... five European acquisition. The acquisition allowed Scott Europe to serve both the consumer and professional markets with a full line of lawn and garden products, which were fertilizers, chemicals and growing media. The Scotts' U.S. management forecasted the Europe market as an attractive market and brand, market, distribute their product across EU to grow the market and increase their market share. Moreover, they hoped to reduce the cost by optimizing its new operations to the supply chain. However, in 1999, the business result was lower than what they had expected. Although the international sell was increased two times, they got lower margin and the earning from the acquisitions were lower than their expectation. In the end of 1999, Scotts Europe' management had organized the operation into four largely geographic groups. Moreover they wanted to standardize the product and package, simplify the process and rationalize operations. In this project, in order to achieve the ...

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