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Alpha Natural Resources Case Study Solution and Analysis


Alpha Natural Resources Case Study Analysis is currently one of the biggest food cycle worldwide. It was established by Henri Alpha Natural Resources in 1866, a German Pharmacist who initially introduced "Farine Lactee"; a mix of flour and milk to decrease and feed babies death rate. At the very same time, the Page siblings from Switzerland also found The Anglo-Swiss Condensed Milk Business. The two ended up being competitors initially but in the future merged in 1905, resulting in the birth of Alpha Natural Resources.

Alpha Natural Resources is now a transnational company. Unlike other multinational companies, it has senior executives from different countries and attempts to make choices considering the entire world. Alpha Natural Resources Case Study Help currently has more than 500 factories worldwide and a network spread across 86 nations.


The function of Alpha Natural Resources Corporation is to boost the quality of life of people by playing its part and offering healthy food. While making sure that the company is prospering in the long run, that's how it plays its part for a much better and healthy future


Nestlé's vision is to supply its clients with food that is healthy, high in quality and safe to consume. It wants to be innovative and simultaneously understand the needs and requirements of its clients. Its vision is to grow quick and provide products that would satisfy the needs of each age. Alpha Natural Resources envisions to develop a trained labor force which would help the company to grow.


Nestlé's mission is that as currently, it is the leading company in the food market, it believes in 'Excellent Food, Excellent Life". Its mission is to offer its consumers with a range of options that are healthy and best in taste too. It is focused on providing the best food to its customers throughout the day and night.


Alpha Natural Resources Case Study Analysis has a wide range of items that it provides to its customers. Its items include food for infants, cereals, dairy products, treats, chocolates, food for animal and bottled water. It has around four hundred and fifty (450) factories worldwide and around 328,000 workers. In 2011, Alpha Natural Resources was noted as the most rewarding company.

Objectives and objectives.

• Bearing in mind the vision and objective of the corporation, the company has set its objectives and goals. These goals and objectives are noted below.
• One objective of the company is to reach absolutely no land fill status. It is pursuing no waste, where no waste of the factory is landfilled. It motivates its workers to take the most out of the spin-offs. (Alpha Natural Resources, aboutus, 2017).
• Another objective of Alpha Natural Resources is to squander minimum food during production. Most often, the food produced is squandered even before it reaches the customers.
• Another thing that Alpha Natural Resources is working on is to improve its product packaging in such a method that it would assist it to lower the above-mentioned issues and would likewise ensure the shipment of high quality of its products to its customers.
• Meet international requirements of the environment.
• Develop a relationship based on trust with its customers, company partners, employees, and federal government.

Critical Concerns.

Just Recently, Alpha Natural Resources Case Study Solution Company is focusing more towards the strategy 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. The target of the company is not attained as the sales were expected to grow higher at the rate of 10% per year and the operating margins to increase by 20%, offered in Exhibit H.

Situational Analysis.

Analysis of Existing Method, Vision and Goals.

The existing Alpha Natural Resources technique is based on the concept of Nutritious, Health and Wellness (NHW). This method deals with the concept to bringing modification in the client preferences about food and making the food things healthier worrying about the health issues.

The vision of this strategy is based on the secret method i.e. 60/40+ which simply suggests that the items will have a rating of 60% on the basis of taste and 40% is based on its nutritional value. The products will be manufactured with extra dietary worth in contrast to all other products in market acquiring it a plus on its nutritional content.

This method was embraced to bring more tasty plus healthy foods and beverages in market than ever. In competition with other business, with an intent of maintaining its trust over consumers as Alpha Natural Resources Company has gotten more trusted by customers.

Microenvironment Analysis (PESTEL Analysis).

The analysis used to determine the position of business in the market is done by using PESTLE analysis, offered in Exhibition A. Alpha Natural Resources works under the guidelines and rules directed by federal government and food authority. The business is more focused on its services and items to make sure about the product quality and safety.


Alpha Natural Resources is greatly supported by Federal government to fulfill all the criteria of standards like acts of health and security. In efforts to make excellent food, Alpha Natural Resources Case Study Analysis is changing the requirements of food and drink production.


Initiation of business where the capital earnings of each private matters for the increased net sale as this differs 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 babies.


