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Alpha Natural Resources Case Study Solution & Analysis


Alpha Natural Resources Case Study Analysis is currently among the biggest food chains worldwide. It was established by Henri Alpha Natural Resources in 1866, a German Pharmacist who first released "Farine Lactee"; a combination of flour and milk to decrease and feed infants mortality rate. At the same time, the Page brothers from Switzerland also discovered The Anglo-Swiss Condensed Milk Business. The 2 became competitors in the beginning but later on combined in 1905, leading to the birth of Alpha Natural Resources.

Alpha Natural Resources is now a multinational company. Unlike other multinational companies, it has senior executives from various countries and tries to make decisions considering the whole world. Alpha Natural Resources Case Study Help presently has more than 500 factories around the world and a network spread across 86 countries.


The function of Alpha Natural Resources Corporation is to improve the lifestyle of individuals by playing its part and providing healthy food. It wants to help the world in shaping a healthy and better future for it. It also wishes to encourage people to live a healthy life. While ensuring that the business is being successful in the long run, that's how it plays its part for a much better and healthy future


Nestlé's vision is to provide its consumers with food that is healthy, high in quality and safe to eat. It wants to be ingenious and all at once comprehend the needs and requirements of its customers. Its vision is to grow quickly and offer products that would please the requirements of each age. Alpha Natural Resources imagines to develop a well-trained workforce which would help the business to grow.


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

Executive Summary
Alpha Natural Resources Case Study Help has a large range of products that it provides to its clients. Its products include food for infants, cereals, dairy products, snacks, chocolates, food for pet and mineral water. It has around 4 hundred and fifty (450) factories around the world and around 328,000 staff members. In 2011, Alpha Natural Resources was noted as the most rewarding company.

Goals and Objectives.

• Keeping in mind the vision and mission of the corporation, the business has actually put down its goals and goals. These goals and objectives are noted below.
• One goal of the business is to reach zero garbage dump status. It is working toward absolutely no waste, where no waste of the factory is landfilled. It encourages its staff members to take the most out of the spin-offs. (Alpha Natural Resources, aboutus, 2017).
• Another objective of Alpha Natural Resources is to waste minimum food during production. Most often, the food produced is squandered 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 help it to reduce those problems and would also guarantee the delivery of high quality of its items to its customers.
• Meet international standards of the environment.
• Construct a relationship based upon trust with its customers, organisation partners, employees, and federal government.

Important Issues.

Just Recently, Alpha Natural Resources Company is focusing more towards the strategy of NHW and investing more of its revenues on the R&D innovation. The country is investing more on mergers and acquisitions to support its NHW method. The target of the company is not attained as the sales were anticipated to grow greater at the rate of 10% per year and the operating margins to increase by 20%, provided in Exhibit H. There is a requirement to focus more on the sales then the development technology. Otherwise, it might lead to the decreased earnings rate. (Henderson, 2012).

Situational Analysis.
Porter's 5 Forces Analysis
Analysis of Present Strategy, Vision and Goals.

The present Alpha Natural Resources strategy is based upon the concept of Nutritious, Health and Wellness (NHW). This technique handles the concept to bringing modification in the customer preferences about food and making the food things healthier worrying about the health concerns.

The vision of this technique is based upon the key approach i.e. 60/40+ which merely means that the products will have a score of 60% on the basis of taste and 40% is based upon its dietary value. The products will be produced with additional nutritional value in contrast to all other products in market gaining it a plus on its dietary material.

This strategy was adopted to bring more delicious plus healthy foods and beverages in market than ever. In competition with other companies, with an intent of maintaining its trust over consumers as Alpha Natural Resources Company has actually acquired more trusted by costumers.

Microenvironment Analysis (PESTEL Analysis).

The analysis used to measure the position of business in the market is done by using PESTLE analysis, given in Exhibit A. Alpha Natural Resources works under the regulations and guidelines directed by federal government and food authority. The business is more concentrated on its products and services to ensure about the item quality and safety. This analysis will help in understanding environment of external market in the worldwide food and beverage industries. (Parera, 2017).

Swot Analysis
Alpha Natural Resources is considerably supported by Government to satisfy all the requirements of standards like acts of health and safety. In efforts to make great food, Alpha Natural Resources Case Study Solution is changing the requirements of food and drink production.


Initiation of business where the capital earnings of each individual matters for the increased net sale as this differs country-to-country. The economy of the Alpha Natural Resources Company in U.S. is growing year by year with variable products launch especially focusing on the nutritional food for babies.


The social environment keeps altering with respect to time like the mindset of the customer as well as their way of lives. Any product or service of any business can not achieve success until the business is not concerned about the living system of the customer. Alpha Natural Resources is taking procedures to meet its goals as the world remains in search of delicious and healthy food.


