Af-Klm: Ruling The Skies Case Study Analysis

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Af-Klm: Ruling The Skies Case Help

Af-Klm: Ruling The Skies Case Study Analysis is a well-known name of a New york city based, world's leading company in the food and drink industry. Case Study Solution is a leading brand name in practical treats, foods and beverages with its existence in about 200 countries. Major brands of the business consist of; Pepsi-Cola, Frito-Lay, Tropicana, Quaker and Gatorade. The core competitive benefit of the company is its ability to market the item at everywhere locations. The business is doing efforts to make item development as its new source of competitive advantage.
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The report contains a deep analysis of numerous elements of the social responsibilities of major companies in the food and beverage industry in general, and company in specific. The report likewise offers an examination of the degree of sustainability and CSR in the Af-Klm: Ruling The Skies Case Study Help's business technique along with the determination of how Case Study Solution creates value for its customers.

Issues Identification

The giant food and beverage company was going through a criticism over its responsibility towards various social and eco-friendly issues consisting of; weight problems, heart diseases, ecological devastation and so on. These criticisms lead, to reassess about the corporate strategy of Af-Klm: Ruling The Skies Case Study Help. The Ashok Som has actually recognized that the overall society, the lifestyle of people and the people at whole have actually been altered now. In this situation with increasing patterns towards healthier products and the increasing environmental concerns, Case Study Solution should alter its direction towards healthier items. business had taken specific essential actions regarding the ecological effects of its items, but, these steps are not enough to end up the criticism over the company's responsibility towards social and eco-friendly issues. For that reason, the is required to take specific tactical actions to alter the marketplace position of its certain well-known brand names and present Af-Klm: Ruling The Skies Case Study Analysis as a business producing healthy products in the market. In this regard, Case Study Help and other food and drink business must use their power to move the consumer taste towards healthier products to eliminate the restrictions in the growth of food market.

Crucial Analysis

For the few years, consumer food patterns have actually been changed dramatically. The shift from using health food to manufactured food has highly impacted the health of the consumers. Despite of the discovery of modern health techniques, the general health of individuals in couple of years have actually been extremely affected. Presently about 1 billion of the people In US are overweight and at least 300 million of them have obesity. Kids also dealing with the issue of obesity. The ratios of obesity in 1980s are quite different from the existing ratios. Despite of discovery of health strategies and contemporary ways to manage weight problems and other diseases, the ratio of weight problems has actually been doubled form the level of 1980. All of the data associated with the health issues with the incorporation of made food in the market discuss the prevalence of the health concerns related to food system. These concerns are indirectly the result of different practices of the food and beverage companies for producing value for their consumers.

Value Creation at Af-Klm: Ruling The Skies Case Study Analysis

Af-Klm: Ruling The Skies Case Study Solution being a huge business in the food and beverage market, offers high worth to its consumers by different means. Value development in the food and drink industry is done through two ways i.e. taste and accessibility of the product. Case Study Help has a competitive advantage in offering its items everywhere internationally. Its marketing capability makes it able to target a large base of consumers. The business is presented in about 200 countries with a large number of well-known international brands. The everywhere presence of the company items supplies high value to customers.

The company produces worth for its consumers by means of offering big number of yummy food products consisting of salt, fat and sugar, which are the ingredients that are directly connected with the psychological core of the customer's brain. The Af-Klm: Ruling The Skies Case Study Help along with other huge food and drinks companies develop worth for its customers by controling these active ingredients in its items. Case Study Solution in addition to other huge companies has an interest in discovering methods to increase the consumer value from its products through exploiting the vulnerability.

In addition to it, the company likewise creates worth by ways of integrating the healthy point in its products. The business has done specific efforts in order to offer healthy products and reduce the share of Af-Klm: Ruling The Skies Case Study Analysis in total ecological devastation. Case Study Solution has actually taken particular actions associated with the sustainability of people and environment consisting of the 2009 announcement of the ambitious objectives and commitments connected to Case Study Analysis items, market and the neighborhood.

