President and chief executive officer of a major food producer prepares its strategic agenda for the coming five years. One of the five major food groups in Canada, the company went public and restructure its management team six years ago. Efforts have been successful, resulting in an increase in market share of the company. Recent trends in the food industry, however, added, "box" stores and its own brands in the domestic competition. At the same time, the conditions of Canada and the U.S. free trade agreement is expected, eliminating food-related tariffs for two years, opening the competition from abroad. Although the company has experienced success in the past five years, the president and chief executive officer needs a strategic plan, which will take the company to the next level. "Hide
by Mary M. Crossan, Ken Mark Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: April 29, 2002. Prod. #: 902M06-PDF-ENG
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