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3-yearStrategyPlanningApr10,2004CONFIDENTIALInfinitySJTU1第一页,共二十六页。EXECUTIVESUMMARYStrategyAnalysisStrategicDecisions&ActionPlansWorkstreamTimeline
Summary&NextStep2第二页,共二十六页。EXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline
Summary&NextStep3第三页,共二十六页。5FORCESANDPESTANALYSIS5ForcesPEST-Competitors-Suppliers-Technology-Satisfactionofstakeholders-Competitiveness-Innovation-PositiverelationshipwithstakeholdersKeySuccessFactors4第四页,共二十六页。EXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlanWorkstreamTimeline
Summary&NextStep5第五页,共二十六页。SWOTAnalysisHighLow
Source: TeamAnalysisOpportunityMarketgrowth-Creamdesserts-YogurtEmergingStableregionReorganizationRestructureAssessmentcriteriaActivemarketingAssessment
BrandawarenessMarketsharePRELIMINARYproductionCoststructureCapacitynotfullyexploitedOldfacility,safetyproblemInnovationFavorablerelationshipLaborunionSaleschannelSuppliersHROverstaffedRealmanagersAgepyramid,loyaltyITInternalinformationexchangeITsystem6第六页,共二十六页。EXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline
Summary&NextStep7第七页,共二十六页。BCGMatrixAnalysisRelativeMarketShareStarQuestionMarkDogCashCowHighMarketGrowthLowWeakStrong8第八页,共二十六页。REORGANIZEBUSINESSPORTFOLIOStarQuestionMarkDogCashCow++MarketGrowth+.121.0MercalacYogurtCreamDessertJuiceMilkCreamSelloffforthecashflowHoldHarvestBuild Source: DanoneMercadorCompanyReport;TeamAnalysisRelativeMarketShare9第九页,共二十六页。EXECUTIVESUMMARYStrategyAnalysisStrategicdecisions&ActionPlansWorkstreamTimeline
Summary&NextStep10第十页,共二十六页。STRATEGICDECISIONSReorganizethebusinessportfolio:ConsolidationandExpansionRestructureandmodernizationoftheproductionsitesCultivateEnterpriseculturebasedonDanoneWayAchievetheprofitablegrowth11第十一页,共二十六页。FIVEACTIONPLANSBASEDONDANONEWAYHumanResourceR&DOperationMarketingSalesDanoneWayFinance12第十二页,共二十六页。MarketingandSalesSponsorpublicactivities“DanoneBabies”SelectionMarketExpansion&BrandBuildingAcceptability->Perferred
ProductAffordability->PricerelativetovaluePricingAvailability ->PervasivePlaceActionPlans
Source: Literaturesearch;TeamanalysisPromotionAdvertisements&PromotioncampaignsYogurt35%Yogurt55%+6%peryearCreamDessert0%CreamDessert30%+10%peryeargoodtaste,healthy&innovative*
Whereveryouare,wethinkofyouDanoneMercadorNationalCompetitorInt’lCompetitorOtherCompetitorMarketShareBrandBuilding13第十三页,共二十六页。OperationManagementSelectsuppliersasstrategicpartners
ProcurementProduceQualityControlFoodSecurityLogistics*NewproductionlineintheplantofSouth*RestructuretheplantinNorth*AutomationinproceduresQualitycontrolsystem,regularinspectionandalertsystemReducethepackagingsizeandweightRenewthewatertreatmentplantRiskmanagementEfficientlogisticsnetworkOutsourcingtothe3rdpartylogisticscompanies
Source: Literaturesearch;TeamanalysisActionPlansAspects14第十四页,共二十六页。R&D‘Ourstrategyistowidenproductlinestotakeintoconsiderationthedifferenttastesandhabitsinthelocalmarket’–FranckRiboud,CEOInnovationindifferentsegment*NaturalhealthsegmentDietsegmentChildrensegmentTechnicalco-operationswithinstitutionsanduniversitiesCooperatewithDep.Marketing->definesensorytargetsAromaTextureTaste
Source: Literaturesearch;Teamanalysis15第十五页,共二十六页。HumanResourcePersonnelCompetencePromoteWithinBasedonperformanceInternalCommunicationRecruitTrainingsystemKPIsystemIntranet&internaljournalActionPlans16第十六页,共二十六页。FinanceEquityMultiplierROEROINetProfit/RevenueAssetTurnoverNetProfitRevenueRevenueCostMilk+IndustrialCosts-LogisticsCosts-Advertising+OverheadsandMisc-ARturnoverInventoryturnoverFixedAssetsturnoverDuPontFinanceAnalysisIncreasedImprovelogisticsabilityandsupplychainmanagementOperatingincome:11.8%(average)Total3-yearsalesrevenue:476millionMercasLaunchofcreamdessertproductModernizationoftheproductionsiteEfficientlyconstructionoflogisticsnetworkThree-yearadvertisingcampaignsEmployeetrainingxx÷-Reduced
Source: Teamanalysis17第十七页,共二十六页。FinancialResultsSalesRevenue2004200520062007NetOperatingProfit20041201522051039.113.520.65.5CAGR=26%CAGR=55%M.MercasM.MercasESTIMATED20042005200620072004Op.
resultOverheadsAdLogisticsIndustrialRaw&packMilk20042007Coststructure
Source: Teamanalysis7.4%12%8.7%10%11.4%26.8%23.7%26.8%13.4%12%5.4%9.5%10.5%22.4%100%=103M.Mercas100%=20518第十八页,共二十六页。EXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimeline
Summary&NextStep19第十九页,共二十六页。WORKSTREAMILLUSTRATIVEWave1DivestthefruitjuicebusinessInvestinanewproductlineforthecreamdessertbusinessRenewthewatertreatmentplantDevelopthesalesanddistributionnetworksSelectthecompetitivesuppliersWave2EstablishatrainingsystemSetupqualitycontrolsystemandriskmanagement,regularlyinspectionandalertsystemLaunchthepromotioncampaignsRestructuretoproductionsitesIntegrationofITsystemtoimproveinternalcommunicationWave3RecruittherealmanagersSetupKPIsystemSponsorsomesportsgamesandpublicactivitiesConducttechnicalco-operationswithlocalinstitutionsanduniversities *TimingdependsonMercader/Partnersresourcescommitted1Q2006Kick-offOct20052Q20063Q20064Q20061Q20072Q20073Q20074Q2007likelytoprolong20第二十页,共二十六页。EXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimeline
Summary&NextStep21第二十一页,共二十六页。TrustBrandEmployeeSupplierAuthorityConsumer/CustomerDanoneWayShareholderImplementGroupDanonevaluesPositiverelationshi
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