Chile In Search Of A Second Wind Case Study Solution

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Chile In Search Of A Second Wind is presently among the biggest food cycle worldwide. It was established by Chicago Booth in 1866, a German Pharmacist who first launched "FarineLactee"; a mix of flour and milk to feed babies and decrease mortality rate. At the exact same time, the Page siblings from Switzerland also found The Anglo-Swiss Condensed Milk Company. The 2 ended up being rivals initially but in the future combined in 1905, leading to the birth of Chile In Search Of A Second Wind.
Business is now a multinational company. Unlike other multinational business, it has senior executives from different nations and tries to make decisions thinking about the entire world. Chile In Search Of A Second Wind presently 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 company is being successful in the long run, that's how it plays its part for a better and healthy future


Chile In Search Of A Second Wind's vision is to offer its clients with food that is healthy, high in quality and safe to consume. It wants to be ingenious and all at once understand the requirements and requirements of its clients. Its vision is to grow quick and supply products that would please the requirements of each age group. Chile In Search Of A Second Wind envisions to establish a well-trained workforce which would help the business to grow


Chile In Search Of A Second Wind's objective is that as presently, it is the leading company in the food market, it thinks in 'Good Food, Great Life". Its objective is to supply its consumers with a variety of choices that are healthy and best in taste. It is focused on supplying the best food to its clients throughout the day and night.


Chile In Search Of A Second Wind has a broad range of items that it uses to its consumers. In 2011, Business was listed as the most rewarding company.

Goals and Objectives

• Remembering the vision and mission of the corporation, the business has put down its objectives and objectives. These objectives and goals are listed below.
• One objective of the company is to reach absolutely no land fill status. (Business, aboutus, 2017).
• Another objective of Chile In Search Of A Second Wind is to lose minimum food throughout production. Frequently, the food produced is wasted even before it reaches the clients.
• Another thing that Business is dealing with is to enhance its product packaging in such a method that it would help it to minimize those issues and would also ensure the delivery of high quality of its products to its consumers.
• Meet global requirements of the environment.
• Develop a relationship based on trust with its consumers, company partners, workers, and federal government.

Critical Issues

Recently, Business Company is focusing more towards the strategy of NHW and investing more of its earnings on the R&D innovation. The nation is investing more on acquisitions and mergers to support its NHW technique. The target of the business is not achieved as the sales were expected to grow greater at the rate of 10% per year and the operating margins to increase by 20%, offered in Display H.

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The current Business strategy is based on the concept of Nutritious, Health and Wellness (NHW). This method deals with the idea to bringing change in the customer choices about food and making the food stuff much healthier concerning about the health problems.
The vision of this strategy is based on the key approach i.e. 60/40+ which just implies that the items will have a rating of 60% on the basis of taste and 40% is based upon its dietary value. The items will be produced with additional dietary worth in contrast to all other items in market acquiring it a plus on its nutritional material.
This method was embraced to bring more tasty plus nutritious foods and drinks in market than ever. In competition with other business, with an intent of keeping its trust over customers as Business Company has actually gotten more relied on by costumers.

Quantitative Analysis.

R&D Spending as a portion of sales are decreasing with increasing real amount of costs shows that the sales are increasing at a higher rate than its R&D costs, and allow the business to more invest in R&D.
Net Profit Margin is increasing while R&D as a percentage of sales is declining. This indication also reveals a thumbs-up to the R&D spending, mergers and acquisitions.
Financial obligation ratio of the business is increasing due to its spending on mergers, acquisitions and R&D advancement instead of payment of financial obligations. This increasing debt ratio present a risk of default of Business to its financiers and might lead a decreasing share costs. In terms of increasing debt ratio, the firm needs to not spend much on R&D and should pay its current debts to reduce the risk for financiers.
The increasing danger of investors with increasing debt ratio and decreasing share costs can be observed by huge decrease of EPS of Chile In Search Of A Second Wind stocks.
The sales growth of business is likewise low as compare to its mergers and acquisitions due to slow understanding structure of customers. This sluggish growth also prevent 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 estimations and Graphs given up the Exhibits D and E.

