Monsanto In Europe

7 Pages 1789 Words

Stakeholders are defined to be individuals, groups and organizations with an interest in the activities and outcomes of a company. A firm's stakeholders include employees, consumers, the community and government. If we to determine Monsanot’s stakeholders according to the marketing mix we can say that the main stakeholders for Monsanto’s products in Europe are;

- The customer (consumer) market including the public and the end buyer of the products (here the GM crops). It also includes retailers and local communities.
- The influence markets which comprise government and pressure groups such as the environmentalists (Greenpeace). It also includes the media.
- Supplier markets including farmers, farmers’ unions and raw material suppliers.

Each of those stakeholders has a different interest in Monsanto. The concerns and objectives of different stakeholders and stakeholder groups are frequently in conflict; for example consumers (customers) and food retailers as well as suppliers’ main interest would be profit making whether form a direct transaction with Monsanto such as the retailers or a better prices and quality of goods being the interest of the end user (the consumer). On the other hand safety and health as well as quality are other interests for the consumers.

Greenpeace and other environmentalists groups’ main interest would be in insuring that environmental is kept safe and not harmed, the natural diversification is not harassed and the air, land and water are not polluted. Other health institutions would be interested in being sure that human health is not negatively affected by the GM crops.

Government on the other hand are concerned in being sure that laws and regulations are followed and no violation whatsoever is done weather to the local law or the international laws that the government is bound to.
From the begining Monsanto was wrong in assuming that what applies to one market is definitely ...