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Bristol Myers Squibb Company Managing Shareholders Expectations Online Case Analysis

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Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Solution and Analysis


Introduction

Bristol Myers Squibb Company Managing Shareholders Expectations is currently one of the biggest food chains worldwide. It was established by Henri Bristol Myers Squibb Company Managing Shareholders Expectations in 1866, a German Pharmacist who initially introduced "Farine Lactee"; a combination of flour and milk to feed infants and reduce death rate.

Bristol Myers Squibb Company Managing Shareholders Expectations is now a transnational company. Unlike other international business, it has senior executives from various countries and attempts to make decisions considering the entire world. Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Help presently has more than 500 factories around the world and a network spread across 86 nations.

Function

The purpose of Bristol Myers Squibb Company Managing Shareholders Expectations Corporation is to improve the quality of life of people by playing its part and offering healthy food. It wishes to assist the world in forming a healthy and much better future for it. It likewise wants to motivate individuals to live a healthy life. While making sure that the business is succeeding in the long run, that's how it plays its part for a much better and healthy future

Vision

Nestlé's vision is to provide its clients with food that is healthy, high in quality and safe to eat. Bristol Myers Squibb Company Managing Shareholders Expectations pictures to develop a well-trained workforce which would help the business to grow.

Mission.

Nestlé's objective is that as presently, it is the leading company in the food industry, it believes in 'Great Food, Good Life". Its mission is to supply its consumers with a range of choices that are healthy and best in taste also. It is concentrated on offering the very best food to its customers throughout the day and night.

Products.

Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Solution has a wide range of products that it uses to its consumers. Its items include food for babies, cereals, dairy items, 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 employees. In 2011, Bristol Myers Squibb Company Managing Shareholders Expectations was noted as the most gainful organization.

Objectives and Objectives.

• Bearing in mind the vision and objective of the corporation, the business has actually set its goals and goals. These goals and objectives are listed below.
• One objective of the company is to reach no land fill status.
• Another goal of Bristol Myers Squibb Company Managing Shareholders Expectations is to waste minimum food during production. Most often, the food produced is lost even before it reaches the clients.
• Another thing that Bristol Myers Squibb Company Managing Shareholders Expectations is working on is to enhance its product packaging in such a method that it would help it to lower those problems and would likewise ensure the delivery of high quality of its items to its customers.
• Meet international standards of the environment.
• Develop a relationship based on trust with its consumers, company partners, workers, and government.

Vital Concerns.

Just Recently, Bristol Myers Squibb Company Managing Shareholders Expectations Business is focusing more towards the technique of NHW and investing more of its earnings on the R&D innovation. The country is investing more on mergers and acquisitions to support its NHW technique. The target of the company is not attained as the sales were anticipated to grow higher at the rate of 10% per year and the operating margins to increase by 20%, provided in Exhibition H. There is a requirement to focus more on the sales then the development technology. Otherwise, it may result in the declined revenue rate. (Henderson, 2012).

Situational Analysis.

Analysis of Current Method, Vision and Goals.

The existing Bristol Myers Squibb Company Managing Shareholders Expectations strategy is based upon the concept of Nutritious, Health and Health (NHW). This technique deals with the idea to bringing modification in the customer choices about food and making the food stuff much healthier worrying about the health concerns.

The vision of this technique is based upon the secret approach i.e. 60/40+ which just means that the products will have a rating of 60% on the basis of taste and 40% is based upon its dietary value. The products will be made with extra dietary worth in contrast to all other products in market acquiring it a plus on its dietary content.

This strategy was embraced to bring more tasty plus nutritious foods and beverages in market than ever. In competitors with other business, with an objective of keeping its trust over customers as Bristol Myers Squibb Company Managing Shareholders Expectations Business has gained more trusted by costumers.

Microenvironment Analysis (PESTEL Analysis).

