Danone: a “second wind” to cope with the crisis in 2014 ? Rebiere Philippe. ICN : Nancy, 2015
The world leader in yoghurts faces the decrease in consumption in Europe; the activity of fresh dairy products remains low on the Old Continent which continues to impact the Group's profitability. The world leader in fresh dairy products notably suffers from the crisis that hits Spain and Italy where the drop in sales of yoghurt in terms of volume exceeds 10%.
After having been the cash cow of DANONE, the activity in baby nutrition in Asia puts the Group in an awkward position. Besides, the crisis gives cause for concern to shareholders and directors.
The multinational reacts by developping an expansion strategy in the emerging markets and in North America which are its profitable growth engines. There, the Group continues to reinforce its brand names and organisations, and to prepare its future through new growth drivers.
Market conditions remaining negative, several questions arise: is the Group's portofolio balanced? Is the anti-crisis plan a "second wind" for stimulating a strategic change in the Group? Is a significant change in the strategic direction necessary?
Objectifs pédagogiques
- Train students to strategic thinking.
- Introduce them to a 'strategic change' in front of a major event: the managers acknowledge a performance gap. Strategic change for managing FNAC requests an answer to questions such as: what is the meaning of our strategies? What is our mission? Has it evolved? Which activities shall we improve?
- Train students to conduct a strategic audit with the use of strategic analysis tools (SWOT, Ansoff, as well as use and understanding of the Mc Kinsey matrix).
Caractéristiques particulières
- A 8-slide debriefing is attached to this case as well as a pedagogical note (23 p.)
- An instructional video has been produced to allow people to immerse themselves in the case with greater ease and more fluidity.
- French version also available: G1821.