All of these methods have been successful at developing value for the Case Study Help customers. Increasing health related problems have actually raised the criticism for Case Study Help.

Positive Function of Significant Food and Beverage Business in Attending To Social and Ecological Expenses Related To the Market

Certainly, significant food and beverage business including business, etc. can play a positive role in resolving social and ecological expenses associated with the industry. The ecological costs connected to food and drink market consist of the environmental destruction due to the influx of nitrogen which has actually resulted in the minimized water drinking patterns, river contamination, and increased emission of greenhouse gases from soil and so on. All these factors leads to environmental destruction which could be a huge danger to the presence of humankind in future.

Major reason for these ecological changes is mass usage of nitrogen rich fertilizers and the ingredients by the food and drink companies. Therefore, food and beverage companies ought to play a constructive role in dealing with these problems to eliminate their development restrictions connected to the criticism from the environmental neighborhoods.

The business must avoid use of nitrogen fertilizers and must search out the items of those farmers that do not utilize fertilizers for their crop. The business might utilize renewable energy sources at their production plant to compensate the greenhouse gas emissions from the usage of nitrogen-rich products.

Together with the environmental expenses there are particular social costs related to the food and drink industry which should be attended to by the giant food and drink companies to accomplish the industry development and to prevent the criticism from the ecological neighborhoods. Social expenses associated with the market consists of the increasing health issues associated with weight problems, cardiovascular disease, diabetes etc. However, the huge companies could play a positive role in addressing these problems.

The business could move towards more healthy products by minimizing the amount of poisonous compounds in their processed foods i.e. dioxin, which could result in lethal human diseases. The companies might likewise do efforts to move customer tastes towards healthy products as they have managed the consumer taste for few years.

Assessment of Sustainability at Af-Klm: Ruling The Skies Case Study Solution

There was a possible shift in the corporate technique and goals at Case Study Solution. The brand-new CEO was concentrated on buying healthier items for achieving sustainable growth for the business along with offering much healthier future for individuals and the planet both. Under the new vision, the slogan of the business was likewise altered from the "enjoyable for you" to "much better for you".

Human Sustainability

The business announced particular goals and dedications related to human sustainability and the ecological sustainability. Af-Klm: Ruling The Skies Case Study Analysis obtained Quake Oats producing TrueNorth nut treats and SoBe, and Naked Juice producing soy drinks and organic drinks to present various much healthier products in its portfolio. Despite of being considered a Case Study Analysis's healthy brand name, the items of Quaker Oats included a number of active ingredients which were hazardous to health. These dangerous ingredients were not marketed which have ended up being the base for criticism over the healthy brands of Af-Klm: Ruling The Skies Case Study Help.

Together with the inculcation of healthy brands in its portfolio through acquisitions, Af-Klm: Ruling The Skies Case Study Analysis has taken certain sustainability steps for its market places. Among major examples in this regard is the Company's marketing method related to schools. The business markets just low calories and healthy drinks options in schools.
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Another action taken by Case Study Solution towards human sustainability is the shift of its focus towards research study and advancement for presenting brand-new and healthy products in its portfolio. The company has increased its research study and advancement spending plan and has actually introduced an army of health scientists to develop certain healthy items.

Ecological Sustainability

In addition to the human sustainability, Af-Klm: Ruling The Skies Case Study Analysis has taken numerous steps towards environmental sustainability. The business has actually committed to different objectives related to water, land, packaging, environment modification and neighborhood. In this regard, the business dedicated to minimize its product packaging by millions of tones to avoid high amount of wastes. The company has actually committed to lower greenhouse gas emissions along with the accomplishment of effectiveness in the energy usage. company has also attempted specific philanthropic activities consisting of a commitment to provide safe drinking water to 3 million individuals in developing nations by 2015.

On the basis of above analysis, it might be identified that the company has taken a number of actions towards human and environmental sustainability. Nevertheless these actions are still not enough to achieve the preferred industrial growth and to decrease the criticism over the social duty of Af-Klm: Ruling The Skies Case Study Analysis.


