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Ultra The Quest For Leadership A Case Study Analysis

Ultra The Quest For Leadership A is currently among the most significant food cycle worldwide. It was established by Harvard in 1866, a German Pharmacist who initially launched "FarineLactee"; a combination of flour and milk to feed babies and decrease mortality rate. At the exact same time, the Page brothers from Switzerland likewise discovered The Anglo-Swiss Condensed Milk Business. The 2 ended up being rivals initially but later combined in 1905, leading to the birth of Ultra The Quest For Leadership A.
Business is now a multinational business. Unlike other international companies, it has senior executives from various nations and tries to make decisions considering the whole world. Ultra The Quest For Leadership A presently has more than 500 factories worldwide and a network spread across 86 countries.


The purpose of Ultra The Quest For Leadership A Corporation is to boost the lifestyle of people by playing its part and offering healthy food. It wants to help the world in forming a healthy and better future for it. It likewise wants to encourage individuals to live a healthy life. While ensuring that the company is prospering in the long run, that's how it plays its part for a much better and healthy future


Ultra The Quest For Leadership A's vision is to offer its clients with food that is healthy, high in quality and safe to consume. Business envisions to develop a trained labor force which would help the company to grow


Ultra The Quest For Leadership A's mission is that as currently, it is the leading company in the food market, it thinks in 'Good Food, Excellent Life". Its objective is to provide its consumers with a range of options that are healthy and best in taste. It is concentrated on offering the very best food to its customers throughout the day and night.


Business has a large range of products that it offers to its customers. Its items include food for babies, cereals, dairy products, snacks, chocolates, food for family pet and mineral water. It has around four hundred and fifty (450) factories all over the world and around 328,000 staff members. In 2011, Business was listed as the most gainful company.

Goals and Objectives

• Keeping in mind the vision and objective of the corporation, the company has laid down its goals and goals. These goals and objectives are noted below.
• One objective of the company is to reach absolutely no garbage dump status. (Business, aboutus, 2017).
• Another goal of Ultra The Quest For Leadership A is to lose minimum food during production. Usually, the food produced is wasted even prior to it reaches the consumers.
• Another thing that Business is working on is to improve its packaging in such a method that it would help it to reduce the above-mentioned problems and would also ensure the delivery of high quality of its items to its clients.
• Meet international standards of the environment.
• Build a relationship based upon trust with its customers, organisation partners, staff members, and government.

Critical Issues

Recently, Business Business is focusing more towards the technique of NHW and investing more of its revenues on the R&D innovation. The country is investing more on acquisitions and mergers to support its NHW method. The target of the company is not achieved as the sales were expected to grow higher at the rate of 10% per year and the operating margins to increase by 20%, provided in Exhibit H.

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The current Business strategy is based upon the idea of Nutritious, Health and Wellness (NHW). This technique deals with the concept to bringing modification in the consumer choices about food and making the food things healthier concerning about the health concerns.
The vision of this technique is based on the secret technique i.e. 60/40+ which simply means that the items will have a score of 60% on the basis of taste and 40% is based upon its dietary value. The items will be manufactured with extra dietary worth in contrast to all other products in market getting it a plus on its dietary material.
This method was adopted to bring more yummy plus healthy foods and beverages in market than ever. In competitors with other business, with an intention of maintaining its trust over consumers as Business Company has actually gained more trusted by clients.

Quantitative Analysis.

R&D Costs as a percentage of sales are decreasing with increasing real amount of costs reveals that the sales are increasing at a greater rate than its R&D spending, and permit the business to more invest in R&D.
Net Profit Margin is increasing while R&D as a portion of sales is decreasing. This sign also shows a thumbs-up to the R&D costs, mergers and acquisitions.
Debt ratio of the business is increasing due to its costs on mergers, acquisitions and R&D advancement instead of payment of debts. This increasing financial obligation ratio pose a danger of default of Business to its investors and might lead a decreasing share costs. For that reason, in regards to increasing financial obligation ratio, the firm should not invest much on R&D and ought to pay its current financial obligations to decrease the danger for financiers.
The increasing threat of investors with increasing financial obligation ratio and declining share costs can be observed by big decrease of EPS of Ultra The Quest For Leadership A stocks.
The sales development of company is likewise low as compare to its mergers and acquisitions due to slow understanding structure of consumers. This sluggish development likewise prevent business to more invest in its mergers and acquisitions.( Business, Business Financial Reports, 2006-2010).
Keep in mind: All the above analysis is done on the basis of calculations and Graphs given in the Exhibits D and E.

