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Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture is presently among the biggest food chains worldwide. It was founded by Chicago Booth in 1866, a German Pharmacist who first introduced "FarineLactee"; a combination of flour and milk to feed babies and reduce mortality rate. At the exact same time, the Page brothers from Switzerland also discovered The Anglo-Swiss Condensed Milk Business. The 2 ended up being rivals initially however later combined in 1905, leading to the birth of Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture.
Business is now a multinational company. Unlike other multinational companies, it has senior executives from various countries and attempts to make choices thinking about the entire world. Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture currently has more than 500 factories around the world and a network spread throughout 86 countries.


The function of Business Corporation is to improve the quality of life of people by playing its part and offering healthy food. While making sure that the business is being successful in the long run, that's how it plays its part for a better and healthy future


Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture's vision is to offer its clients with food that is healthy, high in quality and safe to eat. It wants to be innovative and simultaneously comprehend the requirements and requirements of its customers. Its vision is to grow quickly and supply items that would please the needs of each age. Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture envisions to develop a well-trained workforce which would help the business to grow


Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture's mission is that as presently, it is the leading business in the food industry, it thinks in 'Excellent Food, Good Life". Its mission is to offer its consumers with a range of options that are healthy and finest in taste too. It is focused on offering the best food to its consumers throughout the day and night.


Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture has a broad variety of items that it provides to its clients. In 2011, Business was listed as the most rewarding company.

Goals and Objectives

• Keeping in mind the vision and mission of the corporation, the business has laid down its objectives and objectives. These objectives and goals are listed below.
• One goal of the company is to reach zero landfill status. (Business, aboutus, 2017).
• Another goal of Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture is to lose minimum food during production. Most often, the food produced is lost even before it reaches the clients.
• Another thing that Business is working on is to enhance its product packaging in such a method that it would help it to reduce those problems and would also ensure the shipment of high quality of its items to its consumers.
• Meet worldwide requirements of the environment.
• Build a relationship based on trust with its customers, organisation partners, employees, and government.

Critical Issues

Recently, Business Business is focusing more towards the method of NHW and investing more of its earnings on the R&D innovation. The country is investing more on acquisitions and mergers to support its NHW technique. The target of the business is not attained as the sales were expected to grow higher at the rate of 10% per year and the operating margins to increase by 20%, given in Exhibition H. There is a need to focus more on the sales then the innovation technology. Otherwise, it might result in the declined revenue rate. (Henderson, 2012).

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The existing Business method is based on the idea of Nutritious, Health and Wellness (NHW). This strategy handles the concept to bringing change in the consumer choices about food and making the food stuff much healthier concerning about the health concerns.
The vision of this strategy is based on the key approach i.e. 60/40+ which just means that the items will have a score of 60% on the basis of taste and 40% is based upon its nutritional worth. The products will be manufactured with extra nutritional value in contrast to all other products in market gaining it a plus on its nutritional content.
This method was adopted to bring more yummy plus healthy foods and beverages in market than ever. In competition with other business, with an objective of maintaining its trust over clients as Business Business has acquired more relied on by costumers.

Quantitative Analysis.

R&D Costs as a percentage of sales are declining with increasing actual amount of spending shows that the sales are increasing at a higher rate than its R&D spending, and enable the company to more spend on R&D.
Net Revenue Margin is increasing while R&D as a portion of sales is decreasing. This sign also shows a thumbs-up to the R&D costs, mergers and acquisitions.
Debt ratio of the business is increasing due to its costs on mergers, acquisitions and R&D development rather than payment of financial obligations. This increasing financial obligation ratio pose a danger of default of Business to its investors and could lead a decreasing share prices. In terms of increasing financial obligation ratio, the firm should not invest much on R&D and should pay its present financial obligations to decrease the risk for investors.
The increasing threat of investors with increasing debt ratio and declining share costs can be observed by huge decline of EPS of Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture stocks.
The sales growth of business is likewise low as compare to its mergers and acquisitions due to slow understanding building of customers. This slow development likewise impede business to more spend on its mergers and acquisitions.( Business, Business Financial Reports, 2006-2010).
Note: All the above analysis is done on the basis of computations and Graphs given in the Displays D and E.

