Management Of Change In Company Strategy: Address to the Marketing Society 19 November 1986

Abstract

Birds Eye has successfully managed its company marketing strategy over the past 20 years. Social changes, increased competition and technological changes have all prompted Birds Eye to respond. Its main moves have been to reduce the number of distribution centres; withdraw from its involvement in primary processing; increase mechanisation; move from being a generalist to a more specialist producer by concentrating its energies into five carefully chosen key areas, and evolving a more appropriate personnel strategy.

Citation

Angel, D. (1987), "Management Of Change In Company Strategy: Address to the Marketing Society 19 November 1986", Marketing Intelligence & Planning, Vol. 5 No. 3, pp. 27-32. https://doi.org/10.1108/eb045753