Premier Foods is a company headquartered in UK that creates great food for the customers and the food is tasty, easy to prepare and reliable. The company follows its own guidelines in manufacturing quality food for the customers (Arena, Arnaboldi and Azzone, 2010). Premier Foods tries to explain the value of foods to the customers in order to increase the demand for food in the global market. The management team of Premier Foods has a deep understanding regarding the food market and the managers are experienced in dealing with the customers in the global market (Arena, Arnaboldi and Azzone, 2010). They try to understand the tastes and preference patterns of the consumers in order to manufacture the food items as per their requirements.
The company is able to build up a strong relationship with the customers and the other stakeholders who invest on the companies. The supply chain management of the company improves the quality of the products served to the customers (Cooper and Owen, 2007). The best opportunity to achieve the sustainable growth is by carrying out the category growth in the fields in which they operate. The report aims at criticizing the unsuccessful management undertaken by the stakeholders and the strategies undertaken by the organization in order to maintain the code of conduct. The reports also allow the scope to develop understanding regarding the corporate social responsibility undertaken by the managers.
The strategies undertaken by Premier Foods focus on growth of the power brands that includes a broader approach to the growth of the categories in which it operates. The company believes that the growth would be more sustainable if the company competes for a greater market share in the growing market (Gray, Adams and Owen, 2014). The strategies undertaken by the company are based on the business model followed that comprises of different factors consumers, brands, customers, people and cost. The company mainly focuses on UK specific customers in order to identify the growth opportunities (Macalister, 2014). The company focuses on bring in innovation in the food products such that they are preferred by the customers in UK market. The company serves food items to the customers of various cultural backgrounds and the company has developed infrastructure to meet the growing demand for food in the global market (Maon, Lindgreen and Swaen, 2009). The managers are efficient in order to determine the ways to invest in order to improve the efficiency of the employees. By serving quality food products to the customers they have gained the customer loyalty and the customers expect high quality food products from them (Moeller, 2007). Premier Foods believes that investing in the brands in order to ensure the long term growth of the company. In 2013 the company has spent more than £30 million in the marketing of the brands which was considerably high as compared to 2011 but less than 2012 (Orford, 2014).
The leadership strategy undertaken by the management team was effective in enhancing the performance of the organization and also to improve the working process of the team members. The communication among the employees helps the organization to understand the interests of the stakeholders and customers (Arena, Arnaboldi and Azzone, 2010). The company has undertaken more category focused approach in order to adopt the power brands strategy in order to turn around the business. Premier Foods has restructured its business in different categories such as Grocery and Sweet Treats. Moreover, the company has been successfully investing in the wider port-folio in order to expand its business outside the UK market (Rankin, 2014). However, Premier Foods renegotiation with the banking facilities have been undertaken in order to develop the new strategic plan as part of the power brand strategy. The strategies of the company mainly prioritise the customers in UK market and the investments made by the company on refinancing the products and the brands affects business set up by the company.
In order to fund the growth plans of Premier Foods the company has asked its suppliers to pay in case they wish to work in the organization. The food company has sparked fury in business world by asking the suppliers to pay (Robinson, 2015). The firms that do not pay are at risk and 1000 strong approved suppliers are to be taken off from running their business. Premier Foods have been forcing the suppliers to follow the ‘pay per stay’ arrangement which has reduced the number of suppliers in the global market. The number of suppliers of Premier Foods has reduced by more than half to 1230 at the beginning of 2014 (Savage, 2014).
As per the study the company was spending £500 million on the suppliers from UK and the farmers producing the raw materials. Improvements have been made in the logistics and operations management of the company in order to reduce the costs (Arena, Arnaboldi and Azzone, 2010). The company has replaced eight different legacy systems in order to make the operations more efficient. The producers and the suppliers are forced to pay Premier Foods in order to maintain their contracts and to boost the growth in long term. Premier Foods justified their decision for choosing such a strategy which indicates that they wish to reduce the number of suppliers and lead to expansion of growth. The company wishes to test whether the supply chain management has been efficient as compared to the other organizations.
