Case Study
Business Strategy Food Services
Strategy 2025 at a globally leading Dairy Organization in Germany
Company Details
- Global FMCG Dairy company with annual revenue of around €10b globally, €1b in Germany
- Business Division Food Service (B2B) with €40m revenues at only single digit margins
Situation and Challenge
- Declining food service revenues for years; business performance below expectations
- Missing clarity and agreement on a winning strategy between local and global business lead Different and not aligned business targets between local and global lead
- Missing transparency on business performance, intransparent business reportings, low level cross-functional cooperation and alignment
Objective and Task
- Ambition to double revenues to €100m of the Food Service Division Germany by 2025
- Target to improve margins by 30%
- Define a global/local aligned business strategy incl. identification of growth platforms, portfolio/brand strategies, sales & route to market strategy, organization set-up as well as key enabler and critical success factors and financial business plan 2025
Measures and Procedures
- Project scoping, team set-up, milestone planning, definition of roles & responsibilities, deliverables
- Comprehensive business analyses, market & competitors’ analyses, business model review, local team assessment, review of marketing & sales processes and KPIs, cross-functional cooperation level
- Definition and evaluation of growth platforms, business potentials, definition of sub-strategies for each strategic platform, definition of enablers and critical success factors
Results and Achievements
- Developed & implemented sales plan in alignment with the new strategy
- Established new ways of working in sales & marketing
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