The analysis used to measure the position of company in the market is done by using PESTLE analysis, given in Display A. Bristol Myers Squibb Company Managing Shareholders Expectations works under the guidelines and policies directed by government and food authority. The business is more focused on its services and products to make sure about the product quality and security. This analysis will help in understanding environment of external market in the international food and drink markets. (Parera, 2017).

Political.

Bristol Myers Squibb Company Managing Shareholders Expectations is considerably supported by Federal government to satisfy all the requirements of requirements like acts of health and security. In efforts to produce great food, Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Help is altering the requirements of food and beverage manufacturing.

Economic.

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

Social.

The social environment keeps on changing with regard to time like the attitude of the consumer along with their way of lives. Any service or product of any business can not succeed till the business is not concerned about the living system of the customer. Bristol Myers Squibb Company Managing Shareholders Expectations is taking measures to meet its goals as the world remains in search of healthy and tasty food.

Technological.

In the development of company, tactical measures are somewhat obligatory. Bristol Myers Squibb Company Managing Shareholders Expectations is one of the top well-known international firm and by time it invests in different departments to take its products to brand-new level. Bristol Myers Squibb Company Managing Shareholders Expectations is spending more on its R&D to make its items healthier and nutritious providing customers with health advantages.

Legal.

There is no such impact of legal factors of Bristol Myers Squibb Company Managing Shareholders Expectations as it is more worried over its policies and laws.

Environmental

Bristol Myers Squibb Company Managing Shareholders Expectations, in regards to ecological effect is committed to operate in environment-friendly environment with conservation of the natural deposits and energy. As due to the manufacturing of larger variety of products there might be a danger if the resources utilized are recyclable or not.

Competitive Forces Analysis (Porter's 5 Forces Design).

Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Help has actually obtained a number of business that helped it in diversification and development of its item's profile. This is the extensive description of the Porter's model of five forces of Bristol Myers Squibb Company Managing Shareholders Expectations Business, given up Display B.

Competitiveness.

Bristol Myers Squibb Company Managing Shareholders Expectations is one of the leading business in this competitive market with a number of strong competitors like Unilever, Kraft foods and Group DANONE. Bristol Myers Squibb Company Managing Shareholders Expectations is running well in this race for last 150 years. The competitors of other business with Bristol Myers Squibb Company Managing Shareholders Expectations is quite high.

Threat of New Entrants.

A number of barriers are there for the brand-new entrants to happen in the consumer food market. Just a few entrants prosper in this industry as there is a requirement to understand the customer requirement which needs time while recent competitors are aware and has actually advanced with the consumer loyalty over their products with time. There is low danger of brand-new entrants to Bristol Myers Squibb Company Managing Shareholders Expectations as it has quite large network of distribution globally controling with well-reputed image.

Bargaining Power of Providers.

In the food and beverage industry, Bristol Myers Squibb Company Managing Shareholders Expectations owes the largest share of market needing higher number of supply chains. This causes it to be an idyllic buyer for the suppliers. Any of the supplier has never ever expressed any grumble about price and the bargaining power is also low. In response, Bristol Myers Squibb Company Managing Shareholders Expectations has actually likewise been concerned for its suppliers as it thinks in long-term relations.

Bargaining Power of Purchasers.

Therefore, Bristol Myers Squibb Company Managing Shareholders Expectations makes sure to keep its consumers satisfied. This has actually led Bristol Myers Squibb Company Managing Shareholders Expectations to be one of the faithful company in eyes of its buyers.

Risk of Replacements.

There has been a great hazard of substitutes as there are replacements of some of the Nestlé's items such as boiled water and pasteurized milk. There has likewise been a claim that some of its items are not safe to utilize resulting in the decreased sale. Therefore, Bristol Myers Squibb Company Managing Shareholders Expectations began highlighting the health advantages of its items to cope up with the alternatives.

Competitor Analysis.

Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Analysis covers a lot of the popular customer brands like Package Kat and Nescafe and so on. About 29 brands among all of its brand names, each brand name made an income of about $1billion in 2010. Its major part of sale is in The United States and Canada constituting about 42% of its all sales. In Europe and U.S. the leading significant brands sold by Bristol Myers Squibb Company Managing Shareholders Expectations in these states have a great respectable share of market. Bristol Myers Squibb Company Managing Shareholders Expectations, Unilever and DANONE are 2 large markets of food and beverages as well as its main competitors. In the year 2010, Bristol Myers Squibb Company Managing Shareholders Expectations had made its annual profit by 26% boost since of its increased food and drinks sale specifically in cooking stuff, ice-cream, beverages based upon tea, and frozen food. On the other hand, DANONE, due to the increasing rates of shares resulting an increase of 38% in its profits. Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Analysis decreased its sales expense by the adaptation of a new accounting procedure. Unilever has variety of workers about 230,000 and functions in more than 160 countries and its London headquarter as well. It has actually become the second largest 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 Bristol Myers Squibb Company Managing Shareholders Expectations. Unilever shares a market share of about 7.7 with Bristol Myers Squibb Company Managing Shareholders Expectations ending up being ranking and very first DANONE as third. Bristol Myers Squibb Company Managing Shareholders Expectations attracts regional costumers by its low cost of the product with the regional taste of the products preserving its top place in the international market. Bristol Myers Squibb Company Managing Shareholders Expectations business has about 280,000 staff members and functions in more than 197 countries edging its rivals in lots of regions. Bristol Myers Squibb Company Managing Shareholders Expectations has also decreased its cost of supply by presenting E-marketing in contrast to its rivals.

Keep in mind: A short comparison of Bristol Myers Squibb Company Managing Shareholders Expectations with its close rivals is given in Exhibit C.

SWOT Analysis.

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

Strengths.

• Bristol Myers Squibb Company Managing Shareholders Expectations has an experience of about 140 years, making it possible for business to much better carry out, in different situations.
• Nestlé's has presence in about 86 nations, making it an international leader in Food and Beverage Market.
• Bristol Myers Squibb Company Managing Shareholders Expectations has more than 2000 brands, which increase the circle of its target consumers. These brand names consist of child foods, animal food, confectionary items, drinks etc. Famous brands of Bristol Myers Squibb Company Managing Shareholders Expectations include; Maggi, Kit-Kat, Nescafe, and so on
• Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Solution has large quantity of costs on R&D as compare to its competitors, making the company to launch more nutritious and ingenious products. This development offers the company a high competitive position in long term.
• After embracing its NHW Method, the company has done big quantity of mergers and acquisitions which increase the sales growth and enhance market position of Bristol Myers Squibb Company Managing Shareholders Expectations.
• Bristol Myers Squibb Company Managing Shareholders Expectations is a popular brand name with high customer's loyalty and brand recall. This brand loyalty of consumers increases the chances of easy market adoption of numerous brand-new brand names of Bristol Myers Squibb Company Managing Shareholders Expectations.
Weak points.
• Acquisitions of those company, like; Kraft frozen Pizza business can give an unfavorable signal to Bristol Myers Squibb Company Managing Shareholders Expectations consumers about their compromise over their core proficiency of much healthier foods.
• The development I sales as compare to the business's financial investment in NHW Strategy are quite different. It will take long to change the perception of people ab out Bristol Myers Squibb Company Managing Shareholders Expectations as a company offering nutritious and healthy products.

Opportunities.

• Introducing more health related products makes it possible for the business to record the market in which customers are rather mindful about health.
• Developing countries like India and China has largest markets worldwide. Broadening the market towards establishing nations can boost the Bristol Myers Squibb Company Managing Shareholders Expectations service by increasing sales volume.
• Continue acquisitions and joint ventures increases the market share of the company.
• Increased relationships with schools, hotel chains, restaurants etc. can likewise increase the number of Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Help consumers. Teachers can suggest their trainees to purchase Bristol Myers Squibb Company Managing Shareholders Expectations items.

Risks.

