Danone: 15 years of transformation

  • August 2012
  • -
  • MarketLine
  • -
  • 18 pages

Introduction
In 1996 France accounted for 41.5% of sales, but in 2011 represented just 11% of total sales. The group’s Fresh Dairy Products segment is number one (by sales) in Central Europe, North America, Latin America, and Africa and the Middle East. Danone is also a major player in all regions through its other segments.

Scope of this research
MarketLine Case Studies describe topics such as innovative products, business models, and significant company acquisitions. Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends. Research and analysis Highlights
In 1996 around 87% of the group’s sales were attributable to mature economies, with 13% attributable to emerging economies. In 2011, emerging markets accounted for the majority (51%) of sales.

Danone defines the MICRUB nations (Mexico, Indonesia, China, Russia, US, and Brazil) as having particularly strong demographic and geographic potential. In 2011, 58% of the group’s growth was generated by MICRUB.

In 1996, the company operated through nine business lines: Fresh Dairy Products, Biscuits, Water, Heat and Serve Specialties, Cheese, Beer, Glass, Sauces, and Pasta. By 2011, Danone had reduced its business lines to four: Fresh Dairy Products, Water, Medical Nutrition, and Baby Nutrition.

Key reasons to purchase this research
How has Danone expanded geographically in the past 15 years? How have Danone's products and segments changed in the past 15 years? How has Danone transformed from the company it was in 1996 to the company it is now?

Table Of Contents

Table of Contents
Overview 2
Catalyst 2
Summary 2
Table of Contents 3
Analysis 5
Danone is a global market leader in dairy, water and nutrition 5
Two glass-makers merged to form Group Danone 5
The company currently operates through four business lines 5
Growth in Asia Pacific and the rest of the world has driven sales 6
Danone’s largest segment experienced the strongest growth in 2011 6
Danone has transformed its global footprint since 1996 8
In 1996, the company’s efforts were focused on Europe and, in particular, France 8
The “MICRUB” nations represent strong potential growth 8
Sales and acquisitions in the mid-1990s began to affect company revenues 8
Since 2007, the company has expanded its operations to 26 new countries 9
Economic troubles in Western Europe have affected the company 11
Danone’s product lines have decreased since 1996 12
The company has sold a number of its business lines 12
Danone has acquired a number of companies 12
One major acquisition was Numico 12
The company has identified areas of strong growth 12
Danone now emphasizes the importance of health, nutrition, and innovation 14
Conclusions 15
Danone has an increasingly health-conscious focus on emerging markets 15
Appendix 16
Sources 16
Further reading 16
Ask the analyst 16
About MarketLine 17
Disclaimer 17


TABLE OF FIGURES
Figure 1: A selection of the products sold by Danone 6
Figure 2: Danone revenues ($m), 1996-2011 7
Figure 3: Danone geographical presence, 1996 10
Figure 4: Danone geographical presence, 2011 10
Figure 5: Average annual dairy price index, 1996-2011 11
Figure 6: Contribution to Danone’s revenues, by business segment (%), 1996, 2003, and 2011 13


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