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Alpha Natural Resources Case Study Solution & Analysis


Alpha Natural Resources Case Study Solution is currently among the biggest food cycle worldwide. It was founded by Henri Alpha Natural Resources in 1866, a German Pharmacist who first released "Farine Lactee"; a mix of flour and milk to reduce and feed babies mortality rate. At the exact same time, the Page bros from Switzerland likewise found The Anglo-Swiss Condensed Milk Business. The two ended up being rivals at first however later combined in 1905, resulting in the birth of Alpha Natural Resources.

Alpha Natural Resources is now a transnational company. Unlike other multinational business, it has senior executives from various nations and attempts to make choices thinking about the whole world. Alpha Natural Resources Case Study Analysis currently has more than 500 factories around the world and a network spread throughout 86 countries.


The function of Alpha Natural Resources Corporation is to improve the quality of life of people by playing its part and providing healthy food. While making sure that the business is being successful in the long run, that's how it plays its part for a better and healthy future


Nestlé's vision is to supply its customers with food that is healthy, high in quality and safe to consume. Alpha Natural Resources envisions to develop a well-trained workforce which would help the company to grow.


Nestlé's objective is that as presently, it is the leading company in the food industry, it believes in 'Excellent Food, Good Life". Its mission is to provide its customers with a variety of options that are healthy and best in taste. It is concentrated on supplying the very best food to its customers throughout the day and night.

Executive Summary
Alpha Natural Resources Case Study Solution has a vast array of products that it uses to its clients. Its products include food for babies, cereals, dairy products, treats, chocolates, food for family pet and bottled water. It has around four hundred and fifty (450) factories around the globe and around 328,000 staff members. In 2011, Alpha Natural Resources was noted as the most gainful organization.

Objectives and Goals.

• Remembering the vision and mission of the corporation, the company has set its goals and objectives. These objectives and objectives are noted below.
• One goal of the company is to reach no landfill status. It is pursuing zero waste, where no waste of the factory is landfilled. It encourages its workers to take the most out of the by-products. (Alpha Natural Resources, aboutus, 2017).
• Another goal of Alpha Natural Resources is to squander minimum food throughout production. Frequently, the food produced is wasted even prior to it reaches the consumers.
• Another thing that Alpha Natural Resources is working on is to improve its packaging in such a method that it would assist it to reduce those issues and would likewise ensure the delivery of high quality of its items to its clients.
• Meet worldwide standards of the environment.
• Develop a relationship based on trust with its customers, company partners, workers, and federal government.

Important Issues.

Just Recently, Alpha Natural Resources Business is focusing more towards the method of NHW and investing more of its revenues on the R&D technology. The nation is investing more on acquisitions and mergers to support its NHW technique. Nevertheless, the target of the company is not accomplished as the sales were anticipated to grow greater at the rate of 10% each year and the operating margins to increase by 20%, given in Exhibition H. There is a requirement to focus more on the sales then the development technology. Otherwise, it might lead to the declined earnings rate. (Henderson, 2012).

Situational Analysis.
Porter's 5 Forces Analysis
Analysis of Current Technique, Vision and Goals.

The current Alpha Natural Resources method is based upon the concept of Nutritious, Health and Health (NHW). This strategy deals with the concept to bringing change in the client preferences about food and making the food things much healthier concerning about the health concerns.

The vision of this strategy is based on the key technique i.e. 60/40+ which just means that the items will have a score of 60% on the basis of taste and 40% is based on its nutritional worth. The products will be made with additional nutritional worth in contrast to all other items in market acquiring it a plus on its dietary content.

This strategy was adopted to bring more nutritious plus tasty foods and beverages in market than ever. In competitors with other companies, with an objective of keeping its trust over customers as Alpha Natural Resources Company has actually acquired more relied on by customers.

Microenvironment Analysis (PESTEL Analysis).

The analysis utilized to measure the position of business in the market is done by utilizing PESTLE analysis, given up Display A. Alpha Natural Resources works under the policies and guidelines directed by government and food authority. The company is more concentrated on its product or services to make certain about the item quality and security. This analysis will assist in understanding environment of external market in the global food and beverage industries. (Parera, 2017).

Swot Analysis
Alpha Natural Resources is significantly supported by Federal government to satisfy all the requirements of requirements like acts of health and security. In efforts to produce great food, Alpha Natural Resources Case Study Solution is altering the standards of food and beverage production.