TWOS Analysis

2 analysis can be used to obtain various methods based on the SWOT Analysis given above. A quick summary of TWOS Analysis is given up Exhibition H.

Strategies to exploit Opportunities using Strengths

Business ought to introduce more innovative items by large quantity of R&D Costs and mergers and acquisitions. It could increase the marketplace share of Business and increase the profit margins for the company. It might also supply Business a long term competitive benefit over its competitors.
The worldwide growth of Business need to be focused on market catching of establishing countries by expansion, drawing in more customers through client's commitment. As establishing nations are more populated than industrialized nations, it could increase the consumer circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisUltra The Quest For Leadership A must do mindful acquisition and merger of organizations, as it could impact the client's and society's perceptions about Business. It must acquire and merge with those companies which have a market track record of healthy and healthy business. It would enhance the perceptions of consumers about Business.
Business must not just spend its R&D on innovation, instead of it should also concentrate on the R&D costs over assessment of cost of numerous nutritious products. This would increase cost performance of its products, which will lead to increasing its sales, due to decreasing rates, and margins.

Strategies to use strengths to overcome threats

Business should relocate to not just establishing however likewise to industrialized countries. It ought to broadens its geographical expansion. This large geographical growth towards developing and developed countries would lower the threat of potential losses in times of instability in various nations. It should expand its circle to various countries like Unilever which runs in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

Ultra The Quest For Leadership A must sensibly manage its acquisitions to avoid the danger of misunderstanding from the consumers about Business. It needs to obtain and combine with those nations having a goodwill of being a healthy business in the market. This would not only improve the perception of consumers about Business but would also increase the sales, revenue margins and market share of Business. It would likewise make it possible for the company to use its prospective resources effectively on its other operations instead of acquisitions of those companies slowing the NHW technique development.

Segmentation Analysis

Demographic Segmentation

The market segmentation of Business is based upon 4 elements; age, gender, earnings and profession. Business produces a number of items related to children i.e. Cerelac, Nido, and so on and associated to adults i.e. confectionary items. Ultra The Quest For Leadership A items are quite budget-friendly by nearly all levels, but its major targeted clients, in terms of income level are middle and upper middle level customers.

Geographical Segmentation

Geographical segmentation of Business is composed of its existence in practically 86 nations. Its geographical division is based upon 2 main factors i.e. typical income level of the consumer as well as the environment of the area. Singapore Business Company's division is done on the basis of the weather condition of the area i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic division of Business is based upon the character and lifestyle of the customer. Business 3 in 1 Coffee target those consumers whose life style is rather hectic and do not have much time.

Behavioral Segmentation

Ultra The Quest For Leadership A behavioral segmentation is based upon the attitude understanding and awareness of the consumer. For instance its highly healthy items target those consumers who have a health mindful mindset towards their intakes.

