Analyse du groupe Danone (document en anglais)

I. Global marketing strategy of Danone

A. At an international level

Danone is present in more than 120 countries

With a turnover of 20,9 billion euros, Danone is one of the worlwide leader in the food-processing industry. In 2012, 60% of sales were in international market, in emerging and high growth countries. Only 40% of sales were in Europe. Europe no longer produces the highest part of its turnover. The company is present in four sectors (annexe 1):

- Fresh dairy products

- Baby nutrition

- Waters

- Medical nutrition

To differenciate itself and enhance its positions Danone follows its strategy of growth by innovation. Its commitment is to growth and to strengthing the health aspect of its brand awareness. To release its goal Danone invests heavily in research and development, approximately € 190 million in 2007. 100% of the proposed projects are dedicated to health and nutrition. The company has launched a lot of products in each of its activity. Moreover it multiplies product differentiation in various geographical areas (annexe 2); by adapting them to the specificity of local demand.

The global strategy of Danone is to focus on health and nutrition and indeed it is one of the few agribusinesses group totally centred on the health

B. At a local level

With a workforce reaching 2086 employees and a plant production of 9 firms, the United States is one of the most important markets of Danone. The United States has now became one of its largest markets (8% turnover). The group is present in three sectors in United States: dairy products (Activia, Oikos, Light & Fit, Danimals), medical nutrition (Neocate, Lophlex, Pro-stat, Periflex, KetoCal, Nutrison, FrotiFit) and waters (Evian, volvic, Badoit, Bonafont). In 2012 the group launched a greek yogurt with its brand Oikos. According to Danone’s consumer and market research, Danone based its strategy on “fight againt obesity”. Consumers were alerted to the fact that they needed a healty diet and the number of yogurts bought rise from 9% in 2010 to 47%. This growth based on household consumption remains the main driver of economical activity.

II. External and internal analysis

A. External analysis

To define the external environment of Danone we can use the SLEPTS analysis in order to understand step by step the different criterias.

Social

Everyone needs to drink water so everyone is likely to buy water. Nowadays the alimentation is transformed by industrial process which is willing to develop metabolic deseases and cancer. The lack of food safety is growing and there is an urbanization of population sedentary lifestyles in developed countries at an international level. If Danone respects each culture it has a lot of opportunities to expand its business in dairy products and baby nutrition. But it is difficult for the company to know what each country are seeking and it is difficult to recruit people in some country, especially

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