TWOS Analysis

2 analysis can be utilized to obtain different strategies based on the SWOT Analysis offered above. A short summary of TWOS Analysis is given in Display H.

Strategies to exploit Opportunities using Strengths

Business ought to introduce more innovative items by large amount of R&D Costs and mergers and acquisitions. It could increase the marketplace share of Business and increase the revenue margins for the company. It could likewise supply Business a long term competitive advantage over its rivals.
The international expansion of Business need to be focused on market catching of developing countries by growth, drawing in more clients through customer'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 AnalysisChile In Search Of A Second Wind should do mindful acquisition and merger of companies, as it might impact the client's and society's perceptions about Business. It must obtain and merge with those companies which have a market track record of healthy and healthy companies. It would improve the perceptions of customers about Business.
Business must not just spend its R&D on development, rather than it needs to likewise concentrate on the R&D spending over examination of expense of numerous healthy items. This would increase cost performance of its items, which will result in increasing its sales, due to declining rates, and margins.

Strategies to use strengths to overcome threats

Business ought to transfer to not just establishing but also to industrialized countries. It should expands its geographical expansion. This wide geographical expansion towards establishing and developed countries would lower the risk of prospective losses in times of instability in different nations. It should widen its circle to different countries like Unilever which operates in about 170 plus nations.

Strategies to overcome weaknesses to avoid threats

Chile In Search Of A Second Wind ought to carefully control its acquisitions to prevent the threat of mistaken belief from the customers about Business. It should get and combine with those nations having a goodwill of being a healthy company in the market. This would not only enhance the understanding of customers about Business however would likewise increase the sales, earnings margins and market share of Business. It would also enable the company to utilize its potential resources efficiently on its other operations instead of acquisitions of those companies slowing the NHW technique development.

Segmentation Analysis

Demographic Segmentation

The group division of Business is based upon 4 elements; age, gender, income and occupation. For example, Business produces a number of products connected to infants i.e. Cerelac, Nido, and so on and related to adults i.e. confectionary products. Chile In Search Of A Second Wind items are quite budget friendly by nearly all levels, but its significant targeted customers, in terms of earnings level are middle and upper middle level customers.

Geographical Segmentation

Geographical division of Business is composed of its existence in nearly 86 countries. Its geographical segmentation is based upon two primary aspects i.e. typical earnings level of the consumer along with the climate of the region. For example, Singapore Business Company's division is done on the basis of the weather condition of the region i.e. hot, warm or cold.

Psychographic Segmentation

Psychographic division of Business is based upon the character and life style of the consumer. For instance, Business 3 in 1 Coffee target those clients whose life style is rather hectic and don't have much time.

Behavioral Segmentation

Chile In Search Of A Second Wind behavioral segmentation is based upon the attitude knowledge and awareness of the consumer. For example its highly healthy products target those customers who have a health mindful attitude towards their consumptions.

