DANONE: a “second wind” to cope with the crisis in 2014?

Philippe Rebiere
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Philippe Rebiere: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: he world leader in yoghurts faces the decrease in consumption in Europe; the activity of fresh dairy products remains low on the Old Continent which continues to impact the Group's profitability. The world leader in fresh dairy products notably suffers from the crisis that hits Spain and Italy where the drop in sales of yoghurt in terms of volume exceeds 10%.After having been the cash cow of DANONE, the activity in baby nutrition in Asia puts the Group in an awkward position. Besides, the crisis gives cause for concern to shareholders and directors. The multinational reacts by developping an expansion strategy in the emerging markets and in North America which are its profitable growth engines. There, the Group continues to reinforce its brand names and organisations, and to prepare its future through new growth drivers. Market conditions remaining negative, several questions arise: is the Group's portofolio balanced? Is the anti-crisis plan a "second wind" for stimulating a strategic change in the Group? Is a significant change in the strategic direction necessary?

Keywords: crisis; DANONE (search for similar items in EconPapers)
Date: 2015
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Published in 2015

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01507976

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