• Financial instability in countries, which are the prospective markets for Bristol Myers Squibb Company Managing Shareholders Expectations, can produce a number of concerns for Bristol Myers Squibb Company Managing Shareholders Expectations.
• Shifting of products from normal to much healthier, results in extra expenses and can result in decrease business's earnings margins.
• As Bristol Myers Squibb Company Managing Shareholders Expectations has an intricate supply chain, therefore failure of any of the level of supply chain can lead the business to face specific problems.

Segmentation Analysis

Demographic Division

The group division of Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Solution is based on four elements; age, occupation, gender and income. Bristol Myers Squibb Company Managing Shareholders Expectations produces numerous products related to children i.e. Cerelac, Nido, and so on and associated to adults i.e. confectionary items. Bristol Myers Squibb Company Managing Shareholders Expectations items are rather economical by practically all levels, however its significant targeted customers, in terms of earnings level are middle and upper middle level clients.

Geographical Division

Geographical division of Bristol Myers Squibb Company Managing Shareholders Expectations Case Study Solution is made up of its existence in almost 86 countries. Its geographical division is based upon two main factors i.e. average income level of the customer along with the environment of the region. For instance, Singapore Bristol Myers Squibb Company Managing Shareholders Expectations Business'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 Bristol Myers Squibb Company Managing Shareholders Expectations is based upon the character and lifestyle of the customer. For example, Bristol Myers Squibb Company Managing Shareholders Expectations 3 in 1 Coffee target those customers whose lifestyle is quite busy and do not have much time.

Behavioral Segmentation

Bristol Myers Squibb Company Managing Shareholders Expectations Case Analysis behavioral division is based upon the mindset understanding and awareness of the consumer. For example its extremely nutritious products target those customers who have a health mindful attitude towards their consumptions.

VRIO Analysis

The VRIO analysis of Bristol Myers Squibb Company Managing Shareholders Expectations Business is a broad variety analysis offering the company with an opportunity to acquire a feasible competitive benefit versus its rivals in the food and beverage market, summed up in Exhibition I.

Prized Possession

The resources utilized by the Bristol Myers Squibb Company Managing Shareholders Expectations business are important for the company or not. Such as the resources like finance, human resources, management of operations and specialists in marketing. This are a few of the essential important aspects of for the identification of competitive benefit.

Unusual

The important resources used by Bristol Myers Squibb Company Managing Shareholders Expectations are costly or even uncommon. If these resources are frequently discovered that it would be simpler for the rivals and the new competitors in the market to effortlessly relocate competitors.

Imitation

The imitation process is pricey for the competitors of Bristol Myers Squibb Company Managing Shareholders Expectations Case Help Company. However, it can be done only in 2 different strategies i.e. item duplication which is produced and produced by Bristol Myers Squibb Company Managing Shareholders Expectations Business and introducing of the replacement of the products with switching cost. This increases the danger of disruption to the current structure of the market.

Company

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 hard to imitate. Frequently, the development of management is totally dependent on the firm's execution strategy and team. Therefore, this polishes the abilities of the company by time based on the decisions 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 spending shows that the sales are increasing at a higher rate than its R&D spending, and allow the business to more invest in R&D.

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

Financial obligation ratio of the business is increasing due to its spending on mergers, acquisitions and R&D advancement instead of payment of financial obligations. This increasing financial obligation ratio pose a risk of default of Bristol Myers Squibb Company Managing Shareholders Expectations to its investors and could lead a declining share rates. For that reason, in terms of increasing financial obligation ratio, the company ought to not spend much on R&D and should pay its current financial obligations to decrease the threat for financiers.

The increasing risk of financiers with increasing debt ratio and declining share costs can be observed by big decline of EPS of Bristol Myers Squibb Company Managing Shareholders Expectations Case Help stocks.

The sales growth of company is also low as compare to its mergers and acquisitions due to slow perception building of customers. This sluggish development also impede business to additional spend on its acquisitions and mergers.( Bristol Myers Squibb Company Managing Shareholders Expectations, Bristol Myers Squibb Company Managing Shareholders Expectations Financial Reports, 2006-2010).

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

TWOS Analysis.