The social environment keeps altering with regard to time like the attitude of the consumer along with their lifestyles. Any service or product of any company can not be successful until the business is not concerned about the living system of the consumer. Alpha Natural Resources is taking procedures to fulfill its objectives as the world is in search of yummy and healthy food.


In the advancement of company, strategic steps are rather mandatory. Alpha Natural Resources is among the leading popular multinational company and by time it invests in various departments to take its items to new level. Alpha Natural Resources is investing more on its R&D to make its products much healthier and nutritious providing consumers with health benefits.


There is no such effect of legal factors of Alpha Natural Resources as it is more concerned over its policies and laws.


Alpha Natural Resources, in regards to environmental effect is devoted to operate in environmentally friendly environment with conservation of the natural resources and energy. If the resources used are recyclable or not, as due to the production of bigger number of items there might be a risk.

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

Alpha Natural Resources Case Study Solution has actually gotten a number of business that assisted it in diversification and growth of its product's profile. This is the detailed description of the Porter's model of 5 forces of Alpha Natural Resources Company, given in Exhibition B.


Alpha Natural Resources is one of the leading business in this competitive market 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 competition of other companies with Alpha Natural Resources is rather high.

Danger of New Entrants.

A variety of barriers are there for the brand-new entrants to take place in the customer food industry. Only a few entrants be successful in this industry as there is a need to comprehend the customer need which needs time while current competitors are well aware and has actually progressed with the consumer commitment over their products with time. There is low danger of brand-new entrants to Alpha Natural Resources as it has quite large network of circulation globally dominating with well-reputed image.

Bargaining Power of Suppliers.

In the food and beverage market, Alpha Natural Resources owes the largest share of market needing greater number of supply chains. This triggers it to be an idyllic buyer for the providers. Any of the supplier has actually never expressed any grumble about price and the bargaining power is also low. In action, Alpha Natural Resources has likewise been concerned for its providers as it thinks in long-lasting relations.

Bargaining Power of Purchasers.

There is high bargaining power of the buyers due to excellent competition. Switching expense is rather low for the customers as numerous business sale a number of similar items. This seems to be a terrific danger for any company. Therefore, Alpha Natural Resources Case Study Help ensures to keep its consumers pleased. This has actually led Alpha Natural Resources to be one of the faithful business in eyes of its purchasers.

Danger of Substitutes.

There has actually been an excellent threat of alternatives as there are replacements of a few of the Nestlé's products such as boiled water and pasteurized milk. There has actually likewise been a claim that a few of its products are not safe to utilize resulting in the reduced sale. Thus, Alpha Natural Resources began highlighting the health benefits of its items to cope up with the alternatives.

Rival Analysis.

Alpha Natural Resources Case Study Help covers a number of the popular consumer brand names like Package Kat and Nescafe and so on. About 29 brands among all of its brand names, each brand earned a profits of about $1billion in 2010. Its major part of sale remains in The United States and Canada making up about 42% of its all sales. In Europe and U.S. the top major brand names sold by Alpha Natural Resources in these states have a great trusted share of market. Similarly Alpha Natural Resources, Unilever and DANONE are two big industries of food and beverages along with its primary competitors. In the year 2010, Alpha Natural Resources had made its yearly earnings by 26% increase since of its increased food and drinks sale particularly in cooking stuff, ice-cream, drinks based upon tea, and frozen food. On the other hand, DANONE, due to the increasing prices of shares resulting a boost of 38% in its revenues. Alpha Natural Resources Case Study Solution reduced its sales expense by the adaptation of a brand-new accounting procedure. Unilever has variety of staff members about 230,000 and functions in more than 160 countries and its London headquarter as well. It has become the second largest food and beverage market in the West Europe with a market share of about 8.6% with just a distinction of 0.3 points with Alpha Natural Resources. Unilever shares a market share of about 7.7 with Alpha Natural Resources ending up being ranking and very first DANONE as 3rd. Alpha Natural Resources brings in regional costumers by its low cost of the item with the regional taste of the products maintaining its top place in the international market. Alpha Natural Resources business has about 280,000 workers and functions in more than 197 countries edging its rivals in lots of areas. Alpha Natural Resources has also reduced its cost of supply by presenting E-marketing in contrast to its rivals.