Initiation of the business where the capital income of each private matters for the increased net sale as this varies country-to-country. The economy of the Alpha Natural Resources Business in U.S. is growing year by year with variable items launch particularly focusing on the nutritional food for infants.


The social environment keeps on changing with regard to time like the attitude of the consumer along with their lifestyles. Any services or product of any company can not succeed up until the company is not concerned about the living system of the customer. Alpha Natural Resources is taking steps to meet its goals as the world remains in search of yummy and healthy food.


In the advancement of company, tactical measures are rather mandatory. Alpha Natural Resources is among the top well-known multinational firm and by time it invests in various departments to take its items to brand-new level. Alpha Natural Resources is investing more on its R&D to make its items healthier and nutritious supplying customers with health advantages.


There is no such impact of legal elements of Alpha Natural Resources as it is more worried over its laws and guidelines.


Alpha Natural Resources, in regards to ecological impact is devoted to work in environment-friendly environment with preservation of the natural deposits and energy. As due to the production of bigger variety of products there may be a hazard if the resources utilized are recyclable or not.

Competitive Forces Analysis (Porter's Five Forces Model).

Alpha Natural Resources Case Study Help has gotten a variety of business that helped it in diversity and growth of its item's profile. This is the thorough description of the Porter's design of 5 forces of Alpha Natural Resources Company, given in Exhibit B.


Alpha Natural Resources is one of the top company in this competitive industry with a number of strong rivals like Unilever, Kraft foods and Group DANONE. Alpha Natural Resources is running well in this race for last 150 years. The competitors of other companies with Alpha Natural Resources is rather high.
Vrio Analysis
Danger of New Entrants.

A variety of barriers are there for the new entrants to happen in the consumer food market. Only a few entrants succeed in this market as there is a requirement to understand the customer requirement which needs time while recent competitors are aware and has actually progressed with the consumer loyalty over their products with time. There is low danger of new entrants to Alpha Natural Resources as it has quite large network of distribution worldwide controling with well-reputed image.

Bargaining Power of Providers.

In the food and drink industry, Alpha Natural Resources owes the biggest share of market requiring higher number of supply chains. This causes it to be a picturesque purchaser for the suppliers. Thus, any of the provider has actually never expressed any complain about price and the bargaining power is also low. In response, Alpha Natural Resources has actually also been worried for its providers as it thinks in long-term relations.

Bargaining Power of Buyers.

There is high bargaining power of the buyers due to fantastic competitors. Switching expense is rather low for the consumers as numerous business sale a number of comparable products. This seems to be a terrific hazard for any business. Therefore, Alpha Natural Resources Case Study Analysis ensures to keep its consumers pleased. This has led Alpha Natural Resources to be one of the faithful business in eyes of its purchasers.

Threat of Substitutes.

There has been a fantastic danger of alternatives as there are alternatives of some of the Nestlé's items such as boiled water and pasteurized milk. There has likewise been a claim that a few of its items are not safe to utilize leading to the reduced sale. Therefore, Alpha Natural Resources started highlighting the health advantages of its items to cope up with the replacements.

Rival Analysis.

Alpha Natural Resources Case Study Help covers a lot of the popular consumer brands like Package Kat and Nescafe etc. About 29 brands among all of its brand names, each brand name made an earnings of about $1billion in 2010. Its huge part of sale is in The United States and Canada constituting about 42% of its all sales. In Europe and U.S. the leading major brands sold by Alpha Natural Resources in these states have a terrific trusted share of market. Alpha Natural Resources, Unilever and DANONE are two big markets of food and beverages as well as its primary competitors. In the year 2010, Alpha Natural Resources had earned its yearly profit by 26% increase because of its increased food and beverages sale specifically in cooking things, ice-cream, drinks based upon tea, and frozen food. On the other hand, DANONE, due to the increasing costs of shares resulting an increase of 38% in its revenues. Alpha Natural Resources Case Study Help lowered its sales expense by the adjustment of a new accounting procedure. Unilever has number of workers about 230,000 and functions in more than 160 countries and its London headquarter. It has become the second biggest food and drink market in the West Europe with a market share of about 8.6% with only a difference of 0.3 points with Alpha Natural Resources. Unilever shares a market share of about 7.7 with Alpha Natural Resources ending up being first and ranking DANONE as 3rd. Alpha Natural Resources attracts regional clients by its low expense of the product with the local taste of the products keeping its first place in the international market. Alpha Natural Resources business has about 280,000 employees and functions in more than 197 nations edging its rivals in lots of regions. Alpha Natural Resources has actually also decreased its expense of supply by presenting E-marketing in contrast to its rivals.

