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Business is currently one of the greatest food chains worldwide. It was founded by Henri Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture in 1866, a German Pharmacist who initially introduced "FarineLactee"; a mix of flour and milk to feed infants and reduce death rate.
Business is now a global business. Unlike other multinational business, it has senior executives from various countries and attempts to make decisions 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 Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture Corporation is to improve the lifestyle of people by playing its part and offering healthy food. It wishes to help the world in shaping a healthy and much better future for it. It also wishes to motivate people to live a healthy life. While making certain that the company is prospering in the long run, that's how it plays its part for a much better and healthy future


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


Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture's objective is that as presently, it is the leading company in the food market, it believes in 'Excellent Food, Great Life". Its mission is to supply its consumers with a range of options that are healthy and finest in taste. It is concentrated on offering the very best food to its customers throughout the day and night.


Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture has a broad variety of products that it provides to its consumers. In 2011, Business was listed as the most gainful organization.

Goals and Objectives

• Remembering the vision and mission of the corporation, the company has set its objectives and goals. These goals and goals are listed below.
• One objective of the company is to reach no land fill status. It is working toward absolutely no waste, where no waste of the factory is landfilled. It motivates its employees to take the most out of the spin-offs. (Business, aboutus, 2017).
• Another goal of Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture is to squander minimum food during production. Most often, the food produced is wasted even prior to it reaches the clients.
• Another thing that Business is dealing with is to improve its product packaging in such a way that it would help it to lower the above-mentioned problems and would also ensure the shipment of high quality of its products to its consumers.
• Meet global requirements of the environment.
• Develop a relationship based upon trust with its customers, business partners, staff members, and federal government.

Critical Issues

Just Recently, Business Business is focusing more towards the technique of NHW and investing more of its profits on the R&D technology. The country is investing more on acquisitions and mergers to support its NHW strategy. The target of the company is not achieved as the sales were anticipated to grow greater at the rate of 10% per year and the operating margins to increase by 20%, offered in Exhibit H.

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The existing Business method is based on the concept of Nutritious, Health and Health (NHW). This strategy deals with the idea to bringing change in the customer preferences about food and making the food things healthier concerning about the health issues.
The vision of this method is based upon the secret approach i.e. 60/40+ which merely indicates that the items will have a rating of 60% on the basis of taste and 40% is based upon its nutritional value. The products will be manufactured with additional nutritional value in contrast to all other products in market gaining it a plus on its dietary material.
This technique was embraced to bring more yummy plus healthy foods and drinks in market than ever. In competitors with other business, with an intention of keeping its trust over clients as Business Business has actually acquired more relied on by clients.

Quantitative Analysis.

R&D Spending as a portion of sales are decreasing with increasing actual quantity of spending reveals that the sales are increasing at a greater rate than its R&D costs, and permit the company to more invest in R&D.
Net Revenue Margin is increasing while R&D as a percentage of sales is declining. This sign also shows a thumbs-up to the R&D costs, mergers and acquisitions.
Financial obligation ratio of the business is increasing due to its costs on mergers, acquisitions and R&D advancement instead of payment of debts. This increasing financial obligation ratio present a hazard of default of Business to its investors and might lead a declining share prices. In terms of increasing financial obligation ratio, the firm must not spend much on R&D and ought to pay its current financial obligations to decrease the threat for financiers.
The increasing danger of investors with increasing debt ratio and declining share rates can be observed by huge decline of EPS of Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture stocks.
The sales development of business is likewise low as compare to its mergers and acquisitions due to slow perception building of consumers. This sluggish growth also hinder business to additional invest in its mergers and acquisitions.( Business, Business Financial Reports, 2006-2010).
Keep in mind: All the above analysis is done on the basis of estimations and Graphs given in the Displays D and E.

TWOS Analysis

2 analysis can be used to derive numerous techniques based upon the SWOT Analysis offered above. A short summary of TWOS Analysis is given in Exhibition H.

Strategies to exploit Opportunities using Strengths

Business should present more innovative products by large amount of R&D Spending and mergers and acquisitions. It might increase the marketplace share of Business and increase the profit margins for the business. It could likewise offer Business a long term competitive advantage over its rivals.
The international expansion of Business must be concentrated on market catching of establishing nations by growth, bring in more customers through client's commitment. As establishing nations are more populated than developed countries, it might increase the client 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 could affect the consumer's and society's understandings about Business. It should get and combine with those companies which have a market reputation of healthy and healthy companies. It would improve the understandings of customers about Business.
Business needs to not just spend its R&D on development, instead of it needs to likewise concentrate on the R&D costs over examination of cost of numerous nutritious products. This would increase expense performance of its items, which will lead to increasing its sales, due to declining prices, and margins.

Strategies to use strengths to overcome threats

Business must transfer to not just establishing but likewise to developed nations. It needs to broadens its geographical growth. This wide geographical expansion towards establishing and developed nations would reduce the risk of possible losses in times of instability in different countries. It must expand its circle to various nations like Unilever which runs in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

It should get and merge with those countries having a goodwill of being a healthy business in the market. It would likewise allow the business to use its possible resources effectively on its other operations rather than acquisitions of those companies slowing the NHW technique development.

Segmentation Analysis

Demographic Segmentation

The demographic division of Business is based on four factors; age, gender, income and occupation. For instance, Business produces several items connected to babies i.e. Cerelac, Nido, etc. and associated to grownups i.e. confectionary products. Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture products are rather economical by almost all levels, however 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 almost 86 nations. Its geographical division is based upon two main factors i.e. typical income level of the consumer along with the environment of the region. For instance, Singapore Business Business's division is done on the basis of the weather of the region i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic segmentation of Business is based upon the personality and lifestyle of the customer. For instance, Business 3 in 1 Coffee target those consumers whose life style is rather hectic 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 mindset knowledge and awareness of the consumer. For instance its extremely nutritious items target those clients who have a health conscious attitude towards their intakes.

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

In order to sustain the brand name in the market and keep the consumer intact with the brand, there are two choices:
Option: 1
The Company needs to spend more on acquisitions than on the R&D.
1. Acquisitions would increase total possessions of the company, increasing the wealth of the company. However, costs on R&D would be sunk cost.
2. The company can resell the gotten systems in the market, if it stops working to implement its strategy. Nevertheless, amount spend on the R&D might not be restored, and it will be thought about completely sunk expense, if it do not offer possible outcomes.
3. Spending on R&D offer slow development in sales, as it takes very long time to introduce an item. Acquisitions supply quick outcomes, as it supply the company currently developed product, which can be marketed soon after the acquisition.
1. Acquisition of business's which do not fit with the company's values like Kraftz foods can lead the company to deal with misunderstanding of consumers about Business core worths of healthy and healthy items.
2 Large costs on acquisitions than R&D would send a signal of business's inadequacy of establishing innovative products, and would lead to consumer's discontentment too.
3. Large acquisitions than R&D would extend the line of product of the business by the products which are already present in the market, making business unable to present new innovative products.
Option: 2.
The Company ought to invest more on its R&D instead of acquisitions.
1. It would make it possible for the company to produce more ingenious items.
2. It would offer the company a strong competitive position in the market.
3. It would enable the business to increase its targeted customers by presenting those items which can be provided to a completely brand-new market sector.
4. Innovative products will provide long term benefits and high market share in long term.
1. It would reduce the revenue margins of the company.
2. In case of failure, the whole spending on R&D would be considered as sunk cost, and would impact the company at big. The risk is not when it comes to acquisitions.
3. It would not increase the wealth of company, which could supply a negative signal to the investors, and could result I decreasing stock costs.
Alternative 3:
Continue its acquisitions and mergers with substantial costs on in R&D Program.
Vrio AnalysisPros:
1. It would permit the business to present brand-new innovative products with less threat of converting the costs on R&D into sunk expense.
2. It would offer a favorable signal to the financiers, as the total assets of the business would increase with its considerable R&D spending.
3. It would not affect the earnings margins of the business at a large rate as compare to alternative 2.
4. It would provide the business a strong long term market position in regards to the business's overall wealth as well as in regards to innovative products.
1. Danger of conversion of R&D costs into sunk expense, greater than option 1 lower than alternative 2.
2. Threat of mistaken belief about the acquisitions, greater than alternative 2 and lesser than alternative 1.
3. Intro of less variety of innovative items than alternative 2 and high number of ingenious items than alternative 1.

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

RecommendationsBusiness has remained the top market gamer for more than a decade. It has institutionalised its methods and culture to align itself with the market modifications and client habits, which has ultimately enabled it to sustain its market share. Business has actually established considerable market share and brand name identity in the metropolitan markets, it is advised that the company needs to focus on the rural areas in terms of developing brand loyalty, awareness, and equity, such can be done by developing a specific brand allocation strategy through trade marketing tactics, that draw clear difference between Atg A A Chinese Miracle A Sino Japanese Euro Joint Venture products and other rival products. Furthermore, Business needs to utilize its brand name image of safe and healthy food in catering the rural markets and also to upscale the offerings in other categories such as nutrition. This will allow the company to develop brand equity for newly introduced and already produced items on a greater platform, making the efficient use of resources and brand image in the market.

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

PESTEL Analysis
Governmental support

Changing criteria of international food.
Improved market share. Changing understanding towards much healthier items Improvements in R&D as well as QA departments.

Intro of E-marketing.
No such influence as it is beneficial. Worries over recycling.

Use of sources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Highest possible because 6000 Greatest after Organisation with much less growth than Business 6th Most affordable
R&D Spending Highest possible given that 2008 Highest after Service 5th Least expensive
Net Profit Margin Highest since 2002 with rapid growth from 2002 to 2014 Because of sale of Alcon in 2012. Virtually equal to Kraft Foods Consolidation Virtually equal to Unilever N/A
Competitive Advantage Food with Nutrition and health and wellness variable Highest variety of brands with lasting practices Largest confectionary as well as refined foods brand name in the world Largest milk items and also bottled water brand name worldwide
Segmentation Middle as well as top center level customers worldwide Specific customers together with house group All age and Income Customer Teams Middle and top middle level consumers worldwide
Number of Brands 8th 1st 1st 9th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 39729 532517 959487 367815 376388
Net Profit Margin 8.22% 7.38% 13.52% 7.23% 62.91%
EPS (Earning Per Share) 29.55 3.26 4.24 8.65 32.74
Total Asset 682721 558511 597438 895233 25324
Total Debt 98749 47633 39816 89627 96452
Debt Ratio 63% 57% 74% 59% 91%
R&D Spending 4611 8815 5185 8792 7578
R&D Spending as % of Sales 1.24% 8.21% 2.65% 7.56% 9.17%

Executive Summary Swot Analysis Vrio Analysis Pestel Analysis
Porters Analysis Recommendations