Growth and profits in frozen seafood - A multinational view
1979
Coburn, A.H.
Findus UK is a subsidiary of the Swiss Nestle Company, the largest food multinational in the world. Each subsidiary must be aware of the local market because of differences in social and economic environment, customs, traditions and taste. The important factors for a successful operation are: supply-problems and solutions; research and development; marketing; and people. In a multinational company, world surveillance of available supplies is possible. Problems of supply, such as the recent cod shortage in Europe, are solved through entrepreneurial and technological skills to obtain a quality substitute at prices the consumer will bear. Technical and marketing needs are met through research and development of new, interesting products for the mass market, such as the "Double Deckers" (a frozen fish product covered by a layer of potato, cheese, or tomato, encased in batter). Marketing involves close monitoring of existing lines and new products for both volume and profit and using media to develop total markets.
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