1. Is the acquisition of Royal’s linerboard mill and box plants a sound strategic move?

Ans1. The acquisition of Royal’s linerboard mill and box plant by Atlantic Corporation sounds strategic move. Atlantic Corporation purchased 150,000 tons of linerboard each year from its competitors for production. The current linerboard market presented Atlantic Corporation with the following scenarios:

  1. The linerboard could become unavailable, which would force Atlantic to turn down profitable deals.
  2. The Linerboard available in the market would become really expensive and would erode on Atlantic’s profit margins.
  3. Building a new linerboard mill would be too expensive and would not justify the cost of capital.

Also, 70% of the Atlantic Corporation operating profits came from their forest products. The sales of the forest products were directly linked to the interest rate fluctuations, whereas the linerboard industry sales tended to respond less quickly and less directly to the overall economy. Thus acquiring Royal’s linerboard mill and box plants will reduce Atlantic Corporation’s reliance on the economy growth and will mitigate its overall risk.

Therefore purchasing an existing linerboard mill, made more economical sense. Since Royal’s Monticello mill was ranked as the fourth best in the country and also produced 661,000 tons of linerboard (which was way above the capacity of 150,000 tons required by the Atlantic Corporation for production), it would help Atlantic Corporation to achieve its strategic goal by increasing its firm-wide linerboard capacity.  

  1. What is the outlook for linerboard prices? For the profitability of the linerboard industry?

Ans2. The outlook for the linerboard industry was very profitable. The demand for the linerboard and boxes was dependent on the total amount of goods being shipped in the nation. Thus it was dependent on the changes in the level of the industrial production. However it is less directly and less quickly proportional to the shifts in economic growth.

The linerboard sales were predicted to rise by nearly 7%, as the industrial production increased. The current capacity of linerboard industry would only increase by 1-2% and the increasing demand for the linerboard would result in a 16% (as compared to year 1985) price hike for the linerboard products. The projected linerboard prices for the year 1986 were $420 which would result in high profitable sales, because of the fixed operating costs involved in the linerboard industry.

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The boxes market scenario in the year 1984 projected an increase in demand of the linerboard and boxes. Thus the limited number of linerboard mills and high level of fixed costs in the linerboard industry ensured high profits for the linerboard industry.

  1. What basis, if any, is there for expecting Atlantic Royal’s combined linerboard and box mill operation to do better / worse than the industry overall?

Ans3. Atlantic Corporation is classified as one the nation’s largest  “forest products” firm which responded pretty quickly to changes in the overall economy mainly the interest rate fluctuations. On ...

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