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Perdue Farms Inc: Responding to 21st Century Challenges
Perdue Farms began in 1917 when Arthur W. Perdue bought 50 leghorn chickens for $5 and he began selling table eggs. Since that time, Perdue has been on a long journey towards the successful poultry business it is today. Though Perdue has faced its challenges, it has always landed on top through its commitment to quality and continuing and proactive drive for excellence.
Perdue has been a successful business with profits in all but a couple of years. Although they are a thriving company, there are a few things that could be improved. The SWOT Analysis highlights a few key points.
Strengths
?X Vertical integration
?X Connected to the international market, 5% of total revenue in 1999 ($140M)
?X Strong brand recognition - Branded a commodity
?X Large product mix
?X Strong R&D, created a reputation for innovation.
Perdue¡¦s most obvious strength is their high quality. The quality is a key component through every department of their business. When Perdue decided to vertically integrate, they made one of the best decisions their company could make.
Perdue was also quite efficient when moving into the international market. While Americans enjoyed the white meat of the chickens, foreign countries enjoyed the dark meat. This made great use of the entire chicken.
Through a variety of products, Perdue adapted to the changing life styles of consumers. They were able to produce the bulk fresh deliveries to the sup ...