to new entry into its industry (Hill & Jones, 1998).Business level strategyThe business level strategy of a company encompasses the overall competitive theme that a company chooses to stress. Perdue Farms business level strategy is considered to be differentiated. In the early 1980s Perdue diversified and broadened its market. Perdue did this by raising turkeys and production other meat products.Perdue distinctive competency is in premium quality products. Frank Perdue was convinced that higher profits could be made if Perdues products were premium quality so they could be sold at a premium price (Hill & Jones, 1998). This distinctive competency resulted in 1994 revenues around about 1.5 billion and net profits at $50 million.Analysis of Structure and ControlThe philosophy at Perdue is quality and efficiency with emphasis on the first over the latter. To ensure that Perdue continues to lead the industry in quality, it buys about 2,000 pounds of competitors products a week. Inspection associates grade these products and the information is shared with the highest levels of management (Hill & Jones, 1998).The structure and control at the function level is improved with efficiency. Efficiency is improved through management of details. At Perdue nothing goes to waste. To make sure this is true Perdue is involved in every aspect of the chicken business, from breading and hatching its own eggs to processing chicken feet and selling then to Asia as a barroom delicacy. These efforts were implemented through team management with a focused message coming from senior management.RecommendationsConsidering Americans average annual consumption of chicken (almost 80 pounds per person in 1990), many in the industry wonder how much growth is left (Hill & Jones, 1998). My recommendation is that Perdue continue to expand their market share by experimenting with producing other kinds of meats. This will keep Perdue profitable during the overcap...
