1. Company Overview
Founded in 1869, Campbell Soup Company is one of the leaders in manufacturing & marketing
branded consumer food products with approximately 24,250 employees world wide, total
revenues of 6.7 billion, 36 manufacturing plants in 10 nations, and over 2000 products on
the market. Over the years, Campbell Soup Company has diversified into number of
businesses - from frozen dinners to retail garden centers. However Soup has been its core
business. Some major brands of Campbell Soup Co. include Flagship red-and-white canned
soup, Prego Spaghetti sauces, Godiva Chocolates, Pepperidge Farm baked goods, V8, etc. In
addition, since 1980, Campbell Soup Co. has undergone three different strategies under
thee different CEOs who brought their own agenda in order to build value for the company
and its shareholders. For example, under Gordon McGovern's leadership (1980-1989),
Campbell's strategic focus was on developing and introducing new products and expansion
of the business portfolio through acquisitions. Under David Johnson (1990 - 1997), The
companies focus shifted to increasing sales growth, increase market share & share holder
value through Eliminating unprofitable products & business units, focusing more on global
marketing and Improving communication and technology sharing between businesses. Under
the third CEO, Dale Morrison (1997 - present), Campbell's strategy focus continued to
increase sales growth, increase market share & share holder value, but focus was shifted
more towards profitable businesses with the highest growth potential and divestations of
non strategic businesses
2. Problems / Strategic Issues
Since 1980, Campbell's corporate strategy and the company's bus ...