University of the West of Scotland
Business Policy and Corporate Strategy

BUSN 090250
Lisa Athané
B00206737
Seminar tutor: Mairi Gudim
Submission date: 9 November 2010

TABLE CONTENTS

EXCUTIVE SUMMURAY
1.0 INTRODUCTION
2.0 METHODS AND REFERENCES
3.0 BACKGROUND OF THE COMPANY
4.0 PESTEL ANALYSIS
5.0 SWOT ANALYSIS
6.0PORTERS FIVE ANALYSIS
7.0STAKEHOLDER ANALYSIS
8.0 CONCLUSION
BIBLIOGRAPHY
APPendices

SUMMARY EXECUTIF

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 and Cereal 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 and concentrated 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 PESTEL which 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 of