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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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