Mad Cow Disease

Paper Summary:

The paper intrinsically studies the consequential affect and aftermath of ?mad cow disease?, which has led to the introduction of substitutes like pork and other meats in the market. It further studies the changing trends that many of these companies have incorporated in attempt to sustain and raise their profits from these substitutes. It looks at how studies show that integrating certain changes to the companies marketing mechanism and strategies on the eve of ?mad cow disease? have been successful, not only to replenish the sales figures, but also in incurring profits.

From the Paper:

"The Other areas where consolidation occurred were the packing and retail industries. In an attempt to regain their market hold various leading food giants are vying to increase their sales and are introducing new trends. The four major companies, which followed the same suit, were Smithfield Foods, IBP, Swift (Conagra) and Excel (Cargill). In 1998, the four-firm concentration level was 56.3% of the packing sector. They contributed to the slaughter of more than half of the nation's hogs. Now Smithfield is the world's largest pork producer and kills an estimated 20% of the United States' hog supply. It considered itself as an integrated food company. Eventually owned the third largest hog producing firm in the US and also had been tightly coordinating with other large producers."

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