Particular long term strategic alternatives might be obtained for the business on the basis of above analysis. These alternatives can be assessed on the basis of the truth that how the option would enable the company to accomplish its objective of prospective growth and reduce the criticism over the company. The options might be examined on the basis of the time frame that would be taken by an option to be carried out along with the expense and threats related to the option

Alternative-1: intro of a New Product line Connected to Healthy Foods and Beverages

The very first action that Af-Klm: Ruling The Skies Case Study Solution could take is to present a new item line related to healthy food and beverages. The company needs to introduce a broad variety of healthier products by using its substantial research and advancement expenses.


• Capability to target large number of customers i.e. health mindful consumers.
• Decrease of the criticism of ecological concerned societies and neighborhood advancement companies.
• Satisfaction of the social obligation by compensation of the harmful products with healthy products.
• Could be carried out within couple of years i.e. 3 to 5 years.


• Risk of failure of the new items in the market i.e. customers may not like the taste and might not accept the much healthier items due to the addicting nature of harmful products.
• The harmful items in the product portfolio may make the incorporation of healthy items fail to reduce criticism.
• Big cost of research and advancement required to construct new healthy products.

Alternative-2: High level Acquisition of Health associated Companies

Another alternative option to attain the potential growth and decrease the criticism is to acquire the health associated business at a high level. Financial investment in these kind of business would permit Af-Klm: Ruling The Skies Case Study Help to introduce a large range of much healthier products within a short time duration without any requirement of significant research study and development expenses. The pros and cons connected to alternative 3 are offered listed below:


• Saving of huge amount of research and development costs for new item development.
• Incorporation of new items within two years.
• Capability to target a great deal of customers i.e. health conscious customers.
• Reduction of the criticism of environmental concerned societies and community advancement organizations.
• Satisfaction of the social responsibility by compensation of the dangerous items with healthy products.


• The acquisition might not show to alter the image of Af-Klm: Ruling The Skies Case Study Analysis as in case of Quake Oats.
• Requirement of big amount of capital.
• Threat of failure of the brand-new products in the market i.e. consumers might not like the taste and may decline the healthier products due to the addictive nature of dangerous items.
• The harmful products in the item portfolio may make the incorporation of healthy products stop working to reduce criticism.

Aletrnative-3: Replacement of Hazardous Products with Healthy Products in the Portfolio

Another alternative choice for Af-Klm: Ruling The Skies Case Study Solution is to replace all of its dangerous products with much healthier products. The replacement of dangerous products with much healthier products would entirely change the market position of the business and would need a large number of needed steps to be taken.


• Modification of market position of Af-Klm: Ruling The Skies Case Study Analysis
• Ability to target large number of consumers i.e. health mindful consumers.
• End of all of the criticism of ecological worried societies and neighborhood development companies.
• Satisfaction of the social duty


• Threat of failure of the brand-new products in the market i.e. consumers may not like the taste and may not accept the healthier products due to the addictive nature of dangerous items.
• Huge expense of research study and development needed to build new healthy items.
• Employee might withstand over the change in the business model and organisation technique.
• Variety of years required for the implementation.
• Shift of focus from the core competencies.


With the deep analysis of the company's CSR, issues dealt with by the business and the current industry scenario, Af-Klm: Ruling The Skies Case Study Analysis is recommended to consider alternative 2 of high level of acquisition of health related business. As the acquisitions would allow the company to save of substantial amount of research and advancement expenses for new item advancement. Along with it, acquisitions would enable incorporation of new items within two years along with the ability to target large number of consumers. Moreover, the acquisitions would result in the decrease of the criticism from the worried organizations.However, the alternative would require big quantity of investment funds. Moreover, the companies may not have the ability to minimize the criticism. With a mindful analysis of the acquisition with an aggressive marketing campaigns, business could show to be successful in attaining the targets.

This Af-Klm: Ruling The Skies case study is writen by : Ashok Som

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