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Ing Direct Redefining Direct Banking Case Study Solution

Ing Direct Redefining Direct Banking is presently one of the greatest 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 infants and decrease mortality rate. At the same time, the Page brothers from Switzerland also found The Anglo-Swiss Condensed Milk Business. The two became rivals in the beginning however in the future merged in 1905, leading to the birth of Ing Direct Redefining Direct Banking.
Business is now a transnational company. Unlike other international business, it has senior executives from different nations and attempts to make decisions considering the entire world. Ing Direct Redefining Direct Banking presently has more than 500 factories worldwide and a network spread across 86 countries.


The function of Ing Direct Redefining Direct Banking Corporation is to improve the lifestyle of individuals by playing its part and supplying healthy food. It wants to help the world in shaping a healthy and better future for it. It also wants to encourage people to live a healthy life. While ensuring that the company is being successful in the long run, that's how it plays its part for a better and healthy future


Ing Direct Redefining Direct Banking's vision is to supply its consumers with food that is healthy, high in quality and safe to consume. It wishes to be ingenious and all at once comprehend the needs and requirements of its consumers. Its vision is to grow fast and provide products that would please the needs of each age group. Ing Direct Redefining Direct Banking visualizes to establish a well-trained workforce which would help the business to grow


Ing Direct Redefining Direct Banking's mission is that as currently, it is the leading company in the food industry, it believes in 'Great Food, Excellent Life". Its objective is to provide its customers with a variety of options that are healthy and finest in taste. It is focused on providing the best food to its clients throughout the day and night.


Business has a wide range of products that it offers to its clients. Its products consist of food for babies, cereals, dairy items, treats, chocolates, food for animal and bottled water. It has around four hundred and fifty (450) factories worldwide and around 328,000 workers. In 2011, Business was listed as the most gainful organization.

Goals and Objectives

• Remembering the vision and objective of the corporation, the company has actually laid down its goals and goals. These objectives and objectives are noted below.
• One goal of the business is to reach no garbage dump status. (Business, aboutus, 2017).
• Another goal of Ing Direct Redefining Direct Banking is to waste minimum food throughout production. Usually, the food produced is wasted even before it reaches the customers.
• Another thing that Business is dealing with is to enhance its packaging in such a way that it would help it to decrease those problems and would likewise guarantee the delivery of high quality of its products to its customers.
• Meet worldwide standards of the environment.
• Develop a relationship based on trust with its customers, service 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 technology. The country is investing more on acquisitions and mergers to support its NHW strategy. Nevertheless, the target of the business is not achieved as the sales were anticipated to grow higher at the rate of 10% annually and the operating margins to increase by 20%, given in Exhibit H. There is a need to focus more on the sales then the innovation technology. Otherwise, it may lead to the declined revenue rate. (Henderson, 2012).

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The existing Business method is based upon the concept of Nutritious, Health and Health (NHW). This strategy deals with the idea to bringing change in the consumer choices about food and making the food things much healthier worrying about the health problems.
The vision of this method is based upon the key technique i.e. 60/40+ which just implies that the products will have a score of 60% on the basis of taste and 40% is based upon its nutritional worth. The items will be produced with additional dietary worth in contrast to all other items in market gaining it a plus on its nutritional material.
This technique was embraced to bring more tasty plus healthy foods and drinks in market than ever. In competition with other companies, with an objective of keeping its trust over consumers as Business Business has gotten more trusted by costumers.

Quantitative Analysis.

R&D Costs as a portion of sales are decreasing with increasing real quantity of costs reveals that the sales are increasing at a greater rate than its R&D spending, and enable the business to more spend on R&D.
Net Earnings Margin is increasing while R&D as a portion of sales is decreasing. This indicator also reveals a green light to the R&D spending, mergers and acquisitions.
Debt ratio of the company 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 threat of default of Business to its financiers and could lead a decreasing share rates. In terms of increasing financial obligation ratio, the company needs to not invest much on R&D and must pay its current financial obligations to decrease the danger for investors.
The increasing risk of investors with increasing debt ratio and declining share rates can be observed by big decrease of EPS of Ing Direct Redefining Direct Banking stocks.
The sales development of business is likewise low as compare to its mergers and acquisitions due to slow understanding building of consumers. This slow growth also impede business to additional 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 in the Exhibitions D and E.

TWOS Analysis

TWOS analysis can be used to obtain various strategies based upon the SWOT Analysis provided 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 big amount of R&D Costs and mergers and acquisitions. It could increase the marketplace share of Business and increase the revenue margins for the business. It could also supply Business a long term competitive advantage over its rivals.
The international growth of Business must be concentrated on market recording of developing nations by growth, drawing in more clients through consumer's loyalty. As developing nations are more populated than developed nations, it might increase the client circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisIng Direct Redefining Direct Banking should do mindful acquisition and merger of companies, as it could impact the customer's and society's understandings about Business. It should acquire and merge with those companies which have a market credibility of healthy and nutritious companies. It would improve the perceptions of consumers about Business.
Business should not only spend its R&D on innovation, instead of it should also focus on the R&D spending over assessment of cost of different healthy products. This would increase expense performance of its products, which will result in increasing its sales, due to declining prices, and margins.

Strategies to use strengths to overcome threats

Business ought to transfer to not only developing however also to industrialized nations. It needs to broadens its geographical expansion. This wide geographical growth towards developing and developed nations would reduce the threat of possible losses in times of instability in numerous nations. It needs to broaden its circle to different countries like Unilever which runs in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

Ing Direct Redefining Direct Banking must carefully manage its acquisitions to prevent the risk of misunderstanding from the consumers about Business. It ought to obtain and merge with those nations having a goodwill of being a healthy company in the market. This would not just improve the perception of consumers about Business but would likewise increase the sales, revenue margins and market share of Business. It would likewise make it possible for the company to utilize its prospective resources effectively on its other operations rather than acquisitions of those organizations slowing the NHW method development.