Keep in mind: A brief comparison of Alpha Natural Resources with its close rivals is given in Display C.

SWOT Analysis.

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


• Alpha Natural Resources has an experience of about 140 years, making it possible for business to much better perform, in various circumstances.
• Nestlé's has presence in about 86 nations, making it a global leader in Food and Beverage Market.
• Alpha Natural Resources has more than 2000 brands, which increase the circle of its target customers. These brands include child foods, pet food, confectionary products, beverages etc. Famous brand names of Alpha Natural Resources include; Maggi, Kit-Kat, Nescafe, and so on
• Alpha Natural Resources Case Study Solution has large quantity of costs on R&D as compare to its rivals, making the business to introduce more healthy and innovative products. This innovation offers the company a high competitive position in long term.
• After embracing its NHW Strategy, the company has done big amount of mergers and acquisitions which increase the sales growth and improve market position of Alpha Natural Resources.
• Alpha Natural Resources is a well-known brand with high customer's commitment and brand recall. This brand name loyalty of customers increases the opportunities of easy market adoption of various brand-new brands of Alpha Natural Resources.
• Acquisitions of those company, like; Kraft frozen Pizza business can give an unfavorable signal to Alpha Natural Resources consumers about their compromise over their core competency of much healthier foods.
• The development I sales as compare to the company's investment in NHW Technique are quite different. It will take long to change the perception of people ab out Alpha Natural Resources as a business selling healthy and healthy products.


• Introducing more health associated products makes it possible for the business to record the marketplace in which consumers are quite conscious about health.
• Developing countries like India and China has biggest markets on the planet. For this reason broadening the marketplace towards developing nations can improve the Alpha Natural Resources company by increasing sales volume.
• Continue acquisitions and joint ventures increases the market share of the business.
• Increased relationships with schools, hotel chains, dining establishments etc. can likewise increase the number of Alpha Natural Resources Case Study Help consumers. For instance, instructors can recommend their trainees to acquire Alpha Natural Resources items.


• Financial instability in nations, which are the prospective markets for Alpha Natural Resources, can create a number of issues for Alpha Natural Resources.
• Shifting of products from normal to much healthier, results in extra expenses and can lead to decline business's revenue margins.
• As Alpha Natural Resources has an intricate supply chain, therefore failure of any of the level of supply chain can lead the business to face specific issues.

Division Analysis

Market Segmentation

The demographic division of Alpha Natural Resources Case Study Analysis is based on four aspects; age, income, occupation and gender. Alpha Natural Resources produces numerous items related to babies i.e. Cerelac, Nido, etc. and related to adults i.e. confectionary items. Alpha Natural Resources items are quite cost effective by almost all levels, however its significant targeted clients, in regards to earnings level are upper and middle middle level consumers.

Geographical Segmentation

Geographical division of Alpha Natural Resources Case Study Analysis is composed of its presence in almost 86 countries. Its geographical segmentation is based upon two main factors i.e. typical income level of the customer as well as the environment of the area. For instance, Singapore Alpha Natural Resources Business's segmentation is done on the basis of the weather of the area i.e. hot, cold or warm.

Psychographic Division

Psychographic segmentation of Alpha Natural Resources is based upon the character and life style of the client. Alpha Natural Resources 3 in 1 Coffee target those consumers whose life style is rather busy and do not have much time.

Behavioral Segmentation

Alpha Natural Resources Case Analysis behavioral division is based upon the mindset knowledge and awareness of the client. For instance its extremely healthy items target those clients who have a health mindful mindset towards their consumptions.

VRIO Analysis

The VRIO analysis of Alpha Natural Resources Company is a broad range analysis offering the company with a chance to get a viable competitive advantage versus its rivals in the food and drink industry, summed up in Display I.

Prized Possession

The resources used by the Alpha Natural Resources business are valuable for the business or not. Such as the resources like financing, personnels, management of operations and specialists in marketing. This are a few of the essential important aspects of for the identification of competitive advantage.


The valuable resources used by Alpha Natural Resources are pricey or even rare. , if these resources are frequently found that it would be easier for the competitors and the brand-new competitors in the market to easily move in competitors.


