Justin Starnes
MAR 4803
September 28, 2006
Perdue Farms, Inc.
Perdue Farms, Inc. has been a privately held family owned company since 1920. Over the years Perdue has become vertically integrated in order to be more competitive and maintain financial stability. Perdue's objective is to be the leader in broiler and related poultry products in the industry. They strive to maintain quality and constantly improve efficiency and service. Perdue Farms Inc. has a mission to provide the highest quality poultry and poultry related products to retail and food service customers. They want to be the recognized industry leader in quality and service, providing more than expected from their customers, associates, and owners.
1) Perdue Farms Target Market ?consumers who are relatively price-in-sensitive and demand a good quality product.
2) SWOT
a. Competition ? 53 integrated chicken broiler companies account for 99% of the ready-to-cook chicken. Among these 53, 20 of the companies make up 80% of production. Concentration has been fastest growing among the Nation's top four producers which account for 42% of the market share
i. Tyson Foods, Inc., ranked #1, sold 88.25 million pounds of chicken in 1995
ii. Gold Kist, Inc., ranked #2, sold 44 million pounds of chicken in 1995
iii. ConAgra, Inc., ranked #4, sold about 38 million pounds of chicken in 1995
iv. Perdue Farms, Inc., ranked #3, sold about 43 million pounds of chicken in 1995
b. Nature, extent of demand ? high
i. The U.S annual per capita consumption of poultry has risen dramatically during the past 40 ...