors, the suppliers and the end users.
Opportunities- The opportunities are those specific areas which can serve as potential areas for
the firm to grow, make profits and huge market share.
 The company can avail the opportunities by tying up with the local players. It will help
the Bega Vegemite to grow in the international market. The local players with the local
expertise will be helpful.
 The company can increase the customer base in the lower segments. It will help the Bega
Vegemite to penetrate the entry level of the market.
 The customer preference is changing fast in the industry. The affordability of the
customers is also changing, and they are willing to try out new products in the market.
 The rapid growth of the economy will provide the Bega Vegemite a scope to expand
(Pucihar et al., 2018).
 The changing trends of the customers to migrate into the higher end products has opened
opportunities for the Bega Vegemite. It has a strong brand recognition which can
collaboratively help to increase the profitability.
 The growth in the online services will enable the Bega Vegemite Company to brand their
new offerings in the industry.

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Image 5-Dairy industry forecast
Source - (Slack & Brandon-Jones, 2018)
Threats- The threats are the factors that are the potential dangers for the business models of the
firm. Due to the changes in the macroeconomic factors and the changing consumer’s behaviors.
It is to be noted that the threats cannot be controlled but managed.
 The rapid growth in the technological expertise in the local players is one of the biggest
threat for the company. The Bega Vegemite is threatened to lose the IPR in the cases
study. In the context of China, the IPR is not that strong (Slack & Brandon-Jones, 2018).
 The change in the political environment of different countries such as the Brexit will
impact the business both in the local and the global market (Yan, 2017).
 There is lack of properly skilled human workforce. The turnover rates are increasing, and
the companies are dependent on the solution of innovation. It is a huge challenge in the
near future.

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 Notably, the pressure of competition in the market is ever existing. The competitors in the
industry can imitate their marketing strategy (product development) and pose a threat to
them.
Case Overview (Scenario and the issues)
The leadership team of the Bega Cheese Company were deciding on the acquiring the
grocery business of the MondelA'z International's that also included many brands such as the
Vegemite (the famous Australian Spread). The team is on the position of deciding whether to
bid for the division. It is also on the verge of deciding how to finance the cash required on the
bidding process. For the company, the decision was extremely difficult as it would be the largest
acquisition Bega has ever had. It is also true that the acquisition will extend the business of Bega
Cheese beyond its core business in the dairy industry. The company will face the financial issue,
and along with that, it will also face the indecision of shifting from the B2B business to the B2C
business (Esty, 2019). The current business of the company allows it to manufacture and process
the dairy products. The new acquisition will allow the company to become a producer of the
branded consumer brands. There is a high need of strategic decision in this regard. In a nutshell,
the company is under the pressure of indecision and lack of appropriate resources.
The VRIO analysis of the resources
The VRIO analysis of the Bega Cheese (Bega Vegemite) includes the value of the
resources they have, the rarity if the resources, the imitability of the resources by the competitors
and the organizational structure, policies, processes. The VRIO model will help to analyze the
SCA or the sustainable competitive advantage. The sustainable competitive advantage is the
particular distinctive competence of the firm. It presents the aspects of the organizations in which

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they are better than others. The VRIO model will help to identify the SCA along with the issues
and problems.
The SCA (sustainable competitive advantage)
From the VRIO analysis of the Bega Cheese or Bega Vegemite, it is found that the
company has many resources and competencies. The first resource is the access to the critical
raw material for the successful execution of the business operations. It is a valuable resource
which is rare too and helps to gain the competitive advantages. It is difficult for the competitors
because the competitors will have to come to terms with the dominant market position of the
firm. The second competency is the track record of the leadership team at the name of the
company. It is also of high value and rare in terms of competitors in the market and cannot be
imitated by the competitors (Reich, Krämer & Lenninger, 2018). The sales force and the channel
management of the company is also unique in its own way.

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Image 6
Source – (Esty, 2019)
The company has well-built IT capabilities which are highly valuable and can bring in
new opportunities for the company. The competitors will feel high difficulty in imitating the AI
and the in-house analytics (Lasserre, 2017). Another unique feature of the Bega Cheese
Vegemite Company is the ability to attract talents from the different local and the global markets.
It is of high value, and the strategy of the Bega Vegemite suggests to build on the successful
innovation and product localization that is difficult to imitate. The company possesses a strong
customer community where the customers are themselves the creators of the products. The firm

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has an exceptional ability to build long term relationships with the customers. It is an innate
quality of the company and its culture that can hardly be imitated. All of these factors provide
the strongest competitive advantage.
Issues in the organization
 Bringing back the Bega Vegemite can create a number of financial challenges which they
might have to address. The foremost among all the problems was the problem of price.
The indecision of how much should the offer to Mondelez for the proposed business as it
was a negotiated deal and not an auction (Esty, 2019).
 They also fear that the deal will not be properly understood by the framer –shareholders
and there might arise the disruption. The market can also be unpredictable. The company
needs the endorsements and support for execution.
 The execution of the deal suggests a complete strategic shift in the Bega Cheese
Company. The shift will be to expand out of the dairy industry. However, it is supposed
that the shift will bring profits to the organization, the implementation of change along
with the management of change is extremely difficult for the organization (Esty, 2019).
Re-evaluation of the mission statement
The mission statement of the Bega Cheese PVT Ltd Company has been talked about at
the beginning of the report. The mission statement of the Bega Cheese Ltd s to embrace
challenges, driving the change and building for the future. The Bega cheese has done justice to
its mission statement. Bringing back the Vegemite has been a huge challenge for the
organization as it had many threats along with the weaknesses of the company (Hill, 2017). The
company has displayed the courage and motivation to go beyond the negative aspects and
address the challenging situations. It has to be noted here that although Vegemite had a historical

