Marketing and Monsanto - 1349 Words

Monsanto: Linking Core Competencies to Market Opportunity Case Summary: Monsanto Co. is an innovative biotechnology company that is currently the world’s largest seed company. Since its inception in 1901, Monsanto has continually reinvented itself to realize growth opportunities in a wide spectrum of marketing environments. In 1981, a shift in strategic focus towards biotechnology has propelled the company to $11.7 billion in annual sales with over 20,000 people in 160 countries. As the world faces a growing population and declining natural resources, Monsanto’s technological innovations with genetically modified seeds have increased crop yields around the world. Although the company has enjoyed significant growth in recent†¦show more content†¦What are the major strengths, weaknesses, opportunities and threats (SWOT) associated with Monsanto? Monsanto’s strengths include technological innovations in biotechnology anchored by substantial investment in research and development that have produced many patents, and allow the company to react swiftly to changes in the strategic environment. Their presence in 160 countries provides favorable access to distribution networks around the globe. A major weakness for Monsanto is consumer perception that its products are unhealthy for human consumption and have negative consequences on the environment. Another major weakness for Monsanto is the expiration of their main patent in 2014 of their Roundup-ready soybean. JPMorgan estimates losses of up to $500 million in royalties that the company receives from licensing Roundup-ready soybean to competitors. According to the United States Department of Agriculture, only 11% of global land surface is considered suitable for agricultural production. With a surging global population and increased land degradation caused by human activity, higher yielding crops with resistance to various environmental conditions will become essential to maintaining an adequate food supply for the world. Monsanto’s technological innovations in biotechnology, and specifically genetically modified seeds, present a unique opportunity to capitalize on one of the world’s great challenges in the 21st century. Growing consumerShow MoreRelatedMarketing Schemes Of Monsanto, Major U.s. Pharmaceutical Corporations And Food Manufacturing Companies1572 Words   |  7 Pages(nongmo project, what is a gmo) Scientist insert, delete, or switch the DNA in certain organisms. Those organisms may be able to live longer, speed up the growth process, or withstand herbicides and pesticides. The relentless lobbying and marketing schemes of Monsanto, major U.S. pharmaceutical corporations and food manufacturing companies have been able to defeat consumer efforts requiring labeling all GMO products. (paraphrased Jalonick, Mary Claire, House passes bill to prevent mandatory GMO foodRead MoreMonsanto Case Study Essay1557 Words   |  7 PagesParker Gross MKTG 495 Case #3 – Monsanto I: Situation Analysis Monsanto is a company that some people may not be explicitly familiar with on a first name basis. However, the work that the company has done over the last century, with a larger emphasis on its most recent ventures, have been deeply engrained in our lives, our food, and our economy. Monsanto has those who advocate on their behalf in addition to their naysayers. While Monsanto has made huge strides in terms of biotechnology overRead MoreMonsanto Business Ethics Paper1465 Words   |  6 Pagesabout Monsanto Corporations Business Ethics Thesis Statement I will outline some of the ethical issues Monsanto Corporation has faced, I will focus on the predatory litigation of farmers that have been contaminated by Monsanto’s Genetically Modified seed and then sued for using that seed to plant subsequent crops. I will provide examples and citations of what I feel are unethical practices and cases involving Monsanto. Introduction â€Å"The Justice Department is investigating whether Monsanto CoRead MoreFood Inc, opinion paper1518 Words   |  7 Pagesâ€Å"farm-fresh† and other marketing messages that suggest a more organic flow of food products relate to the realities of 21st-century marketing channels for food? The American Marketing Association defines marketing as â€Å"the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large† (https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx). The marketing mix consists of productRead MoreEffect Of Corporate Actions On Human Health And The Environment1339 Words   |  6 Pagespunishments from behind closed doors. An example of how a corporation suppresses truth in order to achieve its own profit-boosting agenda is the Monsanto growth hormone scandal of 1997. As detailed in The Corporation, a duo of investigative reporters working for Fox News was commissioned to conduct an investigation into the business practices of agricultural giant Monsanto. Their goal was to find out the true impact of Monsanto’s use of rBGH, a growth hormone given to cows in order to increase their milk productionRead MoreBiotechnology: Genetically Modified Organisms1848 Words   |  7 Pagesthere aren’t many that would see such efforts, and think to critique the way in which these GMOs have been appropriated. It may not be the chemical process so much as it is the marketing processes that deter people from partaking in the miracle technology. One brilliant, model example, would be institutions such as Monsanto. [16]In 2011 a lawsuit was filed by Monsanto’s GMO Roundup Ready Soybeans against OSGATA(Organic Seeds Growers and Trade Association. The farmers from OSGATA were sued for underhandedRead MoreThe Economic Consequences Brought By The Banning Of Gmos1426 Words   |  6 Pagesbiotechnology in the food system is genetic engineering, which refers to the manipulation of an organism’s genome. Some of the food we consume today are genetically modified. The most well-known genetically modified organisms (GMOs) are corn and soybeans. Monsanto, being a leading producer of genetically engineering seed founded in America, contributed to a large amount of genetically modified crops produced in the United States as well as in other countries which supported biotechnology. Meanwhile, on theRead MoreLabel Or Not, The Gmo Dilemma1726 Words   |  7 Pagesthe exact ingredients of their foods, prevents scientists from identifying the effects of the consumption of GMOs and causes consumerà ¢â‚¬â„¢s mistrust of the Food and Drug Administration agency. In other words, Optional labeling of GMOs allows deceptive marketing, prevents people from recognizing GMOs side Effects, and causes mistrust towards the FDA. Optional labeling of foods containing GMOs allows their marketers to engage in misleading food advertising. Buyers frequently rely on labels to get aRead MoreGenetically Modified Food ( Gm Food )1724 Words   |  7 Pagesof controversy in terms of its suitability for human consumption and its effect on the biodiversity of naturally evolved organisms. Monsanto is the largest GM seed producer in North America to the extend that â€Å"80 percent of U.S. corn and 93 percent of soy grown from Monsanto patented GMO seeds.† [17] Monsanto has a tremendous influence and control over the marketing and production of global seed industries. [17] According to a scientific journal report , â€Å"GM-fed mice could be related to the reductionRead MoreWhat Makes The Monsanto Company Didn t Start Off As An Agricultural Company?1469 Words   |  6 Pagesmaster mind behind this is the Monsanto company. Interesting thing is that the Monsanto company didn’t start off as an agricultural company. In 1901 they started off as a chemical company, with their first product being Saccharin. Monsanto Company later went on to selling Saccharin to Coca-Cola and Agent Orange to the U.S. military (Short). Take it back to history during the Vietnam War Agent Orange was used and several children were born with birth defects. Then Monsanto Created Round Up ready seeds