达能3年战略计划(1)

0DANONEMERCADOR3-yearStrategyPlanningApr10,2004CONFIDENTIALInfinitySJTU1EXECUTIVESUMMARYStrategyAnalysisStrategicDecisions&ActionPlansWorkstreamTimelineSummary&NextStep2EXECUTIVESUMMARYStrategyAnalysis–5Forces–PEST–SWOT–BCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimelineSummary&NextStep35FORCESANDPESTANALYSIS5ForcesPEST-Competitors-Suppliers-Technology-Satisfactionofstakeholders-Competitiveness-Innovation-PositiverelationshipwithstakeholdersKeySuccessFactors4EXECUTIVESUMMARYStrategyAnalysis–5Forces–PEST–SWOT–BCGMatrixOurStrategicdecisionsandActionPlanWorkstreamTimelineSummary&NextStep5SWOTAnalysisHighLowSource:TeamAnalysisOpportunity•Marketgrowth-Creamdesserts-Yogurt•EmergingStableregion•ReorganizationRestructureAssessmentcriteriaActivemarketingAssessmentBrandawarenessMarketsharePRELIMINARYproductionCoststructureCapacitynotfullyexploitedOldfacility,safetyproblemInnovationFavorablerelationshipLaborunionSaleschannelSuppliersHROverstaffedRealmanagersAgepyramid,loyaltyITInternalinformationexchangeITsystem6EXECUTIVESUMMARYStrategyAnalysis–5Forces–PEST–SWOT–BCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimelineSummary&NextStep7BCGMatrixAnalysisRelativeMarketShareStarQuestionMarkDogCashCowHighMarketGrowthLowWeakStrong8REORGANIZEBUSINESSPORTFOLIOStarQuestionMarkDogCashCow++MarketGrowth+.121.0MercalacYogurtCreamDessertJuiceMilkCreamSelloffforthecashflowHoldHarvestBuildSource:DanoneMercadorCompanyReport;TeamAnalysisRelativeMarketShare9EXECUTIVESUMMARYStrategyAnalysisStrategicdecisions&ActionPlansWorkstreamTimelineSummary&NextStep10STRATEGICDECISIONS•Reorganizethebusinessportfolio:ConsolidationandExpansion•Restructureandmodernizationoftheproductionsites•CultivateEnterpriseculturebasedonDanoneWay•Achievetheprofitablegrowth11FIVEACTIONPLANSBASEDONDANONEWAYHumanResourceR&DOperationMarketingSalesDanoneWayFinance12MarketingandSalesSponsorpublicactivities“DanoneBabies”SelectionMarketExpansion&BrandBuilding•Acceptability-PerferredProduct•Affordability-PricerelativetovaluePricing•Availability-PervasivePlaceActionPlansSource:Literaturesearch;TeamanalysisPromotion•Advertisements&PromotioncampaignsYogurt35%Yogurt55%+6%peryearCreamDessert0%CreamDessert30%+10%peryeargoodtaste,healthy&innovative＊Whereveryouare,wethinkofyouDanoneMercadorNationalCompetitorInt’lCompetitorOtherCompetitorMarketShareBrandBuilding13OperationManagement•SelectsuppliersasstrategicpartnersProcurementProduceQualityControlFoodSecurityLogistics＊NewproductionlineintheplantofSouth＊RestructuretheplantinNorth＊Automationinprocedures•Qualitycontrolsystem,regularinspectionandalertsystem•Reducethepackagingsizeandweight•Renewthewatertreatmentplant•Riskmanagement•Efficientlogisticsnetwork•Outsourcingtothe3rdpartylogisticscompaniesSource:Literaturesearch;TeamanalysisActionPlansAspects14R&D‘Ourstrategyistowidenproductlinestotakeintoconsiderationthedifferenttastesandhabitsinthelocalmarket’–FranckRiboud,CEO•Innovationindifferentsegment＊–Naturalhealthsegment–Dietsegment–Childrensegment•Technicalco-operationswithinstitutionsanduniversities•CooperatewithDep.Marketing-definesensorytargets–Aroma–Texture–TasteSource:Literaturesearch;Teamanalysis15HumanResource•PersonnelCompetence•PromoteWithin•Basedonperformance•InternalCommunication•Recruit•Trainingsystem•KPIsystem•Intranet&internaljournalActionPlans16FinanceEquityMultiplierROEROINetProfit/RevenueAssetTurnoverNetProfitRevenueRevenueCostMilk+IndustrialCosts-LogisticsCosts-Advertising+OverheadsandMisc-ARturnoverInventoryturnoverFixedAssetsturnoverDuPontFinanceAnalysisIncreased•Improvelogisticsabilityandsupplychainmanagement•Operatingincome:11.8%(average)•Total3-yearsalesrevenue:476millionMercas•Launchofcreamdessertproduct•Modernizationoftheproductionsite•Efficientlyconstructionoflogisticsnetwork•Three-yearadvertisingcampaigns•Employeetrainingxx÷－ReducedSource:Teamanalysis17FinancialResultsSalesRevenue2004200520062007NetOperatingProfit20041201522051039.113.520.65.5CAGR=26%CAGR=55%M.MercasM.MercasESTIMATED20042005200620072004Op.resultOverheadsAdLogisticsIndustrialRaw&packMilk20042007CoststructureSource: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%=20518EXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimelineSummary&NextStep19WORKSTREAMILLUSTRATIVEWave1•Divestthefruitjuicebusiness•Investinanewproductlineforthecreamdessertbusiness•Renewthewatertreatmentplant•Developthesalesanddistributionnetworks•SelectthecompetitivesuppliersWave2•Establishatrainingsystem•Setupqualitycontrolsystemandriskmanagement,regularlyinspectionandalertsystem•Launchthepromotioncampaigns•Restructuretoproductionsites•IntegrationofITsystemtoimproveinternalcommunicationWave3•Recruittherealmanagers•SetupKPIsystem•Sponsorsomesportsgamesandpublicactivities•Conducttechnicalco-operationswithlocalinstitutionsanduniversities*TimingdependsonMercader/Partnersresourcescommitted1Q2006Kick-offOct20052Q20063Q20064Q20061Q20072Q20073Q20074Q2007likel