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

Techniques to make use of Opportunities utilizing Strengths.

Bristol Myers Squibb Company Managing Shareholders Expectations Case Analysis ought to present more ingenious products by big amount of R&D Costs and mergers and acquisitions. It could increase the marketplace share of Bristol Myers Squibb Company Managing Shareholders Expectations and increase the revenue margins for the company. It could likewise offer Bristol Myers Squibb Company Managing Shareholders Expectations a long term competitive advantage over its rivals.

The worldwide growth of Bristol Myers Squibb Company Managing Shareholders Expectations should be focused on market catching of establishing countries by expansion, attracting more customers through consumer's commitment. As establishing nations are more populated than developed nations, it could increase the customer circle of Bristol Myers Squibb Company Managing Shareholders Expectations.

Strategies to Conquer Weaknesses to Exploit Opportunities.

Bristol Myers Squibb Company Managing Shareholders Expectations Case Help must do careful acquisition and merger of companies, as it might affect the client's and society's perceptions about Bristol Myers Squibb Company Managing Shareholders Expectations. It needs to obtain and combine with those companies which have a market credibility of nutritious and healthy business. It would enhance the understandings of consumers about Bristol Myers Squibb Company Managing Shareholders Expectations.

Bristol Myers Squibb Company Managing Shareholders Expectations ought to not just invest its R&D on innovation, rather than it must likewise concentrate on the R&D spending over assessment of cost of numerous nutritious items. This would increase expense performance of its products, which will result in increasing its sales, due to declining rates, and margins.

Strategies to utilize strengths to overcome dangers.

Bristol Myers Squibb Company Managing Shareholders Expectations Case Analysis needs to move to not only developing however likewise to industrialized nations. It needs to broadens its geographical expansion. This large geographical growth towards establishing and developed countries would decrease the danger of possible losses in times of instability in numerous nations. It should expand its circle to numerous nations like Unilever which operates in about 170 plus nations.

Strategies to conquer weaknesses to prevent dangers.

Bristol Myers Squibb Company Managing Shareholders Expectations must wisely control its acquisitions to prevent the danger of mistaken belief from the consumers about Bristol Myers Squibb Company Managing Shareholders Expectations. It needs to acquire and merge with those nations having a goodwill of being a healthy business in the market. This would not only improve the perception of customers about Bristol Myers Squibb Company Managing Shareholders Expectations but would also increase the sales, revenue margins and market share of Bristol Myers Squibb Company Managing Shareholders Expectations. It would also make it possible for the business to use its prospective resources effectively on its other operations rather than acquisitions of those organizations slowing the NHW strategy growth.

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 Company should invest more on acquisitions than on the R&D.

Pros:.

1. Acquisitions would increase overall properties of the business, increasing the wealth of the company. However, spending on R&D would be sunk expense.
2. The company can resell the acquired systems in the market, if it fails to implement its method. Quantity invest on the R&D might not be revived, and it will be considered totally sunk expense, if it do not provide prospective outcomes.
3. Investing in R&D provide slow growth in sales, as it takes long time to present an item. However, acquisitions offer quick outcomes, as it offer the company currently developed item, which can be marketed not long after the acquisition.

Cons:.

1. Acquisition of business's which do not fit with the business's values like Kraftz foods can lead the business to face misconception of consumers about Bristol Myers Squibb Company Managing Shareholders Expectations core worths of healthy and healthy items.
2. Large spending on acquisitions than R&D would send a signal of business's inadequacy of establishing innovative items, and would lead to consumer's dissatisfaction as well.
3. Big acquisitions than R&D would extend the line of product of the company by the products which are currently present in the market, making company not able to introduce new ingenious items.

Alternative: 2

The Company should spend more on its R&D instead of acquisitions.

Pros:

1. It would make it possible for the company to produce more innovative products.
2. It would provide the business a strong competitive position in the market.
3. It would allow the business to increase its targeted customers by introducing those products which can be used to a completely brand-new market sector.
4. Ingenious products will supply long term benefits and high market share in long term.

