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Chelsey Miller

on 15 April 2014

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Transcript of Monsanto

It is therefore critical to our success that we meet this criticism as it arises and respond with honesty and assurance.
Situation Analysis
Monsanto is the world’s largest sustainable agricultural company in seed production and biotechnology. Through the development of seed and plant innovation, they strive to both heighten production as well as create a more sustainable environment in order to increase the overall standard of living for people all over the world. Dedicated to uniting farmers through empowering them with the ability to maintain higher yields, they look to compete with the ever-growing problem of world hunger.
Produce More, Conserve More, Improve Lives
Company History
1901 - Monsanto originates with John F. Queeny - Saccharine
1914 - WWI - The Monsanto Chemical Company
1956 - Vietnam War - Agent Orange
1970's - Law suit regarding Agent Orange - $180 million settlement
1981 - Introduce New strategic Focus - Biotechnology
1997 - Spun off as Solutia
2000 - Changed name - Pharmacia Corporation
2002 - "New" Monsanto - Entirely Agricultural - Broke away from Pharmacia
2003 - Hugh Grant took over - Began Transformation

Current Marketing Mix

1. Bioengineered Seeds:
Row crops: soybeans, corn, cotton, canola
Vegetables: tomatoes, peppers, melons, cucumbers, pumpkins, beans, broccoli, onions lettuce, & more
2. Intellectual Property & Genetic Material

Other Bioengineering Seed Companies
General Population
Goal: To Maintain Stability
Future Contracts:
Company Protection
- Commodity Pricing
- Reduce Foreign Risk

Option Contracts:
Consumer Protection
- Distribution channels
Corporate Responsibility
Monsanto Fund - established in 1964

Healthy Children, Healthy Future
Malawi Project

Non-Profit Organizations:
Indian Society of Agribusiness


2703 grants totaling $31 million in the funding of education, community,& youth programs
Distribution Channels:
Distributors, Independent Retailers, Dealers, Agricultural Corporations & Agents


Despite our ever-growing presence in the marketplace, we continue to be burdened by the consistent criticizing skepticism about health, safety, and environmental concerns.

- Produce more, Conserve more, Improve lives, -
we must address the problem that remains.
Now, as we move forward with our vision:
Internal, External , & Competitor
Consists of the company’s strengths and weaknesses with respect to corporate strategy, objectives and goals (mission and vision statements). performance, allocation of resources, and structural characteristics.
Internal Environment
- Market Control
- Consumer Support
- Corporate Responsibility
- Sustainability
- Global Recognition
- Innovation & Technology
- FDA Approval
- Patents
- Proactive Approach
- Company Criticisms
- History - Legal Issues & Tarnished Reputation
- Cost of Genetically Modified Seeds
- Farmers Pay Patent Price
- Unknown
- Stakeholder Uncertainty
External Environment
Includes all external factors including environment, legal and regulations, technological advancements, and sociocultural trends. This also includes the competitor analysis.
- More than 1/2 of US Crops are Genetically Modified
- 282 Million Acres Worldwide - Biotech Crops
- Society Supports Innovation & Technology
- Endless Need for Sustainable Agriculture
- Increasing World Population
- World Hunger as a Global Issue
- Advancement in R&D Determines GM Future
"The population is expected to increase a total of 40% over the next few decades. It is important that we find ways to accommodate now so that we are prepared for the future growth."

Create sustainability. Increase conservation. Improve standard of living.
- Competition
- Industry Criticism
- Public Outcry & Resistance
- Labeling Controversy
- Unknown Risks
- Competitive Pricing
- Consumer Backlash
- World Culture

World Hunger and the burden of our ever-criticizing skeptics that counteract our efforts.

If you were Monsanto’s CEO, how would you best balance the conflicting needs of the variety of stakeholder groups that Monsanto must successfully engage?
Companies like Monsanto that can offer technology to improve human lives are often said to have a moral obligation to society. How can Monsanto best fulfill this moral obligation while also protecting society and the environment from the potential negative consequences of its products?
What can Monsanto do to alleviate stakeholder concerns? How could these actions be woven into the marketing strategy for the company’s products?
We must acknowledge our past, recognize all concerns, and address all questions - and we must do so through our actions. Therefore, we have taken our current successes, learned from our past failures, and created a new and improved plan that focuses on the bigger picture:
the future
. While maintaining our vision, "Produce more, Conserve more, Improve lives," we have further developed our mission.

We exist for the people, for the individuals and the families, for our nation and the next generation, to go beyond the scope of the present day, and to create a more sustainable future. We promise to continue moving forward through the empowerment of our farmers to heighten yields, through the conservation of our precious resources, and through our dedication to the overall standard of living, with the idea that what we do today will change the world tomorrow.
"At Monsanto, we are helping to develop solutions to one of the greatest challenges facing humankind – providing healthy and nutritious food for a population that is expected to grow from 7 billion today to nearly 10 billion by 2050.”
It is our goal that through promoting this idea, what we are doing is necessary to global survival and addressing concerns of our stakeholders that we have developed a solution to our problems displaying our overall commitment in the hopes of uniting forces and gaining support from our skeptics so that together, we can take on world hunger and create a more sustainable future.

Environmental Pollution
Ethical Concerns
2000-Toxic Waste in Alabama Creek
2001 - Bribery in Indonesia
Environmental Concerns
- Harm to birds, Insects, & Amphibians
- "Super Weeds"
- Pollution
- Organic Farmers

Health Concerns
- Toxins
- Potential Allergenic
- Uncertainty
- Uninformed
Other Concerns
- Global Initiative
- Patent
- Activists
Corporate Responsibility

Because it is no longer simply about our company, it is about the individuals, the families, and communities of this world. It is about uniting today in order to provide a more sustainable tomorrow



Because although we cannot confirm the uncertain, we can assure you that if we don't continue moving forward we will certainly fail.
Understand that we will never stop improving, innovating, or trying until we get it right.
We exist for the people, individuals and families, for our nations and the next generation.
Group 7:
Chelsey Miller
Jenna Sahutske
Xiaojing Jiang

Target Market

"Monsanto could not exist without farmers. They are our customers--the lifeblood of our company"
- Hugh Grant, CEO
“Making the most of every acre, every conversation, and every change, to produce safe, healthy, and affordable food for everyone”
Historical Past
"With global population expected to grow by 40 percent in the next few decades, agriculture will need to become more productive and more sustainable in order to keep pace with rapidly increasing demands"
We must address world hunger and the burden of skeptics' criticism that counteract our ongoing efforts.

After careful evaluation we found that like our problem, our solution goes beyond the scope of our company. In carrying forward with our newly broadened mission statement we look focus our attention on addressing concerns through our continued improvement and commitment to society with the hopes of uniting forces in order to create a more sustainable future and conquer world hunger.

Chemical Start

1901 - Artificial Sweeteners
1970's - Agent Orange Lawsuit
Promoting Innovation & Answering Concern
Promoting our mission & the heart of our company
Promoting the importance of working together as one
Sustainable Agriculture
How? Through the creation of a united group including our stakeholders and skeptics. This group will promote GM education, understanding future risks, and the innovation of better farming techniques that even organic or regular seed farmers can benefit from.
How? Through continuous support of various charitable efforts, making the public aware of environmental concerns and how they may be prevented, and increasing funds towards innovation for sustainable agriculture.
How? Product development including counteractive products and constant innovation, as well as research and case studies including developing new studies about health and environmental concerns, while revisiting old studies to confirm or deny their truth.
Full transcript