Kepak and the Future of the Irish Beef Industry

Posted: 16 Mar 2012

See all articles by David E. Bell

David E. Bell

Harvard Business School - Marketing Unit

Damien McLoughlin

University College Dublin (UCD)

Mary L. Shelman

Harvard University - Business School (HBS)

Date Written: February 25, 2011

Abstract

As Ireland's third largest beef processor, Kepak faces new opportunities as well as significant challenges from the collapse of the "Celtic Tiger." The government has identified food and agriculture as one way the country could significantly grow exports. However, the beef industry is suffering from overcapacity and from an inefficient farming structure. CEO John Horgan is considering the best way to position Kepak for success, including the possibility of an umbrella Irish beef brand, opportunities for "co-opetition" within the industry, and how to expand the firm's successful convenience foods business to more countries.

Learning Objective: Illustrate the issues in managing a sector of a country's agriculture industry.

Suggested Citation

Bell, David E. and McLoughlin, Damien and Shelman, Mary L., Kepak and the Future of the Irish Beef Industry (February 25, 2011). Harvard Business School General Management Unit case no. 511-070, Available at SSRN: https://ssrn.com/abstract=2022083

David E. Bell (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-6366 (Phone)

Damien McLoughlin

University College Dublin (UCD) ( email )

Belfield
Belfield, Dublin 4 4
Ireland

Mary L. Shelman

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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