1) Critically discuss the company's dramatic restructuring during 1996 and 1997. Monsanto start up with product saccharin a few year later take over another company for produce Phenol and Cresol. These obviously see the company business involve with chemical thoroughly until 1972, when John Henry promote to CEO, he have an idea to make the produce involve with biology and genetic. After that, Henry decided Monsanto would need a pharmaceutical presence. That is beginning point where Monsanto start into life science businees. Before the transformation in 1992, Monsanto operation consisted of decentralized operating unit; i)agriculture product ii)performance material iii)Pharmaceutical iv)food product v)industrial process control instrument and equipment. Therefore, in the 1990s have a lot of change in technology and competition then the restructed of the organized occur. With the new leadership, CEO Robert Shapiro, in 1995. by two strategic. Redesign itself to be a leader in life science which regards agriculture biotechnology, human health product and food ingredient Expand the market to global strategy instead of dominated in United States only Shapiro have the vision that the firm must to adjust itself if still be rigid then the company will behind another competitor because the technology in this field grow up very fast. Some product that Monsanto already exist such as performance material petrochemical businees. It can not have much development and to compare with the main three businees that will to archieve. Those are the new technology can significantly grow up and beneficial to everybody. Even the past the company involve with poisonous substance. Furthermore, in the field of alter genetic is the world expectation. These bring about to the second strategy, to expand to global market. In the transform, company redefine product itself for three field: 1) Agriculture product: Decreasing the use of chemical fertilizer and insecticide which is propoties including into the new seed. 2) Pharmaceutical: In the pharmaceutical field, ethical drugs receive protection for seventeen years and half of this period need to examine to reach the health authority before sell. This why Monsanto have to research and develop the new product in this field all the time. 3) Food ingredients: In the past, this field never have any new technology to develop the new product then the company is willing to use biotechnology to assist the research and development of the new product All three main field using the new technologu, biotechnology and genetic, to increase the variety of product and its efficiency to perform in chemical business. These include the ability to expand the market to be global as now the porpotion for the global only one third. 2) What are the broad conceptual bases for the company's new strategy? Monsanto set the new strategy by; Redesign itself to be a leader in life science which regards agriculture biotechnology, human health product and food ingredient Expand the market to global strategy instead of dominated in United States only To archiving this two strategy, The company devide into three step. Step 1. Define itself what new Monsanto will do and aim to. These gives the direction how the company go for the future. Step 2. New arrangement of the company for example combine 3 sector to be a new product sector that the industry segment of presticide and fungicide, along with the sector of crop protection. Step3. Announcement and growth. Then, the concept of new monsanto is research and development the new product product and by using a genetic and biotechnology to make new product for creature. Finally, bring the company to the world market. 3) Who are the emerging relevant competitors for the 'new' Monsanto? The main competitor of Monsanto in agriculture chemicals are Novartis and American Home Product because in 1990s these three company adapt their businees and merge biotechnology to the product by take over another company in this field. To compare between Novartis and American Home Product, Novartis is the biggest competitor of Monsanto because in 1996, after merged with Genetic Therapy and SyStemix over $2.1 billion were spend for the research and development. For the pharmaceutical or the human health, the main competitor in this field is Navartis, American Home Product and Pfizer. All of them try to have the new development of gene therapies for incurable disease by signed an agreement or acquisition another company for fast growth in this field. For the food ingredient, International Flavors & Frangrances (IFF) is the main competitor. In that time, still not have new product using genetic technique to develop the new product. IFF was a major producer of synthetic tastes without any genetic apply to their product. This is a good opportunity for Monsanto to apply genetic to the food ingredient because do not have have competitor exist. 4) Is the concept of 'transformational management' relevant in this case? Why? Trasformational changes is the change for survival or revolutionary and continue transforming for the sustainable. The changes of Monsanto changes as a dramatically change in the world globalization, Monsanto need to restructed its organization to reach the new technolgy that growth rapidly then Shapiro redefined their strategy and organisation to reach. And these changes is according to the transformational management. 5) How does this restructuring impact upon raising 'shareholder value'? One of Monsanto goal was to deliver shareholder value from business growth and value creation by three ways Operational Excellence of Monsanto Business Unit Via growth sources (Business Unit project and investments) Portfolio restructuring (merger, acquisitions, divestitures, and swaps) Operational Excellence of Monsanto Business Unit is team co-operate for continuous improvement to archive customer need. This is the root base of the growth for sustainable in the future. To ensure that restructuring of the core strategies achieve the desired result under the strategic direction. For portfolio restructuring is for growth in leaps and bounds, fast develop, reduce business risk and reduce the competitor to increase the market in that field. These improve strength of company finace. Moreover, The company will gain the benefit for any patents or intellectual properties that hold. The important of portfolio restructuring is the that merge or acquisition should in the same field because the development in a transition period to not break off.