Note: A short contrast of Alpha Natural Resources with its close rivals is given up Display C.

SWOT Analysis.

The internal analysis and external of the company likewise can be done through SWOT Analysis, summarized in the Exhibit F.


• Alpha Natural Resources has an experience of about 140 years, allowing business to better perform, in various scenarios.
• Nestlé's has presence in about 86 countries, making it an international leader in Food and Beverage Industry.
• Alpha Natural Resources has more than 2000 brands, which increase the circle of its target consumers. These brands include baby foods, animal food, confectionary products, beverages and so on. Famous brand names of Alpha Natural Resources include; Maggi, Kit-Kat, Nescafe, and so on
• Alpha Natural Resources Case Study Help has big quantity of costs on R&D as compare to its competitors, making the company to introduce more innovative and healthy items. This innovation provides the company a high competitive position in long term.
• After adopting its NHW Method, the company has actually done large quantity of mergers and acquisitions which increase the sales development and improve market position of Alpha Natural Resources.
• Alpha Natural Resources is a well-known brand name with high customer's commitment and brand name recall. This brand commitment of consumers increases the possibilities of easy market adoption of different new brands of Alpha Natural Resources.
• Acquisitions of those organisation, like; Kraft frozen Pizza service can provide an unfavorable signal to Alpha Natural Resources consumers about their compromise over their core proficiency of much healthier foods.
• The development I sales as compare to the business's investment in NHW Technique are rather various. It will take long to alter the understanding of individuals ab out Alpha Natural Resources as a business selling healthy and healthy items.


• Introducing more health related items makes it possible for the company to capture the marketplace in which consumers are quite mindful about health.
• Developing nations like India and China has biggest markets in the world. Broadening the market towards developing countries can enhance the Alpha Natural Resources company by increasing sales volume.
• Continue acquisitions and joint ventures increases the marketplace share of the business.
• Increased relationships with schools, hotel chains, dining establishments etc. can also increase the variety of Alpha Natural Resources Case Study Help consumers. Teachers can advise their students to acquire Alpha Natural Resources products.


• Economic instability in countries, which are the prospective markets for Alpha Natural Resources, can develop several issues for Alpha Natural Resources.
• Shifting of products from typical to much healthier, leads to additional expenses and can cause decline company's revenue margins.
• As Alpha Natural Resources has a complicated supply chain, therefore failure of any of the level of supply chain can lead the business to deal with specific problems.

Division Analysis

Demographic Division

The market division of Alpha Natural Resources Case Study Help is based upon four aspects; age, profession, income and gender. For instance, Alpha Natural Resources produces numerous items associated with infants i.e. Cerelac, Nido, and so on and related to adults i.e. confectionary items. Alpha Natural Resources items are rather budget-friendly by nearly all levels, however its significant targeted customers, in terms of earnings level are middle and upper middle level consumers.

Geographical Segmentation

Geographical segmentation of Alpha Natural Resources Case Study Help is composed of its existence in nearly 86 countries. Its geographical segmentation is based upon 2 main aspects i.e. average income level of the consumer in addition to the environment of the area. For example, Singapore Alpha Natural Resources Company's segmentation is done on the basis of the weather of the area i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic division of Alpha Natural Resources is based upon the character and life style of the consumer. For instance, Alpha Natural Resources 3 in 1 Coffee target those consumers whose life style is quite busy and do not have much time.

Behavioral Division

Alpha Natural Resources Case Solution behavioral segmentation is based upon the mindset knowledge and awareness of the customer. Its highly nutritious products target those customers who have a health mindful attitude towards their usages.

VRIO Analysis

The VRIO analysis of Alpha Natural Resources Business is a broad range analysis supplying the organization with a possibility to acquire a practical competitive advantage versus its competitors in the food and drink market, summed up in Exhibit I.


The resources utilized by the Alpha Natural Resources business are important for the company or not. Such as the resources like finance, personnels, management of operations and experts in marketing. This are some of the essential valuable elements of for the identification of competitive benefit.


The valuable resources made use of by Alpha Natural Resources are expensive or even unusual. , if these resources are commonly discovered that it would be much easier for the rivals and the new competitors in the market to effortlessly move in competitors.


