Danone : A world leader in the food-processing industry. Sylvie HERTRICH. Michel KALIKA. Ulrike MAYRHOFER. Paris : CCMP, 2011.
Danone is one of the best performing groups in the food-processing industry: in 2010, it achieved a turnover of 17.01 billion Euros and a net income of 2.03 billion Euros. The company has 100.995 employees and owns 160 production sites all over the world. During the last few decades, the group has evolved considerably in regard to its activities, geographic markets and managerial practices. In a highly competitive environment, it was able to adapt in order to pursue a growth strategy and stand out among the world leaders in its industry sector. Today, the company manages four strategic business units (SBUs): (a) Fresh Dairy Products (world n°1), (b) Bottled Water (world n°2), (c) Child Nutrition (world n°2) and (d) Medical Nutrition (world n°3). Its mission is "to bring health through food to as many people as possible". It has chosen to reinforce significantly its position in emerging markets. The strategic priority for the upcoming years is that of profitable growth.
To familiarise students with the elaboration of a strategic development plan:
- conduct an analysis of the evolution of strategic business units,
- evaluate the internationalisation strategy (selection of markets, pace of expansion, choice of market entry modes),
- examine managerial practices of a large group (alignment, organisation, culture, information system),
- formulate recommendations for the future strategic orientations of the company.
Prepared in close collaboration with the general management of Danone, this case-study presents the evolution of the portfolio of activities of the group, its internationalisation strategy and the adopted managerial practices. A slide presentation explains the strategic and managerial choices made by the company and their future orientations (the solution adopted by the company).
French Version also available : G1711 including a video in French only (1 hour and 20 minutes) of the Deputy Director to the DANONE group Presidency.
Temps d'utilisation : de 4 à 6 heures. No DVD