Kerry Group Case Analysis Essay

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The Kerry Group began over thirty years ago in the south west region of Ireland. Beginning as a dairy and ingredients plant the company has now flourished into a global leader in the food ingredients and flavor products area. Kerry Group is headquartered in Tralee, Ireland and through its manufacturing, sales, and technical centers around the world, employs over 20,000 people. The company supplies over 10,000 food, food ingredients and other flavor products to customers in over 140 countries. Kerry Group also has manufacturing and sales facilities in over 20 countries. When Ireland joined the EEC or European Economic Community in 1973 many small dairies began to merge in order to compete with the larger dairy producing companies. Kerry…show more content…
Rivalry is low for the company. Kerry does not compete with one particular firm head-to-head across their entire product line. Also, Kerry owns most of their suppliers which allows the company to control cost and production; this in turn creates a huge opportunity for Kerry. And finally there are the threats for Kerry Group, which also include rivalry, as well as new entrants and substitution. We believed that rivalry was also a threat for the Kerry Group because many of Kerry’s competitors are actual buyers. Reverse integration could occur, which means that buyers begin making the product themselves. Another threat for Kerry Group is new entrants. The barriers to enter this kind of industry are very low. And the final threat for Kerry Group is substitution. Unfortunately, there are many alternatives to the products that Kerry offers. Kerry has to keep evaluating there SWOT analysis in order to stay abreast of the situation and remain a competitive force. Over the years Kerry Group began expanding its business, not only in the dairy industry but into the food ingredients and flavor areas. In order for the business to grow successfully the company had to implement a strategy. So, in the early 1980’s the company began a five-year corporate plan. The company decided they wanted to be a leader in the food business. In order for this to be a success a management structure was put into place along with a top-rate research and development
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