Babybel en Argentine (document en anglais)

Introduction

I. Bel Group

II. InternAnalysis

a. Product Life Cycle

b. BCG

c. Mc Kinsey

d. Ansoff

III. ExternAnalysis (for 5 countries)

a. Mode TC

b. Pestel

c. Porter

d. Swot

e. Why should i go in this country?

IV. Babybel in Argentina

a. Mix Marketing in France

b. Cheese market in Argentina

V. Diagnostic

a. SWOT

b. Objectives

c. Strategy

 Global strategy (Chaine de valeur, Mc Kinsey)

 Segmentation Targeting Positioning

VI. Recommendations

a. Entry Strategy

b. New Marketing Mix

c. Assumptions

Conclusion 

Introduction

Bel group, today, 1st producer of cheese spread in Europe, is present in hundred of country. It is a successful group which knows at the same time a profitable growth and an international development. Bel place his employees in the center of his development and of the achievement of its strategic objectives. It's imperative for years to come is to pursue this winning strategy of profitable builder while preserving its specificity: that of a company of family origin possessing real competitive advantages on the market, while being respectful people and environment.

In 2011, the activity of the Group continued to develop in volumes and in sales, in spite of the confusions observed on certain markets.

The operating profit, in 170 million euro, marks a fall of 12,5 %. The exercise 2011 was marked by the strong price increase of the price of raw materials in their group and by the geopolitical instability observed in certain geographical zones of the Group.

The exercise 2012 begins in a climate always very tense in certain zones of activity of the Group to the Close relation and the Middle East, with sustainable economic uncertainties in Europe and without real sign of relaxation towards for the prices of raw materials.

In spite of these chances, fort of a strengthened financial situation, a commitment of his associates, a growing internationalization, the Group will strengthen its moose of creativity and its efforts of innovation to improve in a long-lasting and profitable way its positions on the world market of cheeses.

This strategy is it effective? How did the Beautiful group make to raise Babybel in such a row? How does he have to make to support his sales and become established or he is not still present?

It is what we are going to analyze through this case. At first, we shall see a general presentation of the brand Babybel, then an internal analysis and external, then its current strategy according to the countries where it is implanted, to finish on new strategic proposals.

The Bel group is already implanted on the international stage since the 30s.

To widen their market, Bel Group decides to become established in a new country

We shall study 5 countries: Adzerbadjan, Australia, Peru, Brazil and Argentina.

What will be the country where Babybel will become established?

I Bel Group

a. Activity:

The Groupe Bel produces and sells cooked and half-cooked cheeses, mostly in individual portions. Originally called "Etablissements Jules Bel", the company was created in 1865 in the Jura mountain range. It now owns trademarks that are sold in 120 countries, such as: the Laughing Cow, Babybel, Kiri, Leerdammer, and Boursin.

Bel's first subsiduary outside of France was created in the United Kingdom, in 1929, only eight years after the creation of the «Laughing Cow » brand. In the years that followed, all five of the

Group's most famous brands expanded internationally thanks to their delicious taste, their conservative properties and their durability through transport, that come from the production of the cheeses and their packaging.

The Group's international expansion started in Western Europe, then spread to the United States and Morocco in the seventies, and more recently: Algeria, Syria, Iran, Japan, Canada, China and the Czech Republic. Today, over 80% of sales occur overseas.

b. Strategy:

The Company's Social Responsability is ingrained in the Group's growth policy. The main objective is to allow the company to pursue its growth in a durable yet profitable manner, while having a positive

impact on the world it evolves in. The CSR is therefore a strategic necessity and applies to entirety of the company's activities.

At Bel we believe that success is founded on 3 closely linked assets:

Firstly, a high-performance industrial structure, secondly, unforgettable advertising, thirdly, clear understanding of local markets. The fact that the Bel Group is essentially family-owned is an

important factor in ensuring the long term stability and continued development of the Group. In 2010, Bel presented remarkable results. Its revenues had gone up 9.8% thanks to a worldwide increase in sales. The company's profit was estimated at 116 million Euros.

II InternAnalysis

a. Product Life Cycle

The notion of life cycle is essential in a company because fundamental strategic decisions must be taken throughout the life of the product.

Decisions such as: what investment to realize? How to intervene on the market? When to remove the product

...