Business Policy and Corporate Strategy
Seminar tutor: Mairi Gudim
Submission date: 9 November 2010
2.0 METHODS AND REFERENCES
3.0 BACKGROUND OF THE COMPANY
4.0 PESTEL ANALYSIS
5.0 SWOT ANALYSIS
6.0PORTERS FIVE ANALYSIS
DANONE groups is the UNO key actor of the world food industry, with the UNO turnover of 14,1 persons of euro and the UNO operating profit of 1,9 persons of euro in 2006. Group positioned during its numerous execute of centring on three markets corresponding to his three business parks, namely: the Fresh Dairy products, Drinks and Biscuits andCereal Products. Group sits its position of the leader in most her pay in which one it operates thanks to a presence the fort in one the pay in growth, the UNO location nutrition / health of the unique marks and the prestigious (READ, Activia, Evian). Strategy of the Group rests on centring of the activities on three categories of products in the fort constituent health / prosperity, powerful andconcentrated marks. This policy is supported the peer one the intense advertising communication, a geography was balanced between pay developed and pay emergent and a politic high of inovation
During this file we are going to lead an analysis of the environment of the company Danone. For it we shall use two steps and different tools. We shall make a first approach thanks to the analysis PESTELwhich will allow us to understand better the global environment of the firm, which environmental factors affect him, then we shall deepen with the method to CARRy who, her, will allow us to feign a competitive situation.
We shall see the reasons for which it is important to be able to identify the influences of the macro-environment which this identification allows to direct the strategies ofDanone, by aiming at the mastery of certain aspects of their environment on the strategic domain .
Then, by basing us on the model of 5+1 strengths to CARRY, we shall continue our analysis on the presentation of the various foundations of the competition and the pressures that the Group Danone on the business sector can undergo. Of more this model will allow us to determine briefly the keyfactors of success on which the competitive advantage of Danone in her domain.
This report is conducted by Lisa Athané. The intended audience is Mairi Gudim. The purpose of this report is to find the management and the strategy about DANONE and to identify the major changes over the 10 past years. . Keys analysis models like PESTEL, Porter’s Five Focus, Stakeholder and SWOTanalysis will be used to assess on the firm characteristics and examines the industry and country in which they work. The written report is due on 9th November 2010
2.0 METHODS AND PROCEDURE
To obtain information needed, secondary research was use to collect the data needed. The data was collected from reliable and up to date Internet sources such as new magazines and journals encyclopaediasetc….
BACKGROUND OF DANONE
2.1 COMPANY PROFILE
Danone, formerly BSN Gervais Danone, is a French food-processing industry, created in 1973. The group has become one of the major international actors in the production and commercialization of the dairy product, conditioning water, food for child. The group is from the fusion of a fabricant of glasses, Boussois-Souchon-Neuvesel and asociety of food-processing, Gervais Danone.
Since 2009 the group is present in four principal sector :
Fresh dairy products (Danone, Actimel, Activia)
Waters in bottle (Evian, Volvic, Aqua)
Infantile nutrition (Galia, Blédina, Nutricia)
More than 200 sites of production
Control the risk and the ressources
KEY FIGURE€14.982 billion in sales in...