Guidelines for Case Write-Up. The write-up of the case should be written in management summary form. You are advised to use bullet heads. First, define clearly and concisely, the basic decision problem. This should focus on the action to be taken, e.g. how to enter international markets, developing a long-run strategy for international growth, rather identifying symptoms such as declining sales, increased competition. The problem statement should be summarized in 4-5 lines.
Next, identify a number of alternative courses of action to deal with the problem identified in #1, i.e. alternative entry modes might include direct exporting, joint ventures, franchising, etc. For each alternative, list the pros and cons using bullet heads. This should be the major part of your write-up.
Write a brief summary, recommending a course of action, selecting one of your suggested alternatives. Give a brief rationale for your choice.
This should not exceed 6-7 lines.
Groupe Danone is the worlds largest producer of fresh yogurt and dairy products. In Europe, Danone is the one one maker of biscuits (with Lu and Jacob brands) and the second largest pasta maker (Panzani, Agneri). Over 85% of sales come from Western Europe. Antoine Ribaud is drawing up plans for Danones expansion in international markets.
Issues to be considered are:
a. which areas of the world should they target?
b. on which product lines should they focus their efforts?
c. should they enter into alliances with other food manufacturers?
d. how should they leverage the strength of the Danone brand in international markets?