Campbell Soup Company produces and markets food products globally. The document discusses Campbell's mission, history, product lines, current activities including strategies, finances, competitors, and e-commerce initiatives. It performs SWOT and external factor analyses, and recommends long-term strategies of expanding international presence and stabilizing finances through reducing costs and increasing sales. A timeline is provided to implement strategies over the next two years.

1. CAMPBELL SOUP COMPANY
Strategic Management

2. CLASS 1 – GROUP 6
• Nguyễn Thị Phương Hà - 295901
• Phạm Thùy An – 295913
• Phan Tuấn Vũ - 295919

3. CONTENT
ADVERTISING
INTRODUCTION: mission, vision, history and product lines.
CURRENT ACTIVITIES:
• Strategy
• Operational structure
• Finance
• Competition
• E-Commerce
STRATEGY ANALYSIS & RECOMMENDATION

4. ADVERTISING
https://www.youtube.com/watch?v=O8Dxlw0s9UI&hd=1

5. PART 1: Introduction
• Campbell was founded in 1869, they open
their first plant in Camden, New Jersey.
• Campbell Soup Company is a global
manufacturer and marketer of high-quality
foods and simple meals, including soups
and sauces, snacks, and healthy beverages.
• Their products are sold in more than 100
countries in regions North America, Latin
America, Asia Pacific, Europe, Middle East
and Africa.

6. MISSION
• To nourish people’s lives by offering a wide variety of convenient,
delicious, and affordable food choices that can help everyone
enjoy a balanced, healthful diet.
• The foundation of Campbell’s culture is three core values:
Character
Competence
Teamwork

7. Vision
Building a focused global food company with superior consumer
brand value, and to deliver sustainable, profitable net sales growth.

8. Product lines
Campbell have Soup Collections which is the flexible,
convenient and consistent soup.
Campbell promoted their business in food service and
launched beverage brands such as V8 series. Campbell has
over 20 beverage kinds that provide a full serving of
vegetable, and over 60 that provide a good source of vitamins.
Pepperidge Farm delivers the iconic brands patrons know and love.
From delicious cookies, crackers and baked pastries to Goldfish bread
and snacks, Pepperidge Farm brands are available in the varieties and
formats you need to drive your business

9. PART 2: CURRENT ACTIVITIES

10. Strategies

11. operational structure
CEO: Denise Morrison

12. finance
Period Ending Jul 28, 2013 Jul 29, 2012 Jul 31, 2011
Total Revenue 8,052,000 7,175,000 7,143,000
Net Income 458,000 774,000 805,000
Short- term solvency or liquidity,
ratios.
Current ratio 0.676 0. 855 -
Quick ratio 0.394 0.510 -
Cash ratio 0.101 0.161 -
Long- term solvency or financial
leverage, ratios.
Total debt ratio 0.853 0.862 -
Debt - equity ratio 5.83 6.27 -
Equity multiplier 6.78 7.27 -
Times interest earned ratio 8.07 10.20 -
Cash coverage ratio 11.08 12.5 -
Profitable ratios
Profit margin 0.05 0.10 -
Return on assets (ROA) 0.05 0.11 -
Return on equity (ROE) 0.37 0.86 -

13. Competitors
Nestle was well- known brand name over the world, it has famous brands, it became a
major player in the U.S baby food sector after adding Gerber baby foods to its baby
principle business.
The newly independent company spun off by Mondelez
International (formerly Kraft Foods Inc.). Kraft Food Group was
looking to revive its trade in North American.
General Mills was the second cereal maker in U.S and its brand involved
Cheerios, Chex, Total, Kix, and Wheaties. It was trying to raise the reach
and the point of its brands around the world.
H. J. Heinz had thousands of products and it spread over than 50 countries.
It manufactured ketchup, condiments, sauces, frozen food, beans, pasta
meals, infant foods and the processed food products.

14. company’s competitive advantage
Its competitive advantage lies in three elements:
 Strong brand recognition
 Large efficient distribution network
 Quick responsiveness to shift in consumer preferences and
competitive environment

15. E-Commerce
 Understanding the wealth of information on markets and partners.
 Reducing production, sales and marketing costs.
 Time-saving and reducing transaction costs for customers and company
 Making conditions to establish and strengthen relationships among the components
involved in the trade process.
 Facilitate early access digitized economy

16. PART 3: strategy analysis

17. problem
 Campbell Soup Company have strong competitive
position in packaged food industry.
 Package foods market becomes saturated in recent
years
 The total revenue is rather stable and a little bit
increase, however, its net profit is decrease
dramatically from 2011 to 2013

18. SWOT ANALYSIS
• STRENGTHS:
The powerful brands.
A leading food producer in the U.S.
Selling in 120 countries around the globe.
Stable capital with strong balance sheet and net income.
Innovate and cultivate the quality of product and service.
Creating a good image in consumer’s mind.
Strong social responsibility.

