達(dá)能年戰(zhàn)略計(jì)劃

DANONEMERCADOR

3-yearStrategyPlanningApr10,2004CONFIDENTIALInfinitySJTU1第一頁，共二十六頁。EXECUTIVESUMMARYStrategyAnalysisStrategicDecisions&ActionPlansWorkstreamTimeline

Summary&NextStep2第二頁，共二十六頁。EXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep3第三頁，共二十六頁。5FORCESANDPESTANALYSIS5ForcesPEST-Competitors-Suppliers-Technology-Satisfactionofstakeholders-Competitiveness-Innovation-PositiverelationshipwithstakeholdersKeySuccessFactors4第四頁，共二十六頁。EXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlanWorkstreamTimeline

Summary&NextStep5第五頁，共二十六頁。SWOTAnalysisHighLow

Source: TeamAnalysisOpportunityMarketgrowth-Creamdesserts-YogurtEmergingStableregionReorganizationRestructureAssessmentcriteriaActivemarketingAssessment

BrandawarenessMarketsharePRELIMINARYproductionCoststructureCapacitynotfullyexploitedOldfacility,safetyproblemInnovationFavorablerelationshipLaborunionSaleschannelSuppliersHROverstaffedRealmanagersAgepyramid,loyaltyITInternalinformationexchangeITsystem6第六頁，共二十六頁。EXECUTIVESUMMARYStrategyAnalysis5ForcesPESTSWOTBCGMatrixOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep7第七頁，共二十六頁。BCGMatrixAnalysisRelativeMarketShareStarQuestionMarkDogCashCowHighMarketGrowthLowWeakStrong8第八頁，共二十六頁。REORGANIZEBUSINESSPORTFOLIOStarQuestionMarkDogCashCow++MarketGrowth+.121.0MercalacYogurtCreamDessertJuiceMilkCreamSelloffforthecashflowHoldHarvestBuild Source: DanoneMercadorCompanyReport;TeamAnalysisRelativeMarketShare9第九頁，共二十六頁。EXECUTIVESUMMARYStrategyAnalysisStrategicdecisions&ActionPlansWorkstreamTimeline

Summary&NextStep10第十頁，共二十六頁。STRATEGICDECISIONSReorganizethebusinessportfolio:ConsolidationandExpansionRestructureandmodernizationoftheproductionsitesCultivateEnterpriseculturebasedonDanoneWayAchievetheprofitablegrowth11第十一頁，共二十六頁。FIVEACTIONPLANSBASEDONDANONEWAYHumanResourceR&DOperationMarketingSalesDanoneWayFinance12第十二頁，共二十六頁。MarketingandSalesSponsorpublicactivities“DanoneBabies”SelectionMarketExpansion&BrandBuildingAcceptability->Perferred

ProductAffordability->PricerelativetovaluePricingAvailability ->PervasivePlaceActionPlans

Source: Literaturesearch;TeamanalysisPromotionAdvertisements&PromotioncampaignsYogurt35%Yogurt55%+6%peryearCreamDessert0%CreamDessert30%+10%peryeargoodtaste,healthy&innovative＊

Whereveryouare,wethinkofyouDanoneMercadorNationalCompetitorInt’lCompetitorOtherCompetitorMarketShareBrandBuilding13第十三頁，共二十六頁。OperationManagementSelectsuppliersasstrategicpartners

ProcurementProduceQualityControlFoodSecurityLogistics＊NewproductionlineintheplantofSouth＊RestructuretheplantinNorth＊AutomationinproceduresQualitycontrolsystem,regularinspectionandalertsystemReducethepackagingsizeandweightRenewthewatertreatmentplantRiskmanagementEfficientlogisticsnetworkOutsourcingtothe3rdpartylogisticscompanies

Source: Literaturesearch;TeamanalysisActionPlansAspects14第十四頁，共二十六頁。R&D‘Ourstrategyistowidenproductlinestotakeintoconsiderationthedifferenttastesandhabitsinthelocalmarket’–FranckRiboud,CEOInnovationindifferentsegment＊NaturalhealthsegmentDietsegmentChildrensegmentTechnicalco-operationswithinstitutionsanduniversitiesCooperatewithDep.Marketing->definesensorytargetsAromaTextureTaste

Source: Literaturesearch;Teamanalysis15第十五頁，共二十六頁。HumanResourcePersonnelCompetencePromoteWithinBasedonperformanceInternalCommunicationRecruitTrainingsystemKPIsystemIntranet&internaljournalActionPlans16第十六頁，共二十六頁。FinanceEquityMultiplierROEROINetProfit/RevenueAssetTurnoverNetProfitRevenueRevenueCostMilk+IndustrialCosts-LogisticsCosts-Advertising+OverheadsandMisc-ARturnoverInventoryturnoverFixedAssetsturnoverDuPontFinanceAnalysisIncreasedImprovelogisticsabilityandsupplychainmanagementOperatingincome:11.8%(average)Total3-yearsalesrevenue:476millionMercasLaunchofcreamdessertproductModernizationoftheproductionsiteEfficientlyconstructionoflogisticsnetworkThree-yearadvertisingcampaignsEmployeetrainingxx÷－Reduced

Source: Teamanalysis17第十七頁，共二十六頁。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第十八頁，共二十六頁。EXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep19第十九頁，共二十六頁。WORKSTREAMILLUSTRATIVEWave1DivestthefruitjuicebusinessInvestinanewproductlineforthecreamdessertbusinessRenewthewatertreatmentplantDevelopthesalesanddistributionnetworksSelectthecompetitivesuppliersWave2EstablishatrainingsystemSetupqualitycontrolsystemandriskmanagement,regularlyinspectionandalertsystemLaunchthepromotioncampaignsRestructuretoproductionsitesIntegrationofITsystemtoimproveinternalcommunicationWave3RecruittherealmanagersSetupKPIsystemSponsorsomesportsgamesandpublicactivitiesConducttechnicalco-operationswithlocalinstitutionsanduniversities *TimingdependsonMercader/Partnersresourcescommitted1Q2006Kick-offOct20052Q20063Q20064Q20061Q20072Q20073Q20074Q2007likelytoprolong20第二十頁，共二十六頁。EXECUTIVESUMMARYStrategyAnalysisOurStrategicdecisionsandActionPlansWorkstreamTimeline

Summary&NextStep21第二十一頁，共二十六頁。TrustBrandEmployeeSupplierAuthorityConsumer/CustomerDanoneWayShareholderImplementGroupDanonevaluesPositiverelationshi