Tyson Foods Strategic Marketing plan

5

Competitive Analysis

Market Leader

Archer Daniels Linseed and Midland Linseed. In 1923, the company Archer Daniels Midland was created following a merger between two companies. Thus, this merger led to a diversification of the group in cereals, cocoa and specialized foods. The strong growth of Archer Daniels Midland began during the post-war period, from 1946. By 1949 it was the US's leading processor of linseed oil and soybeans and was fourth in flour milling (SWOT Analysis, 2021).

Many industries rely on Archer Daniels Midland products. Indeed, there are sectors such as paint, leather, printing, gasoline, paper, cosmetics, pharmaceuticals, rubber, ceramics, and insecticides. The company operates in three segments: Ag Services and Oilseeds, Carbohydrate Solutions, and Nutrition. Agricultural services represent three-quarters of ADM revenues, carbohydrates' solutions 15%, and the remaining nutrition. This high level of operational capabilities and diversification makes Archer Daniels Midland company a leader in the industry, and Strong manufacturing capabilities enable the company to effectively handle fluctuations in demand (SWOT Analysis, 2021).

Market Challenger

Tyson Food, headquartered in Arkansas, is the world's leading poultry producer, with 40 million chickens produced per week. The company has 141,000 employees worldwide. Tyson is a challenger because of its rapid expansion; the company is currently building six new chicken plants in Asia, they are also increasing production capabilities by 2% over the next two years (Hirtzer, 2021). Its customer base is another reason it is a strong challenger; Tyson Foods serves a solid and vast clientele ranging from wholesalers, retailers, restaurants and institutional customers such as schools and hospitals catering in more than 145 countries (SWOT Analysis, 2021).

Market followers

The Coca-Cola Company is the leader in manufacturing and selling non-alcoholic beverages. The firm performs three different types of activities. The sale of beverages represents the majority of its activity. Coca-Cola company offers several types of drinks such as sodas, fruit juices, syrups and tea drinks. These products are marketed under different brands such as Coca-Cola, Nestea, Minute-Maid and Sprite. The company distributes products in over 200 countries and territories through distributors, independent bottling partners, wholesalers, retailers, and its owned or controlled bottling and distribution operations to two billion customers per day (MarketLine Company Profile: The Coca-Cola Co., 2021). Considered the symbol of globalization par excellence, The majority of the world's population recognizes the Coca-Cola brand. That is one of the company's driving forces coupled with its aggressive acquisitions; Coca-Cola is a leading beverage company serving consumers worldwide. The company has over 500 brands in its portfolio, comprising 21 billion-dollar brands, which strengthen and enable it to launch new products and facilitate its foray into new markets (SWOT Analysis, 2021).

Market Nicher

Mondelez is one of the major players in the international food industry, particularly in confectionery and chocolates. The American company was born in 1923, under the name of National Dairy Products Corporation. In 1930, the latter bought Kraft Phenix. It was not until 1969 that the company became KraftCo, then Kraft in 1976. In 1988, the Philip Morris group took over Kraft and integrated it into General Foods. In 2007, Kraft Foods split to become Mondelez International and Kraft Food Group. Mondelez is in a niche market, the confectionery industry, knowing a positive outlook; this is the driving force behind revenue growth. Strong growth in revenue helps the company gain investors' confidence and increase its ability to allocate adequate funds for future growth prospects (SWOT Analysis, 2021). But its biggest strength is its manufacturing network; it also helps the company gain operational synergy and enables it to efficiently serve its consumers (SWOT Analysis, 2021).

Of the three non Leaders, I believe that Tysons is best positioned to gain additional market share. All four companies rely either on a solid distribution system, operational capabilities, acquisition or research and development. The most significant advantage that the market leader is in its impressive manufacturing capabilities; ADM has 450 crop procurement locations, more than 300 food and feed ingredient manufacturing plants and more than 60 innovation centers around the world (Spector, 2021). Tysons currently has strong operational capabilities focused on the protein market and a global customer base. Today, the company has a slew of meaty brands in addition to its own, including Jimmy Dean and Hillshire Farm. Tyson has 19 test kitchens and a 39,000-square-foot pilot plant (Spector, 2021). Tyson can gain significant market growth through expansion initiatives, strategic partnership, and diversification.

References

Hirtzer, M. (2021). Tyson Foods to Add Six Asian Chicken Plants in Global Expansion. Bloomberg.Com, N.PAG.

MarketLine Company Profile: The Coca-Cola Co. (2021). In Coca-Cola Company MarketLine Company Profile (pp. 1–72).

App-avention-com.ezproxy.umgc.edu. 2021. SWOT Analysis. [online] Available at: <https://app-avention-com.ezproxy.umgc.edu/company/39a4f25c-cccc-308b-a221-4c7f3c95db87#report/company_swot> [Accessed 25 January 2022].

Spector, N., 2021. The 10 Food and Beverage Companies Making the Most Money. [online] GOBankingRates. Available at: <https://www.gobankingrates.com/money/business/10-food-beverage-companies-making-most-money/> [Accessed 30 January 2022].