Analisis Estrategico Danone

INDEX
1. Executive Summary
2. Internal analysis
2.1. Mission, values and corporate philosophy
2.2. Company's background
2.3. Organization's chart
2.4. Company's resources. Value-added chain analysis
2.5. Product portfolio analysis. B.C.G. Matrix
2.6. Channels of distribution
2.7. ABC of Customers
2.8. Communication policy
3. The external environment
3.1. Macroenvironment
3.1.1Demography
3.1.2 Political and legal
3.1.3 Social and cultural environment
3.1.4 The economy
3.1.5 Taxes
3.1.6 Technology
3.1.7 Ecology
3.2. Industry analysis
3.2.1 Structure
3.2.2 Competitive analysis. Porter's five-forces model
3.2.3 Driving changes
3.2.4 Key success factors

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3.3. Analysis of competition
3.4. Market analysis: consumer/user and segmentation analysis
4. SWOTanalysis
5. Plan objectives
6. Basic strategies
6.1. Segmentation and selection of target
6.2. Positioning strategy
6.3. Competitive strategy
7. International marketing mix
7.1. Product strategies
7.2. Pricing strategies
7.3. Distribution strategies
7.4. Communication and promotion strategies
8. Conclusion
9. Bibliography and sources of information
10. Attached Documents.
1. EXECUTIVESUMMARY
The marketing project that our workgroup has developed for Danone focuses on one of its star products:
VITALINEA.
The main objective of our research is to implement Vitalinea's position in the yogurt market for low-fat
products, as well as improving its marketing strategy by offering brand new and fresh ideas.
We believe that the strategy for this product line, in order to reach profitablegrowth, lies on strengthening
close ties with consumers. The goal is, not only to offer them what they are looking for (a low-fat tasteful
yoghurt), but to lead them to think that buying Vitalinea means buying the key to achieve confidence as far as
self-image is concerned.
The way our group intends to reach these objectives goes from proposing a new slogan for the brand , “0%
effort, 100%welfare”, to changing the packaging for Vitalinea's products (refer to page x).
We are not only keen on making changes in marketing's perspective for the product, but we are also willing to
take profit of the current strategy that the company follows for Vitalinea and which is working quite properly.
Finally, we would like to say that the group has placed all of its hope in the project and thatwe believe that
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those changes will lead the company to better financial results.
2. INTERNAL ANALYSIS
2.1 Mission, values and corporate philosophy
Danone Group's mission or main objective is to grow as a leader while working for consumers' health. It also
wants to become a consultative organ for professionals through its research activities and its company's
culture.
Danone is one ofthe World leaders in the food industry
- Nº 1 worldwide in Fresh Dairy Products
- Nº 1 worldwide equally placed in Bottled Water (by volume)
- Nº 2 worldwide in Biscuits and Cereal Products
The main reason why Danone Group can be considered as a leader in the food industry is because this
company has never stopped working to bring to its customers better products, more varied flavours andmuch
healthier pleasures.
Danone's strategy, based on its corporate philosophy, is specially focused on the growth of its shares by taking
in account the following criteria:
• Favoring the profitable growth of the business account, which is essential in this type of industry.
• Privileging the operative margin and the profitability of investments.
• Accomplishing human and social policies,which assures a part of the company's success.
In order to reach its objectives, it is essential to develop a company's global vision and to defend its core
values. What are the values which make Danone Group unique?
Openness
"Diversity is a source of wealth and change a constant opportunity."
• Curiosity: Characterises an attitude of awareness and looking ahead, of being attuned to others,...