Considers McDonald's efforts to build resilience into its global supply chain so that the company and its suppliers can better navigate the increasing pressures and pace of climate change and regulatory change, including a focus on supplying sustainable beef, while the company seeks to continue is current pace of growth and deliver on multiple public commitments.
By May 2023, Boortmalt was the word's leading producer of malt, with a production capacity of 3 million tonnes, 15% of global market share, and 27 malting plants across five continents. It had recently acquired a major competitor and had sustained an EBITDA growth of 17% per annum over the past ten years. Despite this success, Yvan Schaepman, Boortmalt's charismatic and eco-conscious CEO, was aware of the rapidly evolving malting industry, marked by changing consumer preferences, technological advancements, and shifting climate dynamics. Schaepman was considering various strategies to sustain growth amidst these headwinds, including greenfield investments, exploring new acquisitions, and expanding into the food sector. This case study explores Boortmalt's growth trajectory, and assesses different strategies for sustaining and enhancing growth. Additionally, it dives into the unique world of malting, the company's culture and sustainability efforts, and the challenges and opportunities of acquiring a competitor.
In December 2022, Juan Luciano, Chairman and CEO of agribusiness and nutrition giant ADM, considered the next phase of the historic company's future. Beginning in 2011 when he joined as COO and moving into his tenure as CEO in 2015, Luciano led a transformation of ADM from a commodities-focused trading company to a customer-centric solutions firm. Upon coming aboard at ADM, Luciano saw changes in the agribusiness industry that warranted pivots in ADM's business strategy to ensure long-term success. To shepherd the company through a changing industry, Luciano conceptualized three "strategic horizons"-general timeframes to pursue specific goals. The first horizon was aimed at getting ADM financially fit including raising ROIC above WACC and reducing CapEx. The second horizon was characterized by moving closer to customers through identifying global macro-trends and offering corresponding products and services to generate better margins. As part of the second horizon, ADM acquired flavor company and food and beverage solutions provider WILD Flavors which resulted in Luciano creating a Nutrition division that used rapid design-for-market capabilities to create complete product solutions for customers. As a leader, Luciano exhibited the traits of both a learner (e.g., seeking out a variety of perspectives before ultimately making key decisions himself) and a teacher (e.g., utilizing drawings, vivid analogies, and hands-on demonstrations). Luciano needed to define the company's next horizon. He knew his general goal was sustainable growth, but balancing profitability with innovation and pace of change with durability of change could prove challenging in the years to come.
Danish Crown, one of the world's largest exporters of pork meat and one of Europe's top five producers of beef, faced increasing headwinds in 2021, making CEO Jais Valeur feel like the core of the meat business was under attack. As a cooperative and prominent player in Denmark's high-standard agriculture sector, the company had particular responsibilities and constraints including a high labor and production cost and strict regulatory environment. More recently growing concerns over climate change had led to increasing criticism of the environmental impacts of livestock production. Consumers in Denmark and worldwide were turning away from meat, for its climate impact but also for concerns about animal welfare and their own health. The case discusses these industry trends and describes Danish Crown's efforts to respond by transitioning to a more sustainable company, with several initiatives and investments underway to meet its ambitious carbon reduction targets. Valeur was convinced that sustainability leadership was the only way to keep its customers, add value to commodity parts of the business, and earn the "license" to keep operating in the future. However, the more the company publicized its efforts, the more it got under attack from environmental activists for alleged "greenwashing." Just like many of its peers, Danish Crown's management team needed to devise a strategy that would allow for its survival despite the growing adverse trends.
