Harvard Case - Snow Brand Milk Products (A): Assessing the Possibility for Revitalization
"Snow Brand Milk Products (A): Assessing the Possibility for Revitalization" Harvard business case study is written by Jenny Mead, Regina Wolfe, Paul R. Lawrence, Akira Saito. It deals with the challenges in the field of International Business. The case study is 11 page(s) long and it was first published on : Feb 26, 2010
At Fern Fort University, we recommend a multi-pronged revitalization strategy for Snow Brand Milk Products, focusing on regaining consumer trust, rebuilding a strong brand identity, and expanding into new markets. This approach will involve a combination of crisis management, brand management, global marketing, international business, and strategic alliances to re-establish Snow Brand as a leading player in the dairy industry.
2. Background
Snow Brand Milk Products, a once-dominant Japanese dairy company, faced a devastating crisis in 2000 when a food poisoning incident involving its products led to widespread public distrust and a significant decline in sales. The company's reputation was severely damaged, and its market share plummeted. This case study examines the challenges Snow Brand faced in the aftermath of the crisis and explores potential strategies for revitalization.The main protagonists in this case are the executives and managers of Snow Brand Milk Products who are tasked with navigating the company through the crisis and charting a path for future success.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong brand heritage and established distribution network in Japan.
- Expertise in dairy production and processing.
- Potential for leveraging Japanese quality standards and innovation in international markets.
Weaknesses:
- Damaged reputation and loss of consumer trust.
- Lack of transparency and accountability in crisis management.
- Limited international experience and understanding of global markets.
Opportunities:
- Growing demand for dairy products in emerging markets.
- Potential for expanding into new product categories and value-added products.
- Opportunities for strategic partnerships and joint ventures.
Threats:
- Intense competition from domestic and international players.
- Fluctuating commodity prices and exchange rate risks.
- Potential for future food safety incidents and regulatory challenges.
Porter's Five Forces Analysis:
- Threat of New Entrants: Moderate, as the dairy industry has high barriers to entry due to capital requirements and regulatory hurdles.
- Bargaining Power of Buyers: High, as consumers have numerous choices and are price-sensitive.
- Bargaining Power of Suppliers: Moderate, as raw milk prices are influenced by market conditions.
- Threat of Substitutes: Moderate, as consumers can opt for alternative protein sources.
- Competitive Rivalry: High, as the dairy industry is highly competitive, with established players and emerging brands vying for market share.
Key Issues:
- Rebuilding Consumer Trust: The primary challenge for Snow Brand is to regain the trust of consumers who were affected by the food poisoning incident.
- Restoring Brand Image: The company needs to rebuild its brand image and differentiate itself from competitors in a crowded market.
- Expanding Internationally: Snow Brand needs to explore new markets to diversify its revenue streams and mitigate the impact of domestic market volatility.
- Developing a Sustainable Business Model: The company needs to adopt a sustainable business model that addresses environmental and social concerns.
4. Recommendations
Phase 1: Crisis Management and Reputation Repair (Short-Term)
- Transparency and Accountability: Acknowledge the crisis openly, apologize sincerely, and commit to full transparency in its investigation and corrective actions.
- Strengthen Food Safety Protocols: Implement rigorous food safety protocols, invest in advanced technology, and conduct regular audits to ensure product quality and safety.
- Public Relations Campaign: Launch a comprehensive public relations campaign to rebuild trust with consumers, highlighting the company's commitment to safety, quality, and social responsibility.
- Community Engagement: Engage with local communities, participate in charitable initiatives, and demonstrate a commitment to social good.
Phase 2: Brand Revitalization and Market Expansion (Mid-Term)
- Product Innovation: Develop new and innovative dairy products that cater to evolving consumer preferences, such as organic, lactose-free, and functional dairy products.
- Brand Repositioning: Reposition Snow Brand as a leader in quality, safety, and innovation, emphasizing its commitment to sustainable practices and social responsibility.
- Global Marketing Strategy: Develop a global marketing strategy that targets specific international markets with high growth potential, considering cultural sensitivities and consumer preferences.
- Strategic Alliances: Explore strategic alliances with international dairy companies, distributors, and retailers to gain access to new markets, technology, and expertise.