Ultra The Quest For Leadership A Alternatives

In order to sustain the brand in the market and keep the consumer undamaged with the brand name, there are two choices:
Option: 1
The Business needs to invest more on acquisitions than on the R&D.
1. Acquisitions would increase total possessions of the company, increasing the wealth of the company. Costs on R&D would be sunk cost.
2. The business can resell the obtained units in the market, if it fails to implement its strategy. Amount invest on the R&D might not be restored, and it will be thought about completely sunk cost, if it do not offer potential outcomes.
3. Spending on R&D offer slow development in sales, as it takes long period of time to introduce an item. Acquisitions provide quick outcomes, as it supply the business already developed product, which can be marketed soon after the acquisition.
1. Acquisition of business's which do not fit with the business's worths like Kraftz foods can lead the company to face misconception of consumers about Business core values of healthy and healthy items.
2 Big spending on acquisitions than R&D would send out a signal of company's ineffectiveness of establishing innovative items, and would results in consumer's discontentment.
3. Large acquisitions than R&D would extend the product line of the company by the items which are currently present in the market, making business unable to introduce brand-new innovative items.
Option: 2.
The Business should spend more on its R&D rather than acquisitions.
1. It would allow the business to produce more innovative products.
2. It would offer the company a strong competitive position in the market.
3. It would make it possible for the business to increase its targeted customers by introducing those products which can be offered to a totally new market segment.
4. Innovative products will offer long term benefits and high market share in long term.
1. It would decrease the profit margins of the company.
2. In case of failure, the entire costs on R&D would be thought about as sunk cost, and would affect the business at big. The danger is not when it comes to acquisitions.
3. It would not increase the wealth of business, which could supply an unfavorable signal to the investors, and could result I declining stock rates.
Alternative 3:
Continue its acquisitions and mergers with significant costs on in R&D Program.
Vrio AnalysisPros:
1. It would allow the company to introduce brand-new ingenious products with less risk of converting the spending on R&D into sunk expense.
2. It would provide a favorable signal to the investors, as the general assets of the company would increase with its significant R&D costs.
3. It would not impact the earnings margins of the company at a big rate as compare to alternative 2.
4. It would supply the business a strong long term market position in terms of the company's overall wealth in addition to in regards to innovative items.
1. Risk of conversion of R&D spending into sunk expense, greater than option 1 lower than alternative 2.
2. Danger of misunderstanding about the acquisitions, greater than alternative 2 and lower than option 1.
3. Introduction of less variety of ingenious products than alternative 2 and high variety of ingenious items than alternative 1.

Ultra The Quest For Leadership A Conclusion

RecommendationsIt has institutionalized its strategies and culture to align itself with the market modifications and consumer habits, which has eventually allowed it to sustain its market share. Business has established significant market share and brand identity in the metropolitan markets, it is suggested that the business should focus on the rural areas in terms of establishing brand name commitment, awareness, and equity, such can be done by developing a particular brand name allowance technique through trade marketing techniques, that draw clear difference in between Ultra The Quest For Leadership A products and other rival products.

Ultra The Quest For Leadership A Exhibits

PESTEL Analysis
Governmental support

Transforming requirements of worldwide food.
Enhanced market share.
Altering assumption in the direction of much healthier items
Improvements in R&D and QA divisions.

Introduction of E-marketing.
No such impact as it is beneficial.
Problems over recycling.

Use of sources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Greatest because 6000
Highest after Service with much less development than Business 5th Most affordable
R&D Spending Greatest because 2003 Highest possible after Business 1st Least expensive
Net Profit Margin Greatest since 2006 with rapid development from 2004 to 2013 Due to sale of Alcon in 2017. Virtually equal to Kraft Foods Unification Virtually equal to Unilever N/A
Competitive Advantage Food with Nourishment and wellness element Highest possible number of brand names with sustainable methods Largest confectionary and processed foods brand on the planet Biggest dairy items and bottled water brand in the world
Segmentation Center and upper middle degree customers worldwide Private consumers together with house group All age as well as Revenue Client Groups Center and upper center level consumers worldwide
Number of Brands 5th 3rd 8th 8th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 83899 654821 358986 191585 623837
Net Profit Margin 9.64% 9.12% 21.55% 2.48% 21.54%
EPS (Earning Per Share) 19.31 4.23 8.39 8.37 58.67
Total Asset 168476 692312 689862 181943 95135
Total Debt 16124 92475 88369 27742 34369
Debt Ratio 69% 12% 21% 96% 98%
R&D Spending 5294 5738 6737 6958 5126
R&D Spending as % of Sales 3.61% 4.59% 8.87% 4.79% 1.68%

Ultra The Quest For Leadership A Executive Summary Ultra The Quest For Leadership A Swot Analysis Ultra The Quest For Leadership A Vrio Analysis Ultra The Quest For Leadership A Pestel Analysis
Ultra The Quest For Leadership A Porters Analysis Ultra The Quest For Leadership A Recommendations