達(dá)能3年戰(zhàn)略計(jì)劃通用PPT課件

1、DANONE MERCADOR3-year Strategy PlanningApr 10, 2004CONFIDENTIALInfinity SJTU1EXECUTIVE SUMMARYStrategy AnalysisStrategic Decisions & Action PlansWorkstream Timeline Summary & Next Step2EXECUTIVE SUMMARYStrategy Analysis5 ForcesPESTSWOT BCG Matrix Our Strategic decisions and Action PlansWorkstream Ti

2、meline Summary & Next Step35 FORCES AND PEST ANALYSIS5 ForcesPEST-Competitors -Suppliers-Technology-Satisfaction of stakeholders- Competitiveness - Innovation - Positive relationship with stakeholdersKey Success Factors4EXECUTIVE SUMMARYStrategy Analysis5 ForcesPESTSWOTBCG MatrixOur Strategic decisi

3、ons and Action PlanWorkstream Timeline Summary & Next Step5SWOT AnalysisHighLowSource: Team AnalysisOpportunity Market growth -Cream desserts -Yogurt Emerging Stable region Reorganization RestructureAssessment criteria Active marketingAssessment Brand awareness Market sharePRELIMINARYproduction Cost

4、 structure Capacity not fully exploited Old facility, safety problem InnovationFavorablerelationship Labor union Sales channel SuppliersHR Overstaffed Real managers Age pyramid, loyalty IT Internal information exchange IT system6EXECUTIVE SUMMARYStrategy Analysis5 ForcesPESTSWOT BCG MatrixOur Strate

5、gic decisions and Action PlansWorkstream Timeline Summary & Next Step7BCG Matrix AnalysisRelative Market ShareStarQuestion MarkDogCash CowHighMarketGrowthLowWeakStrong8REORGANIZE BUSINESS PORTFOLIOStarQuestion MarkDogCash Cow+MarketGrowth+.121.0MercalacYogurtCreamDessertJuice Milk Cream Sell off for

6、 the cash flowHoldHarvestBuildSource:Danone Mercador Company Report; Team AnalysisRelative Market Share9EXECUTIVE SUMMARYStrategy AnalysisStrategic decisions & Action PlansWorkstream Timeline Summary & Next Step10STRATEGIC DECISIONSReorganize the business portfolio: Consolidation and ExpansionRestru

7、cture and modernization of the production sitesCultivate Enterprise culture based on Danone WayAchieve the profitable growth11FIVE ACTION PLANS BASED ON DANONE WAYHuman ResourceR&DOperationMarketingSalesDanone WayFinance12Marketing and Sales Sponsor public activities “Danone Babies” SelectionMarket

8、Expansion & Brand BuildingAcceptability -Perferred Product Affordability -Price relative to valuePricing Availability -PervasivePlaceAction Plans Source: Literature search; Team analysisPromotionAdvertisements & Promotion campaignsYogurt35%Yogurt55%+ 6% per yearCream Dessert0%Cream Dessert30%+10% pe

9、r yeargood taste, healthy & innovative Wherever you are, we think of youDanone MercadorNational CompetitorIntl CompetitorOther CompetitorMarket ShareBrand Building13Operation ManagementSelect suppliers as strategic partners ProcurementProduceQuality ControlFood SecurityLogistics New production line

10、in the plant of South Restructure the plant in North Automation in proceduresQuality control system, regular inspection and alert systemReduce the packaging size and weightRenew the water treatment plantRisk managementEfficient logistics network Outsourcing to the 3rd party logistics companies Sourc

11、e: Literature search; Team analysisAction PlansAspects14R&DOur strategy is to widen product lines to take into consideration the different tastes and habits in the local market Franck Riboud, CEOInnovation in different segment Natural health segment Diet segmentChildren segmentTechnical co-operation

12、s with institutions and universitiesCooperate with Dep. Marketing -define sensory targets Aroma TextureTaste Source: Literature search; Team analysis15Human ResourcePersonnel Competence Promote WithinBased on performanceInternal CommunicationRecruit Training systemKPI systemIntranet & internal journ

13、alAction Plans16FinanceEquity MultiplierROEROINet Profit/RevenueAsset TurnoverNet ProfitRevenueRevenueCostMilk +Industrial Costs -Logistics Costs -Advertising +Overheads and Misc -AR turnoverInventory turnoverFixed Assets turnoverDu Pont Finance AnalysisIncreasedImprove logistics ability and supply

14、chain managementOperating income: 11.8% (average)Total 3-year sales revenue: 476 million MercasLaunch of cream dessert productModernization of the production siteEfficiently construction of logistics networkThree-year advertising campaigns Employee trainingxxReduced Source: Team analysis17Financial

15、ResultsSales Revenue2004200520062007Net Operating Profit20041201522051039.113.520.65.5CAGR=26%CAGR=55%M.MercasM.MercasESTIMATED20042005200620072004Op. resultOverheadsAdLogisticsIndustrialRaw&packMilk20042007Cost structure Source: Team analysis7.4%12%8.7%10%11.4%26.8%23.7%26.8%13.4%12%5.4%9.5%10.5%22

16、.4%100%=103M.Mercas100%=20518EXECUTIVE SUMMARYStrategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline Summary & Next Step19WORKSTREAMILLUSTRATIVEWave 1 Divest the fruit juice businessInvest in a new product line for the cream dessert business Renew the water treatment plantDevel

17、op the sales and distribution networksSelect the competitive suppliersWave 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 com

18、municationWave 3 Recruit the real managersSet 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 2006Kick-offOct 20052Q 20063Q 20064Q 20061Q 20072Q 20073Q 20074Q 2007 likely to prolong20EXECUTIVE SUMMARYStrategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline Summary & Next Step21Trust Brand EmployeeSup