Strategic Management: Company Background, Competitors, and Segmentation

Running head: STRATEGIC MANAGEMENT 1
STRATEGIC
MANAGEMENT
Student’s name
University
Date

STRATEGIC MANAGEMENT 2
Table of Contents
Part one.................................................................................................................................................3
Company background........................................................................................................................3
Shareholders and stakeholders.........................................................................................................4
Resources and abilities......................................................................................................................5
Part two.................................................................................................................................................5
Overseas competitors........................................................................................................................6
New Zealand competitors..................................................................................................................6
Advantages of competitors over FCG Ltd..........................................................................................6
Segmentation.....................................................................................................................................7
REFERENCES......................................................................................................................................9

STRATEGIC MANAGEMENT 3
Part one
Company background
Fonterra Co-operative Group limited (FCG Ltd) is an international daily company based in Auckland,
New Zealand. The company came into existence when two companies Kiwi Corporative dairies and
New Zealand dairy Group merged in the year 2001. FCG Ltd deals with dairy products like butter, Ice-
cream, yogurt, cheese, milk, and milk powder. They have a lot of experience of more than 170 years
of operating the business in New Zealand and exporting to other countries for over 50 years, it
makes 25% of the country’s exports, and the products are sold to more than 140 countries. The
company has contributed over $ 8 billion; it has over 20,000 talented employees from different
countries. There are also has nearly 1000 farmers that are attached to the company. The following
picture represents the significant brands of the company (Fonterra, Fonterra, 2018).
Figure 1: Fonterra major brands