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1、DANONE MERCADOR3-year Strategy PlanningApr 10, 2004CONFIDENTIALInfinity SJTU0EXECUTIVE SUMMARYStrategy AnalysisStrategic Decisions & Action PlansWorkstream Timeline Summary & Next Step1EXECUTIVE SUMMARYStrategy Analysis5 ForcesPESTSWOT BCG Matrix Our Strategic decisions and Action PlansWorks

2、tream Timeline Summary & Next Step25 FORCES AND PEST ANALYSIS5 ForcesPEST-Competitors -Suppliers-Technology-Satisfaction of stakeholders- Competitiveness - Innovation - Positive relationship with stakeholdersKey Success Factors3EXECUTIVE SUMMARYStrategy Analysis5 ForcesPESTSWOTBCG MatrixOur Stra

3、tegic decisions and Action PlanWorkstream Timeline Summary & Next Step4SWOT AnalysisHighLowSource: Team AnalysisOpportunity Market growth -Cream desserts -Yogurt Emerging Stable region Reorganization RestructureAssessment criteria Active marketingAssessment Brand awareness Market sharePRELIMINAR

4、Yproduction Cost structure Capacity not fully exploited Old facility, safety problem InnovationFavorablerelationship Labor union Sales channel SuppliersHR Overstaffed Real managers Age pyramid, loyalty IT Internal information exchange IT system5EXECUTIVE SUMMARYStrategy Analysis5 ForcesPESTSWOT BCG

5、MatrixOur Strategic decisions and Action PlansWorkstream Timeline Summary & Next Step6BCG Matrix AnalysisRelative Market ShareStarQuestion MarkDogCash CowHighMarketGrowthLowWeakStrong7REORGANIZE BUSINESS PORTFOLIOStarQuestion MarkDogCash Cow+MarketGrowth+.121.0MercalacYogurtCreamDessertJuice Mil

6、k Cream Sell off for the cash flowHoldHarvestBuildSource: Danone Mercador Company Report; Team AnalysisRelative Market Share8EXECUTIVE SUMMARYStrategy AnalysisStrategic decisions & Action PlansWorkstream Timeline Summary & Next Step9STRATEGIC DECISIONSReorganize the business portfolio: Conso

7、lidation and ExpansionRestructure and modernization of the production sitesCultivate Enterprise culture based on Danone WayAchieve the profitable growth10FIVE ACTION PLANS BASED ON DANONE WAYHuman ResourceR&DOperationMarketingSalesDanone WayFinance11Marketing and Sales Sponsor public activities

8、“Danone Babies” SelectionMarket Expansion & Brand BuildingAcceptability -Perferred Product Affordability -Price relative to valuePricing Availability -PervasivePlaceAction Plans Source: Literature search; Team analysisPromotionAdvertisements & Promotion campaignsYogurt35%Yogurt55%+ 6% per ye

9、arCream Dessert0%Cream Dessert30%+10% per yeargood taste, healthy & innovative Wherever you are, we think of youDanone MercadorNational CompetitorIntl CompetitorOther CompetitorMarket ShareBrand Building12Operation ManagementSelect suppliers as strategic partners ProcurementProduceQuality Contro

10、lFood SecurityLogistics New production line in the plant of South Restructure the plant in North Automation in proceduresQuality control system, regular inspection and alert systemReduce the packaging size and weightRenew the water treatment plantRisk managementEfficient logistics network Outsourcin

11、g to the 3rd party logistics companies Source: Literature search; Team analysisAction PlansAspects13R&DOur strategy is to widen product lines to take into consideration the different tastes and habits in the local market Franck Riboud, CEOInnovation in different segment Natural health segment Di

12、et segmentChildren segmentTechnical co-operations with institutions and universitiesCooperate with Dep. Marketing -define sensory targets Aroma Texture Taste Source: Literature search; Team analysis14Human ResourcePersonnel Competence Promote WithinBased on performanceInternal CommunicationRecruit T

13、raining systemKPI systemIntranet & internal journalAction Plans15FinanceEquity MultiplierROEROINet Profit/RevenueAsset TurnoverNet ProfitRevenueRevenueCostMilk +Industrial Costs -Logistics Costs -Advertising +Overheads and Misc -AR turnoverInventory turnoverFixed Assets turnoverDu Pont Finance A

14、nalysisIncreasedImprove logistics ability and supply chain managementOperating income: 11.8% (average)Total 3-year sales revenue: 476 million MercasLaunch of cream dessert productModernization of the production siteEfficiently construction of logistics networkThree-year advertising campaigns Employe

15、e trainingxxReduced Source: Team analysis16Financial ResultsSales Revenue2004200520062007Net Operating Profit20041201522051039.113.520.65.5CAGR=26%CAGR=55%M.MercasM.MercasESTIMATED20042005200620072004Op. resultOverheadsAdLogisticsIndustrialRaw&packMilk20042007Cost structure Source: Team analysis

16、7.4%12%8.7%10%11.4%26.8%23.7%26.8%13.4%12%5.4%9.5%10.5%22.4%100%=103M.Mercas100%=20517EXECUTIVE SUMMARYStrategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline Summary & Next Step18WORKSTREAMILLUSTRATIVEWave 1 Divest the fruit juice businessInvest in a new product line for th

17、e cream dessert business Renew the water treatment plantDevelop the sales and distribution networksSelect the competitive suppliersWave 2Establish a training systemSet up quality control system and risk management, regularly inspection and alert systemLaunch the promotion campaignsRestructure to pro

18、duction sitesIntegration of IT system to improve internal communicationWave 3 Recruit the real managersSet up KPI systemSponsor some sports games and public activitiesConduct technical co-operations with local institutions and universities* Timing depends on Mercader/Partners resources committed 1Q 2006Kick-offOct 20052Q 20063Q 20064Q 20061Q 20072Q 20073Q 20074Q 2007 likely to prolong19EXECUTIVE SUMMARYStrategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline Summary & Next Step20Trust Brand EmployeeSupplierAuthority