Transcript Campbell - 2005
Campbell France SAS
Best in France Case Study Best in France Case Study : Campbell France SAS
Martin DESTAGNOL Jean François GAUCHE Ambroise STAGNARA Guillaume THIEBAULT Sébastien VILLAUME 1
Best in France Case Study : Campbell France SAS
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Campbell France Overview
The French Business Implantation in France Interactions with Campbell Soup Conclusion
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1-1 Campbell France Overview : Facts & Figures
Best in France Case Study : Campbell France SAS Campbell Soup World Leader on the soup market Sold in 120 countries 24’000 employees worldwide $6,7Bn US turnover in 2003 Campbell France French Subsidiary 530 employees Liebig, Royco & Lesieur (dressing)
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Best in France Case Study : Campbell France SAS
1-2 Campbell France Overview : History
1997
Birth of Campbell France Liebig / Delacre takeover to Danone
1998
Delacre transfer to United Biscuits
2001
Royco and Lesieur takeover
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1-3 Campbell France Overview : Implantation Grande Synthe
- Factory Executives - Production - Maintenance - Cost control - R&D Best in France Case Study : Campbell France SAS
Boulogne Billancourt
- Board - Finance - Marketing - Commercial - Information Systems - Customer Service - Procurement - Sales Forecast
Monteux
- Despatch - Warehouse
Le Pontet
- Factory Executives - Production - Maintenance - Cost control - R&D - Quality - HR
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Best in France Case Study : Campbell France SAS
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Campbell France Overview
The French Business
Implantation in France Interactions with Campbell Soup Conclusion
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Best in France Case Study : Campbell France SAS
2-1 The French Business : Market
Retailers Hegemony
Discounters development is delayed Retailer’s and first-price brands are underdeveloped
Consumer specificities
French people prefer liquid soup No market for canned and frozen soup Immature market : high potential growth
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Best in France Case Study : Campbell France SAS
2-2 The French Business : Products
Localized brands
Products distributed only in France Marginal foreign industrial market sales for no-name products
Innovation as a key factor
12% of French turnover with yearly products New recipes developed by “Grand Chef”
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Best in France Case Study : Campbell France SAS
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Campbell France Overview The French Business
Implantation in France
Interactions with Campbell Soup Conclusion
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3-1 Implantation in France : Group Strategy
Best in France Case Study : Campbell France SAS Corporate decision to settle in Europe Reduce business risks linked to highly concentrated activity in the US Important potential of growth in Europe France seen as part of the European market, not as a strategic area Implantation through takeovers Products ill-adapted to the French market Liquid soup technology not mastered
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Best in France Case Study : Campbell France SAS
3-2 Implantation in France : Values
No incompatibility between French & Group values Slight differences in standards… France Entrepreneurship Creativity Enthusiasm Open-minded Group Analytical Profit-minded Discipline
… but same values :
“Passion for food”, “Winning team”, “Passion for growth”
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3-3 Implantation in France : Management
Best in France Case Study : Campbell France SAS Massive recruitment after takeovers Eased change management for Group values integration Adaptation to French values with local recruitment (vs. US recruitment) Team building through 2 major challenges The millennium bug New bottled soup project : a 10-month breakthrough
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Best in France Case Study : Campbell France SAS
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Campbell France Overview The French Business Implantation in France
Interactions with the Group
Conclusion
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4-1 Interactions with Campbell Soup : France - US
Best in France Case Study : Campbell France SAS Headquarter International Europe … France UK … France integrated in a European board located in Paris Large autonomy of country subsidiaries as long as objectives are achieved
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4-1 Interactions with Campbell Soup : France - EU
Best in France Case Study : Campbell France SAS No competition between European subsidiaries France as a pioneer in the European development Europeanization offers great opportunities Converging standards European-wide supply …
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Campbell France Overview The French Business Implantation in France Interactions with the Group
Conclusion
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Best in France Case Study : Campbell France SAS
5 - Conclusion
Global portfolio strategy No cultural cost/opportunity analysis for France, the market size is a justification
per se
Implantation through takeovers Successful integration No contradiction between French and Group values Large autonomy of the French subsidiary, thanks to good performances Europe as a new deal?
Any European market convergence will be driven by consumers, not companies
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Best in France Case Study : Campbell France SAS
We thank…
We thank : Jean-Luc PARDESSUS PDG of Campbell France Tel : 01 55 19 48 00 Mail : [email protected]
Vincent Brena Industrial market and retailer brand Director
(Directeur des marchés industriels et Marques de Distributeurs)
Tel : 01 55 19 48 00 Mail : [email protected]
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Best in France Case Study : Campbell France SAS
Thank you for your