The Jm Smucker Company

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“The J. M. Smucker Company”

Introduction

The J.M. Smucker Company, headquartered in Orrville, Ohio, is the leading marketer and manufacturer of fruit spreads (jams, jellies, preserves), peanut butter, shortening and oils, ice cream topping, sweetened condensed milk, and health and natural foods beverages in North America.

Their Basic Beliefs are an expression of the values and principles that guide the Company's strategic behavior and direction. These basic beliefs are deeply rooted in the philosophy and heritage of the Company's founder, Jerome M Smucker. Because he made a quality product, sold it at a fair price, and followed sound policies, the Company prospered. Today, they continue to grow by adhering to their Basic Beliefs of quality, people, ethics, growth, and independence. These time-honored principles have served as a strong foundation throughout our history, and serve as the guideposts for all our future strategy, plans, and achievements.

Key to Smucker success is its long-standing dedication to quality. The underpinnings of Smucker quality is Smucker Quality Management (SQM) program which is based upon the following philosophy: (1) quality is everyone responsibility, (2) a commitment to continuous improvement, (3) open communication, (4) prevention versus detection, (5) quality and skills training, and (6) supplier quality. Besides that, their market were combined into Strategic Business Area (SBA), that is consumer, foodservice, industrial market, specialty foods, and international.

For the marketing strategy, Smucker continuous to have a positive brand reputation with the consumer, and leadership on key consumer measures continues. A continuity of national advertising has help to sustain this important competitive advantage. They also concentratig in network and cable TV by continually use its well known slogan “With a name like Smucker’s, it has to be good”.

In response the competitor, Smucker’s set...
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