The replica procedure is pricey for the rivals of Alpha Natural Resources Case Help Company. However, it can be done just in 2 different techniques i.e. item duplication which is produced and produced by Alpha Natural Resources Company and launching of the replacement of the products with changing expense. This increases the hazard of disturbance to the current structure of the market.


This component of VRIO analysis deals with the compatibility of the company to place in the market making efficient use of its important resources which are tough to mimic. Regularly, the development of management is absolutely based on the company's execution strategy and team. Therefore, this polishes the abilities of the firm by time based on the choices made by company for the development of its strategic capitals.

Quantitative Analysis

R&D Spending as a percentage of sales are declining with increasing real quantity of spending reveals that the sales are increasing at a higher rate than its R&D costs, and enable the business to more invest in R&D.

Net Revenue Margin is increasing while R&D as a percentage of sales is declining. This sign likewise reveals a thumbs-up to the R&D spending, mergers and acquisitions.

Debt ratio of the company is increasing due to its spending on mergers, acquisitions and R&D advancement instead of payment of financial obligations. This increasing financial obligation ratio present a risk of default of Alpha Natural Resources to its financiers and could lead a declining share costs. In terms of increasing debt ratio, the firm should not spend much on R&D and must pay its current financial obligations to decrease the risk for financiers.

The increasing danger of investors with increasing debt ratio and declining share rates can be observed by big decrease of EPS of Alpha Natural Resources Case Help stocks.

The sales development of business is also low as compare to its acquisitions and mergers due to slow perception structure of customers. This slow growth also prevent company to more invest in its mergers and acquisitions.( 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 Graphs given up the Exhibitions D and E.

TWOS Analysis.

TWOS analysis can be used to obtain numerous techniques based upon the SWOT Analysis given above. A short summary of TWOS Analysis is given up Display H.

Methods to exploit Opportunities using Strengths.

Alpha Natural Resources Case Analysis must introduce more innovative items by big amount of R&D Costs and mergers and acquisitions. It could increase the market share of Alpha Natural Resources and increase the revenue margins for the company. It could also offer Alpha Natural Resources a long term competitive benefit over its rivals.

The international growth of Alpha Natural Resources should be concentrated on market recording of establishing countries by growth, bring in more consumers through customer's commitment. As developing nations are more populous than industrialized countries, it could increase the customer circle of Alpha Natural Resources.

Strategies to Conquer Weak Points to Make Use Of Opportunities.

Alpha Natural Resources Case Analysis must do mindful acquisition and merger of organizations, as it could impact the client's and society's perceptions about Alpha Natural Resources. It needs to combine and get with those business 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, rather than it needs to likewise focus on the R&D spending over evaluation of cost of numerous healthy products. This would increase expense efficiency of its items, which will lead to increasing its sales, due to declining rates, and margins.

Techniques to use strengths to overcome dangers.

Alpha Natural Resources Case Help should transfer to not just establishing but also to industrialized countries. It must expands its geographical growth. This wide geographical expansion towards developing and established countries would lower the risk of potential losses in times of instability in numerous nations. It should broaden its circle to numerous nations like Unilever which runs in about 170 plus countries.

Methods to get rid of weaknesses to prevent risks.

Alpha Natural Resources ought to sensibly manage its acquisitions to prevent the danger of misconception from the customers about Alpha Natural Resources. It should acquire and combine with those countries having a goodwill of being a healthy company in the market. This would not only improve the perception of consumers about Alpha Natural Resources however would also increase the sales, revenue margins and market share of Alpha Natural Resources. It would also allow the business to use its potential resources efficiently on its other operations rather than acquisitions of those companies slowing the NHW method development.


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

Alternative: 1.

The Company must invest more on acquisitions than on the R&D.


1. Acquisitions would increase overall possessions of the company, increasing the wealth of the business. Nevertheless, costs on R&D would be sunk expense.
2. The business can resell the gotten systems in the market, if it fails to execute its method. Quantity spend on the R&D might not be revived, and it will be thought about entirely sunk expense, if it do not offer possible outcomes.
3. Investing in R&D supply slow growth in sales, as it takes long time to introduce an item. Nevertheless, acquisitions supply quick outcomes, as it supply the business currently developed item, which can be marketed not long 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 deal with misunderstanding of consumers about Alpha Natural Resources core values of healthy and healthy products.
2. Large costs on acquisitions than R&D would send out a signal of business's ineffectiveness of developing innovative products, and would outcomes in consumer's dissatisfaction.
3. Big acquisitions than R&D would extend the line of product of the company by the items which are currently present in the market, making company not able to present brand-new innovative items.

