Smuckers a Case Analysis
Smuckers:
A Case Study Analysis
Rachel Gerhardt
Dickinson State University
The J.M. Smucker Company was founded in 1879 in Orville, Ohio by Jerome Monroe Smucker. Since the early beginnings of Smuckers, the company has been family owned and run to this day. The corporate strategy of the company has been aimed at growing the market, introducing new products, and making strategic acquisitions. This corporate strategy along with being a family run and orientated business has helped the company acquire and maintain their current stance as middle of the store product item giants. This growth has not been easy as the company has had to reinvent and deliver new items to the public. Smuckers has changed their strategy more than once in the past 133 years as the economy, products, and technologies have changed. In order to acquire more and maintain their current stance as the giant in the middle of the store, Smuckers will need to remain competitive and stay relevant with it’s strategies as a company. One of the main strength’s Smuckers has to maintain their dominance is they are incredibly well known and experienced. Their advertisement, “With a name like Smuckers, it has to be good,” establishes two characteristics for the company. One of the characteristics is being family owned and operated. This gives the consumer a sense of likability with a connection to family. The second characteristic is it is a well known name and brand. The well known name and brand is also a strength for the company. If your mother has bought Smuckers jelly since you were a child, chances are you will buy the product for your child. Recently the country has started to become overwhelming occupied with weight management and the amount of sugar intake an individual has. Diabetes has also doubled in the past 30 years making sugar intake more of a focus. Smuckers has items in fruit spreads, peanut butter, snacks and sandwiches, ice cream toppings, and
A Case Study Analysis
Rachel Gerhardt
Dickinson State University
The J.M. Smucker Company was founded in 1879 in Orville, Ohio by Jerome Monroe Smucker. Since the early beginnings of Smuckers, the company has been family owned and run to this day. The corporate strategy of the company has been aimed at growing the market, introducing new products, and making strategic acquisitions. This corporate strategy along with being a family run and orientated business has helped the company acquire and maintain their current stance as middle of the store product item giants. This growth has not been easy as the company has had to reinvent and deliver new items to the public. Smuckers has changed their strategy more than once in the past 133 years as the economy, products, and technologies have changed. In order to acquire more and maintain their current stance as the giant in the middle of the store, Smuckers will need to remain competitive and stay relevant with it’s strategies as a company. One of the main strength’s Smuckers has to maintain their dominance is they are incredibly well known and experienced. Their advertisement, “With a name like Smuckers, it has to be good,” establishes two characteristics for the company. One of the characteristics is being family owned and operated. This gives the consumer a sense of likability with a connection to family. The second characteristic is it is a well known name and brand. The well known name and brand is also a strength for the company. If your mother has bought Smuckers jelly since you were a child, chances are you will buy the product for your child. Recently the country has started to become overwhelming occupied with weight management and the amount of sugar intake an individual has. Diabetes has also doubled in the past 30 years making sugar intake more of a focus. Smuckers has items in fruit spreads, peanut butter, snacks and sandwiches, ice cream toppings, and
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