Phase 3: Sustainable Growth and Internationalization (Long-Term)
- Emerging Markets Focus: Target emerging markets with high growth potential in dairy consumption, such as China, India, and Southeast Asia.
- Foreign Direct Investment (FDI): Consider strategic acquisitions or joint ventures in key emerging markets to gain a foothold and accelerate growth.
- Global Supply Chain Management: Optimize global supply chain operations to ensure efficient procurement, production, and distribution of products across international markets.
- Sustainability Initiatives: Implement sustainable practices throughout the value chain, reducing environmental impact, promoting animal welfare, and supporting local communities.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Snow Brand's strengths, weaknesses, opportunities, and threats, considering the competitive landscape, consumer preferences, and global market trends. The recommendations are aligned with Snow Brand's core competencies in dairy production and processing, while also addressing the need to rebuild consumer trust, restore brand image, and expand into new markets.
The recommendations are also supported by quantitative measures, such as market research data, industry reports, and financial projections. The expected return on investment (ROI) for these initiatives is positive, as they are expected to generate significant revenue growth and improve profitability in the long run.
Key assumptions include:
- Consumers are willing to give Snow Brand a second chance if the company demonstrates genuine commitment to safety and transparency.
- The global demand for dairy products will continue to grow, particularly in emerging markets.
- Snow Brand can leverage its existing expertise and resources to successfully enter new markets.
6. Conclusion
Snow Brand Milk Products has a significant opportunity to revitalize its business and regain its position as a leading dairy company. By focusing on rebuilding consumer trust, restoring brand image, and expanding into new markets, Snow Brand can achieve sustainable growth and success in the long term.
7. Discussion
Alternative strategies for Snow Brand include:
- Focusing solely on the domestic market: This approach would be less risky but would limit growth potential.
- Selling the company to a foreign competitor: This would provide immediate financial relief but would result in the loss of a Japanese icon.
Key risks associated with the recommended strategy include:
- Failure to regain consumer trust: If consumers remain skeptical, the revitalization effort may fail.
- Competition from international players: Snow Brand faces intense competition from established and emerging players in the global dairy market.
- Economic and political instability in emerging markets: Emerging markets can be volatile, posing risks to foreign investment and business operations.
8. Next Steps
- Phase 1 (Year 1): Implement crisis management and reputation repair initiatives.
- Phase 2 (Year 2-3): Launch brand revitalization and market expansion programs.
- Phase 3 (Year 4-5): Focus on sustainable growth and internationalization.
Key milestones include:
- Year 1: Complete a comprehensive food safety audit and implement corrective actions.
- Year 2: Launch a new product line and expand distribution network in key international markets.
- Year 3: Establish strategic alliances with international partners.
- Year 4: Acquire or invest in a dairy company in an emerging market.
- Year 5: Achieve significant market share growth in key international markets.
By diligently implementing these recommendations and actively monitoring progress, Snow Brand can overcome its past challenges and emerge as a stronger and more resilient company, ready to compete in the global dairy market.
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Case Description
This three-case series, set internationally (Japan) explores corporate responsibility and brand rebuilding in the face of a serious crisis. Suitable for MBA, executive education, and undergraduate students, it depicts a consumer advocate's decision-making process as she considers whether to help the company restore its reputation. In spring 2002, leading consumer activist Nobuko Hiwasa was invited to join the Japanese company Snow Brand Milk Products' board of directors. The CEO wanted her to assist in SBM's revitalization efforts, which were being implemented in the wake of two recent scandals-contaminated milk and beef mislabeling-that had almost brought down the venerable company. Hiwasa had to decide whether to take on this Herculean task. Was the company sincere in wanting to reform and revitalize? Would she be accepted as an equal among the board members, and would her views and suggestions be given serious consideration? Was the request publicity-driven? How would fellow consumer advocates view her if she accepted the position? This case details the history of Snow Brand Milk Products and the missteps and scandals that plagued it in the 1990s and early part of the decade that followed, and includes Nobuko Hiwasa's decision making process as she considers whether to join the board of a company that has been badly tainted by scandal.
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