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Smucker's 2010

In: Business and Management

Submitted By crystalhales
Words 4044
Pages 17
Session 5: Case Portfolio
Smucker’s in 2011: Expanding the Business Lineup

Abstract/Introduction Smucker’s started out as a small family business 117 years ago. Today, they are a leading marketer and manufacturer of fruit spreads, retail packaged coffee, peanut butter, shortening and oils, ice cream toppings, sweetened condensed milk, and natural foods products in North America. Smucker’s has been led by four generations of family leadership – providing a continuity of management and thought that has been expanded throughout the company. Embracing these core values and business practices has contributed to their consistent growth. The company’s past success and future possibilities will be discussed in the following pages.

Smucker’s in 2011: Expanding the Business Lineup
Organizational Background: The family owned company was founded by J.M. Smucker in 1897. In the beginning, Smucker’s produced apple cider and apple butter – it was locally distributed in Ohio by way of the Smucker family’s wagon. By the time the company was incorporated, in 1921, Smucker’s popularity had pushed the company to extend their product line to offer a wide variety of jams, jellies, and preserves. By the time the Great Depression hit America in the late 1920’s, Smucker’s expanded their Ohio-based business to include both Pennsylvania and Indiana. After the depression, they opened a new manufacturing plant in Washington. This enabled the company to distribute its products nationally. The Smucker’s company was able to survive economic struggles brought on by World War II and, in 1947, celebrated their 50th anniversary. In the late 1950’s, J.M. Smucker’s sons, Paul and Willard, began to lay-out a plan for the company’s future growth and diversification. Their strategy focused on increasing vertical integration, product diversification, acquisition, and national advertising and...

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