TWOS Analysis

2 analysis can be used to derive numerous techniques based on the SWOT Analysis offered above. A quick summary of TWOS Analysis is given up Exhibit H.

Strategies to exploit Opportunities using Strengths

Business ought to introduce more ingenious products by large quantity of R&D Costs and mergers and acquisitions. It could increase the marketplace share of Business and increase the profit margins for the company. It might also offer Business a long term competitive advantage over its competitors.
The international growth of Business should be concentrated on market capturing of establishing nations by expansion, bring in more clients through client's loyalty. As developing countries are more populated than industrialized countries, it could increase the consumer circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisAtg A A Chinese Miracle A Sino Japanese Euro Joint Venture must do cautious acquisition and merger of organizations, as it might impact the customer's and society's perceptions about Business. It must acquire and merge with those business which have a market credibility of healthy and healthy companies. It would enhance the perceptions of consumers about Business.
Business ought to not only invest its R&D on innovation, instead of it ought to likewise concentrate on the R&D costs over assessment of cost of different nutritious items. This would increase expense performance of its products, which will lead to increasing its sales, due to declining rates, and margins.

Strategies to use strengths to overcome threats

Business needs to relocate to not just developing but likewise to developed countries. It should broadens its geographical expansion. This large geographical expansion towards establishing and established nations would decrease the threat of possible losses in times of instability in numerous nations. It needs to expand its circle to various nations like Unilever which operates in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

It ought to acquire and combine with those nations having a goodwill of being a healthy business in the market. It would also allow the company to utilize its possible resources efficiently on its other operations rather than acquisitions of those companies slowing the NHW method growth.

Segmentation Analysis

Demographic Segmentation

The market division of Business is based upon 4 factors; age, gender, earnings and occupation. For example, Business produces numerous products related to children i.e. Cerelac, Nido, and so on and related to adults i.e. confectionary items. Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture items are rather cost effective by practically all levels, but its major targeted consumers, in regards to income level are middle and upper middle level customers.

Geographical Segmentation

Geographical segmentation of Business is composed of its existence in practically 86 nations. Its geographical division is based upon 2 main factors i.e. typical income level of the consumer in addition to the environment of the region. Singapore Business Business's segmentation is done on the basis of the weather condition of the area i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic division of Business is based upon the personality and life style of the consumer. For example, Business 3 in 1 Coffee target those clients whose life style is quite busy and don't have much time.

Behavioral Segmentation

Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture behavioral segmentation is based upon the attitude understanding and awareness of the customer. For instance its highly nutritious items target those consumers who have a health mindful mindset towards their intakes.

Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Alternatives

In order to sustain the brand in the market and keep the customer intact with the brand, there are two alternatives:
Alternative: 1
The Business ought to spend more on acquisitions than on the R&D.
1. Acquisitions would increase overall possessions of the business, increasing the wealth of the business. However, spending on R&D would be sunk expense.
2. The business can resell the obtained systems in the market, if it stops working to execute its method. Amount invest on the R&D could not be revived, and it will be considered totally sunk cost, if it do not give possible results.
3. Investing in R&D offer sluggish development in sales, as it takes long time to present an item. Acquisitions provide quick outcomes, as it offer the company currently established product, which can be marketed quickly after the acquisition.
1. Acquisition of business's which do not fit with the company's values like Kraftz foods can lead the business to deal with mistaken belief of customers about Business core worths of healthy and nutritious items.
2 Big costs on acquisitions than R&D would send out a signal of company's inadequacy of establishing innovative items, and would outcomes in customer's discontentment.
3. Big acquisitions than R&D would extend the product line of the business by the items which are already present in the market, making company not able to present new ingenious products.
Alternative: 2.
The Company must invest more on its R&D rather than acquisitions.
1. It would enable the company to produce more innovative items.
2. It would supply the company a strong competitive position in the market.
3. It would allow the company to increase its targeted clients by presenting those products which can be provided to a completely new market section.
4. Innovative items will supply long term benefits and high market share in long term.
1. It would decrease the earnings margins of the company.
2. In case of failure, the whole spending on R&D would be considered as sunk expense, and would affect the business at large. The risk is not when it comes to acquisitions.
3. It would not increase the wealth of company, which could provide a negative signal to the financiers, and could result I declining stock rates.
Alternative 3:
Continue its acquisitions and mergers with significant costs on in R&D Program.
Vrio AnalysisPros:
1. It would allow the business to introduce brand-new ingenious items with less risk of transforming the costs on R&D into sunk expense.
2. It would supply a favorable signal to the financiers, as the general assets of the business would increase with its substantial R&D spending.
3. It would not impact the profit margins of the company at a big rate as compare to alternative 2.
4. It would offer the company a strong long term market position in terms of the business's overall wealth in addition to in terms of ingenious items.
1. Risk of conversion of R&D spending into sunk cost, greater than option 1 lower than alternative 2.
2. Danger of mistaken belief about the acquisitions, greater than alternative 2 and lesser than alternative 1.
3. Intro of less variety of innovative products than alternative 2 and high variety of innovative products than alternative 1.

Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Conclusion

RecommendationsBusiness has actually stayed the leading market gamer for more than a years. It has institutionalised its methods and culture to align itself with the market changes and customer habits, which has actually eventually permitted it to sustain its market share. Though, Business has developed substantial market share and brand name identity in the city markets, it is advised that the business needs to concentrate on the backwoods in regards to developing brand commitment, awareness, and equity, such can be done by producing a specific brand allotment technique through trade marketing methods, that draw clear distinction in between Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture products and other competitor items. Additionally, Business must utilize its brand picture of safe and healthy food in catering the rural markets and likewise to upscale the offerings in other classifications such as nutrition. This will enable the business to establish brand equity for recently introduced and currently produced items on a higher platform, making the efficient usage of resources and brand name image in the market.

Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Exhibits

PESTEL Analysis
Governmental support

Transforming requirements of international food.
Improved market share.
Altering understanding towards much healthier products
Improvements in R&D and QA divisions.

Intro of E-marketing.
No such effect as it is good.
Worries over recycling.

Use of resources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Greatest considering that 9000
Greatest after Service with less growth than Service 7th Lowest
R&D Spending Highest considering that 2005 Highest possible after Organisation 1st Most affordable
Net Profit Margin Highest possible since 2008 with rapid growth from 2002 to 2016 As a result of sale of Alcon in 2013. Practically equal to Kraft Foods Unification Almost equal to Unilever N/A
Competitive Advantage Food with Nourishment as well as health variable Highest variety of brands with sustainable practices Largest confectionary and also refined foods brand on the planet Biggest milk products and bottled water brand name worldwide
Segmentation Middle as well as top middle level consumers worldwide Individual consumers along with house group All age and Revenue Customer Groups Center and upper center level customers worldwide
Number of Brands 7th 9th 2nd 4th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 54282 194564 271893 568663 476237
Net Profit Margin 7.35% 2.84% 38.52% 7.52% 61.63%
EPS (Earning Per Share) 88.31 7.29 4.52 1.81 39.76
Total Asset 758817 452145 658636 373387 86571
Total Debt 41633 22398 16381 38246 91312
Debt Ratio 79% 42% 42% 26% 87%
R&D Spending 9171 9128 1276 5122 9412
R&D Spending as % of Sales 8.87% 1.41% 6.43% 6.42% 5.96%

Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Executive Summary Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Swot Analysis Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Vrio Analysis Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Pestel Analysis
Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Porters Analysis Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Recommendations