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1、DANONE MERCADOR 3-year Strategy PlanningApr 10, 2004CONFIDENTIALInfinity SJTU1EXECUTIVE SUMMARYStrategy AnalysisStrategic Decisions Team AnalysisRelative Market Share9EXECUTIVE SUMMARYStrategy AnalysisStrategic decisions Team analysisPromotionAdvertisementsTeam analysisAction PlansAspects14R Team an
2、alysis15Human ResourcePersonnel Competence Promote WithinBased on performanceInternal CommunicationRecruit Training systemKPI systemIntranet & internal journalAction Plans16FinanceEquity MultiplierROEROINet Profit/ RevenueAsset TurnoverNet ProfitRevenueRevenueCostMilk + Industrial Costs - Logistics
3、Costs - Advertising + Overheads and Misc -AR turnover Inventory turnover Fixed Assets turnoverDu Pont Finance AnalysisIncreasedImprove logistics ability and supply chain managementOperating income: 11.8% (average)Total 3-year sales revenue:476 million MercasLaunch of cream dessert product Modernizat
4、ion of the production site Efficiently construction of logistics network Three-year advertising campaigns Employee trainingxxReducedSource: Team analysis17Financial ResultsSales Revenue2004200520062007Net Operating Profit20041201522051039.113.520.65.5CAGR =26%CAGR =55%M.MercasM.MercasESTIMATED200420
5、05200620072004Op. resultOverheadsAdLogisticsIndustrialRaw&packMilk20042007Cost structureSource: Team analysis7.4%12%8.7%10%11.4%26.8%23.7%26.8%13.4%12%5.4%9.5%10.5%22.4%100%=103M.Mercas100%=20518EXECUTIVE SUMMARYStrategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline Summary & N
6、ext Step19WORKSTREAMILLUSTRATIVEWave 1 Divest the fruit juice business Invest in a new product line for the cream dessert business Renew the water treatment plant Develop the sales and distribution networks Select the competitive suppliersWave 2 Establish a training system Set up quality control sys
7、tem and risk management, regularly inspection and alert system Launch the promotion campaigns Restructure to production sites Integration of IT system to improve internal communicationWave 3 Recruit the real managers Set up KPI system Sponsor some sports games and public activities Conduct technical
8、 co-operations with local institutions and universities* Timing depends on Mercader/Partners resources committed 1Q 2006Kick-off Oct 20052Q 20063Q 20064Q 20061Q 20072Q 20073Q 20074Q 2007likely to prolong20EXECUTIVE SUMMARYStrategy AnalysisOur Strategic decisions and Action PlansWorkstream Timeline S
9、ummary & Next Step21Trust Brand EmployeeSupplierAuthorityConsumer /CustomerDanone WayShareholderImplement Group Danone valuesPositive relationship with stakeholders22NEXT STEPFurther consolidate leadership positionAdopt E-Commerce to complement the traditional channelsIntroduce Danone brand locallyImprove the ratio of debt to equity23Thank you!Q&A24