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importance and served as a source of nostalgia to maximum Australians, the sale had remained
flat through the last decades.
There was the insecurity of gaining profitability from the Vegemite. Still, the Bega
Cheese Company has shown the will to go beyond the ordinary and experience the extraordinary.
As Irvin pointed out, everything was quite similar. Previously they made processed cheese and
the infant formulas (Esty, 2019). The new strategy will enable the company to extend its product
ranges. Overall, the company is heading towards the innovation as mentioned in their mission
statement by the strategy of product diversification (Ginter, Duncan & Swayne, 2018). The
mission statement is appropriate but requires some specification regarding the introduction of the
Bega Vegemite in the market in a completely new way. The company will have to develop
strategies for the market penetration and address the challenges that come on the way to
business.
Strategies
After the assessment of the Bega Cheese case study, it can be said that the company must
adopt some specific strategies for implementing innovation through product diversification. It
must also strengthen its financial aspects for easy acquisition. Thirdly, the change management
strategies should also be improved for better outcomes.
 First of all, the company will have to become financially stable for conducting the
acquisition. When a company starts acquiring other companies, the financial capacity if
required to be there. The business will have to stay in a healthy place in order to generate
the revenues with the strong product market fit along with the strong investors behind the
company. The Bega Cheese Company should think about diversifying the revenue
streams and expand the product along with the customer base, which can support the

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acquisitions. Before spending, it is necessary to decide on how much the company is
willing to spend. A thorough analysis and understanding of the financial reports of Bega
Cheese would suggest how much should be invested and how much the company can
afford to spend.
 The company must also determine whether it is the right time to acquire. Apart from the
financial capabilities, the company should be suitable to acquire in terms of size. The
Bega Cheese is a large company in terms of size and potential. However, it must focus on
the market demands, the processes, the customers, teams and procedures. The staffing of
the company should be done appropriately.
 In order to receive the favor, the support and endorsement, the company should be clear
on managing the long –term vision of the company along with the way it acquires. The
leaders of the company should communicate the mission as an essential part of the
stewardship of the shareholder’s capital. It must also decide on how the new acquisition
will fit within the positioning of the entire company. The Bega Cheese Company should
engage in the integration of the communication platforms across all the stakeholders,
media, company, customers and employees. The planning must be established with the
clear “roles and the goals” in order to ensure accurate execution. The penetrating strategy
should not be revealed at any cost. Overall, there must be a clear measurement of the cost
synergies.
 Since it will be a drastic change in the organization of Bega Cheese. After going through
the changes, the organization must take some measures to reduce the resistance to change
and manage the organizational change process. The organization must own the change in
the organization and take the responsibility itself to implement the change. The

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organizational change should be all inclusive and free of any discrimination. The opinion
of all the important stakeholders should be taken and addressed. The change process
must not harm or hurt anyone’s tradition, values, culture and trust.
 In order to reduce the rates employee’s turnovers, the Bega Cheese Company should
arrange for the training programs to align the employees with the new methods of
business operations. The nostalgic flavor of the Vegemite should be brought about in a
completely new way to the customers (Elliott et al., 2015). It must come with modified
packaging and strategies which are inimitable as found from the VRIO analysis.
Fallouts
It is evident that solutions can create problems. It is mandatory to resolve more than
creating. There are few of the challenges that can be created by the solutions proposed.
 First of all, the diversification in the revenues streams can also create problems. It
reduces the quality the diversification in the investing processes is important, but the
portfolio must be kept simple. Before buying the index fund, the Bega Cheese Company
should understand the volatility lowering the performance of the portfolio (Boone, 2016).
It is directly connected with market risks.
 When the proper timing of acquiring, the market demands, customer satisfaction are not
realized by the company, they land up innovating haphazardly (Ginter, Duncan &
Swayne, 2018). They fail to identify on which product or company they must invest on
for better outcomes and sustainable competitive advantage.
 When the transformation is not adequately communicated among the critical
stakeholders, it might create an air of anxiety in the organization. The people of the
company fail to understand the reason for change and what benefit will it bring to the

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organization (Esty, 2019). They might feel alienated from the values of the organization
and preserve a wrong conception about the company. It might sometime lead to an
environment of chaos.
 In order to help the employees, align with the changed operations and strategies of the
Bega Cheese, the trainings should be given. The lack of proper training will leave the
employees unaware of the skills, abilities demanded for fulfilling the business goals with
the new transformation (David & David, 2016).

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Appendix

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