In mid-2019, a year after German conglomerate Bayer Group closed its acquisition of U.S.-based seeds giant Monsanto, the leadership of Bayer's Crop Science division (which absorbed Monsanto) is reflecting on the opportunities ahead. Some observers have questioned Bayer's decision to buy Monsanto, citing potential reputational and financial liabilities; in the last year, Bayer's stock price has suffered. However, the leadership team expects the combination of Monsanto's and Bayer Crop Science's seed, crop protection, and digital agriculture technologies and expertise to deliver huge value to farmers and shareholders. A key focus is The Climate Corporation, Monsanto's (and now Bayer's) digital agriculture unit, which collects data from farmer-customers' operations and uses it to provide tailored farming advice and to inform internal research and development. Bayer Crop Science is digitizing its entire R&D operation in order to fast-track innovation, with the goal of producing the game-changing products needed to feed the growing global population while protecting the environment. The Bayer team aspires to lead the digital transformation of agriculture. Is this achievable, and is Bayer the right firm to lead it? Will farmer distrust, competition, merger-related challenges, or other hurdles prove insurmountable?
With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world's largest producer of branded packaged cereal and a leader in branded convenience foods. Founded in 1906 and based in Michigan, the company had a proud history of product and marketing innovation starting with its first product, Kellogg's Toasted Corn Flakes, which created the cold cereal category. In recent years, however, Kellogg's revenue had declined due to a number of factors, including changing consumer tastes, increased competition, and evolving advertising trends and sales channels. Seeing innovation as a key to future success, in 2016 the company established eighteen94 capital, its corporate venture capital arm, which had announced investments in three startups as of late 2017. eighteen94 was conceived as a platform for giving Kellogg access to the kinds of skills, products, and ingredients that could help drive future growth. It was also a vehicle for changing mindsets and culture by reviving the entrepreneurial spirit that some felt had eroded within Kellogg. This case allows students to consider what sort of impact on internal culture and behavior Kellogg should expect from eighteen94 in its current form. Does eighteen94 have the potential to drive the kind of changes and benefits that Kellogg needs?
In 2015, U.K.-based Ocado was the world's largest pure player in the online home-delivery grocery business and was gaining a growing share of the highly competitive U.K. grocery market. Ocado had made heavy investments in technology, including a highly automated warehouse operation, intelligent software for efficient order delivery, and a customer-friendly online interface. Ocado's customer base had expanded beyond the wealthy to include middle-income consumers; even with a delivery charge, grocery shopping through Ocado was, in many cases, as affordable as shopping in a retail stores. In 2015 the company was developing a strategy for its Smart Platform, a model in which Ocado would lease its software, hardware, and integration services to brick-and-mortar grocery retailers seeking to build online businesses. Ocado's management believed the Smart Platform, which they planned to market internationally, had the potential to disrupt the global grocery retail market.
Diageo, the world's leading premium drinks business, had a long history in Africa starting from its beer brand, Guinness, first exported to Sierra Leone in 1827. By 2013, 13% of Diageo's global revenues were from Africa, up from 9% in 2007. Diageo Africa President Nick Blazquez was considering how to seize the opportunities presented by rising populations and incomes while navigating increased competition and the unique challenges presented by frontier markets. The case describes Diageo's innovation process and two recent product launches developed specially for Africa. It also discusses government relations and the need to develop local production and raw material supply chains.
In 2010, the world's third largest retailer created a new centralized sourcing department for fresh food and store-brand grocery products in response to changes in global supply and to better meet the needs of a new multi-channel retail environment. The case, set in late 2013, covers the development of Tesco Group Food and identifies future opportunities and challenges.
In 2011 Khalil and Adil Sattar are considering growth opportunities for K&N's, their family business that is the market leader for processed chicken and value-added chicken products in Pakistan. This position has been built through a strategy of vertical integration, product innovation, and branding. K&N's has also developed its own chain of retail "Chicken Stores" to promote their products. Growth opportunities include contained expansion in Pakistan, exporting to nearby markets, and/or developing a global Halal food brand.
As Ireland's third largest beef processor, Kepak faces new opportunities as well as significant challenges from the collapse of the "Celtic Tiger." The government has identified food and agriculture as one way the country could significantly grow exports. However, the beef industry is suffering from overcapacity and from an inefficient farming structure. CEO John Horgan is considering the best way to position Kepak for success, including the possibility of an umbrella Irish beef brand, opportunities for "co-opetition" within the industry, and how to expand the firm's successful convenience foods business to more countries.