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Derodrick Rhodes Rhodes
Dr. Debra Louis
MGT 599
December 20, 2009
Executive Summary
The resource based view emphasizes the internal capabilities of the organization in
formulating strategy to achieve a sustainable competitive advantage in its markets & industries.
In this exercise of Strategy Implementation for the J.M.Smuckers Company, I have been trying
to identify their ways in which they determine their strategies and the ways they implement them
into their daily operations at the company.
Smuckers as has been studied in the previous papers is one of the leading brands in North
America for fruit spreads, peanut butter, shortening and oils, ice cream toppings, sweetened
condensed milk and health and natural foods beverages (Smucker's). The company was founded
in 1897, and has had strong and well planned values and roots which is still followed until this
day. The company continues to work on the basic belief that quality, people.
Structure, Systems, Culture, and People
Smuckers is a very open organization with a clear focus on the employee and all people
that relate to the company. Smuckers mission, vision and belief statements are as below, A
culture of dotting the i's and crossing the t's of doing the right things and doing things right.
A culture of growth individual and as a company. It's who they are. It's because of who they
are. It's the result of living our Basic Beliefs. Their commitment to each other. To our consumers,
and to our customers. As I look to a future of unlimited possibilities, I recognize the principles
that are instrumental to their success.
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A culture deeply rooted in our Basic Beliefs Guideposts for decisions at every level
Why we are who we are. A culture that encourages commitment to each other Clear
communication and collaboration Vision A culture of appreciation, A family-sense of
sharing in a job well done Where every person can make a difference (Smuckers
2009).Smuckers also has embedded values in terms of its employees and the company works
towards the constant improvement and customer centric behavior.
Also the company works on implementing the core values into the daily working of the
company which helps develop the culture which involves constant improvement, honesty,
innovation, ethics, social responsibilities, and excellent decision making by employees as well.
Evaluation and Recommendations
The companys mission and vision is clearly to achieve the goals and objectives and in
the case of Smuckers it has been to be put into the leading position in the industry and to have
leading revenues and profitability levels. The firms objective is also to ensure that the customer
levels of enthusiasm are also heightened. Smuckers sets very ambitious goals and then meets
them only to go on to stretch them further. The company has a very well fit culture, structure,
along with the strong set of values, mission, vision and ethics.
The company however requires to develop on the statements and to improve the overall
performance the of company. Although the mission and vision statements have been appropriate
for the past years, the company now requires ensuring that they are revised and the culture of the
teams is improvised to fit the current market situations. The overall effectiveness of the company
will be affected with the small changes that can be made in the culture, and the focus on the
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employees and the company can focus on becoming a more focused target market like the
teenage sector as well.
In an attempt to improve the overall values and structure of the company, it is essential to
also implement various programs which will be based on honesty and integrity and the company
needs to focus on the employee performance to ensure that the customer relationship
management can be implemented within the company. An attempt should also be made to
improve the target segments and to stress on the importance of customer relationship
management within the firm. This will lead to better relations and work with zeal and enthusiasm
to achieve the goals of the company.
The most recommendations for the company is to use its excellent market presence and
improve the effectiveness of the marketing. It is a known fact that it is extremely difficult and
costly to acquire a new customer. Marketers have to be abreast of all technological
advancements happening in the market and make way for their own selves. Some experts said
that better service delivery clubbed with competitive pricing and features with a sharply focused
marketing strategy can help the customer acquisition process the best.
Conclusions
Based on the above discussion, it is clear that the company has been able survive the
intense competition over the years and the company has been able to maintain an excellent
position in the market due to the absolutely fitting style of the culture, structure, and overall
organization. The core values of the company act as the base of the success of the company.
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References
http://www.smuckers.com/family_company/newsroom/archive/uc122002.aspx
http://wf2dnvr2.webfeat.org/KAffM1925/url=http://content.ebscohos
t.com/pdf23_24/pdf/2009/1LM/01Aug09/43465818.pdf?
T=P&P=AN&K=43465818&S=&D=bth&EbscoContent=dGJyMMvl7ESeqLI4v
%2BvlOLCmrlGeqK5Ssqy4TbOWxWXS&Con
tentCustomer=dGJyMPGptEywrbBQuePfgeyx44Hy7fEA
www.smuckers.com/family_company/history/smucker_house.aspx
http://wf2dnvr6.webfeat.org/dEbfM11974/url=http://content.ebscoho
st.com/pdf9/pdf/2008/PPM/01Dec08/36059593.pdf?
T=P&P=AN&K=36059593&S=R&D=ehh&EbscoContent=dGJyMMvl7ESeqLI4v
%2BvlOLCmrlGeqLFSsqm4SbSWxWXS&Conten
tCustomer=dGJyMPGptEywrbBQuePfgeyx44Hy7fEA.
www.smuckersupplier.com
http://wf2dnvr6.webfeat.org/dEbfM11980/url=http://ft.csa.com/ids70 /resolver.php?
sessid=9ev55ispvvf4ski68b7djg4dp1&server=csaweb113v.csa.c
om&check=2422fb2e5f9bbbaa515ed0e74f3c2a46&db=sageman-set-c&key=0886368 7%2F10.1177_08863680122098694&mode=pdf
www.smuckers.com
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