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Campbell France SAS. Best in France Case Study. Martin DESTAGNOL Jean-François GAUCHE Ambroise STAGNARA Guillaume THIEBAULT Sébastien VILLAUME. Campbell France Overview The French Business Implantation in France Interactions with Campbell Soup Conclusion. 1.

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slide1

Campbell France SAS

Best in France Case Study

Martin DESTAGNOL

Jean-François GAUCHE

Ambroise STAGNARA

Guillaume THIEBAULT

Sébastien VILLAUME

slide2
Best in France Case Study : Campbell France SAS

Campbell France Overview

The French Business

Implantation in France

Interactions with Campbell Soup

Conclusion

1

1 1 campbell france overview facts figures
1-1 Campbell France Overview : Facts & Figures
  • 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)
1 2 campbell france overview history
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
1 3 campbell france overview implantation
1-3 Campbell France Overview : Implantation

Boulogne Billancourt

- Board

- Finance

- Marketing

- Commercial

- Information Systems

- Customer Service

- Procurement

- Sales Forecast

Grande Synthe

- Factory Executives

- Production

- Maintenance

- Cost control

- R&D

  • Le Pontet
  • - Factory Executives
  • - Production
  • - Maintenance
  • - Cost control
  • R&D
  • Quality
  • - HR

Monteux

- Despatch

- Warehouse

slide6
Best in France Case Study : Campbell France SAS

Campbell France Overview

The French Business

Implantation in France

Interactions with Campbell Soup

Conclusion

2

2 1 the french business market
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
2 2 the french business products
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”
slide9
Best in France Case Study : Campbell France SAS

Campbell France Overview

The French Business

Implantation in France

Interactions with Campbell Soup

Conclusion

3

3 1 implantation in france group strategy
3-1 Implantation in France : Group Strategy
  • 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
3 2 implantation in france values
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”

3 3 implantation in france management
3-3 Implantation in France : Management
  • 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
slide13
Best in France Case Study : Campbell France SAS

Campbell France Overview

The French Business

Implantation in France

Interactions with the Group

Conclusion

4

4 1 interactions with campbell soup france us
4-1 Interactions with Campbell Soup : France - US

Headquarter

International

Europe

  • France integrated in a European board located in Paris
  • Large autonomy of country subsidiaries as long as objectives are achieved

France

UK

4 1 interactions with campbell soup france eu
4-1 Interactions with Campbell Soup : France - EU
  • No competition between European subsidiaries
  • France as a pioneer in the European development
  • Europeanization offers great opportunities
    • Converging standards
    • European-wide supply
slide16
Best in France Case Study : Campbell France SAS

Campbell France Overview

The French Business

Implantation in France

Interactions with the Group

Conclusion

5

5 conclusion
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
we thank
We thank…

We thank :

  • Jean-Luc PARDESSUS
    • PDG of Campbell France
    • Tel : 01 55 19 48 00
    • Mail : jean-luc_pardessus@campbellsoup.com
  • Vincent Brena
    • Industrial market and retailer brand Director (Directeur des marchés industriels et Marques de Distributeurs)
    • Tel : 01 55 19 48 00
    • Mail : vincent_brena@campbellsoup.com