In the advancement of business, strategic steps are rather necessary. Alpha Natural Resources is one of the top well-known international company and by time it buys different departments to take its items to brand-new level. Alpha Natural Resources is investing more on its R&D to make its products much healthier and nutritious offering consumers with health advantages.


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


Alpha Natural Resources, in terms of ecological effect is devoted to operate in eco-friendly environment with conservation of the natural resources and energy. As due to the production of bigger variety of items there may be a danger if the resources utilized are recyclable or not.

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

Alpha Natural Resources Case Study Solution has obtained a variety of companies that helped it in diversification and development of its item's profile. This is the comprehensive description of the Porter's design of five forces of Alpha Natural Resources Company, given up Exhibition B.


There is severe competition in the industry of food and drinks. Alpha Natural Resources is among the top business in this competitive market with a variety of strong rivals like Unilever, Kraft foods and Group DANONE. Alpha Natural Resources is running well in this race for last 150 years. Each business has a guaranteed share of market. This rivalry is not simply limited to the price of the product but also for quality, variation and development. Every industry is aiming hard for the maintenance of their market share. The competitors of other companies with Alpha Natural Resources is rather high.
Vrio Analysis
Hazard of New Entrants.

A variety of barriers are there for the brand-new entrants to take place in the customer food industry. Just a couple of entrants prosper in this market as there is a need to understand the consumer need which requires time while recent competitors are well aware and has actually advanced with the customer commitment over their items with time. There is low hazard of brand-new entrants to Alpha Natural Resources as it has quite large network of circulation internationally dominating with well-reputed image.

Bargaining Power of Providers.

In the food and drink industry, Alpha Natural Resources Case Study Solution owes the biggest share of market needing higher number of supply chains. In response, Alpha Natural Resources has actually also been concerned for its suppliers as it thinks in long-lasting relations.

Bargaining Power of Buyers.

Thus, Alpha Natural Resources makes sure to keep its customers pleased. This has led Alpha Natural Resources to be one of the devoted company in eyes of its buyers.

Threat of Replacements.

There has actually been a terrific hazard of substitutes as there are alternatives 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 items are not safe to utilize leading to the decreased sale. Thus, Alpha Natural Resources began highlighting the health advantages of its items to cope up with the replacements.

Competitor Analysis.

It has actually become the second biggest food and beverage 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. Alpha Natural Resources draws in regional costumers by its low cost of the product with the local taste of the items keeping its first location in the worldwide market. Alpha Natural Resources Case Study Analysis company has about 280,000 workers and functions in more than 197 countries edging its rivals in lots of regions.

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

SWOT Analysis.

The internal analysis and external of the business also can be done through SWOT Analysis, summed up in the Display F.


• Alpha Natural Resources has an experience of about 140 years, making it possible for company to much better perform, in numerous scenarios.
• Nestlé's has presence in about 86 countries, making it an international leader in Food and Drink Market.
• Alpha Natural Resources has more than 2000 brand names, which increase the circle of its target customers. These brands consist of 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 Solution has big quantity of spending on R&D as compare to its rivals, making the company to introduce more healthy and innovative items. This innovation provides the business a high competitive position in long term.
• After embracing its NHW Method, the company has actually done big quantity of mergers and acquisitions which increase the sales development and enhance market position of Alpha Natural Resources.
• Alpha Natural Resources is a popular brand name with high customer's loyalty and brand name recall. This brand name loyalty of customers increases the opportunities of simple market adoption of numerous new brands of Alpha Natural Resources.
Weak points.
• Acquisitions of those service, like; Kraft frozen Pizza service can provide an unfavorable signal to Alpha Natural Resources clients about their compromise over their core proficiency of healthier foods.
• The development I sales as compare to the company's investment in NHW Technique are rather various. It will take long to change the perception of individuals ab out Alpha Natural Resources as a company selling healthy and healthy products.


• Introducing more health associated products allows the company to record the marketplace in which consumers are rather conscious about health.
• Developing countries like India and China has largest markets worldwide. Broadening the market towards establishing countries can increase the Alpha Natural Resources organisation by increasing sales volume.
• Continue acquisitions and joint ventures increases the market share of the company.
• Increased relationships with schools, hotel chains, dining establishments etc. can also increase the variety of Alpha Natural Resources Case Study Help customers. For example, teachers can advise their trainees to acquire Alpha Natural Resources products.


• Financial instability in countries, which are the prospective markets for Alpha Natural Resources, can produce numerous issues for Alpha Natural Resources.
• Shifting of products from normal to much healthier, leads to extra expenses and can result in decrease business's earnings margins.
• As Alpha Natural Resources has an intricate supply chain, for that reason failure of any of the level of supply chain can lead the business to face particular problems.