Segmentation Analysis

Demographic Segmentation

The market division of Business is based upon 4 elements; age, gender, income and occupation. For instance, Business produces several products connected to children i.e. Cerelac, Nido, and so on and related to grownups i.e. confectionary products. Ing Direct Redefining Direct Banking items are quite economical by almost all levels, however its significant targeted customers, in terms of income level are middle and upper middle level consumers.

Geographical Segmentation

Geographical division of Business is composed of its existence in practically 86 nations. Its geographical segmentation is based upon two main factors i.e. typical income level of the customer along with the climate of the region. Singapore Business Company's segmentation 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. Business 3 in 1 Coffee target those customers whose life design is quite busy and do not have much time.

Behavioral Segmentation

Ing Direct Redefining Direct Banking behavioral division is based upon the attitude understanding and awareness of the customer. For instance its extremely nutritious products target those customers who have a health mindful mindset towards their intakes.

Ing Direct Redefining Direct Banking Alternatives

In order to sustain the brand in the market and keep the client undamaged with the brand, there are two choices:
Alternative: 1
The Business must 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, spending on R&D would be sunk cost.
2. The company can resell the obtained units in the market, if it fails to execute its method. Nevertheless, amount spend on the R&D could not be restored, and it will be considered completely sunk expense, if it do not give possible results.
3. Investing in R&D offer slow growth in sales, as it takes long time to introduce an item. Acquisitions provide fast results, as it provide the company already developed product, which can be marketed quickly after the acquisition.
1. Acquisition of company's which do not fit with the business's worths like Kraftz foods can lead the company to deal with mistaken belief of customers about Business core worths of healthy and nutritious items.
2 Large spending on acquisitions than R&D would send a signal of company's inefficiency of establishing innovative items, and would results in consumer's discontentment.
3. Large acquisitions than R&D would extend the line of product of the company by the products which are already present in the market, making company unable to introduce new innovative items.
Alternative: 2.
The Company ought to spend more on its R&D rather than acquisitions.
1. It would enable the company to produce more innovative items.
2. It would offer 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 used to an entirely brand-new market section.
4. Ingenious products will supply long term advantages and high market share in long run.
1. It would reduce the earnings margins of the company.
2. In case of failure, the entire costs on R&D would be considered as sunk cost, and would impact the company at large. The threat is not in the case of acquisitions.
3. It would not increase the wealth of company, which could supply an unfavorable signal to the investors, and might result I decreasing stock rates.
Alternative 3:
Continue its acquisitions and mergers with significant spending on in R&D Program.
Vrio AnalysisPros:
1. It would enable the company to present new innovative products with less threat of converting the spending on R&D into sunk expense.
2. It would offer a positive signal to the investors, as the total properties of the business would increase with its significant R&D costs.
3. It would not impact the revenue 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 regards to the business's total wealth in addition to in terms of innovative items.
1. Threat of conversion of R&D spending into sunk expense, higher than alternative 1 lower than alternative 2.
2. Risk of mistaken belief about the acquisitions, greater than alternative 2 and lesser than alternative 1.
3. Introduction of less variety of ingenious items than alternative 2 and high variety of innovative products than alternative 1.

Ing Direct Redefining Direct Banking Conclusion

RecommendationsIt has actually institutionalized its strategies and culture to align itself with the market modifications and client behavior, which has eventually permitted it to sustain its market share. Business has developed considerable market share and brand identity in the city markets, it is suggested that the company ought to focus on the rural areas in terms of developing brand loyalty, awareness, and equity, such can be done by developing a specific brand name allocation technique through trade marketing tactics, that draw clear distinction in between Ing Direct Redefining Direct Banking products and other rival products.

Ing Direct Redefining Direct Banking Exhibits

PESTEL Analysis
Governmental assistance

Altering criteria of global food.
Boosted market share.
Transforming assumption towards much healthier products
Improvements in R&D as well as QA departments.

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

Use resources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Highest possible because 5000
Highest after Service with less growth than Organisation 7th Most affordable
R&D Spending Greatest since 2003 Greatest after Company 7th Cheapest
Net Profit Margin Greatest considering that 2009 with rapid growth from 2004 to 2017 As a result of sale of Alcon in 2016. Practically equal to Kraft Foods Unification Practically equal to Unilever N/A
Competitive Advantage Food with Nourishment and also health and wellness element Highest variety of brand names with sustainable techniques Largest confectionary as well as refined foods brand name in the world Biggest milk products as well as bottled water brand on the planet
Segmentation Center and upper middle level consumers worldwide Individual consumers along with family team Any age and also Revenue Consumer Groups Middle as well as top center level consumers worldwide
Number of Brands 6th 6th 8th 4th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 98333 652856 553293 187653 935311
Net Profit Margin 3.69% 4.69% 28.74% 9.33% 19.59%
EPS (Earning Per Share) 49.52 3.34 1.53 7.34 93.34
Total Asset 698926 886222 353929 564161 88157
Total Debt 66127 59516 45585 93366 53259
Debt Ratio 62% 66% 67% 47% 26%
R&D Spending 6239 2682 4145 7524 8167
R&D Spending as % of Sales 3.82% 9.82% 2.36% 7.99% 4.65%

Ing Direct Redefining Direct Banking Executive Summary Ing Direct Redefining Direct Banking Swot Analysis Ing Direct Redefining Direct Banking Vrio Analysis Ing Direct Redefining Direct Banking Pestel Analysis
Ing Direct Redefining Direct Banking Porters Analysis Ing Direct Redefining Direct Banking Recommendations