Compbell Soup Overview

1. Company Overview

Founded in 1869, Campbell Soup Company is one of the leaders in manufacturing & marketing

branded consumer food products with approximately 24,250 employees world wide, total

revenues of 6.7 billion, 36 manufacturing plants in 10 nations, and over 2000 products on

the market. Over the years, Campbell Soup Company has diversified into number of

businesses - from frozen dinners to retail garden centers. However Soup has been its core

business. Some major brands of Campbell Soup Co. include Flagship red-and-white canned

soup, Prego Spaghetti sauces, Godiva Chocolates, Pepperidge Farm baked goods, V8, etc. In

addition, since 1980, Campbell Soup Co. has undergone three different strategies under

thee different CEOs who brought their own agenda in order to build value for the company

and its shareholders. For example, under Gordon McGovern's leadership (1980-1989),

Campbell's strategic focus was on developing and introducing new products and expansion

of the business portfolio through acquisitions. Under David Johnson (1990 - 1997), The

companies focus shifted to increasing sales growth, increase market share & share holder

value through Eliminating unprofitable products & business units, focusing more on global

marketing and Improving communication and technology sharing between businesses. Under

the third CEO, Dale Morrison (1997 - present), Campbell's strategy focus continued to

increase sales growth, increase market share & share holder value, but focus was shifted

more towards profitable businesses with the highest growth potential and divestations of

non strategic businesses

2. Problems / Strategic Issues

Since 1980, Campbell's corporate strategy and the company's business structure have

undergone three significant changes. Each strategy was implemented under the leadership

of three different CEOs:

1. 1980 - 1989, Gordon Morrison:

o Expansion through acquisitions and development of new products.