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PowerPlugs
Templates for PowerPoint
CONTENTS
Sector analysis
Company Information
Competitor analysis
Strategy of the company
Pest, Swot and Porter 5 analysis
...
ABOUT LAFAGEDA
VIDEO
SECTOR - ANALYSIS
 FMCG sector has generated total revenue of $288
billion worldwide.(INR1900800 crore)
 UK has the high...
SECTOR ANALYSIS
2014/15 is further evidence of the market volatility
expected to continue in global dairy markets
The pr...
SECTOR ANALYSIS
SECTOR ANALYSIS
COMPANY - ANALYSIS
 The La Fageda is a company with social purposes
located in the "Jorda Beech Forest"
 Employs people ...
BUSINESS OVERVIEW
Scope
 Local Production
 High quality dairy product
 Catalonian consumers
Facts
 270 employees
 Cat...
Mission, Vision & Values
• Mission
To provide meaningful work, offer support and socially
integrate the mentally challenge...
STRATEGY
• Mission Alignment
To provide meaningful work, offer support and socially
integrate the mentally challenged peop...
• Smart Goals
 Increase the number of care personnel in comparison with
previous year
 Increase the capacity of the resi...
PRODUCT & BRAND IMAGE
Product-related
 Focus on high quality natural products
 Promoting local milk poduction
 Respondi...
ANALYSIS OF COMPETITORS
 Before :- Only hospitals
 Now days :- widely available on the high consumption market
 Yogurt ...
DANONE
 Danone is the leader competitor of the fresh dairy products
sector.
 Created in 1919 with headquarter in France....
PRODUCT PORTFOLIO
SELF IMPOSED RESTRICTION
• Using local language
• Not having much capital for transportation
in entire state
• Not to ambi...
SWOT ANALYSIS
Strengths
 Production of local naturally-made farm products
 Social non-profit project: Provide meaningful...
SWOT ANALYSIS (Cont.)
Opportunities
 New healthy premium dairy product market trends
 Increment of financial assistance ...
MARKET SEGMENTATION
Types of customers:-
 Heavy-users
 Moderate-users
 Light-users
Focusing on heavy users
 Younger wi...
PEST - ANALYSIS
• Political
The Catalan government funds research, development and
innovation of companies and not-for-pro...
PEST – ANALYSIS(Cont.)
Cost structure:
– 19% labor
– 59% production (23% than industrial)
– 23% others
Catalonia’s governe...
PEST FACTOR (Cont.)
• Economic
Economic crisis in Spain/ Europe: Cutbacks in subsidies,
decreasing sales
Catalonia's econo...
PEST – FACTOR (Cont.)
• Social
Emerging trend of slow-food (as countermovement to the US fast-
food trend)
Emerging trend ...
PEST – FACTOR (Cont.)
• Technology
Dynamism of the constantly evolving dairy industry require
high investment in R&D and m...
PORTER FIVE FORCE MODEL
• Threat of substitutes
Many alternatives to produce dairy products without
cow's milk as goat, so...
PORTER FIVE FORCE MODEL
(Cont.):---
• Threat of entry
Securing a reliable supply of high quality milk at low
cost (princip...
PORTER FIVE FORCE MODEL
(Cont.):---
• Ability to adapt to the dynamism of the constantly
evolving yogurt and dairy dessert...
PORTER FIVE FORCE MODEL
(Cont.):---
• Industry rivalry
Competition on price or quality
– Farm yogurt: High quality as labo...
PORTER FIVE FORCE MODEL
(Cont.):---
• Exclusively competing in Catalonia by being the third
largest yogurt producer after ...
PORTER FIVE FORCE MODEL
(Cont.):---
• Disadvantaging factors of La Fageda:
– No investments in major marketing campaigns (...
PORTER FIVE FORCE MODEL
(Cont.):---
• Distribution advantages of La Fageda:
– Using the existing supply network by adding ...
PORTER FIVE FORCE MODEL
(Cont.):---
• Bargaining power of buyers
High power of final consumers:
No switching costs for cus...
PORTER FIVE FORCE MODEL
(Cont.):---
• High power of distributors and retailers
Consolidation of distributors
Consolidation...
PORTER FIVE FORCE MODEL
(Cont.):---
• Bargaining power of suppliers (MEDIUM)
Low power of goods suppliers:
La Fageda has i...
ACTION PLAN
• Increase the number of care personnel of 2011 by 10% (=55
=3.2 per mentally challenged) in comparison with 2...
Channel and Retail
distribution of La Fageda
 Sell products through 1300 retail locations
 Top retailers:-
Caprab, Ban P...
ICE CREAM
ICE CREAM
• Started with five flavors and secured shelf
space from caprabo
• In the first year they achieve a revenue of
e...
CONCLUSION
 La Fageda is unlike all of its competitors in that it is a worker's
cooperative with 60% mentally challenged ...
THANK YOU
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La fageda

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La fageda

  1. 1. PowerPlugs Templates for PowerPoint
  2. 2. CONTENTS Sector analysis Company Information Competitor analysis Strategy of the company Pest, Swot and Porter 5 analysis Action plan conclusion
  3. 3. ABOUT LAFAGEDA VIDEO
  4. 4. SECTOR - ANALYSIS  FMCG sector has generated total revenue of $288 billion worldwide.(INR1900800 crore)  UK has the highest share, $87.9 billion, among all the countries.  2 biggest growing economies (India & China)contributing $65.6 billion & $46.6 billion.  There are more 400 reputed FMCG companies in the world.
  5. 5. SECTOR ANALYSIS 2014/15 is further evidence of the market volatility expected to continue in global dairy markets The price recovery is likely to be more prolonged than seen in 2009/10 and in 2012/13 Farm business resilience and maintaining competitiveness will determine ongoing success Milk prices will rise again, but it will be important to manage what you can influence
  6. 6. SECTOR ANALYSIS
  7. 7. SECTOR ANALYSIS
  8. 8. COMPANY - ANALYSIS  The La Fageda is a company with social purposes located in the "Jorda Beech Forest"  Employs people with intellectual disabilities or chronic mental illness founded at 1982.  It was founded by Cristobala Colon…..
  9. 9. BUSINESS OVERVIEW Scope  Local Production  High quality dairy product  Catalonian consumers Facts  270 employees  Catalonia’s 3rd largest yogurt producer  Social non profit project  60% of the workers are mentally challenged
  10. 10. Mission, Vision & Values • Mission To provide meaningful work, offer support and socially integrate the mentally challenged people • Vision Providing best careful solution for mentally and phisically challenged people with stable psychopathological conditions. • Values People-focused Integrity Faith Responsibility and enthusiasm
  11. 11. STRATEGY • Mission Alignment To provide meaningful work, offer support and socially integrate the mentally challenged people • Strategic Objectives Improve the quality of care for mentally and challenged people with stable psychopathological conditions of the region of Garrotxa.
  12. 12. • Smart Goals  Increase the number of care personnel in comparison with previous year  Increase the capacity of the residential services  Increase net revenues and amount of government assistance  Increase the product range  Sell the new product line  Increase the amount of dairy cows  Increase investments in product-related R&D
  13. 13. PRODUCT & BRAND IMAGE Product-related  Focus on high quality natural products  Promoting local milk poduction  Responding to the customer needs aiming to live healthier and consume high-quality dairy products  Higher product prices justified by 100% natural ingredients from Catalonia Brand-related  Improve life-quality of disabled people  Narrow the existing welfare gap by offering disabled people paid jobs  Purchases of La Fageda products = Support jobs for disabled people and the local nature
  14. 14. ANALYSIS OF COMPETITORS  Before :- Only hospitals  Now days :- widely available on the high consumption market  Yogurt market :- dominated by Danone  Real Competitor :- Nestle La Lechera , Muller & Asturiana  Top three manufacturer of Yogurt are:- Danone Nestle LaFegeda
  15. 15. DANONE  Danone is the leader competitor of the fresh dairy products sector.  Created in 1919 with headquarter in France.  In Danone works more than 88000 employees around the world and the company operates in 140 different countries with a 14.98 billion euros of sales in 2011 and 88% of market share.  It has four business lines: Fresh Dairy products, Waters, Early Life Nutrition and Medical Nutrition. Fresh Dairy Products is Danone's largest segment, contributing 57% of the company’s total sales.  They are a experienced and strong brand that due to their large amount of customers, supply power, high production and financial power they can offer lower prices than La Fageda.
  16. 16. PRODUCT PORTFOLIO
  17. 17. SELF IMPOSED RESTRICTION • Using local language • Not having much capital for transportation in entire state • Not to ambitious – only for mentally challenged people.
  18. 18. SWOT ANALYSIS Strengths  Production of local naturally-made farm products  Social non-profit project: Provide meaningful work, offer support and socially integrate the mentally challenged  Integrated high-quality milk production by keeping 500 Pedigree cows Weaknesses  Low product variety  Limited distribution (No hard discount chains, no restaurants, selected supermarket chains in Catalonia)
  19. 19. SWOT ANALYSIS (Cont.) Opportunities  New healthy premium dairy product market trends  Increment of financial assistance for social projects (over 1.2 million € per year from Catalan government)  Providing working and living space for more disabled people Threats  Distribution networks to supermarkets are controlled by main competitors
  20. 20. MARKET SEGMENTATION Types of customers:-  Heavy-users  Moderate-users  Light-users Focusing on heavy users  Younger with higher income (low price-sensitivity)  65-year old plus segment valuating higher quality natural products
  21. 21. PEST - ANALYSIS • Political The Catalan government funds research, development and innovation of companies and not-for-profits in Catalonia La Fageda's financial assistance from the government of Catalonia (over 1.2 million € per year, 2009: covered 14% of expenses) Subsidy for disabled employees: – 12,000€ per stable job created – 50% of minimum salary – 100% of social security
  22. 22. PEST – ANALYSIS(Cont.) Cost structure: – 19% labor – 59% production (23% than industrial) – 23% others Catalonia’s governemt health care program which it direct to fund the health and therapeutic services. Unique culture of Catalonia: Patriotism, independance movement from Spain No export/ import control and taxes in the EU 1992: Imposition of milk production quotas throughout Spain due to new regulations by the EU to reduce milk surpluses
  23. 23. PEST FACTOR (Cont.) • Economic Economic crisis in Spain/ Europe: Cutbacks in subsidies, decreasing sales Catalonia's economy is the strongest in Spain Population of Catalonia: 7,504,811(Barcelona represents 73% of volume) Population of Spain: 46,951,500 61% of La Fageda purchases are made in Girona
  24. 24. PEST – FACTOR (Cont.) • Social Emerging trend of slow-food (as countermovement to the US fast- food trend) Emerging trend of healthy food and ecologic ingrediences High youth unemployment rate in Spain/ Catalonia Increased Migration of young Catalans to foreign countries Cultivation of Catalan language: 43% consider Catalan as their own language, 31% Spanish, 26% both La Fageda employs all disabled persons in the Garrotxa region
  25. 25. PEST – FACTOR (Cont.) • Technology Dynamism of the constantly evolving dairy industry require high investment in R&D and manufacturing equipment Mentally challenged people would not adapt well to constantly changing technological changes
  26. 26. PORTER FIVE FORCE MODEL • Threat of substitutes Many alternatives to produce dairy products without cow's milk as goat, soy, rice and coconut milk. Ingredients substituting yoghurts are soy and goat milk as serving an ecological and hand-made image But higher prices and not as "mainstream" as dairy products
  27. 27. PORTER FIVE FORCE MODEL (Cont.):--- • Threat of entry Securing a reliable supply of high quality milk at low cost (principle entry barrier) through: – Outsourced milk production: Necessity of managing the volume demands from retailers while managing the supply of milk coming from milk farmers – Integrated milk production: Challenging cost structure of high relative costs for staff, maintenance of cattle and infrastructure which needs to be absorbed by a high distribution volume
  28. 28. PORTER FIVE FORCE MODEL (Cont.):--- • Ability to adapt to the dynamism of the constantly evolving yogurt and dairy dessert sector – Expensive communication and marketing strategies (including celebrities) – High investments in R&D and manufacturing equipment: Volatile market (regular introductions of various similar products) requires constant innovation (new combination and flavors) – Manage larger trends (drinkable yogurt substituting regular spoonable yogurt, bifidus and skimmed products reaching hight unit volumes) • Distribution networks to supermarkets (incl. truck fleets) are controlled by Danone and Nestlé
  29. 29. PORTER FIVE FORCE MODEL (Cont.):--- • Industry rivalry Competition on price or quality – Farm yogurt: High quality as labor intensive production preclude low prices (19% labor costs, 59% fermentation and raw materials, 23% other expenses) – Industrial yogurt: Low prices (35% less than farm yogurts) through high volumes and automation to meet the demands of national supermarket chains
  30. 30. PORTER FIVE FORCE MODEL (Cont.):--- • Exclusively competing in Catalonia by being the third largest yogurt producer after Danone (competitive product "El Griego") and Nestlé • Competitors with substantially lower prices for the same type of product but lower qulity (no "naturally-made farm yogurt") • Various competitors making private label products
  31. 31. PORTER FIVE FORCE MODEL (Cont.):--- • Disadvantaging factors of La Fageda: – No investments in major marketing campaigns (focus on in-store presence, product sampling, visits to the farm and product relations) – Low investments in R&D and manufacturing equipment (focus on producing a small yogurt line without expensive technology as mentally challenged staff would't adapt to contantly changing technologies) – Relative low production volume – Low product variety – Limited distribution: No hard dicount chains, no restaurants, selected supermarket chains in Catalonia
  32. 32. PORTER FIVE FORCE MODEL (Cont.):--- • Distribution advantages of La Fageda: – Using the existing supply network by adding the relative low volumes to trucking fleets without having to take away space from Danone and Nestlé – Low shelf life allows to more frequent replenishment of smaller batches justifying higher prices (compensating higher distribution costs)
  33. 33. PORTER FIVE FORCE MODEL (Cont.):--- • Bargaining power of buyers High power of final consumers: No switching costs for customers as La Fageda product's are the highest-prized in the industry and customers could safe money by switching Dependend on the customer's willingness to pay more for: – Superior taste – Healthy and natural products – Regional solidarity – Support of a social non-profit project La Fageda farm visits by students influence purchasing decisions of entire families (anually 40,000 visitors)
  34. 34. PORTER FIVE FORCE MODEL (Cont.):--- • High power of distributors and retailers Consolidation of distributors Consolidation of producers and retailers Requiring a certain amount of product selection and benefits by having local products Not able to demand high volume rabates becuase of the uniqueness of La Fageda products Considerably high sales-numbers and margin
  35. 35. PORTER FIVE FORCE MODEL (Cont.):--- • Bargaining power of suppliers (MEDIUM) Low power of goods suppliers: La Fageda has integrated the entire production process from the milk by keeping 500 cows to the finished dairy product The bargaining power of packaging suppliers is considered as insignificant as this inexpensive and offered by various suppliers High power of financial supporters: Dependent on the financial assistance from the government of Catalonia (over 1.2 million € per year)
  36. 36. ACTION PLAN • Increase the number of care personnel of 2011 by 10% (=55 =3.2 per mentally challenged) in comparison with 2010 • Increase the capacity of the residential services from 36 to 50 beds by building a third residential complex in the next 18 months • Increase net revenues of 2010 by 5% and increase investments in product-related R&D • Increase the amount of government assistance of 2010 by 10% in comparison to 2009 • Increase the number of retailers offering La Fageda products in Catalanonia by 10% in the next 12 months • Increase the amount of dairy cows of 2011 by 5% (=525) in comparison with 2010
  37. 37. Channel and Retail distribution of La Fageda  Sell products through 1300 retail locations  Top retailers:- Caprab, Ban Prreu, Carefoum, Candis.  350 supermarket where 264 were located in catalonia.  Caprabo sold 75% of it share to the worker coperative chain, Eroski  Eroski employed 50,000 people with sales of 6.5billion and had more than 1200 stores throughout spain
  38. 38. ICE CREAM
  39. 39. ICE CREAM • Started with five flavors and secured shelf space from caprabo • In the first year they achieve a revenue of euro 250000 in 60000 units • Spanish market summed to 228 million ltrs for a total of 1.5 billion in 2009
  40. 40. CONCLUSION  La Fageda is unlike all of its competitors in that it is a worker's cooperative with 60% mentally challenged employees. Although, these conditions appear to make competition with big international giants impossible, this organization has been lauded around the world for its dual achievement of social good and economic success.  From this case study we got the information that how it is interesting how seemingly "old fashioned" companies can survive in the nowdays globally and highly competitive economy. La Fageda is an admirable example that money and power is not always the mighty key to sucess.
  41. 41. THANK YOU

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