FUNDAMENTALS OF STRATEGY Company Project
Index

Introduction p. 3 I. Background and Environmental Analysis Products p.4 a. PESTEL analysis b. Competitive environment p.6

II. Analysis of the Firm's Resources and Capabilities c. Threshold and unique resources p.7 d. Core competences e. Sustainability p.8 III. Strategic directions and methods f. Strategic Directions p.9 g. Internationalization goals p.10 h. Methods for pursuing strategy IV. Proposals for change i. Natural raw materials p.11 j. Research and development k. Information systems improvement Bibliography p.13 Appendix p.14
Introduction

Givaudan is a major player in a very competitive, fast moving, and particular market. First, the company evolves in a B to B market: it does not provide final products to final consumers and is still not well known by individuals. The aim of this situation is that some competitors can sometimes be clients of the company, and even if the consumer does not know Givaudan, the materials provided by the company give the final product its main quality. Givaudan image depends on companies that transform those ingredients, and they have to be more and more involved in a collaborative way of working to achieve in improving market shares and value of both mature and emerging markets.

Our study will first introduce you the company, its products and environment opportunities. Then we will focus on the resources and competences of the company, its tools to keep growing and satisfy clients needs.

Finally, we will analyze which strategic choices Givaudan has made during the last decade, what strategy they will apply for the future and how will it be possible. Givaudan has to keep its first step mover advantage in new markets: