Blackmores Company Analyses
7001MKT Corporate Communications
Semester 1 2014
Assessment 1: Company Analysis
Blackmores Company Analysis
Table of Contents
Executive Summary 3
1.1 Introduction to Blackmores 4
1.2 Industry & Activities 4
1.3 Blackmores Organisational Structure 5
1.4 Media Presence 5
1.5 Stakeholder theory 6
1.6 Blackmores Stakeholders 7
1.7 Corporate Identity Theory 8
1.8 Blackmores Corporate Identity 8
1.9 Corporate Identity Interpretation 11
1.10 Conclusion 12
References 12
Executive Summary
Founded in the 1930’s, Blackmores has grown to become Australia’s leading brand when it comes to Vitamin and mineral supplements. While the company was founded in Australia it has since expanded into the New Zealand and Asian markets. For the past five years Blackmores has been voted Australia’s ‘Most Trusted Brand’ for health supplements, securing its position as an industry leader. They believe in growth by acquisition and diversification of products and market channels, ensuring their ongoing success in a volatile and evolving world market.
Blackmores has been a publically listed company since 1985. The company is managed by its board of directors under the guidance of Chairman Marcus Blackmore and CEO Christine Holgate. In 2012 Blackmores expanded its operations by acquiring 100% ownership in BioCeuticals, a leader in practitioner exclusive products provider. As with many large corporations, Blackmores has a significant amount of stakeholders which both affect and are affected by the company, the extent of which will be investigated in this report. The company’s media presence will also be explored in relation to its financial sustainability and public perceptions.
The company has a very prominent and well-structured corporate identity which it has achieved through a number of corporate strategies.
Semester 1 2014
Assessment 1: Company Analysis
Blackmores Company Analysis
Table of Contents
Executive Summary 3
1.1 Introduction to Blackmores 4
1.2 Industry & Activities 4
1.3 Blackmores Organisational Structure 5
1.4 Media Presence 5
1.5 Stakeholder theory 6
1.6 Blackmores Stakeholders 7
1.7 Corporate Identity Theory 8
1.8 Blackmores Corporate Identity 8
1.9 Corporate Identity Interpretation 11
1.10 Conclusion 12
References 12
Executive Summary
Founded in the 1930’s, Blackmores has grown to become Australia’s leading brand when it comes to Vitamin and mineral supplements. While the company was founded in Australia it has since expanded into the New Zealand and Asian markets. For the past five years Blackmores has been voted Australia’s ‘Most Trusted Brand’ for health supplements, securing its position as an industry leader. They believe in growth by acquisition and diversification of products and market channels, ensuring their ongoing success in a volatile and evolving world market.
Blackmores has been a publically listed company since 1985. The company is managed by its board of directors under the guidance of Chairman Marcus Blackmore and CEO Christine Holgate. In 2012 Blackmores expanded its operations by acquiring 100% ownership in BioCeuticals, a leader in practitioner exclusive products provider. As with many large corporations, Blackmores has a significant amount of stakeholders which both affect and are affected by the company, the extent of which will be investigated in this report. The company’s media presence will also be explored in relation to its financial sustainability and public perceptions.
The company has a very prominent and well-structured corporate identity which it has achieved through a number of corporate strategies.
References: Amujo, O. C., & Otubanjo, O. (2010). The informal corporate identity communication process. Corporate Reputation Review, 13(3), 157-171. doi:10.1057/crr.2010.18 Australian Securities Exchange Blackmores. (2014). About Blackmores. Retrieved from. http://www.blackmores.com/about-blackmores Blackmores. (2013). Blackmores Annual Report. Retrieved from http://www.blackmores.com.au BioCeuticals Blomback, A., Ramirez-Pasillas, M. (2012). Exploring the logics of corporate brand identity formation. Corporate Communications, 17(1), 7-28. doi:10.1108/13563281211196335 Borneo Post Online Clegg, S, Kornberer M, Pitsis T. (2011). Managing & Organizations: An introduction to theory and practise. London, UK: Sage Publications Collett Fassin, Y. (2012). Stakeholder management, reciprocity and stakeholder responsibility. Journal of Business Ethics, 109(1), 83-96. doi:10.1007/s10551-1021381-8 Freeman, R He, H. (2012). Corporate identity anchors: A managerial cognition perspective. European Journal of Marketing, 46(5), 609-625. doi:10.1108/03090561211212449 He, H., & Balmer, J He, H., & Balmer, J. M. T. (2007). Perceived corporate identity/strategy dissonance: Triggers and managerial responses. Journal of General Management, 33(1), 71-91. Retrieved from http://www.ebscohost.com Heikkurinen, P., & Ketola, T Jones, T. & Wicks, A. (1999). Convergent Stakeholder Theory. The Academy of Management Review, 24(2), 206-221. Retrieved from http://www.jstor.org/stable/259075 Kotler, P O’Donoghue, N. (2012). BioCeuticals a nice fit for Blackmores. Pharmacy News. Retrieved from http://www.pharmacynews.com.au Otubanjo, O Pharmacy Daily. (2013). Blackmores Sales Strong. Pharmacy Daily. Retrieved from http://www.pharmacydaily.com.au Readers Digest Australia