Date post: | 20-Jun-2015 |
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Stephanie Bedard
Zoraya Ghanem-Zo
Filipe Alves
Lazaros Rinakis
Henry Sichel
Capabilities
Resources
Competitive
strategy
Competitive
advantage Consumer
responses Financial
outcomes
Experiencial Partners and distributorships (eg. Pharmaceuticals industry
and Fertin)
Physical
Strong presence in Western Europe (4 subsidiaries)
Global network of suppliers, subsidiaries, agents, licensees
Financial
Increasing net capital (past 5 years)
Experiencial
Phisical
Financial
Relationship building
Partners and distributorships
Contacts in the market
○ Boomer example
Product development
Strong R&D
Advanced technology
Coating of dragées
Product development
Relationship building
International
Western Europe
Improving production efficiency
Marketing differentiation, acting
on the Product
Marketing differentiation
Cost advantage
• Cost of raw materials;
• Production costs per unit
Product differentiation
• Quality;
• Taste;
• Brand identification
• Quality;
• Brand identification
Product differentiation
(Work in progress)
International
Western Europe
Fertin
Cost advantage
Product differentiation
Product differentiation (work in progress)
Capabilities
Resources
Competitive
strategy
Competitive
advantage Consumer
responses Financial
outcomes
Industry Globalization
Potential
Market Drivers
Cost Drivers Government
Drivers
Competitive Drivers
1999 World Market Competitors (Dandy, November 2001)
Wrigley
Warner-Lambert (Adams)
Lotte
Naisco
DANDY
Kraft Jacobs Suchard
Perfetti
JOYCO
CSM Leaf
Cadbury (Hollywood)
Others
• High skills requirement • Capital intensive
• Low skills • Labor intensive
Labor
Geographic concentration / clustering Geographic dispersion
• New, changing rapidly (biotech) • Experiential, learning by doing, “tacit” • Systemic; broad, inter-disciplinary • Inter-organizational (supplier networks)
• Mature • Codified, articulable • Discrete; parsable; narrow • Internal to the firm
Knowledge
• High transport costs per value added • Tight inter-org sequencing, delivery (JIT)
• Low transport costs per VA • Few or only loose linkages
Logistics
Development Sales Service Manufacturing Research
Market
growth
Relative
market share
High
High
Low
Low
Market
growth
Relative
market share
High
High
Low
Low
Market
growth
Relative
market share
High
High
Low
Low
CEO
Finance
Sales & Marketing
Dandy Brands
R&D
W. Europe
C. & E. Europe
International
Fertin R&D Production
Proposed Organizational Structure
Managing director
Personnel
Sales & Marketing
Dandy brands
Dandy international
Dandy confectionery
Fertin
Production
Finance
„when you cannot beat them, join them“
International
To act on the 4 P’s:
• Revitalization;
• Promotion
Marketing differentiation:
• Promotion;
• Product
• Taste
• Quality;
• Taste;
• Brand identification
• Quality
• ?
Domestic markets
Niche markets
Eastern Europe - Russia
Product differentiation
Product differentiation
Product differentiation
Markets Objective Nature To engage:
«Domestic» To defend the
market share Reaction Subsidiaries
«Niche» To protect the
niche Action Main players
Eastern Europe To invade Proaction Distributors
Capabilities
Resources
Competitive
strategy
Competitive
advantage Consumer
responses Financial
outcomes
Market
growth
Relative
market share
High
High
Low
Low
Thank you!
Gracias!
ευχαριστώ!
Obrigado!
Grazie!
… and, as we are in Austria…
Danke!