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1、Hewlett-Packard07/12/2011StrategicanalysisShujieLIUDanyuWANGJihanZHAOAnthéaJUINScottDUNCAN16SUMMARYI.CompanyOverview3A.Companybackgroundinformation3B.Companymissionandgoals4C.Overviewofitsproducts/services4D.SWOTanalysis5E.Industryanalysis7F.Potentialcrisisthatthecompanymayface8II.CrisisCom
2、municationPlan10A.DefinetheObjectivesofthePlan10B.DefinetheCrisisCommunicationTeam11C.DefinetheKeyaudience/Stakeholders12D.OutlineMediaPoliciesandProcedure13E.IncludeaSampleNewsRelease15F.RecommendedEvaluationandFollowup1516COMPANYOVERVIEWI.CompanybackgroundinformationThebeginningsMonsantoi
3、sanAmericanmultinationalfirmfoundedin1901byJohnF.Queeny.Thefirstproductofthatcompanywassaccharine.Atbeginningthecompanywasclearlyspecializedchemicalindustry.TheoriginalMonsantoproducesandmarketsagriculturalchemicals,including2,4D.ThebigchangeIn1960,theagriculturedivisionisestablished.Monsan
4、tointroducedandcommercializedtheirfirstherbicide.Inthe70’sacellbiologyresearchprogramisestablishedintheAgriculturalDivision.And,in1976,MonsantostarteditsascensionbylaunchingandcommercializingthefamousRoundupherbicide.Thisherbicidewillbeusein130countriesformorethan50differentcrops.Itisinthe8
5、0’s,thatMonsantodevelopedthebiotechnology.ThisoneisfirmlyestablishedasMonsanto'sstrategicresearchfocus.In1994,theoriginalMonsanto'sfirstbiotechnologyproducttowinregulatoryapproval,Posilac,bovinesomatotropin(Bst)fordairycows,wentonsaleintheU.S.Duringthe90’s,Monsanto,thankstoitsresearchesabou
6、tgeneticallymodifiedorganism,introducedaseriesofRoundreadyplantwhichareprovidingfarmerswithin-seedherbicidetolerancetoRound-upandotherglyphosate-basedherbicides(RoundupReadySoybeans,RoundupReadyCorn,RoundupReadCanola,RoundupreadyCotton…).In2000,anewMonsantoCompany,basedonthepreviousagricult
7、uraldivisionofPharmacia,wasincorporatedasastand-alonesubsidiaryofthepharmaceuticalcompany.ThefirmnowadaysMonsantoisthefirstproduceroftheplanetandthefirstfortheMGOs.Thegroupemploys22,900peopleandoperatesin82countries.In2009,Monsantohasachievedaturnoverof1
