Messer Griesheim B Case Study Analysis

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Messer Griesheim B is currently one of the greatest food chains worldwide. It was founded by Harvard in 1866, a German Pharmacist who first introduced "FarineLactee"; a mix of flour and milk to feed infants and reduce death rate. At the very same time, the Page siblings from Switzerland also discovered 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 Messer Griesheim B.
Business is now a multinational company. Unlike other multinational business, it has senior executives from various nations and tries to make decisions thinking about the whole world. Messer Griesheim B currently has more than 500 factories worldwide and a network spread throughout 86 countries.


The purpose of Business Corporation is to improve the quality of life of individuals by playing its part and providing 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


Messer Griesheim B's vision is to supply its clients with food that is healthy, high in quality and safe to consume. Business envisions to develop a trained workforce which would help the business to grow


Messer Griesheim B's objective is that as presently, it is the leading business in the food market, it thinks in 'Great Food, Excellent Life". Its mission is to provide its customers with a range of options that are healthy and best in taste. It is focused on offering the best food to its consumers throughout the day and night.


Business has a large range of products that it provides to its consumers. Its items consist of food for babies, cereals, dairy products, snacks, chocolates, food for pet and bottled water. It has around four hundred and fifty (450) factories all over the world and around 328,000 employees. In 2011, Business was noted as the most gainful organization.

Goals and Objectives

• Remembering the vision and objective of the corporation, the business has laid down its objectives and objectives. These goals and objectives are noted below.
• One objective of the business is to reach zero land fill status. (Business, aboutus, 2017).
• Another objective of Messer Griesheim B is to squander minimum food during production. Most often, the food produced is lost even before it reaches the consumers.
• Another thing that Business is working on is to enhance its product packaging in such a way that it would help it to lower those problems and would likewise guarantee the shipment of high quality of its items to its customers.
• Meet international standards of the environment.
• Develop a relationship based upon trust with its customers, company partners, workers, and government.

Critical Issues

Recently, Business Business is focusing more towards the strategy of NHW and investing more of its revenues on the R&D technology. The country is investing more on acquisitions and mergers to support its NHW method. The target of the business is not attained as the sales were anticipated to grow greater at the rate of 10% per year and the operating margins to increase by 20%, given in Display H. There is a requirement to focus more on the sales then the development technology. Otherwise, it may result in the decreased profits rate. (Henderson, 2012).

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The current Business strategy is based on the idea of Nutritious, Health and Health (NHW). This strategy deals with the idea to bringing modification in the consumer preferences about food and making the food things much healthier concerning about the health problems.
The vision of this technique is based upon the secret technique i.e. 60/40+ which merely means that the items will have a score of 60% on the basis of taste and 40% is based on its nutritional worth. The products will be produced with extra nutritional worth in contrast to all other items in market acquiring it a plus on its nutritional material.
This technique was embraced to bring more delicious plus nutritious foods and drinks in market than ever. In competition with other business, with an intention of keeping its trust over consumers as Business Business has actually gotten more trusted by costumers.

Quantitative Analysis.

R&D Spending as a portion of sales are decreasing with increasing actual quantity of costs shows that the sales are increasing at a greater rate than its R&D costs, and allow the company to more spend on R&D.
Net Revenue Margin is increasing while R&D as a percentage of sales is decreasing. This indicator likewise reveals a green light to the R&D spending, mergers and acquisitions.
Debt ratio of the business is increasing due to its costs on mergers, acquisitions and R&D advancement instead of payment of debts. This increasing debt ratio posture a risk of default of Business to its investors and could lead a declining share rates. Therefore, in regards to increasing debt ratio, the company must not spend much on R&D and needs to pay its present debts to reduce the danger for investors.
The increasing risk of investors with increasing debt ratio and decreasing share prices can be observed by huge decline of EPS of Messer Griesheim B stocks.
The sales development of business is also low as compare to its mergers and acquisitions due to slow perception structure of customers. This sluggish growth also prevent company 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 calculations and Graphs given in the Exhibitions D and E.

TWOS Analysis

TWOS analysis can be used to derive various methods based on the SWOT Analysis given above. A short summary of TWOS Analysis is given in Display H.

Strategies to exploit Opportunities using Strengths

Business ought to present more innovative items by big amount of R&D Costs and mergers and acquisitions. It could increase the marketplace share of Business and increase the earnings margins for the company. It could likewise offer Business a long term competitive benefit over its rivals.
The global growth of Business should be concentrated on market capturing of developing nations by expansion, bring in more clients through customer's loyalty. As developing nations are more populous than industrialized nations, it could increase the consumer circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisMesser Griesheim B ought to do careful acquisition and merger of organizations, as it might impact the consumer's and society's understandings about Business. It should get and merge with those business which have a market track record of healthy and nutritious companies. It would improve the understandings of consumers about Business.
Business ought to not only spend its R&D on development, rather than it should also focus on the R&D spending over assessment of expense of numerous healthy products. This would increase expense performance of its items, which will result in increasing its sales, due to declining prices, and margins.

Strategies to use strengths to overcome threats

Business needs to move to not only establishing however also to developed countries. It ought to expand its circle to various nations like Unilever which operates in about 170 plus countries.

Strategies to overcome weaknesses to avoid threats

Messer Griesheim B ought to carefully control its acquisitions to prevent the danger of misunderstanding from the consumers about Business. It should obtain and combine with those countries having a goodwill of being a healthy company in the market. This would not only improve the understanding of customers about Business however would likewise increase the sales, revenue margins and market share of Business. It would also make it possible for the company to utilize its possible resources effectively on its other operations instead of acquisitions of those companies slowing the NHW technique development.

