Corporate Strategy

Danone is a specialized market for food and has a presence and an international reputation.
The group is the world's largest producer of fresh dairy products, the second largest producer of bottled waters, the second largest producer of infant nutrition and the European leader in medical nutrition. In addition, the group has many leading brands on the domestic and international markets, such as Danone, Evian, Lu ..
In 2009, the group has continued its growth and has maintained its leadership position with a turnover of 14,982 million €, an increase of 3.2%.
Thus, we will discuss a diagnosis with internal and external how the group manages to maintain its leading position in this market.

I. Internal Analysis :
In order to process to the internal analysis of Danone Group, we will firstly use the tool SWOT with the strengths and weaknesses of the group, and then we will study its unique resources and core competencies. a) SWOT :
To begin, we will present strengths of Danone Group : * Danone Group possesses a strong global reputation thanks to its brands such as Evian (which is the best-known water’s brand in world), Bledina, Danone, Actimel.. Moreover, consumers have an important confidence in Danone products. * The group also has the ability to impose its prices thanks to its reputation and its position as market leader. De par son importance et ses volumes de vente, il a la possibilité de choisir et de négocier les prix des matières premières avec les fournisseurs. * Thanks to its leadership position and its notoriety on the food market, Danone can be ubiquitous and obtain an important margin trading. * Danone has successfully create partnership with several groups and firms within the world, that provides a strong local position * Danone results are increasing since many years that permit it to have a healthy organizational and financial structure, in order to invest on new foreign markets and to keep