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1、0,DANONE MERCADOR 3-year Strategy Planning,Apr 10, 2004,CONFIDENTIAL,Infinity SJTU,1,EXECUTIVE SUMMARY,Strategy Analysis Strategic Decisions & Action Plans Workstream Timeline Summary & Next Step,2,EXECUTIVE SUMMARY,Strategy Analysis 5 Forces PEST SWOT BCG Matrix Our Strategic decisions and Action P
2、lans Workstream Timeline Summary & Next Step,3,5 FORCES AND PEST ANALYSIS,5 Forces,PEST,-Competitors -Suppliers,-Technology -Satisfaction of stakeholders,4,EXECUTIVE SUMMARY,Strategy Analysis 5 Forces PEST SWOT BCG Matrix Our Strategic decisions and Action Plan Workstream Timeline Summary & Next Ste
3、p,5,SWOT Analysis,High Low,Source: Team Analysis,Opportunity,Market growth -Cream desserts -Yogurt Emerging Stable region Reorganization Restructure,Assessment criteria,Assessment, Brand awareness Market share,PRELIMINARY, Cost structure Capacity not fully exploited Old facility, safety problem Inno
4、vation, Labor union Sales channel Suppliers, Overstaffed Real managers Age pyramid, loyalty, Internal information exchange IT system,6,EXECUTIVE SUMMARY,Strategy Analysis 5 Forces PEST SWOT BCG Matrix Our Strategic decisions and Action Plans Workstream Timeline Summary & Next Step,7,BCG Matrix Analy
5、sis,8,REORGANIZE BUSINESS PORTFOLIO,Star,Question Mark,Dog,Cash Cow,+ Market Growth +,.1,2,1.0,Mercalac,Yogurt,Cream Dessert,Juice,Milk Cream,Sell off for the cash flow,Hold,Harvest,Build,Source: Danone Mercador Company Report; Team Analysis,Relative Market Share,9,EXECUTIVE SUMMARY,Strategy Analysi
6、s Strategic decisions & Action Plans Workstream Timeline Summary & Next Step,10,STRATEGIC DECISIONS,11,FIVE ACTION PLANS BASED ON DANONE WAY,12,Marketing and Sales,Sponsor public activities “Danone Babies” Selection,Market Expansion & Brand Building,Acceptability -Perferred,Affordability -Price rela
7、tive to value,Availability -Pervasive,Action Plans,Source: Literature search; Team analysis,Advertisements & Promotion campaigns,Yogurt 35%,Yogurt 55%,+ 6% per year,Cream Dessert 0%,Cream Dessert 30%,+10% per year,good taste, healthy & innovative, Wherever you are, we think of you,Danone Mercador,Na
8、tional Competitor,Intl Competitor,Other Competitor,Market Share,Brand Building,13,Operation Management,Select suppliers as strategic partners, New production line in the plant of South Restructure the plant in North Automation in procedures,Quality control system, regular inspection and alert system
9、 Reduce the packaging size and weight Renew the water treatment plant,Risk management,Efficient logistics network Outsourcing to the 3rd party logistics companies,Source: Literature search; Team analysis,Action Plans,Aspects,14,R&D,Innovation in different segment Natural health segment Diet segment
10、Children segment Technical co-operations with institutions and universities,Source: Literature search; Team analysis,15,Human Resource,Personnel Competence Promote Within Based on performance Internal Communication,Recruit Training system KPI system Intranet & internal journal,Action Plans,16,Financ
11、e,Equity Multiplier,ROE,ROI,Net Profit/ Revenue,Asset Turnover,Net Profit,Revenue,Revenue,Cost,Milk +,Industrial Costs -,Logistics Costs -,Advertising +,Overheads and Misc -,AR turnover,Inventory turnover,Fixed Assets turnover,Du Pont Finance Analysis,Increased,x,x,Reduced,Source: Team analysis,17,F
12、inancial Results,Sales Revenue,2004,2005,2006,2007,Net Operating Profit,2004,120,152,205,103,9.1,13.5,20.6,5.5,CAGR=26%,CAGR=55%,M.Mercas,M.Mercas,ESTIMATED,2004,2005,2006,2007,2004,Op. result,Overheads,Ad,Logistics,Industrial,Raw&pack,Milk,2004,2007,Cost structure,Source: Team analysis,7.4%,12%,8.7
13、%,10%,11.4%,26.8%,23.7%,26.8%,13.4%,12%,5.4%,9.5%,10.5%,22.4%,100%=103,M.Mercas,100%=205,18,EXECUTIVE SUMMARY,Strategy Analysis Our Strategic decisions and Action Plans Workstream Timeline Summary & Next Step,19,WORKSTREAM,ILLUSTRATIVE,Wave 1 Divest the fruit juice business Invest in a new product l
14、ine for the cream dessert business Renew the water treatment plant Develop the sales and distribution networks Select the competitive suppliers,Wave 2 Establish a training system Set up quality control system and risk management, regularly inspection and alert system Launch the promotion campaigns R
15、estructure to production sites Integration of IT system to improve internal communication,Wave 3 Recruit the real managers Set up KPI system Sponsor some sports games and public activities Conduct technical co-operations with local institutions and universities,* Timing depends on Mercader/Partners
16、resources committed,1Q 2006,Kick-off Oct 2005,2Q 2006,3Q 2006,4Q 2006,1Q 2007,2Q 2007,3Q 2007,4Q 2007,likely to prolong,20,EXECUTIVE SUMMARY,Strategy Analysis Our Strategic decisions and Action Plans Workstream Timeline Summary & Next Step,21,Trust Brand,Implement Group Danone values Positive relationship with stakeholders,22,NEXT STEP,23,Thank you! Q&A,
