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美国堪萨斯城论文代写:行业环境

美国堪萨斯城论文代写:行业环境

案例研究表明,有许多因素导致了一般和行业环境的影响,并影响了坎贝尔的战略选择。消费者的偏好或品味的改变,以及不同的消费模式或文化,都是影响公司战略的一般环境。坎贝尔是美国领先的食品生产商,覆盖了全美85%的家庭市场,但近年来,该公司的汤销量有所放缓,2011年销售额下降了6%,2012年与去年相比下降了1%(雅虎,2014年)。美国顾客正在寻找更方便的用餐或食物选择,比如即食餐和外出就餐。

此外,该公司在俄罗斯和中国市场的表现也不甚好,因为这些国家的客户在国内准备了汤。中国和俄罗斯国家的汤的消耗量远远高于美国,但这两个国家都消耗了自己的汤,影响了坎贝尔汤的汤的销售。中国市场每年消耗约3000亿美元的汤,而美国消费者一年只喝了140亿美元的汤。坎贝尔希望,如果该公司能在国内消费市场仅能获得3%的市场份额,而不是美国企业的规模。中国和俄罗斯的汤销量下降,原因是这些国家的家庭(Hitt,爱尔兰和Hoskisson,2014年)。

此外,激烈的竞争迫使行业环境对公司的战略选择产生影响。2011年,美国包装食品行业的增长速度低于2010年,原因是消费者更喜欢在大宗商品价格上涨后在家吃饭。此外,在2008年的经济衰退之后,美国人在国内做饭以应对经济衰退。此外,在大多数人的家里,冰箱和其他储存空间的可用性也影响了市场上的包装食品和汤的需求(Cox,2008)。

美国堪萨斯城论文代写:行业环境

 The case study describes that there are many factors that forced the general and industry environment and affected Campbell’s choice of strategy. Changes in the preferences or tastes of customers and countries different consumption pattern or culture are forced general environment that affect the company’s strategy. Campbell is a leading food producer in the US as covered the around 85% US household market, but in recent times, the company soup sales has slowdown as sales declined by 6% in 2011 and 1% in 2012 in compare to last year (Yahoo, 2014). The US customers were looking for more convenient meal or food options such as ready meals and eating out.
Moreover, the company also has not performed well in the Russia and Chinese market because these countries customers prepare soup at home. Consumptions of soup in China and Russia countries has far higher than the US but the both countries consumed homemade soup that impacted on the sales of soup of Campbell’s. The Chinese market consumes around 300 billion serving a soup in a year, while the US customers consumed only 14 billion serving a soup in a year. Campbell want if the company could capture only 3% at home consumption market than it is equal to the size of US business. The China’s and Russia’s soup sales declined due to homemade-soup culture in the countries (Hitt, Ireland & Hoskisson, 2014).
In addition, high competition force the industry environment affects the company’s choice of strategy. The US packaged food industry recorded slower growth rates in 2011 than that in 2010 because customers prefer to eat at home after rise in the price of commodity. Moreover, after the recession in 2008, American are cooking at home to response the recession. In addition, the availability of refrigeration and other storage space in homes of most of the people also impacted the demand of packaged food and soup in the market (Cox, 2008).