The informal culture and relationships in the company enable the company to manage in a large sized market while operating as a small to medium sized enterprise. However in keeping with the changes in the market and the industry brought about due to globalization, the company will need to standardize its operations across different regions of its operations and centralize its business in order to compete with its competition in the local as well as in the international markets.
The European market is more attracted to organic food and leads a much more active lifestyle; therefore the company should increase its target market to incorporate the European region as well. Moreover in order to cater to the increasing markets the company should increase the scale and the size of its operations by increasing its productivity per employee as well diversifying its operations according to its different regions of the target market. This will increase the capacity of products produced by the company as well as help the company reduce costs enabling it to be competitive in the market.