In July 2001, Campbell Soup, the newly appointed General Manager Douglas R. Conant, addressed a group of analysts on Wall Street, and presented his plan to kick-start growth. His plan called for organizational renewal and rebirth, redesign the main customer processes, including supply chain, order fulfillment and customer service of American business Campbell Soup. Condensed soup sales, which accounted for almost 50% of total operating profit of the company has been in decline for several years, and the company is slowly losing market share in this core group of products, as competition intensified. The pressure was set with the main competitor General Mills, which recently acquired Pillsbury Co, a manufacturer of rival Progresso soup brand Campbell. . "Hide
by Lynda M. Applegate, Jamie Ladge Source: Harvard Business School 27 pages. Publication Date: March 26, 2003. Prod. #: 803119-PDF-ENG
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