Division Analysis

Demographic Segmentation

The market segmentation of Alpha Natural Resources Case Study Help is based upon 4 aspects; age, income, gender and profession. Alpha Natural Resources produces numerous items related to children i.e. Cerelac, Nido, and so on and associated to grownups i.e. confectionary products. Alpha Natural Resources items are rather inexpensive by nearly all levels, however its major targeted clients, in regards to income level are upper and middle middle level consumers.

Geographical Segmentation

Geographical division of Alpha Natural Resources Case Study Analysis is composed of its existence in nearly 86 nations. Its geographical division is based upon two main factors i.e. average earnings level of the consumer as well as the climate of the area. Singapore Alpha Natural Resources Company's segmentation is done on the basis of the weather condition 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 consumer. Alpha Natural Resources 3 in 1 Coffee target those clients whose life design is quite busy and do not have much time.

Behavioral Segmentation

Alpha Natural Resources Case Solution behavioral segmentation is based upon the attitude understanding and awareness of the customer. For example its extremely healthy items target those clients who have a health conscious attitude towards their usages.

VRIO Analysis

The VRIO analysis of Alpha Natural Resources Business is a broad variety analysis offering the organization with a chance to acquire a feasible competitive advantage versus its competitors in the food and drink market, summarized 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 finance, human resources, management of operations and specialists in marketing. This are some of the crucial important aspects of for the identification of competitive benefit.


The important resources used by Alpha Natural Resources are costly or even uncommon. If these resources are frequently found that it would be much easier for the rivals and the new competitors in the industry to easily relocate competitors.


The imitation process is pricey for the rivals of Alpha Natural Resources Case Help Company. It can be done only in 2 different strategies i.e. item duplication which is produced and produced by Alpha Natural Resources Business and launching of the replacement of the products with changing expense. This increases the risk of disturbance to the recent structure of the industry.


This component of VRIO analysis handle the compatibility of the company to position in the market making efficient use of its valuable resources which are tough to imitate. Often, the advancement of management is completely depending on the firm's execution technique and group. Thus, this polishes the abilities of the company by time based on the choices made by company for the development of its tactical capitals.

Quantitative Analysis

R&D Spending as a portion of sales are decreasing with increasing real amount of costs shows that the sales are increasing at a higher rate than its R&D costs, and enable the company to more invest in R&D.

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

Financial obligation ratio of the company is increasing due to its costs on mergers, acquisitions and R&D development instead of payment of financial obligations. This increasing financial obligation ratio posture a threat of default of Alpha Natural Resources to its investors and might lead a decreasing share rates. Therefore, in terms of increasing financial obligation ratio, the firm needs to not invest much on R&D and needs to pay its existing financial obligations to reduce the threat for investors.

The increasing threat of investors with increasing financial obligation ratio and decreasing share costs can be observed by big decrease of EPS of Alpha Natural Resources Case Analysis stocks.

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

Note: All the above analysis is done on the basis of calculations and Charts given up the Displays D and E.

TWOS Analysis.

TWOS analysis can be used to obtain different techniques based on the SWOT Analysis offered above. A brief summary of TWOS Analysis is given up Exhibition H.

Methods to make use of Opportunities utilizing Strengths.

Alpha Natural Resources Case Help needs to introduce more ingenious products by big quantity of R&D Spending and mergers and acquisitions. It could increase the marketplace share of Alpha Natural Resources and increase the earnings margins for the business. It might also supply Alpha Natural Resources a long term competitive advantage over its competitors.

The global growth of Alpha Natural Resources need to be focused on market catching of establishing countries by growth, drawing in more consumers through consumer's loyalty. As developing countries are more populated than industrialized countries, it might increase the client circle of Alpha Natural Resources.

Strategies to Get Rid Of Weak Points to Make Use Of Opportunities.

Alpha Natural Resources Case Solution ought to do cautious acquisition and merger of organizations, as it might impact the customer's and society's understandings about Alpha Natural Resources. It needs to get and combine with those business which have a market credibility of healthy and healthy business. It would improve the perceptions of customers about Alpha Natural Resources.

Alpha Natural Resources needs to not only spend its R&D on innovation, rather than it should also concentrate on the R&D costs over assessment of cost of various healthy items. This would increase expense effectiveness of its items, which will result in increasing its sales, due to declining costs, and margins.

Strategies to utilize strengths to conquer risks.

Alpha Natural Resources ought to move to not only developing but likewise to industrialized countries. It must broaden its circle to various countries like Unilever which runs in about 170 plus nations.

Techniques to get rid of weaknesses to prevent dangers.