Segmentation Analysis

Demographic Segmentation

The market segmentation of Business is based upon 4 elements; age, gender, income and occupation. For instance, Business produces several items related to children i.e. Cerelac, Nido, and so on and associated to adults i.e. confectionary products. Messer Griesheim B products are quite budget friendly by almost all levels, however its major targeted customers, in regards to income level are middle and upper middle level customers.

Geographical Segmentation

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

Psychographic Segmentation

Psychographic segmentation of Business is based upon the character and lifestyle of the consumer. For instance, Business 3 in 1 Coffee target those consumers whose life style is rather busy and do not have much time.

Behavioral Segmentation

Messer Griesheim B behavioral division is based upon the attitude understanding and awareness of the consumer. For example its highly nutritious items target those customers who have a health conscious attitude towards their consumptions.

Messer Griesheim B Alternatives

In order to sustain the brand in the market and keep the customer undamaged with the brand name, there are two options:
Alternative: 1
The Company ought to spend more on acquisitions than on the R&D.
1. Acquisitions would increase total assets of the business, increasing the wealth of the business. However, spending on R&D would be sunk expense.
2. The business can resell the acquired systems in the market, if it fails to execute its method. Quantity spend on the R&D could not be revived, and it will be considered totally sunk cost, if it do not provide possible results.
3. Investing in R&D supply slow development in sales, as it takes very long time to present an item. Nevertheless, acquisitions offer quick outcomes, as it offer the business already developed product, which can be marketed soon after the acquisition.
1. Acquisition of business's which do not fit with the business's worths like Kraftz foods can lead the business to face misunderstanding of customers about Business core worths of healthy and nutritious items.
2 Large spending on acquisitions than R&D would send out a signal of company's inefficiency of developing innovative products, and would lead to customer's dissatisfaction too.
3. Large acquisitions than R&D would extend the line of product of the business by the items which are already present in the market, making business not able to introduce brand-new innovative items.
Alternative: 2.
The Company ought to spend more on its R&D instead of acquisitions.
1. It would make it possible for the company to produce more innovative items.
2. It would supply 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 items which can be provided to a completely brand-new market section.
4. Innovative items 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 costs on R&D would be considered as sunk expense, and would impact the business at big. The threat is not in the case of acquisitions.
3. It would not increase the wealth of company, which might supply an unfavorable signal to the investors, and might result I declining stock costs.
Alternative 3:
Continue its acquisitions and mergers with considerable costs on in R&D Program.
Vrio AnalysisPros:
1. It would enable the company to present brand-new ingenious products with less danger of converting the spending on R&D into sunk expense.
2. It would provide a positive signal to the investors, as the total possessions of the business would increase with its substantial R&D spending.
3. It would not affect the revenue margins of the company at a large rate as compare to alternative 2.
4. It would supply the company a strong long term market position in regards to the business's overall wealth in addition to in regards to ingenious products.
1. Threat of conversion of R&D spending into sunk expense, higher than option 1 lower than alternative 2.
2. Danger of mistaken belief about the acquisitions, greater than alternative 2 and lower than alternative 1.
3. Introduction of less number of ingenious items than alternative 2 and high variety of innovative products than alternative 1.

Messer Griesheim B Conclusion

RecommendationsBusiness has stayed the top market player for more than a years. It has institutionalised its methods and culture to align itself with the marketplace changes and consumer habits, which has eventually enabled it to sustain its market share. Business has developed substantial market share and brand identity in the city markets, it is recommended that the business ought to focus on the rural areas in terms of developing brand name loyalty, awareness, and equity, such can be done by developing a particular brand allocation method through trade marketing techniques, that draw clear distinction between Messer Griesheim B items and other rival items. Messer Griesheim B should utilize its brand name image of safe and healthy food in catering the rural markets and likewise to upscale the offerings in other categories such as nutrition. This will enable the business to establish brand equity for freshly presented and currently produced items on a greater platform, making the reliable usage of resources and brand image in the market.

Messer Griesheim B Exhibits

PESTEL Analysis
Governmental support

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

Intro of E-marketing.
No such impact as it is beneficial.
Issues over recycling.

Use sources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Highest since 6000
Highest after Service with less growth than Company 7th Lowest
R&D Spending Highest possible considering that 2007 Greatest after Business 9th Most affordable
Net Profit Margin Highest possible considering that 2006 with rapid development from 2007 to 2018 Due to 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 element Highest number of brand names with lasting methods Biggest confectionary and also refined foods brand on the planet Biggest dairy products and also bottled water brand worldwide
Segmentation Center and also upper center level consumers worldwide Specific customers together with house team Every age and also Earnings Consumer Teams Center and also top middle degree customers worldwide
Number of Brands 4th 8th 5th 3rd

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 48961 365136 754182 538123 833526
Net Profit Margin 4.28% 8.96% 83.82% 5.31% 58.29%
EPS (Earning Per Share) 97.98 8.71 5.21 1.74 97.38
Total Asset 793693 532914 974853 826683 76633
Total Debt 71137 17398 97555 26359 46659
Debt Ratio 95% 23% 51% 26% 47%
R&D Spending 2928 2281 9613 8164 7713
R&D Spending as % of Sales 2.39% 3.67% 8.41% 8.15% 4.25%

Messer Griesheim B Executive Summary Messer Griesheim B Swot Analysis Messer Griesheim B Vrio Analysis Messer Griesheim B Pestel Analysis
Messer Griesheim B Porters Analysis Messer Griesheim B Recommendations