Daregal

DAREGAL Business Case

* *Darégal, a garden in my hands

Author: Stéphanie Dameron Institution: Université Paris-Dauphine

Many thanks to Daniel Haumont and Lionel Garreau for the translation in English of the French version of the Daregal business case.

2008 – Daregal – Stephanie Dameron – Université Paris-Dauphine

Contents

1.  2.  3. 
A.  B. Case presentation and questions __________________________________________ 3  Daregal company, its business ____________________________________________ 4  Its operations  _________________________________________________________ 5 
The Darégal sites in France in 2006 ____________________________________________  5  The internationalisation of Darégal’s production_________________________________  6 

4. 
A.  B.  C.  D. Its Governance  ________________________________________________________ 7 
Luc Darbonne’s (Darégal Chief Executive) patrimonial recipes ______________________  7  The circulation of the information inside the family ______________________________  7  Family chart  ____________________________________________________________

__  8 Daregal history ____________________________________________________________

  8 

5. 
A.  B. 

The Competitive environment ___________________________________________ 10 
GYMA  ____________________________________________________________

______  10  The Belgian UNIFROST‐DUJARDIN ____________________________________________  12 

6. 
A.  B.  C.  D.  E.  F. 

Appendices  __________________________________________________________ 14 Turnover and Operating Income _____________________________________________  14  Simplified Balance Sheet ___________________________________________________  15  2006 June 29th Board of Directors Report  _____________________________________  17  2007 June 28th Board of Directors Report  _____________________________________  17  2008 June 25th Board of Directors Report  _____________________________________  18 Daregal in the world in 2009 ________________________________________________  19 

2008 – Daregal – Stephanie Dameron – Université Paris-Dauphine

1.

Case presentation and questions

DAREGAL creates, grows, processes and markets aromatic culinary herbs for the food industry, for the catering and for the general public. The Turnover in 2005 was almost 64 million euro, Net Income was668,000 euro and with 277 full time employees (81 executives, 29 supervisory staff, 56 employees and technicians, 111 workers) , the company is the world’s biggest one in the aromatic culinary herbs industry. 50% of the sales are made on the international market, mainly in Europe, Asia, United States and the Middle-East. However, the company is facing new challenges. To investigate these threats, theChief Executive asks you to assist him and to propose pertinent solutions, feasible and acceptable by this family company. Your analysis can be performed in two stages: • By using concepts, models and tools you have studied in the strategic management class, prepare a strategic diagnosis of the Darégal company: what are the difficulties which the company are facing or risk to face? Propose apertinent action plan feasible and acceptable to defend the competitive positioning of the firm and guarantee its development.

•

Sources: Page 3 to 10: operations of the Darégal company from the following articles: • • • “Darégal, the crazy herbs ”, isaveurs.com, “Darégal grows the flavours of nature”, lacuisine-collective.fr, September 2004 “Conciliate the company spirit and the family spirit”,Les Echos, September 29th, 2006 The Ducros saga from 4 articles in Les Echos The Belgian Unifrost-Dujardin: from 2 articles in Les Echos Turnover evolution and operating margin Simplified Balance Sheet and Income Statement for 2005 (complete documents in French)

Page 11 to 15: about competitive environment • • • •

Annexes:

2008 – Daregal – Stephanie Dameron – Université...