The replica process is pricey for the competitors of Alpha Natural Resources Case Analysis Business. Nevertheless, it can be done just in two various techniques i.e. item duplication which is produced and manufactured by Alpha Natural Resources Company and introducing of the alternative of the products with switching expense. This increases the danger of disturbance to the recent structure of the market.


This element of VRIO analysis handle the compatibility of the business to place in the market making productive use of its important resources which are difficult to mimic. Regularly, the advancement of management is absolutely dependent on the firm's execution method and team. Hence, this polishes the skills of the firm by time based on the choices made by company for the progression of its strategic capitals.

Quantitative Analysis

R&D Spending as a percentage of sales are decreasing with increasing actual quantity of costs reveals that the sales are increasing at a greater rate than its R&D costs, and allow the company to more invest in R&D.

Net Profit Margin is increasing while R&D as a portion of sales is declining. This indication likewise reveals a green light to the R&D spending, mergers and acquisitions.

Financial obligation ratio of the business is increasing due to its costs on mergers, acquisitions and R&D development rather than payment of debts. This increasing financial obligation ratio present a threat of default of Alpha Natural Resources to its investors and might lead a declining share prices. Therefore, in regards to increasing debt ratio, the company should not invest much on R&D and needs to pay its present financial obligations to reduce the threat for financiers.

The increasing threat of financiers with increasing debt ratio and declining share costs can be observed by big decline of EPS of Alpha Natural Resources Case Solution stocks.

The sales growth of company is also low as compare to its mergers and acquisitions due to slow understanding structure of consumers. This sluggish development likewise impede business to additional invest in its acquisitions and mergers.( Alpha Natural Resources, Alpha Natural Resources Financial Reports, 2006-2010).

Keep in mind: All the above analysis is done on the basis of estimations and Charts given in the Displays D and E.

TWOS Analysis.

2 analysis can be utilized to derive numerous methods based upon the SWOT Analysis offered above. A brief summary of TWOS Analysis is given up Display H.

Strategies to exploit Opportunities using Strengths.

Alpha Natural Resources Case Analysis must present more innovative products by big amount of R&D Costs and acquisitions and mergers. It might increase the market share of Alpha Natural Resources and increase the profit margins for the company. It could also supply Alpha Natural Resources a long term competitive advantage over its competitors.

The worldwide expansion of Alpha Natural Resources must be concentrated on market catching of developing nations by growth, bring in more consumers through customer's loyalty. As establishing countries are more populated than developed nations, it could increase the customer circle of Alpha Natural Resources.

Methods to Conquer Weak Points to Exploit Opportunities.

Alpha Natural Resources Case Help should do mindful acquisition and merger of companies, as it might impact the client's and society's understandings about Alpha Natural Resources. It ought to get and merge with those companies which have a market reputation of healthy and healthy business. It would enhance the perceptions of customers about Alpha Natural Resources.

Alpha Natural Resources must not only invest its R&D on development, instead of it needs to likewise concentrate on the R&D costs over evaluation of expense of various nutritious items. This would increase expense performance of its products, which will result in increasing its sales, due to decreasing prices, and margins.

Strategies to use strengths to overcome threats.

Alpha Natural Resources Case Analysis needs to transfer to not just developing but also to industrialized nations. It should widens its geographical expansion. This large geographical expansion towards establishing and developed countries would minimize the threat of potential losses in times of instability in various countries. It must widen its circle to various countries like Unilever which runs in about 170 plus countries.

Methods to get rid of weaknesses to prevent hazards.

Alpha Natural Resources Case Analysis ought to sensibly manage its acquisitions to prevent the risk of misunderstanding from the consumers about Alpha Natural Resources. This would not only enhance the perception of customers about Alpha Natural Resources however would likewise increase the sales, earnings margins and market share of Alpha Natural Resources.


In order to sustain the brand name in the market and keep the consumer undamaged with the brand, there are 2 alternatives:.

Alternative: 1.

The Business must spend more on acquisitions than on the R&D.


1. Acquisitions would increase total possessions of the company, increasing the wealth of the company. Spending on R&D would be sunk cost.
2. The company can resell the acquired units in the market, if it fails to implement its method. Nevertheless, quantity invest in the R&D could not be restored, and it will be thought about entirely sunk cost, if it do not offer potential outcomes.
3. Spending on R&D supply slow growth in sales, as it takes very long time to introduce a product. However, acquisitions supply quick results, as it supply the company already established product, which can be marketed right after the acquisition.


