Monsanto孟山都公司分析.docVIP

PAGE \* MERGEFORMAT 1 PAGE \* MERGEFORMAT 1 Hewlett-Packard Hewlett-Packard 07/12/2011 Strategic analysis Shujie LIU Danyu WANG Jihan ZHAO Anthéa JUIN Scott DUNCAN SUMMARY I. Company Overview 3 A. Company background information 3 B. Company mission and goals 4 C. Overview of its products/services 4 D. SWOT analysis 5 E. Industry analysis 7 F. Potential crisis that the company may face 8 II. Crisis Communication Plan 10 Define the Objectives of the Plan 10 Define the Crisis Communication Team 11 Define the Key audience/Stakeholders 12 Outline Media Policies and Procedure 13 Include a Sample News Release 15 Recommended Evaluation and Follow up 15 COMPANY OVERVIEW Company background information The beginnings Monsanto is an American multinational firm founded in 1901 by John F. Queeny. The first product of that company was saccharine. At beginning the company was clearly specialized chemical industry. The original Monsanto produces and markets agricultural chemicals, including 2,4D. The big change In 1960, the agriculture division is established. Monsanto introduced and commercialized their first herbicide. In the 70’s a cell biology research program is established in the Agricultural Division. And, in 1976, Monsanto started its ascension by launching and commercializing the famous Roundup herbicide. This herbicide will be use in 130 countries for more than 50 different crops. It is in the 80’s, that Monsanto developed the biotechnology. This one is firmly established as Monsantos strategic research focus. In 1994, the original Monsantos first biotechnology product to win regul