Case Questions of The a2 Milk Company

1. Is the Australian dairy processing industry highly attractive or profitable? Why?

2. What are a2MC's key competitive advantages in the industry and how has the company created the advantages? Are these advantages sustainable?

3. Should a2MC adjust focus by diversifying into new product categories such as yogurt, cheese, and ice cream? What are the advantages and disadvantages of doing so?

4. Should a2MC integrate backward to have its own farms? What are the advantages and disadvantages of doing so?

5. What are your own recommendations to a2MC's management? Why? Please demonstrate your recommendation with Hambrick's strategy diamond.