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1、0,DANONE MERCADOR3-year Strategy Planning,Apr 10,2004,CONFIDENTIAL,Infinity SJTU,1,EXECUTIVE SUMMARY,Strategy AnalysisStrategic Decisions&Action PlansWorkstream Timeline Summary&Next Step,2,EXECUTIVE SUMMARY,Strategy Analysis5 ForcesPESTSWOT BCG Matrix Our Strategic decisions and Action PlansWorkstr
2、eam Timeline Summary&Next Step,3,5 FORCES AND PEST ANALYSIS,5 Forces,PEST,-Competitors-Suppliers,-Technology-Satisfaction of stakeholders,4,EXECUTIVE SUMMARY,Strategy Analysis5 ForcesPESTSWOTBCG MatrixOur Strategic decisions and Action PlanWorkstream Timeline Summary&Next Step,5,SWOT Analysis,HighLo
3、w,Source:Team Analysis,Opportunity,Market growth-Cream desserts-Yogurt Emerging Stable region Reorganization Restructure,Assessment criteria,Assessment,Brand awareness Market share,PRELIMINARY,Cost structure Capacity not fully exploited Old facility,safety problem Innovation,Labor union Sales channe
4、l Suppliers,Overstaffed Real managers Age pyramid,loyalty,Internal information exchange IT system,6,EXECUTIVE SUMMARY,Strategy Analysis5 ForcesPESTSWOT BCG MatrixOur Strategic decisions and Action PlansWorkstream Timeline Summary&Next Step,7,BCG Matrix Analysis,8,REORGANIZE BUSINESS PORTFOLIO,Star,Q
5、uestion Mark,Dog,Cash Cow,+MarketGrowth+,.1,2,1.0,Mercalac,Yogurt,CreamDessert,Juice,Milk Cream,Sell off for the cash flow,Hold,Harvest,Build,Source:Danone Mercador Company Report;Team Analysis,Relative Market Share,9,EXECUTIVE SUMMARY,Strategy AnalysisStrategic decisions&Action PlansWorkstream Time
6、line Summary&Next Step,10,STRATEGIC DECISIONS,11,FIVE ACTION PLANS BASED ON DANONE WAY,12,Marketing and Sales,Sponsor public activities“Danone Babies”Selection,Market Expansion&Brand Building,Acceptability-Perferred,Affordability-Price relative to value,Availability-Pervasive,Action Plans,Source:Lit
7、erature search;Team analysis,Advertisements&Promotion campaigns,Yogurt35%,Yogurt55%,+6%per year,Cream Dessert0%,Cream Dessert30%,+10%per year,good taste,healthy&innovative,Wherever you are,we think of you,Danone Mercador,National Competitor,Intl Competitor,Other Competitor,Market Share,Brand Buildin
8、g,13,Operation Management,Select suppliers as strategic partners,New production line in the plant of South Restructure the plant in North Automation in procedures,Quality control system,regular inspection and alert systemReduce the packaging size and weightRenew the water treatment plant,Risk manage
9、ment,Efficient logistics network Outsourcing to the 3rd party logistics companies,Source:Literature search;Team analysis,Action Plans,Aspects,14,R&D,Innovation in different segment Natural health segment Diet segmentChildren segmentTechnical co-operations with institutions and universities,Source:Li
10、terature search;Team analysis,15,Human Resource,Personnel Competence Promote WithinBased on performanceInternal Communication,Recruit Training systemKPI systemIntranet&internal journal,Action Plans,16,Finance,Equity Multiplier,ROE,ROI,Net Profit/Revenue,Asset Turnover,Net Profit,Revenue,Revenue,Cost
11、,Milk+,Industrial Costs-,Logistics Costs-,Advertising+,Overheads and Misc-,AR turnover,Inventory turnover,Fixed Assets turnover,Du Pont Finance Analysis,Increased,x,x,Reduced,Source:Team analysis,17,Financial Results,Sales Revenue,2004,2005,2006,2007,Net Operating Profit,2004,120,152,205,103,9.1,13.
12、5,20.6,5.5,CAGR=26%,CAGR=55%,M.Mercas,M.Mercas,ESTIMATED,2004,2005,2006,2007,2004,Op.result,Overheads,Ad,Logistics,Industrial,Raw&pack,Milk,2004,2007,Cost structure,Source:Team analysis,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%=103,M.Mercas,100%=205,18,EXECUTIVE
13、SUMMARY,Strategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline Summary&Next Step,19,WORKSTREAM,ILLUSTRATIVE,Wave 1 Divest the fruit juice businessInvest in a new product line for the cream dessert business Renew the water treatment plantDevelop the sales and distribution networ
14、ksSelect the competitive suppliers,Wave 2Establish a training systemSet up quality control system and risk management,regularly inspection and alert systemLaunch the promotion campaignsRestructure to production sitesIntegration of IT system to improve internal communication,Wave 3 Recruit the real m
15、anagersSet 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 2006,Kick-offOct 2005,2Q 2006,3Q 2006,4Q 2006,1Q 2007,2Q 2007,3Q 2007,4Q 2007,likely to prolong,20,EXECUTIVE SUMMARY,Strategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline Summary&Next Step,21,Trust Brand,Implement Group Danone valuesPositive relationship with stakeholders,22,NEXT STEP,23,Thank you!Q&A,
