My objective for this case is to complete an external analysis for Smuckers, using the Porter 5-Forces Model and PEST Analysis. This will lead to a SWOT analysis. My first step is to determine the NAICS code. Using what I learned in the SLP, I will collect some supporting data on industry analysis of each of the 5 Forces in Porter’s Forces in Porter’s Model. I will also collect data to support an analysis of the 4 elements in the PEST analysis. PORTER’S 5 FORCES FOR SMUCKER’S
Smucker’s company has the basic beliefs of the founder J.M. Smucker, who started the business selling apple butter in the late 18oo’s. They claim that he made a quality product, sold it at a fair price and followed sound policies. The Company did prosper so it must be true. As much I would like to believe it, I am not sure, but it is a good story. Quality is stated to apply to their product, manufacturing methods, marketing efforts, people and relationships with each other. They also state that they offer the highest quality products in each market they produce and look for daily improvements that will make the company better. The growth and business successes have been built on the foundation of quality, and quality comes first, according to (http://www.smuckers.com/family_company/join_our_company/our_basic_beliefs.aspx). The Smucker’s company NAICS code is 311421. Their Industry name is Companies in Fruit and Vegetable Canning (http://business.highbeam.com/company-profiles/info/1158512/simply-smucker-s-inc).
I chose Smuckers Peanut Butter, which includes the Goober Peanut Butter and Jelly, Natural Peanut Butter, and Organic Peanut Butter. Smuckers has the supply power because it markets and manufactures its own fruits spreads and peanut butter. The Goober Peanut Butter & Jelly all in one jar comes in grape or strawberry jelly. The natural Peanut Butter comes in bumpy or smooth, chunky or creamy. The Organic Peanut Butter is fresh roasted peanut flavor in two varieties...
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