Increasing instances of product recalls hampering brand equity Entering into markets that are already mature and can give a tough competition to new entrants. the Current Strategy DICO’s objectives are to be recognized as the country leader in Nutrition, Health and Wellness, trusted by all its stakeholders, and to be the reference for financial performance in its industry. They believe that leadership is not just about size, it is also about their behavior. They recognize trust is earned only over a long periods of time by consistently delivering on their promises. These objectives and behavior are encapsulated in the simple phrase, “Good Food, Good Life”, a phrase that sums up their corporate ambition. The DICO Roadmap is intended to create alignment for their people behind a cohesive set of strategic priorities that will accelerate the achievement of their objectives. These objectives demand from their people a blend of long-term inspiration needed to build for the future and short-term entrepreneurial actions, delivering the necessary level of performance. They are seeking to achieve leadership and earn that trust by satisfying the expectations of consumers, whose daily choices drive their performances, of shareholders, of the communities in which they DICO Company operate and of society as a …show more content…
Their aims to meet today’s needs without compromising the ability of the future generations to meet their needs, and to do so in a way which will ensure profitable growth year after year and a high level of returns for their shareholders and society at a large over the long-term. In Dico the strategy describes itself as a food, nutrition, health, and wellness company. They believe strengthening their leadership in this market is the key element of their corporate strategy. This market is characterized as one in which the consumer’s primary motivation for purchase is the claims made by the product based on nutritional content. In order to reinforce their competitive advantage, DICO created Nutrition as an autonomous global business unit within the organization, and charge it with the operational and profit and loss responsibility for the claim-based business performance by offering consumers trusted, science based nutrition products and services. The Corporate Wellness Unit was designed to integrate nutritional value-added in their food and beverage