The Bel group is a French familial company created by Léon and Jules Bel in 1865. These days the Bel group is the leading producer of cheese products worldwide and is the leading maker of processed cheese in Europe. Present in 125 countries, the group is a major international company which success is due to the fame of its worldwide brands such as La vache qui rit® or Babybel®, its multinational brands such as Apericube® or Port-Salut® and its national brands such as Kaukana® in the United States or Maredsous® in Belgium. Parallel to this activity of producing cheese –that represents 90% of its turnover-, the group is also developing two other activities : Bel Food service whose products target the professionals of agribusiness or catering and Bel Industry, specialized in the transformation of by-products such as whey, for agribusiness industries.
The success of the company can be explained by an emphasis on innovation in :
technologies : Bel is the first company who has invented the food-processing of the
marketing and advertisement : Bel is a pioneer in advertisement. The company has succeeded in creating strong brands and with its likable red cow -the famous laughing cow- it has launched the first French cheese brand.
concept and products : with its mini-portions, Bel has invented a new way of eating cheese –anywhere and at anytime.
[...] Organizational purpose Values A family group with a heritage vision, factor of stability and durability within the framework of a long-term development strategy. The values are: Ethics based on honesty, trust and respect for all the stakeholders A Spirit of innovation Enthusiasm Expertise: constant skills progress Unity through a strong team spirit Mission statement The long-term development and production of original, top quality, widely available branded cheeses. Objectives The Bel Group aims to become the leading European branded cheese group, and to rank second in the world, both in terms of turnover and profitability, by inventing new products and ways of consumption, finding new markets Governance 1. [...]
[...] Legal - The “Dutreil which enabled distributors to reintegrate margin in their selling price 2. The Industry : The Five Forces Framework Rivalry among competitors The general trend: VERY HIGH competition : many competitors types of competitors: international firms of agribusiness like Nestle or Kraft, international dairy firms like Lactalis or Bongrain and local producer who are usually better installed in the markets of specialties but whose scopes of influence are limited). Many advertisements. Firms are very concentrated. Many acquisitions and alliances. [...]
[...] in Asia) In Asia, eating cheese is not in the habits but the arrival of new firms on this market allows sensitizing the populations to the boons of the dairy products for the children health. Market needs In some countries like in France the consumption of cheese is a tradition (e.g. wine, French Baguette and cheese). The demand of Westerners who live in Asia. Competition The increasing competition Threat of being the number urges the firms to invest one in a particular market and innovate actively. [...]
[...] Strategic groups Analysis We have chosen two parameters to analyze the strategic groups : the extent of product coverage and the extent of product diversity because Bel is an international firm which adapts its products in each country where it is implanted. Therefore, it can cope with its competitors of any size anywhere and efficiently Identifying strategic clients From a general point of view the main customers of Bel are the people in Western countries: Who have cheese in their culinary habits (Europe with Mediterranean countries, Northern American). [...]
[...] Stakeholders maping Bel's main stakeholders Here's a summary of the different main stakeholders of the group Bel : Stakeholders Criteria for success Shareholders / Owners Unibel Lactalis through its *Value creation = revenue, returns subsidiary Sofil other of investments, growth potential, shareholders (more than brand and market development Consumers *Good perception of the products (with criteria such as healthy, environment friendly . ) , *Good quality of the products (production in line with legal policies), *reasonable prices, *visibility of the products (ads, commercials, supermaket's departments . [...]
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