Alpha Natural Resources Case Solution must wisely manage its acquisitions to prevent the risk of misconception from the customers about Alpha Natural Resources. This would not only improve the understanding of consumers about Alpha Natural Resources but would also increase the sales, profit margins and market share of Alpha Natural Resources.


In order to sustain the brand name in the market and keep the customer undamaged with the brand, there are two choices:.

Alternative: 1.

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


1. Acquisitions would increase overall possessions of the company, increasing the wealth of the company. Nevertheless, costs on R&D would be sunk expense.
2. The company can resell the obtained units in the market, if it stops working to execute its method. Amount spend on the R&D could not be restored, and it will be thought about entirely sunk cost, if it do not provide possible results.
3. Investing in R&D provide slow growth in sales, as it takes long period of time to introduce a product. Acquisitions provide quick results, as it supply the company already established product, which can be marketed quickly after the acquisition.


1. Acquisition of business's which do not fit with the business's worths like Kraftz foods can lead the business to face mistaken belief of consumers about Alpha Natural Resources core values of nutritious and healthy products.
2. Large spending on acquisitions than R&D would send out a signal of company's ineffectiveness of establishing ingenious products, and would results in customer's dissatisfaction also.
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 unable to present new ingenious items.

Alternative: 2

The Business needs to invest more on its R&D rather than acquisitions.


1. It would allow the company to produce more innovative items.
2. It would provide the business 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 completely brand-new market sector.
4. Innovative products will provide 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 impact the business at big. The threat is not in the case of acquisitions.
3. It would not increase the wealth of business, which might provide an unfavorable signal to the financiers, and could result I declining stock rates.

Alternative 3:

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


1. It would permit the business to present new ingenious items with less risk of converting the costs on R&D into sunk cost.
2. It would supply a positive signal to the financiers, as the total assets of the company would increase with its substantial R&D costs.
3. It would not affect the profit 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 regards to the company's general wealth as well as in regards to ingenious items.


1. Risk of conversion of R&D spending into sunk expense, greater than alternative 1 lower than alternative 2.
2. Threat of misconception about the acquisitions, higher than alternative 2 and lesser than alternative 1.
3. Intro of less variety 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 must select the alternative 3 in order to keep a competitive position in the long run. As the alternative 3 would make it possible for the business to not just introduce ingenious and brand-new items in the market it would likewise lower the high expenses on R&D under alternative 2 and increase the profit margins. It would enable the company to increase its share costs as well, as financiers are willing to invest more in companies with significant R&D costs and increase in the total worth of the business.

Action and implementation Strategy

Method can be executed efficiently by developing particular short term in addition to long term plans. These plans could be as follows;

Short Term Strategy (0-1 year).

• Under the short-term strategy Alpha Natural Resources Case Help must perform different activities to implement its NHW method efficiently. These activities are as follows;.
• Get the audit of its brand portfolio done, to analyze the core selling brand names, which produce the majority of its profits.
• Examine the present target market in addition to the market sector which is not include in the company's circle.
• Evaluate the present financial data to determine the amount that ought to be invested in the R&D and acquisitions.
• Evaluate the prospective financiers and their nature, i.e. do they desire long term advantages (capital gain), or the want early profits (dividend). It would let the company to know that how much quantity should be spent on R&D.

Mid Term Strategy (1-5 years).

• Obtain those companies in which the company has prospective experience to deal with. Obtain most favorable organizations with a strong dedication to health, to construct the client's understandings in the ideal direction.
• Focus more on acquisitions than R&D to develop the base in the consumer's mind about Alpha Natural Resources values and vision and to prevent prospective threat of sunk expense.

Long Term Plan (1-10 years).

• Obtain companies with health as well as taste element, as the base for the Alpha Natural Resources as a business producing healthy items has actually been developed under midterm plan and now the business might move towards taste factor too to grasp the consumers, which focus more on taste instead of health.
• Be more aggressive towards R&D than the acquisitions, as it is the considerable time to develop new products.

Alpha Natural Resources has stayed the top market player for more than a years. It has actually institutionalized its methods and culture to align itself with the market changes and customer behavior, which has ultimately allowed it to sustain its market share. Though, Alpha Natural Resources has actually established considerable market share and brand identity in the metropolitan markets, it is recommended that the business ought to concentrate on the backwoods in regards to establishing brand name awareness, equity, and commitment, such can be done by producing a specific brand name allocation technique through trade marketing tactics, that draw clear difference in between Alpha Natural Resources Case Help products and other competitor products. Alpha Natural Resources ought to utilize its brand name image of healthy and safe food in catering the rural markets and likewise to upscale the offerings in other classifications such as nutrition. This will permit the company to develop brand name equity for freshly presented and currently produced products on a higher platform, making the efficient usage of resources and brand name image in the market.