19. SWOT ANALYSIS
• Weaknesses:
Less products content low sodium and sugar
Gross margins were impacted by economic crisis
Highly competitive soup market
Beverages and snack brands isn’t popular
The leadership and strategies may not achieve the best
effectiveness

20. SWOT ANALYSIS
•OPPORTUNITIES:
Expanding its international presence
Developing relevant technological advances
Motivating the contribution of consumer
Studying to find out other various products
Expanding its healthy beverages and baked
snacks brands.

21. SWOT ANALYSIS
• Threats:
Marketing and advertise costs
Many competitors in the soup market.
The demand and preference of consumers

22. PRODUCT LIFE CYCLE

23. CPM – COMPETITIVE PROFILE MATRIX
Nestle General Mills Kraft Foods Heinz Company
Total 3,33 2.19 1,84 3,47
As a result, the strongest performer in the market should be Heinz Company (3.47
point), and the next competition is Nestle with 3, 33 point. In addition, the weakest
company is Kraft Food (1, 84 point). Specifically, they have a strong position for a long
time and suppose strategies efficiently as well as implement smoothly. Thus, they also
create an extremely competitive market and risks to Campbell Soup Company

24. EXTERNAL FACTOR EVALUATION MATRIX (EFE)
Opportunities + Threats Weight Rating Weighted Score
TOTALS 1 3.11
The average weighted score for EFE matrix is 3.11 Campbell soup company. The
company total weighted score higher than 2.5 is consider as strong in position. As the
results shows that Campbell soup Company is responding above average to the
environment for exploiting opportunities and to overcome threats

25. INTERNAL FACTOR EVALUATION MATRIX (IFE)
Strengths + Weaknesses Weight Rating Weighted Score
TOTALS 1.00 2.7
The average weighted score for IFE matrix is 2.7 Campbell soup company. The company
total weighted score higher than 2.5 is consider as strong in position. As the results
shows that Campbell Soup Company’s internal position is better.

26. SPACE MATRIX
Y
4
(2.53; 1.67)
CONSERVATIVE 3
AGGRESSIVE
2
1
4
3
2
1
X
DEFENSIVE COMTETITIVE

27. GRAND MATRIX

28. THE BOSTON CONSULTING GROUP (BCG)
Stars
48%
26%
7.5%
18.5%
Market growth
Rate
High
Low
Question Marks
Cash Cows Dogs
High Relative Market share Low

29. QUANTITIVE STRATEGIC PLANNING MATRIX (QSPM)
Weigh Market
Penetration
Market
Development
Product
Development
OPPORTUNITIES + THREATS 1.00 2.77 2.72 2.34
STRENGTHS
+ WEAKNESSES
1.00 2.86 3.47 1.99
SUM TOTAL ATRACTTIVENES
SCORE
5.63 < 6.19 > 4.33

30. RECOMMENDATION
• Long- term strategy:
Due to current statuses of company and market and the matrix
tables, Campbell Soup Company should consolidate and direct to
the new potential markets such as: international presence and
stable financial situation in incomes and expenses.

31. RECOMMENDATION
Specific strategy:
 International presence (from 1 years 3 months to 1 years 6 months):
• Having plans to open at least 1 factory at Vietnam, Thailand and Czech
Republic.
• Setting up marketing campaign suitable for each country.
• Developing new products for each country.
• Hiring CEO or board of directors who are local people.
• Making event for opening to attract consumer’s attention

32. RECOMMENDATION
Stable financial situation in incomes and expenses (annual):
• Reducing labor in necessary.
• Selecting prestige local suppliers to reduce the material costs.
• Inviting customers to join in advertising to reduce costs and built the
trust.
• Set the happy hours to increase purchasing capacity.

33. TIMETABLE
Strategies Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun …
International presence strategy
Building factories (research
position, hiring or buy land…)
Hiring CEO or board of
directors
Developing new products
(research culture and flavor )
Setting up marketing
campaign
Making event for opening
Stable financial situation in incomes and expenses strategy
Selecting prestige local
suppliers
Inviting customers to join in
advertising
Set the happy hours
Training employees and
improving customer service