Alternative: 2

The Company should invest more on its R&D rather than acquisitions.


1. It would allow the business to produce more innovative products.
2. It would offer the business a strong competitive position in the market.
3. It would enable the company to increase its targeted customers by introducing those items which can be used to an entirely new market section.
4. Innovative items will provide long term benefits and high market share in long run.


1. It would decrease the revenue margins of the company.
2. In case of failure, the entire costs on R&D would be thought about as sunk cost, and would impact the business at big. The danger is not when it comes to acquisitions.
3. It would not increase the wealth of company, which could provide an unfavorable signal to the financiers, and could result I declining stock rates.

Alternative 3:

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


1. It would enable the business to introduce brand-new ingenious items with less danger of transforming the costs on R&D into sunk cost.
2. It would supply a favorable signal to the investors, as the total assets of the company would increase with its substantial R&D spending.
3. It would not impact the revenue margins of the business at a big rate as compare to alternative 2.
4. It would offer the business a strong long term market position in regards to the business's overall wealth as well as in regards to innovative products.


1. Danger of conversion of R&D costs into sunk cost, higher than option 1 lesser than alternative 2.
2. Threat of misconception about the acquisitions, higher than alternative 2 and lesser than option 1.
3. Introduction of less number of innovative products than alternative 2 and high variety of ingenious products than alternative 1.


With the deep analysis of the above alternatives, it is suggested that the business needs to pick the alternative 3 in order to maintain a competitive position in the long run. As the alternative 3 would make it possible for the business to not only present new and ingenious items in the market it would likewise decrease the high expenses on R&D under alternative 2 and increase the revenue margins. It would enable the business to increase its share prices too, as investors are willing to invest more in companies with considerable R&D spending and increase in the overall worth of the business.

Action and execution Technique

Strategy can be executed successfully by establishing certain short-term along with long term strategies. These strategies might be as follows;

Short-term Strategy (0-1 year).

• Under the short term strategy Alpha Natural Resources Case Solution should carry out numerous activities to execute its NHW strategy efficiently. These activities are as follows;.
• Get the audit of its brand name portfolio done, to analyze the core selling brands, which create most of its profits.
• Examine the present target audience in addition to the market segment which is not include in the business's circle.
• Evaluate the current monetary data to measure the quantity that needs to be spent on the R&D and acquisitions.
• Evaluate the possible investors and their nature, i.e. do they want long term benefits (capital gain), or the desire early revenues (dividend). It would let the company to understand that how much amount must be spent on R&D.

Mid Term Plan (1-5 years).

• Obtain those companies in which the company has prospective experience to handle. Get most favorable companies with a strong commitment to health, to construct 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 worths and vision and to avoid prospective danger of sunk cost.

Long Term Strategy (1-10 years).

• Get organizations with health along with taste element, as the base for the Alpha Natural Resources as a business producing healthy products has been built under midterm strategy and now the business could move towards taste factor as well to grasp the customers, which focus more on taste rather than health.
• Be more aggressive towards R&D than the acquisitions, as it is the substantial time to build brand-new items.


Alpha Natural Resources has remained the top market player for more than a years. It has actually institutionalised its methods and culture to align itself with the marketplace modifications and customer habits, which has eventually permitted it to sustain its market share. Though, Alpha Natural Resources has established substantial market share and brand name identity in the city markets, it is recommended that the business needs to concentrate on the backwoods in terms of establishing brand loyalty, equity, and awareness, such can be done by creating a specific brand allocation strategy through trade marketing strategies, that draw clear difference between Alpha Natural Resources Case Help products and other rival products. Alpha Natural Resources must leverage its brand image of safe and healthy food in catering the rural markets and likewise to upscale the offerings in other classifications such as nutrition. This will enable the company to establish brand equity for newly presented and already produced items on a greater platform, making the effective usage of resources and brand name image in the market.