Chile In Search Of A Second Wind Alternatives

In order to sustain the brand in the market and keep the consumer intact with the brand name, there are 2 alternatives:
Option: 1
The Company must invest more on acquisitions than on the R&D.
1. Acquisitions would increase total possessions of the business, increasing the wealth of the business. However, spending on R&D would be sunk cost.
2. The business can resell the obtained systems in the market, if it fails to implement its technique. Quantity spend on the R&D might not be revived, and it will be considered completely sunk cost, if it do not offer prospective outcomes.
3. Spending on R&D supply slow growth in sales, as it takes long time to present an item. Nevertheless, acquisitions supply quick results, as it offer the business already established product, which can be marketed not long after the acquisition.
1. Acquisition of company's which do not fit with the business's values like Kraftz foods can lead the business to face misunderstanding of customers about Business core values of healthy and healthy products.
2 Large costs on acquisitions than R&D would send a signal of company's ineffectiveness of developing ingenious products, and would results in consumer's discontentment.
3. Large acquisitions than R&D would extend the product line of the company by the products which are already present in the market, making business unable to introduce brand-new ingenious products.
Alternative: 2.
The Company ought to spend more on its R&D instead of acquisitions.
1. It would allow the business to produce more innovative products.
2. It would provide the company a strong competitive position in the market.
3. It would make it possible for the business to increase its targeted clients by presenting those products which can be offered to a completely brand-new market segment.
4. Ingenious products will offer long term benefits and high market share in long term.
1. It would decrease the profit margins of the company.
2. In case of failure, the whole costs on R&D would be thought about as sunk expense, and would affect the company at large. The risk is not when it comes to acquisitions.
3. It would not increase the wealth of business, which could supply a negative signal to the financiers, and could result I decreasing stock prices.
Alternative 3:
Continue its acquisitions and mergers with considerable costs on in R&D Program.
Vrio AnalysisPros:
1. It would allow the business to present new ingenious 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 significant R&D costs.
3. It would not affect the profit margins of the company at a large rate as compare to alternative 2.
4. It would offer the business a strong long term market position in terms of the company's total wealth in addition to in regards to ingenious items.
1. Danger of conversion of R&D costs into sunk expense, greater than alternative 1 lower than alternative 2.
2. Threat of misunderstanding about the acquisitions, higher than alternative 2 and lesser than option 1.
3. Intro of less variety of innovative items than alternative 2 and high variety of innovative products than alternative 1.

Chile In Search Of A Second Wind Conclusion

RecommendationsIt has actually institutionalised its techniques and culture to align itself with the market changes and consumer behavior, which has eventually allowed it to sustain its market share. Business has actually established considerable market share and brand identity in the urban markets, it is suggested that the company must focus on the rural areas in terms of developing brand name loyalty, awareness, and equity, such can be done by developing a particular brand name allocation technique through trade marketing strategies, that draw clear difference between Chile In Search Of A Second Wind items and other competitor products.

Chile In Search Of A Second Wind Exhibits

PESTEL Analysis
Governmental support

Changing criteria of worldwide food.
Improved market share.
Altering assumption in the direction of healthier products
Improvements in R&D as well as QA divisions.

Introduction of E-marketing.
No such influence as it is beneficial.
Problems over recycling.

Use of sources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Highest possible since 8000
Highest possible after Business with less growth than Business 5th Lowest
R&D Spending Greatest since 2007 Greatest after Service 4th Cheapest
Net Profit Margin Greatest given that 2003 with fast development from 2003 to 2015 As a result of sale of Alcon in 2018. Virtually equal to Kraft Foods Incorporation Virtually equal to Unilever N/A
Competitive Advantage Food with Nutrition and also wellness variable Highest number of brands with lasting methods Biggest confectionary and also refined foods brand name worldwide Largest milk products as well as mineral water brand name on the planet
Segmentation Center and top middle level consumers worldwide Individual customers along with house group Every age and Earnings Consumer Groups Center as well as upper center degree consumers worldwide
Number of Brands 8th 2nd 5th 8th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 11159 589593 552229 977927 494122
Net Profit Margin 4.36% 1.16% 83.49% 3.31% 27.71%
EPS (Earning Per Share) 68.99 1.84 7.15 7.84 24.64
Total Asset 364915 648595 777979 745744 42546
Total Debt 66523 35178 69348 42779 43353
Debt Ratio 98% 48% 69% 39% 39%
R&D Spending 7564 3322 3558 8772 4144
R&D Spending as % of Sales 6.49% 9.36% 2.87% 8.66% 3.14%

Chile In Search Of A Second Wind Executive Summary Chile In Search Of A Second Wind Swot Analysis Chile In Search Of A Second Wind Vrio Analysis Chile In Search Of A Second Wind Pestel Analysis
Chile In Search Of A Second Wind Porters Analysis Chile In Search Of A Second Wind Recommendations