Cons:

1. It would reduce the earnings margins of the company.
2. In case of failure, the whole spending on R&D would be considered as sunk expense, and would affect the business at large. The danger is not in the case of acquisitions.
3. It would not increase the wealth of business, which could offer an unfavorable signal to the financiers, and could result I declining stock costs.

Alternative 3:

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

Pros:

1. It would allow the company to introduce brand-new ingenious products with less threat of transforming the costs on R&D into sunk expense.
2. It would offer a favorable signal to the investors, as the overall assets of the business would increase with its significant R&D costs.
3. It would not impact the earnings margins of the company at a large rate as compare to alternative 2.
4. It would offer the business a strong long term market position in terms of the business's total wealth in addition to in regards to ingenious items.

Cons:

1. Risk of conversion of R&D costs into sunk expense, greater than alternative 1 lesser than alternative 2.
2. Threat of misconception about the acquisitions, greater than alternative 2 and lower than alternative 1.
3. Intro of less number of ingenious products than alternative 2 and high number of ingenious products than alternative 1.

Recommendation

With the deep analysis of the above alternatives, it is recommended that the business ought to pick the alternative 3 in order to keep a competitive position in the long run. As the alternative 3 would enable the company to not only introduce innovative and brand-new items in the market it would likewise minimize the high expenditures on R&D under alternative 2 and increase the revenue margins. It would enable the business to increase its share rates as well, as financiers want to invest more in business with considerable R&D spending and boost in the total worth of the company.

Action and application Method

Technique can be carried out efficiently by developing particular short term in addition to long term strategies. These strategies might be as follows;

Short-term Plan (0-1 year).

• Under the short term strategy Bristol Myers Squibb Company Managing Shareholders Expectations Case Help ought to perform various activities to implement its NHW technique effectively. These activities are as follows;.
• Get the audit of its brand portfolio done, to examine the core selling brand names, which produce the majority of its profits.
• Examine the present target audience along with the market section which is not include in the business's circle.
• Evaluate the present monetary data to measure the quantity that should be spent on the R&D and acquisitions.
• Analyze the potential investors and their nature, i.e. do they desire long term benefits (capital gain), or the desire early profits (dividend). It would let the business to know that just how much amount needs to be invested in R&D.

Mid Term Plan (1-5 years).

• Acquire those organizations in which the company has prospective experience to handle. Obtain most favorable organizations with a strong commitment to health, to develop the client's understandings in the best direction.
• Focus more on acquisitions than R&D to develop the base in the consumer's mind about Bristol Myers Squibb Company Managing Shareholders Expectations worths and vision and to avoid potential danger of sunk cost.

Long Term Strategy (1-10 years).

• Get organizations with health as well as taste aspect, as the base for the Bristol Myers Squibb Company Managing Shareholders Expectations as a company producing healthy products has been built under midterm strategy and now the company could move towards taste factor as well to understand the customers, which focus more on taste instead of health.
• Be more aggressive towards R&D than the acquisitions, as it is the significant time to build new items.

Conclusion.

Bristol Myers Squibb Company Managing Shareholders Expectations has actually remained the top market player for more than a decade. It has institutionalized its techniques and culture to align itself with the market modifications and customer habits, which has actually ultimately allowed it to sustain its market share. Though, Bristol Myers Squibb Company Managing Shareholders Expectations has established substantial market share and brand name identity in the metropolitan markets, it is recommended that the company should focus on the rural areas in terms of developing brand awareness, equity, and commitment, such can be done by creating a specific brand name allotment technique through trade marketing tactics, that draw clear difference in between Bristol Myers Squibb Company Managing Shareholders Expectations Case Solution items and other competitor products. Bristol Myers Squibb Company Managing Shareholders Expectations needs to take advantage of its brand image of healthy and safe food in catering the rural markets and also to upscale the offerings in other classifications such as nutrition. This will enable the business to develop brand name equity for newly presented and currently produced products on a greater platform, making the efficient use of resources and brand name image in the market.