Horizon Swot

1. Introduction

The Stueve family founded Alta Dena Dairy in 1945. Alta Dena earned “Certified Dairy” status in 1953 from the American Association of Medical Milk Commissions. This is a guarantee that Alta Dena’s milk meets special requirements for safety, nutrition and production standards.

As Alta Dena expanded, the dairy farm at the City of Industry site sold its herds to local family farmers and signed exclusive long-term supply contracts with them, a practice that continues today. In 1958, Alta Dena was the dairy pioneer in the emerging Natural Food Industry. In 1999, Dean Foods Company acquired Alta Dena, providing additional resources to help Alta Dena sustain new product development and maintain its brand position as "Pure, Wholesome, and Good."

2. Internal SWOT Analysis

3.1 Strength:

* California local brand, Alta Dena has a long history serve local community.

* Distribution: Alta Dena milk can be found in most of supermarkets or many convenience stores in Southern California.

* Stable suppliers: In 1950s, the dairy farm at the City of Industry site sold its herds to local family farmers and signed exclusive long-term supply contracts with them, a practice that continues today

* Health concept: Alta Dena's milk and dairy products provide essential nutrients that body needs to build strong bones and healthy teeth. It provides different styles of milk such as low fat and fat free milk.

* Price: The price of Alta Dena milk is approximately one dollar less than similar brands.

* Compassionate animal care: Milk from cows fed a nutritious diet.

3.2 Weakness

* Strong competitors: Valley Organic and Horizon are occupying most market share for Organic milk market.

* Under large corporation: Alta Dena belongs to Dean Food, a large corporation in food industry. Today’s consumers prefer nature, homemade products. Large corporation give people a picture that products are from production line or mass production.

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