Global Strategy and Leadership

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Exam cases:
 Patties Foods Ltd (PFL)  The death of the iPod  Australian Beverages Ltd

Pre-seen exam information Semester 1 2012

Global Strategy and Leadership
© CPA Australia Ltd 2012

Case Scenario 1
Patties Foods Ltd (PFL)
Patties Foods Ltd (PFL) is a leading manufacturer in Australia’s branded frozen food industry. The company can trace its origins back 50 years to a small cake shop in the Victorian country town of Lakes Entrance. This cake shop was purchased in 1966 by the Rijs family who soon extended into pies and bread rolls. The business continued to grow through acquisition and product development and subsequently refocused its business around frozen savoury, dessert and fruit products. The company listed on the Australian Stock Exchange in 2006. Two members of the Rijs family remain involved in the company as board members. Today PFL is a major supplier and marketer of frozen savoury, dessert and fruit products. It has some iconic Australia brands in each of these product categories. PFL’s frozen savoury products include meat pies, sausage rolls, cheese and spinach rolls, pasties and quiches. Its well-known frozen savoury brands are Herbert Adams, Four’N Twenty, Snowy River and Wedgewood. PFL’s dessert products include fruit pies, waffles, crumbles and crepes. It also has fruit products that include frozen whole fruits (e.g. cherries, strawberries, cranberries and raspberries) and processed fruit products (e.g. fruit smoothies that are cubes of frozen concentrated fruit which can be added to milk by the consumer to create a drink). PFL has some well-known dessert and fruit product brands including Creative Gourmet, Nanna’s and Chef’s Pride. PFL does not sell directly to consumers. Rather it sells to retailers (e.g. supermarkets) and foodservice outlets (e.g. sporting venues or cafes). PFL distinguishes its two main distribution channels as…...

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