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Messer Griesheim B Case Study Help

Business is presently one of the most significant food chains worldwide. It was founded by Henri Messer Griesheim B in 1866, a German Pharmacist who initially released "FarineLactee"; a combination of flour and milk to feed infants and reduce death rate.
Business is now a global business. Unlike other multinational companies, it has senior executives from various countries and tries to make decisions thinking about the whole world. Messer Griesheim B currently has more than 500 factories worldwide and a network spread across 86 nations.


The function of Messer Griesheim B Corporation is to improve the quality of life of people by playing its part and offering healthy food. It wants to help the world in forming a healthy and better future for it. It also wishes to motivate people to live a healthy life. While making sure that the company is prospering in the long run, that's how it plays its part for a better and healthy future


Messer Griesheim B's vision is to provide its consumers with food that is healthy, high in quality and safe to consume. It wants to be innovative and concurrently understand the requirements and requirements of its clients. Its vision is to grow fast and provide products that would please the requirements of each age. Messer Griesheim B pictures to develop a well-trained workforce which would help the business to grow


Messer Griesheim B's mission is that as currently, it is the leading business in the food market, it thinks in 'Great Food, Great Life". Its mission is to offer its consumers with a variety of options that are healthy and best in taste. It is concentrated on supplying the very best food to its consumers throughout the day and night.


Business has a large range of products that it provides to its clients. Its products consist of food for infants, cereals, dairy products, snacks, chocolates, food for animal and bottled water. It has around 4 hundred and fifty (450) factories worldwide and around 328,000 staff members. In 2011, Business was listed as the most gainful company.

Goals and Objectives

• Remembering the vision and mission of the corporation, the business has set its objectives and goals. These objectives and objectives are noted below.
• One goal of the business is to reach zero landfill status. (Business, aboutus, 2017).
• Another objective of Messer Griesheim B is to squander minimum food throughout production. Frequently, the food produced is lost even prior to it reaches the clients.
• Another thing that Business is dealing with is to improve its packaging in such a way that it would help it to minimize the above-mentioned issues and would also guarantee the delivery of high quality of its products to its consumers.
• Meet worldwide requirements of the environment.
• Construct a relationship based on trust with its customers, service partners, workers, and government.

Critical Issues

Just Recently, Business Company is focusing more towards the method of NHW and investing more of its profits on the R&D innovation. The nation is investing more on acquisitions and mergers to support its NHW method. The target of the company is not achieved as the sales were anticipated to grow higher at the rate of 10% per year and the operating margins to increase by 20%, given in Exhibit H. There is a requirement to focus more on the sales then the development technology. Otherwise, it might result in the declined earnings rate. (Henderson, 2012).

Situational Analysis.

Analysis of Current Strategy, Vision and Goals

The current Business technique is based on the principle of Nutritious, Health and Health (NHW). This strategy handles the concept to bringing change in the client preferences about food and making the food things healthier worrying about the health problems.
The vision of this method is based upon the key method i.e. 60/40+ which just suggests that the products 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 additional dietary value in contrast to all other products in market gaining it a plus on its dietary material.
This method was adopted to bring more yummy plus nutritious foods and beverages in market than ever. In competition with other companies, with an intent of maintaining its trust over consumers as Business Company has actually acquired more trusted by costumers.

Quantitative Analysis.

R&D Costs as a percentage of sales are declining with increasing actual quantity of costs reveals that the sales are increasing at a greater rate than its R&D costs, and allow the company to more invest in R&D.
Net Revenue Margin is increasing while R&D as a portion of sales is declining. This indication likewise shows a green light to the R&D costs, mergers and acquisitions.
Financial obligation ratio of the company 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 threat of default of Business to its financiers and could lead a declining share prices. Therefore, in regards to increasing debt ratio, the firm should not spend much on R&D and should pay its current debts to decrease the danger for investors.
The increasing threat of investors with increasing debt ratio and declining share rates can be observed by huge decline of EPS of Messer Griesheim B stocks.
The sales growth of business is also low as compare to its mergers and acquisitions due to slow understanding structure of customers. This sluggish growth also prevent company to more invest in 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

2 analysis can be utilized to obtain numerous methods based upon the SWOT Analysis offered above. A short summary of TWOS Analysis is given in Exhibit H.

Strategies to exploit Opportunities using Strengths

Business should introduce more innovative products by big quantity of R&D Costs and mergers and acquisitions. It might increase the marketplace share of Business and increase the earnings margins for the business. It might likewise supply Business a long term competitive benefit over its competitors.
The global growth of Business should be focused on market catching of establishing countries by growth, attracting more consumers through client's commitment. As establishing countries are more populated than industrialized nations, it might increase the customer circle of Business.

Strategies to Overcome Weaknesses to Exploit Opportunities

Swot AnalysisMesser Griesheim B needs to do careful acquisition and merger of companies, as it might impact the customer's and society's perceptions about Business. It must get and combine with those companies which have a market reputation of healthy and healthy companies. It would improve the perceptions of customers about Business.
Business must not just invest its R&D on innovation, instead of it should likewise focus on the R&D spending over evaluation of cost of various healthy products. This would increase expense efficiency 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 move to not just establishing but also to industrialized nations. It needs to widen its circle to different nations like Unilever which runs in about 170 plus nations.

Strategies to overcome weaknesses to avoid threats

It needs to acquire and merge with those nations having a goodwill of being a healthy business in the market. It would likewise allow the company to use its prospective resources efficiently on its other operations rather than acquisitions of those companies slowing the NHW method development.

