Bueno food is an international company started in 1946 in Albuquerque, New Mexico. It was initially selling Mexican dishes to its customers but it was not enough for the company to compete with the growing competition. The company today specialises in salsas, sauces, tortillas, and frozen green chili. The case study aims to identify problems experienced by the company along with the facts which affect these issues and provide a tentative solution to the problem. Besides this, a contingency plan is also discussed in the paper. It also discusses how the company meet the needs of its stakeholders and how the company create awareness for New Mexico Chile industry and its campaign. It also contains a brief about the ethical culture that has been preserved from generations. At last, it concludes the entire findings in the conclusion section.
The key issues identified through analysis is that the company is facing a decline in sales because of the increase in global competition. Many organizations that are providing the same products at a lower cost and this is why Chiles and other products are being imported from China and Peru (Tallman, Luo & Buckley, 2018). It is found that 82 per cent of the products were imported from these countries because of the cheap labour.
Bueno food takes care of its employees, community and customers. They are the major stakeholder of the organization. The company has created jobs opportunities for residents of New Mexico. The company provides generous compensation packages to the employees so that they enrich their lives (McNaughton, 2018). The company also donate some amounts of money for the welfare of the citizens by conducting educational programs, events and so on. The company works with local people to improve their lives. Bueno food is a responsible corporate partner. These things prove that Bueno foods address the needs of the various stakeholder.
The ethical culture of the industry is a major contributor to the success of the organization. the company treat its employees ethically well and also emphasize on its legacies towards product, employees and New Mexico tradition (Parasecoli, 2017). It is observed through generations that the company keep up to its core values and beliefs of ethical culture. It is because of this the organization it can maintain its reputation in the local and international environment.
The company to overcome issues of global competition needs to come with strategies like creating an association and so on. The company to defend global competition established New Chie Mexico Association. This association aimed to make Mexico the world leader in Chile production and innovation (McNaughton, 2018). The primary activity of the association was to raise funds for state and federal levels. The company also came up with Keep New Mexico green campaign which promotes the importance of local Chile industry. This campaign is asking its consumers to ask for Mexico green Chile and so on. The company through this campaign is not only helping the local farmers but also preserving the traditional culture of the state.
It can be concluded from the findings that through contingency plan like establishing an association for fundraising and starting a campaign in the market. The company can overcome the issue that it has experienced from global competition. Bueno food as not only tried increasing its sale in the global market but is also fulfilling the needs of its various stakeholders in the organization. The company is sustaining economic vitality by preserving Mexican traditions and Chile production in the country by continuing ethical culture in the organization.
McNaughton, R. B. (2018). Global competition and local networks. London: Routledge.
Parasecoli, F. (2017). Knowing where it comes from: Labelling traditional foods to compete in a global market. USA: University of Iowa Press.
Tallman, S., Luo, Y., & Buckley, P. J. (2018). Business models in global competition. Global Strategy Journal, 8(4), 517-535.
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