Danette, produit de Danone, s'empare du marché néerlandais

Étude de cas Marketing & marques Marketing international

Date de publication :

23/02/2009

Langue :

French

Format :

.doc

Nombre de pages :

46 pages

Niveau :

avancé

Consulté :

3 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

Sommaire

The organization : Danone
1. Few figures
2. A lots of brands
3. Danone in the world
4. The product Danette
Problem statement
1. Definition
2. Strategic Orientation of Danone
Environmental analysis: the Dutch Market
1. General information
2. The PESTEL model
3. Industry of Sector
4. Competitors and Markets
Internal analysis of Danone
1. Resources/Capabilities
2. Industry success factors
3. Drivers of change
4. SWOT analysis
Decision making process/Scenarios building
Best choice
1. Financial justification
2. Cross Cultural Management explanation

Résumé :

danone is today the only food group which focuses on health. Its venture began in 1966 with BSN, a French glass-making company that is specialized in packaging and flat glass. Because of a foreseeable decline of glass, BSN's CEO Antoine Riboud decided in the early 1970s to concentrate the business on the content of the glass containers. After a meeting with the CEO of Gervais danone, Daniel Carasso, in 1972, he hired Kronenbourg and Evian who wanted danone to be a worldwide consumed brand. For that reason BSN and Gervais danone merged in 1973 under the name BSN. A reorganization of the BSN's manufacturing plant was necessary. Also in the 1980s BSN did a lot of acquisitions in the European food industry. Thus it became an international business by the early 1990s. Since 1994 it is called danone. Two years later the company was taken over by his son Franck Riboud. He decided a change of the strategy of the Group's business towards a high growth potential and a strong health positioning. Therefore he arranged about 50 acquisitions and many sales of businesses within 10 years. The focus on health was culminated in the 2007 by the takeover of the Dutch company Royal Numico. Today the Group is structured into four business lines: Fresh Dairy Products, Waters, Baby Nutrition, and Medical Nutrition. danone is the first and only food company with a clear health-through-food positioning, which has a high growth potential.