Marketing and Monsanto
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 years, concerns over the safety and environmental impact of its product continually present a challenge to long-term success.
Key Marketing Issues:
Market Opportunity- A combination of circumstances and timing that permits an organization to take action to reach a particular target market. Over the course of history, Monsanto has transformed from an industrial chemical producer during World War I, to the global leader in the seed industry at a time when the world faces declining food supplies for a growing population.
Stakeholders- Constituents who have a stake or claim, some aspect of the company’s products, operations, markets, industry and outcomes. Farmers, governments, and non-profits are one of many stakeholders in the company.
Relationship Marketing- Establishing long-term, mutually satisfying buyer-seller relationships.
With farmer’s being the primary stakeholder, Monsanto uses technology such as the corn chipper to gain their support.
Customer-Centric Marketing- Developing collaborative relationships with customers based on focusing on their individual needs and concerns. Monsanto develops genetically modified seeds to meet the various demands of farmers around the world facing problems ranging
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 years, concerns over the safety and environmental impact of its product continually present a challenge to long-term success.
Key Marketing Issues:
Market Opportunity- A combination of circumstances and timing that permits an organization to take action to reach a particular target market. Over the course of history, Monsanto has transformed from an industrial chemical producer during World War I, to the global leader in the seed industry at a time when the world faces declining food supplies for a growing population.
Stakeholders- Constituents who have a stake or claim, some aspect of the company’s products, operations, markets, industry and outcomes. Farmers, governments, and non-profits are one of many stakeholders in the company.
Relationship Marketing- Establishing long-term, mutually satisfying buyer-seller relationships.
With farmer’s being the primary stakeholder, Monsanto uses technology such as the corn chipper to gain their support.
Customer-Centric Marketing- Developing collaborative relationships with customers based on focusing on their individual needs and concerns. Monsanto develops genetically modified seeds to meet the various demands of farmers around the world facing problems ranging
Cited: Sherr, Ian. “Monsanto, Dole to collaborate on veggies.” Reuters. 24 June 2009. 11 January 2012. Cummins, Ronnie. “The California Ballot Initiative: Standing Up to Monsanto.” Organic Consumer Association. 7 October 2011. 11 January 2012. Herper, Matthew. Langreth, Robert. “The Planet Versus Monsanto.” Forbes Magazine. 18 January 2010. 12 January 2012. < http://www.forbes.com/forbes/2010/0118/americas-best-company-10-gmos-dupont-planet-versus-monsanto.html>