Danone and its strategy for the international markets

Type :

Term papers

Pages :

8 pages

Format :

.doc

Published date :

09/29/2009

Category :

Business & market

Sub category :

Business strategy

Oboulo.com selection criteria

$ 16.95 Add to cart

Summary :

Introduction
Danone case study
1. Danone overview
Danone strategy
1. Maximize local responsiveness
2. Skill and product transfer
3. Multidomestic mentality
4. Personal control
5. Decentralized federation
6. Pressures for cost reductions
Limitations of Bartlett and Ghoshal framework of international strategies with the example of Danone
1. Multidomestic strategy: Advantages and disadvantages
2. International strategy: Advantages and disadvantages
3. Global strategy: Advantages and disadvantages
4. Transnational strategy: Advantages and disadvantages
Conclusion
References

Abstract

The strategy of a firm is the base of its business model; especially if it wants to operate in international markets. Numerous strategists and economists have already written some theories about the better way for strategies to go international. Bartlett and Ghoshal are two such authors. They worked together on four international strategies: a global strategy, an international strategy, a multi domestic strategy and a transnational strategy. These four strategies are functionally based on two criteria: the pressures for low cost reductions and the pressures for the local responsiveness. danone is one of the biggest companies in the world. This company is present in all continents thanks to its fresh dairy products, its beverages or its baby foods. This is a French company and it is a leader in this market. danone is a French company. its history began in 1966 with BSN Company which was a glass and packaging manufacturer. This market was decreasing, and the CEO, Antoine Riboud, decided to focus on the content side! In order to develop its market, it bought the Kronenbourg Company followed by Gervais-danone Company in 1973.