This report investigates the reasons behind the declining market share of Fonterra Co-operative Group Limited in New Zealand, which decreased from 96% to 87% by 2017. The analysis identifies heightened competition, technological advancements, and customer handling as key factors contributing to this decline. Using a qualitative research design and secondary data analysis, the report examines relevant articles to understand the challenges faced by Fonterra. Potential solutions discussed include embracing technology, leveraging word-of-mouth marketing, and implementing competitive strategies to regain market share. The report concludes by emphasizing the importance of innovation and skilled workforce management for Fonterra's future success.