1. Acquisition of company's which do not fit with the company's values like Kraftz foods can lead the company to deal with mistaken belief of consumers about Alpha Natural Resources core worths of healthy and nutritious items.
2. Large costs on acquisitions than R&D would send out a signal of business's inadequacy of developing ingenious items, and would lead to consumer's discontentment too.
3. Large acquisitions than R&D would extend the product line of the business by the items which are currently present in the market, making business unable to present new innovative items.

Alternative: 2

The Company must spend more on its R&D rather than acquisitions.


1. It would enable the business to produce more innovative items.
2. It would offer the business a strong competitive position in the market.
3. It would allow the business to increase its targeted consumers by presenting those products which can be provided to an entirely new market sector.
4. Innovative products will provide long term advantages and high market share in long term.


1. It would reduce the revenue margins of the company.
2. In case of failure, the whole spending on R&D would be thought about as sunk expense, and would affect the company at large. The risk is not in the case of acquisitions.
3. It would not increase the wealth of business, which could offer a negative signal to the investors, and might result I declining stock costs.

Alternative 3:

Continue its acquisitions and mergers with substantial spending on in R&D Program.


1. It would allow the company to introduce brand-new innovative items with less risk of converting the spending on R&D into sunk cost.
2. It would offer a positive signal to the investors, as the overall assets of the company would increase with its considerable R&D spending.
3. It would not affect the revenue margins of the company at a big rate as compare to alternative 2.
4. It would offer the company a strong long term market position in terms of the business's overall wealth as well as in terms of innovative products.


1. Threat of conversion of R&D costs into sunk cost, greater than alternative 1 lower than alternative 2.
2. Danger of misconception about the acquisitions, greater than alternative 2 and lower than alternative 1.
3. Intro of less number of innovative products than alternative 2 and high variety of innovative items than alternative 1.


With the deep analysis of the above alternatives, it is advised that the business should pick the alternative 3 in order to keep a competitive position in the long run. As the alternative 3 would enable the business to not only introduce new and ingenious items in the market it would likewise decrease the high expenditures on R&D under alternative 2 and increase the revenue margins. It would make it possible for the business to increase its share prices also, as financiers are willing to invest more in business with substantial R&D costs and boost in the total worth of the company.

Action and implementation Method

Technique can be implemented effectively by developing specific short term in addition to long term plans. These strategies could be as follows;

Short Term Plan (0-1 year).

• Under the short-term plan Alpha Natural Resources Case Solution should perform various activities to implement its NHW strategy effectively. These activities are as follows;.
• Get the audit of its brand name portfolio done, to analyze the core selling brands, which produce the majority of its earnings.
• Evaluate the present target market as well as the market sector which is not include in the company's circle.
• Examine the present monetary information to determine the quantity that ought to be spent on the R&D and acquisitions.
• Analyze the prospective investors and their nature, i.e. do they desire long term benefits (capital gain), or the want early earnings (dividend). It would let the company to know that how much quantity needs to be spent on R&D.

Mid Term Strategy (1-5 years).

• Obtain those organizations in which the business has prospective experience to handle. Acquire most favorable organizations with a strong commitment to health, to develop the customer's understandings in the ideal direction.
• Focus more on acquisitions than R&D to construct the base in the consumer's mind about Alpha Natural Resources values and vision and to avoid possible danger of sunk expense.

Long Term Plan (1-10 years).

• Obtain organizations with health along with taste aspect, as the base for the Alpha Natural Resources as a company producing healthy products has been constructed under midterm plan and now the business might move towards taste element too to understand the consumers, which focus more on taste instead of health.
• Be more aggressive towards R&D than the acquisitions, as it is the substantial time to build new items.

Alpha Natural Resources has actually remained the leading market player for more than a decade. It has institutionalised its techniques and culture to align itself with the market modifications and customer behavior, which has actually eventually enabled it to sustain its market share. Though, Alpha Natural Resources has developed significant market share and brand name identity in the city markets, it is advised that the business needs to focus on the backwoods in regards to developing brand name awareness, equity, and commitment, such can be done by producing a particular brand name allowance method through trade marketing strategies, that draw clear distinction in between Alpha Natural Resources Case Solution items and other competitor items. Furthermore, Alpha Natural Resources should utilize its brand name image of safe and healthy food in catering the rural markets and also to upscale the offerings in other categories such as nutrition. This will allow the company to develop brand name equity for freshly introduced and already produced products on a greater platform, making the effective use of resources and brand image in the market.