Mission, Vision and Strategy Statement Analysis
Keller Graduate School of Management
Professor Geoffrey Hacker
January 31, 2012
Del Monte Fresh Produce
Vision: “Fresh Del Monte is one of the world's leading vertically integrated producers, marketers and distributors of high-quality fresh and fresh-cut fruit and vegetables, as well as a leading producer and distributor of prepared fruit and vegetables, juices, beverages, snacks and desserts in Europe, the Middle East and Africa. Fresh Del Monte markets its fresh products worldwide under the Del Monte® brand, a symbol of product quality, freshness and reliability for more than 100 years”
Mission: “To become the leading global supplier of healthful, wholesome and nutritious fresh and prepared foods and beverages to consumers of all ages”
Strategy: “focused on maximized revenues from existing structure, entering new markets and strict cost control initiatives”
In 1997 Del Monte was acquired by the IAT group dividing the company into separate organizations, Del Monte Foods and Del Monte Fresh Produce. DMFP keep the farms in North America, the purpose was to growth in North America to distribute in the same country. They have also growth their sources in Central and South America, Africa and the Philippines, being this the majority of grown produce. Due to the opportunity in countries like Costa Rica DMFP close the majority of their farms in the Unites States and has been able to increase the volume of sales approximately 36% in 2010.
Del Monte’s strategy is to maximize their profit; therefore they follow their budget to the dot. The organization has increase their share since 2003 because of their vision, become the leader, the organization has establish their sales in North America in 49%, being Wal-Mart their top costumer. Del Monte has made changes to their packaging in order to be able to help their retails increase their...