Segmentation Analysis

Demographic Segmentation

The group division of Business is based on 4 elements; age, gender, earnings and profession. Business produces a number of products related to children i.e. Cerelac, Nido, etc. and associated to grownups i.e. confectionary items. Messer Griesheim B items are quite economical by almost all levels, but its significant targeted consumers, in regards to 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 2 primary aspects i.e. typical earnings level of the consumer along with the environment of the region. Singapore Business Company's segmentation is done on the basis of the weather condition 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 consumers whose life design is rather hectic and do not have much time.

Behavioral Segmentation

Messer Griesheim B behavioral division is based upon the attitude understanding and awareness of the customer. Its highly healthy products target those customers who have a health mindful mindset towards their intakes.

Messer Griesheim B Alternatives

In order to sustain the brand name in the market and keep the consumer undamaged with the brand name, there are two alternatives:
Option: 1
The Business should spend more on acquisitions than on the R&D.
1. Acquisitions would increase overall assets of the company, increasing the wealth of the company. Costs on R&D would be sunk cost.
2. The company can resell the gotten units in the market, if it fails to execute its strategy. Amount invest on the R&D could not be restored, and it will be considered completely sunk cost, if it do not give prospective results.
3. Spending on R&D supply sluggish growth in sales, as it takes very long time to introduce a product. Acquisitions offer quick outcomes, as it provide the company currently developed item, 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 misconception of customers about Business core values of healthy and healthy items.
2 Big costs on acquisitions than R&D would send out a signal of company's ineffectiveness of developing innovative items, and would outcomes in customer's discontentment.
3. Large acquisitions than R&D would extend the product line of the business by the products which are already present in the market, making business not able to introduce brand-new innovative products.
Option: 2.
The Company ought to spend more on its R&D rather than acquisitions.
1. It would enable the company to produce more innovative products.
2. It would supply the business a strong competitive position in the market.
3. It would make it possible for the business to increase its targeted customers by presenting those items which can be provided to an entirely brand-new market sector.
4. Innovative products will supply long term benefits and high market share in long run.
1. It would decrease the earnings margins of the business.
2. In case of failure, the whole costs on R&D would be considered as sunk expense, and would affect the business at large. The threat is not when it comes to acquisitions.
3. It would not increase the wealth of business, which could offer an unfavorable signal to the investors, and might result I decreasing stock rates.
Alternative 3:
Continue its acquisitions and mergers with considerable costs on in R&D Program.
Vrio AnalysisPros:
1. It would allow the business to introduce brand-new innovative products with less risk of converting the costs on R&D into sunk expense.
2. It would supply a positive signal to the investors, as the total properties of the business would increase with its substantial R&D spending.
3. It would not impact the earnings margins of the company at a big rate as compare to alternative 2.
4. It would provide the company a strong long term market position in terms of the business's total wealth as well as in terms of ingenious products.
1. Risk of conversion of R&D spending into sunk cost, greater than option 1 lower than alternative 2.
2. Risk of misconception about the acquisitions, greater than alternative 2 and lesser than alternative 1.
3. Intro of less variety of ingenious products than alternative 2 and high number of ingenious items than alternative 1.

Messer Griesheim B Conclusion

RecommendationsBusiness has actually stayed the top market gamer for more than a decade. It has institutionalised its strategies and culture to align itself with the market changes and client behavior, which has actually ultimately permitted it to sustain its market share. Business has established substantial market share and brand name identity in the city markets, it is suggested that the company must focus on the rural areas in terms of establishing brand name commitment, awareness, and equity, such can be done by producing a particular brand name allotment technique through trade marketing methods, that draw clear difference between Messer Griesheim B products and other competitor items. Moreover, Business should utilize its brand image 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 company to establish brand name equity for freshly introduced and already produced items on a greater platform, making the efficient usage of resources and brand image in the market.

Messer Griesheim B Exhibits

PESTEL Analysis
Governmental support

Changing standards of worldwide food.
Enhanced market share. Changing perception in the direction of much healthier items Improvements in R&D and also QA departments.

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

Use sources.

Competitor Analysis
Business Unilever PLC Kraft Foods Incorporation DANONE
Sales Growth Greatest given that 7000 Highest after Business with less growth than Service 9th Lowest
R&D Spending Highest possible considering that 2002 Highest possible after Service 4th Lowest
Net Profit Margin Highest possible because 2004 with quick development from 2006 to 2015 Due to sale of Alcon in 2011. Nearly equal to Kraft Foods Consolidation Practically equal to Unilever N/A
Competitive Advantage Food with Nutrition and also wellness element Highest possible variety of brand names with lasting techniques Biggest confectionary and refined foods brand on the planet Biggest milk items as well as mineral water brand on the planet
Segmentation Center and upper center degree customers worldwide Specific clients in addition to house team All age as well as Revenue Consumer Teams Center and also top middle degree consumers worldwide
Number of Brands 6th 3rd 6th 4th

Quantitative Analysis​
Analysis of Financial Statements (In Millions of CHF)
2006 2007 2008 2009 2010
Sales Revenue 74947 417357 412137 858427 596637
Net Profit Margin 4.39% 3.36% 84.23% 3.93% 63.57%
EPS (Earning Per Share) 62.86 1.34 7.55 4.87 85.75
Total Asset 278783 875717 331938 143228 16166
Total Debt 14152 77417 67828 51225 26441
Debt Ratio 31% 41% 19% 94% 97%
R&D Spending 6833 7932 1667 3982 8314
R&D Spending as % of Sales 1.26% 7.79% 4.32% 1.77% 4.89%

Executive Summary Swot Analysis Vrio Analysis Pestel Analysis
Porters Analysis Recommendations