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Danone Presentation in French

In: Business and Management

Submitted By kheyvin
Words 744
Pages 3
Présentation du groupe DANONE
1) Contexte

La position de leader qu’occupe Danone sur le marché de l’agroalimentaire au niveau mondial n’est plus à démontrer. Le groupe est présent sur l’ensemble des continents et se concentre sur quatre secteurs d’activités : les produits laitiers frais, les eaux en bouteille, la nutrition infantile et la nutrition médicale. Ces dernières années il a même réussi à se placer en tête sur le secteur des produits laitiers frais en Russie grâce à une fusion avec Unimilk courant 2010. On peut donc dire que depuis sa création en 1929, Danone n’a cessé d’étendre sa notoriété.
En adoptant une stratégie d’intégration horizontale, l’entreprise favorise le développement de ses activités économiques. La célébrité de ses grandes marques (telles que Volvic, Evian, Gervais, etc.) traduit le succès de la direction et du management. Ce sont toutes des marques qui, avec le temps, sont devenues des habituées des caddies des consommateurs.
Avec un chiffre d’affaires de 20,9 milliards d’euros en 2012 et un résultat net de 1,8 milliards d’euros, Danone est un groupe très rentable. Ce résultat découle directement du travail de leurs 100 000 collaborateurs, autant dire que la gestion des effectifs semble être efficace. Ces derniers sont répartis sur les 160 sites de production ; cette présence internationale implique donc une organisation logistique bien rodée.

2) Historique

Le groupe Danone est un acteur international dans l'industrie agro-alimentaire. Le groupe est passé en un demi-siècle, d'une société régionale spécialisée dans le verre au groupe de renommée mondiale que nous connaissons tous aujourd’hui.
À sa naissance, rien ne laissait prévoir que le groupe Danone, un des leaders mondiaux de l'industrie agro-alimentaire allait se spécialiser dans ce secteur d'activité.
En effet, comme nous venons de l’indiquer, Danone est, à l'origine, issu du rapprochement entre Boussois et Souchon-Neuvesel, fabriquant de verre plat et de verre creux. L'objectif recherché était alors d'atteindre une taille crédible pour pouvoir s'ériger en acteur important sur le marché européen.
Le développement du groupe par ce moyen et dans ce secteur va être contrarié par l'OPA manquée sur Saint Gobain en 1968. Le groupe est à un moment fort de son histoire et va alors rechercher d'autres domaines d'activités où il pourra continuer de se développer.
Il va racheter alors plusieurs sociétés agro-alimentaires qui étaient clientes de son activité de verre d'emballage (Evian, Kronenbourg) ce qui montre l'ambition de l'entreprise d'exploiter des activités qui lui sont complémentaires. Nous sommes ici en face d'une stratégie de développement basée sur l'intégration verticale de sociétés.
En 1973, la fusion avec Gervais Danone, additionnée du manque de perspectives de croissance externe sur le secteur de la verrerie et l'augmentation du coût de l'énergie pousse le groupe à effectuer un recentrage sur l'activité agro-alimentaire.
L'objectif de Franck Riboud (PDG du groupe depuis 1996) qui est de se positionner parmi les leaders de l'industrie agro-alimentaire sur le marché mondial, va pousser Danone à se concentrer sur le développement de trois de ses domaines d'activités stratégiques : les produits laitiers frais, les boissons ainsi que les biscuits et produits céréaliers.
Le groupe va une nouvelle fois utiliser un nouveau moyen de développement, en effet en 2007, il fait le choix de céder son activité de « biscuits et produits céréaliers » et d'acquérir des sociétés spécialisées dans la « nutrition médicale » et « l’alimentation infantile ».
C’est d’ailleurs cette dernière catégorie qui sera l’objet principale de notre étude étant donné que nous avons décidé d’analyser le potentiel des produits BLEDINA (plus particulièrement les « Blédilait ») à l’étranger.

3) Activité

Aujourd’hui (fin 2012) DANONE c’est :

Le groupe étend donc sa puissance au travers de 4 pôles d’activités :
• le Pôle « Produits Laitiers Frais » (production et distribution de yaourts, de produits laitiers fermentés frais et autres spécialités laitières fraîches) représente 58 % du chiffre d’affaires du Groupe en 2011 ;
• le Pôle « Eaux » (production et distribution d’eaux naturelles conditionnées et d’eaux aromatisées ou enrichies en vitamines) représente 17 % du chiffre d’affaires du Groupe en 2011 ;
• le Pôle « Nutrition Infantile » (production et distribution d’alimentation spécialisée pour les nourrissons et les jeunes enfants en complément de l’allaitement maternel) représente 19 % du chiffre d’affaires du Groupe en 2011 ;
• le Pôle « Nutrition Médicale » (production et distribution d’alimentation spécialisée pour les personnes souffrant de certaines pathologies ou les personnes fragilisées par l’âge) représente 6 % du chiffre d’affaires du Groupe en 2011.

C’est grâce à cette spécialisation par domaine d’activité que DANONE continue d’étendre sa stratégie afin de permettre de mener à bien la mission principale du groupe.

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